At the moment, I’m reviewing last years marketing campaign for our college. I’m considering what we thought of as success, and what was not a success. Most likely, we’ll continue with some of the advertisements, but with a different message.
What we’re looking for is a campaign that will focus on two levels.
The first level is the people that have decided to attend a college or a university. We’ll try to get their attention, and we’ll tell them that our college is the best choice.
The other level is the people who haven’t decided to attend a college or a university. There are many people that haven’t really thought about an education. We want to explain why they should get an education (and of course, why they should attend our college).
One of the ways to advertise, and to get noticed by a lot of people, is by using Facebook. More than 1 million Norwegians are using Facebook, that’s more than 22% of the population. I’m thinking; if we can make a really interesting marketing campaign, we can reach most of our targeted visitors by using Facebook.
But, there’s always a few buts…
Why are people using Facebook?
It seems that most people are using Facebook as a way of communicating with other people. As a way of sharing information, and a way to keep track of their friends (family or colleagues).
It’s all about being social on the Internet.
Is Facebook a place for selling?
When people are using Facebook to connect with people and share information, it means that they’re not really looking for a college or where to find some interesting courses for next semester.
On the other hand, we can use Facebook to target specific interests. We could show our banners to people who have joined certain groups and have interests in topics that we offer courses in. This way, even though they’re not initially looking for a course at our college, they might consider it if we present it to them.
The origins of Facebook
Mark Zuckerberg created Facebook as a hobby project while attending Harvard University. It was a student network, primarily focused on high school and college students.
Because a lot of people know about the origins of Facebook, and many of its members are fairly young. People might think of an advertisement from a college as a natural thing, a lot more natural than advertisements for clothes or jewels.
How to get people interested?
It’s been a while since I tried advertising on Facebook by using social ads. My ads received a lof of clicks, but I didn’t really get excited about the campaign.
I’m thinking that we should be using Groups (maybe one for each course) and/or pages (maybe one for each Bachelor degree programme. By combining social ads with groups and/or pages, it would probably be easier for people to read our information. They wouldn’t have to leave Facebook – we’d provide all the most important information inside Facebook. They’d have to visit our website for more information.
I’ve contacted the sales team at Facebook (add me as a friend on Facebook) and this friday, I’ll get a demontration regarding how to use the Facebook advertisement system. I’m looking forward to it, and I’ll be sure to tell you all about it.