Marketing Strategy
The primary objectives of the marketing strategy developed for the National Society of Leadership and Success at UCR are to increase the club’s visibility and to attract the new members and the interest of the general public towards the society. The objectives will be pursued using the engagement of social media such as Instagram, Twitter, and Facebook. To be more precise, there are three major goals of the marketing strategy; they are the promotion and education, the attraction of the public interest, and communication and engagement with the audience. The three goals represent the types of tasks that will be involved in the marketing strategy for the club throughout its implementation. The detailed plans for each part of the strategy are presented below.
Strategy Components
The three tasks represent the components of the club’s marketing strategy. Each week will include six days dedicated to each of the tasks (two days per task). The components could be arranged either as a sequence of shorter messages:
or be divided into tree two-day segments covering one component each:
The division may vary from one week to another depending on the topics covered within each task.
Sundays will be dedicated to either the conclusions of the week, revisiting the most significant events or special occasions and the most important news.
Promotion and Education
This task involves the provision of educating information to the audiences of the club on social media. In particular, the messages posted under this task will present the latest news of the society, interviews with its members, useful educational information for the future and current leaders, and also the postings informing the audiences about the purpose of the club, its activities, history, future plans, and achievements. Shorts postings such as news reports and breaking news could be placed on Twitter, and the longer ones – one Facebook (the messages should be supported with pictures).
Attracting the Interest
The postings designed to attract the new members and followers and also to retain the existing one will promote the club using emphasizing the benefits of being a member and helping the audiences keep up with the diverse, fun, and fascinating social life of the club. The postings of this type would include short videos and photographs shared on Instagram and Facebook. Their major goal is to depict the activities of the club most engagingly and attractively.
Communication with the Audience
The messages focused on communication with the audiences will include the questions encouraging self-expression and discussions. They also could initiate surveys to discover the topics and issues that bother the audiences the most and the information they would prefer to see on the club’s media. The purpose of these tasks will be to encourage the followers to respond to the questions posed by society, share their opinions, provide suggestions, and express themselves.
All in all, each of the messages, regardless of the platforms on which they are posted, should be attractive, engaging, interesting, and as informative as possible to maintain the club’s strong media presence. Each of the messages will be managed by a team of two people. The teams could be assigned based on the three components – one team per each component or based on a schedule where each of the teams would work with different tasks every week.