1. Charlenne Gonzalez Pamela Kimball Winter 2014
“We are Tuck”
Charlenne Gonzalez
Pamela Kimball
Winter 2014
Digital Marketing Strategy
Social Media Challenge
Prof. Yaniv Dover

2. I don’t come from a traditional background, how would I perform on the core courses?
How responsive is the alumni base and how active are they on campus?
Prospective and admitted students have many questions to be answered before committing to a school
I hear about the tight knit community, but I would like to see specific examples
Do I have to have a business background to apply?
How is it to live in Hanover away from any major city?
I have a partner/family, what does Tuck has to offer to them?

3. Tuck’s current channels of communication have the potential to address these questions in an integrated way
Blog:
Stories don’t communicate a cohesive engaging message
Long and fragmented stories causes disinterest to readers
Some aspects of the Tuck value proposition are not utilized
Facebook:
There is not a consistent strategy to bring student stories like the ones in the blog
It does not have a unified theme, look and feel
Twitter:
Twitter and Facebook are better connected but bog stories are still isolated

4. “We are Tuck” campaign aims to use Facebook as a hub to answer these questions
Objective:
To create content that increases engagement by highlighting the different backgrounds of students and Tuck community.
Each story will build on a special moment associated with Tuck and will address the most common questions that prospective students have in a personal and engaging way.
Target audience:
Prospective and admitted students
Message to communicate:
Tuck is like no other place because every Tuckie contributes to its identity
Metrics:
Facebook Likes
s received
Click-through-rate to posted webpages
Yield of admitted students offer
Resources: Tuck staff Current students

5. Emphasis on topics that make Tuck unique
To learn more about Andrew ‘s transition from a non-traditional business background to the Tuck classroom environment please with “Andrew” in the subject line
Explanation and contact information
Emphasis on topics that make Tuck unique
Engaging image
Quote from student or TP
Relevant topic to prospective and admitted students

6. Tuck’s safe environment is upheld by its students, faculty, and staff as it goes along with its strong Honor Code.
To learn more about the Tuck’s Honor Code and safe environment please with “Honor Code” in the subject line
Tuck is a family friendly environment where it encourages integrating partners into our community.
To learn more about Jessica’s experience as a partner, please contact with “Jessica” in the subject line

7. Tuck community expands outside of the classroom for all members including non-students.
To learn more about the Tuck’s community please with “Community” in the subject line
The goal of Tuck GIVES is to supplement the compensation the nonprofit/public sector employers are able to pay allowing Tuck students to take positions at a competitive MBA salary.
To learn more about Tuck Gives please contact with “Tuck Gives” in the subject line

8. Potential topics
Student with non-quantitative background dealing with quantitative classes
Professors and their involvement with students outside of the classroom
Students working on Independent Studies
Second-year acting as informal mentors to first-years
Recruiting for off-campus opportunities
Student-run Tuck businesses and entrepreneurial opportunities
MBAPO resources during Fall A: tutoring, sponsoring events, etc.
International exposure opportunities
Social activities
Living in Hanover/dorms/Sachem

9. Appendix

10. Roles of Resources: Dedicated Tuck Staff Profiled Students
Has insights into prospective student FAQs
Knowledgeable of Tuck events calendar and student backgrounds
Utilizes insights from above to create postings portraying students in a way that can be relatable and engaging to prospectives
Messages must maintain a consistent look, feel, and theme
Providing follow-up communication with prospective students wanting to learn more
Provide short quote and picture if possible to dedicated tuck staff
Respond to communication when requested by dedicated tuck staff