Facebook is an interesting social media community. For ASCCA’s interests of connecting with college students, it seems like the natural community to engage. ASCCA wants college students to work as counselors, program staff and for internships. So, we’re trying something new to reach them.
ASCCA is going to run approximately 50,000 flyers a day, for three days, targeted at students from the following universities: University of Georgia, University of Florida, Troy State University, Montevallo, University of Alabama-Birmingham, University of North Alabama, University of Alabama (Tuscaloosa) and Auburn University (Auburn).
This will give us over 150K impressions. Now, realistically, we’d like to run more – and target many more universities. But, the Facebook flyer program does have some limitations. I’ll discuss those. And, just so you’ll know, Camp ASCCA is not paying for this. A new tactic in our strategy of reaching students, I felt it best to cover this myself as a test. We’ll see how well it goes. The cost of this program equals about 1/2 of a week long campership. So, I thought it best to test the process, first. Still, that cost would be a small fraction of what we’d usually spend to advertise in college campus newspapers. More on that in a bit.
The image to your left is an example of one of the flyers. That is what students at UGA will see on Sunday through Tuesday when they log in to Facebook. It appears just below their lefthand menu. A nice placement, I think. Click the image and you’ll see all of our flyers. On Facebook, when students click the image, they are sent to a purpose built page on our site that offers greater detail. See ASCCA Public Relations Internships. In the future, I’d actually like to target the top 25 universities with PR programs. Maybe we will, still.
So, what are the limitations of the Facebook flyer program, as I see them? Well, currently you cannot target students beyond simply choosing a specific school, or schools. I find this a bit strange, since Facebook does have the demographic and lifestyle (interests) information of their audience. Ideally, I’d like to use that information to specifically target the students most likely to be interested in what ASCCA has to offer.
For instance, if we wanted to seek male counselors, I should be able to target a specific school, reach only males, and reach only those that have listed interests like: recreation, education, or even special education. Facebook is still relatively young and their flyers and advertising programs are still maturing. Right now, Facebook flyers are more of a broadcast tactic than a targeted one.
You might be wondering, “How effective is the Web for accomplishing ASCCA’s marketing and hiring needs?”
Today, Matt Rickman told me that he has yet to run a single ad in college newspapers during his counselor recruiting process for Summer ’07. That’s remarkable. Even more remarkable, Matt shared that he is ahead of his annual hiring targets. He would usually start college newspaper ads in April. This year, he may not run any of them. So, why is that? What is different this year?
Although we have sketchy data upon which to base this claim, so far the difference seems to be our Web site. Yep, apparently the site is accomplishing the goal of reaching potential counselors – just as we hoped it would. We’ll poll the counselors and program staff this summer to see exactly how many actually found us online.
I’ll report back in a week or so to let you know how our experiment with Facebook went this time around. For now, let me hear from you. What do you think about this tactic? Do you have any suggestions about other processes we may undertake to reach potential interns?
Did you know that Camp ASCCA is in Facebook? If you are too, please go on over and “Friend” Camp ASCCA. This way you may keep up with what we’re doing all the time. Join the Camp ASCCA Facebook group, too.