I spent my final year at OSU as the Beaver’s Digest Editor in Chief while I was completing my MBA in Marketing. 

During that time, I created three major social media marketing campaigns, each one coordinating with the digital magazine we released each quarter during the school year. 

The following is an outline of the final campaign I created, including the goal, planning and timelines, links, posts, and data, for our spring ter

m magazine that was launched in late May.

Beaver’s Digest is the student lifestyle section of Orange Media Network at OSU.

GOAL:

• Interact with followers on Instagram through posts, reels, stories, and content to generate awareness for brand and interest in our digital magazine
• Campaign tailored and focused on Instagram, shared same content across other platforms

PLANNING AND TIMELINE:

• August 2020: Created year-long schedule with goal dates for three digital magazine launches during school year
• November 2020: Fall digital magazine launch
• February 2021: Winter digital magazine launch
• March 2021: Announced spring digital magazine theme, brainstormed and assigned content stories to editorial and photography staff
• April 2021: Spring term starts
  • Met with marketing associate to brainstorm social media and marketing ideas for magazine launch
  • Outlined schedule within social media spreadsheet to determine mediums, topics, and content within campaign
  • Assigned reels dates within team to help schedule variety of content
• May 2021: Began social media posts
  • Worked with marketing associate to design Instagram grid
  • Began posting within schedule
  • Due to content delays, postponed launch briefly and adjusted social media to reflect change
  • Launched magazine, including follow up social media posts to share content and complete campaign

LINKS:

• Online digital magazine: https://issuu.com/beaversdigest/docs/vol_6_issue_3_v11
• Instagram: https://instagram.com/beaversdigest?utm_medium=copy_link
  • Campaign story highlight: https://www.instagram.com/s/aGlnaGxpZ2h0OjE4MTU1NjkzMzUwMTc5OTY5?story_media_id=2490975564798919006&utm_medium=copy_link
• Facebook: https://www.facebook.com/BeaversDigest/
• Twitter: https://twitter.com/beaversdigest?s=21
• Beaver’s Digest magazine articles: http://www.orangemedianetwork.com/beavers_digest/magazine/

DATA:

• All data is for totality of spring term, which was majority of posts from April 1 to June 16 related to the digital magazine campaign
  • Data is compared to previous term, between January 4 and March 8
  • Data for spring term is between March 29 and May 31
• Increased average reach per week by 204.5%
• Increased average impressions per week by 44.28%
• Increased interactions per week by 31.94%
• Averaged 1,078 impressions per reel during campaign

CONCLUSION:

• Overall, I was able to fine tune the processes I tried during the two campaigns previous to this one, and saw soaring success with consistent and deliberate posts throughout the final campaign. The data backs up the increased engagement and reach, showing how the extensive planning was effective.
• Further examples of spreadsheets and organization for campaign is available upon request.