case study new media - liz & steph

West Texas A&M University

A Case Study by:

Liz LopezStephanie Sanchez

Background Information • Public University

• Founded in 1910

• Canyon, Texas

• 8,900 students

• Undergraduate and

Graduate programs

• The mission of The

Office of

Communication &

Marketing is to develop

future applications on

the web and mobile

devices for the

University.

Mission Statement

Stakeholders

• Anyone affiliated

with the website or

WT

• Potential students

• Alumni

• Current students

• Biggest stake

holders: Donors

Office of Communications & New Media• University’s Social Media presence

• The University uses social media to try to reach a

variety of audience each social platform has a link to

the University’s website for further information.

• Campus Map & Tuition Calculators

• Students have access to these two through

the University’s phone app.

• Cisco Digital Monitors around campus (done by

IT)

• Constant updates• 180 editors around the university who have

access to updating the website• Content Editors Include:

• Department Directors• Assistant Directors• Deans

Social Media

Facebook:

• 18,000 likes• 1-3 post a

day • Content

written by writer and producer.

Followers: 2,700

Following: 200

Post an average of 1-

2 times a week

Instagram TwitterFollowers: 7,000

Following: 1,000

Post an average of

once a day

FLICKR:• Ran and paid for by

school photographer

YouTube:• Subscribers: 291

• Commercial free

videos

• All videos for WT

are linked in

through YouTube

Measuring Media

• The University’s website is measured through Google Analytics

• Social media:• Reports from

Facebook and Twitter

• Google Adwords

Conclusion:

Overall, the goal for The Office of Communication & Marketing is to develop a better strategy to reach more audience. They would like to see how their audience are getting drawn into their website and they are getting familiar with KPI so they can be able to measure how they are reaching their audience.