Posted by Brad J. Ward | Posted in Blogging, Facebook, Higher Education, Marketing, Recruitment, Research, Thoughts | Posted on 07-28-2008
In ’07-’08 it was very easy to find students that were interested in applying to be a Blogger. I just created a targeted Facebook Ad for $50 that ran for 10 days at 2,500 impressions per day (25,000 total) for a cost of $5/day. I targeted both genders, age 18-24, undergrads only, in the Butler network. As a result I ended up with a total of nearly 50 applications to choose from.
So when I went to do the same this year, I was sadly disappointed to see that I could no longer target an ad specifically to the Butler network. My options are now to send it to the 18-24 age group and then targeting by state or city. With nearly 50% of Butler students coming from out of state, it’s not as easy to target a specific geomarket like some schools might be able to do.
So now I’m heading to Plan B.
First, I have 15 students who have emailed me throughout the year about being a Blogger this year because they heard about the position from friends or they are incoming freshmen who found the Bloggers to be very helpful. I also have about 10 more incoming freshman who asked for more information via the Facebook Class of 2012 group, so my freshman base is covered.
With the Butler Network Ad out of the question, I can now turn to other resources available. Since I am the one who started the Butler University Fan Page, I can send a message to those 725 members. My Group Insights show that nearly 80% of the group now falls in the 18-24 age range. I can use Fan Updates to target this age range (probably 18-22) and send them a message.
Finally, I will ask for recommendations from my current Bloggers. Since they have gone through 1 year of blogging, they might have friends who they think would be good for the position.
From there, I plan to do a similar process to last year. Email the app to those interested, then do a 2nd round of ~15 students and ask them to blog for a week then send it to me. From there, we will pick the 8 best. They have some big shoes to fill, but we’re excited to see how the new group pans out.