#Agriculture

What It Is

The new Regina Roth Applied Agricultural and Food Studies program at Morningside College helps prepare students for success in a wide range of ag-related careers.

Background

Shortly after launching the program, Morningside came to Redstone for help in getting the word out to their target market of high school students. Redstone recommended a Facebook and Twitter program featuring aggressive thought leadership content and a paid placement strategy.

Morningside Ad students in Dirt Lab
Morningside Ad students learning about agricultrue
Morningside Ad students learning about farm equipment

What We Did

In cooperation with the Morningside Ag team, Redstone began by developing social media goals and objectives for the department. Key goals included:

  • Establishing a benchmark for social media initiatives while establishing awareness in the industry.
     
  • Motivating click-through to deliver additional traffic to the Morningside website and program page where the audience can get additional information, apply online, submit an email, etc.
     
  • Encouraging current and prospective students (and other affiliated target audiences) to join Morningside Ag’s Facebook and Twitter pages to be part of a growing fan and communication base.
     

To achieve these goals, Redstone developed a social media editorial calendar that included timely content including text, images and links. The team also implemented paid placement to grow awareness of the department and its Facebook and Twitter pages. 

Afterwards

A report after the first quarter of activity showed:

  • Morningside Ag’s Facebook audience grew by 1,889%.
  • Number of Twitter followers increased by 155%.
  • Tweet and Facebook daily impressions topped nearly 500,000.
  • Number of users interacting with content on both Facebook and Twitter increased.
  • Awareness of the program on the Morningside College campus as well as in Iowa, Nebraska, Missouri, Kansas and South Dakota increased.
  • A positive brand experience was created that supported the existing marketing for the department.

Fun Fact

Do you know how many square feet an acre is? 43,560!