Visit The Village!
The Village at Slippery Rock
Social Media Campaign
Timothy Emery, Kristopher Nolt, Jennifer Simpson,
Casey Vecchio, Emily Watson

The Village at Slippery Rock
Mixture of Urban and
Rural
Mix of college town and
small town
Slippery Rock
Restoration Project
Slippery Rock Business
Association
Existing Website
NO SOCIAL MEDIA
PRESENCE

Current Trends In Small Town
Social Media
Shrinking Budgets
Emergency
Communication
Event Promotion
Demographic
Marketing
Business
Promotion/Job Posting

Campaign Branding
Mixture of Traditional and Modern
Unique Logo
Color Scheme
Meaning

Pre-Launch Research
Case Study Research
− SWOT Analysis
Goals and Objectives
Timeline Development
Target Audience/Market
Research
Staffing
Prioritization

Characteristics
− Social Media Hub
− MyWix Page
− Page Likes
Long Term Uses
− Event Announcements
− Photo/Video Sharing
− Emergency Alerts
− Advertising
Short Term Strategies
− Scavenger Hunt
− Business Month

Characteristics
− Following
− Hashtag Creation
Long Term Uses
− Event Announcements
− Achievement
Announcements
− Sporting
Announcements
− Emergency Alerts
Short Term Strategies
− Retweet Contest
− Friday Follower Frenzy

Characteristics
− Subscriptions
Long Term Uses
− Commercials
− What’s Happening at the
Village
− Monthly To-Dos
− Village Sports Recap
Short Term Strategies
− Commercial Contest
− Business Month

Characteristics
− Creating official place
Long Term Uses
− Official Check In
Short Term Strategies
− Mayorship Contest
− Business Discount

Characteristics
− Group
Long Term Uses
− Discussions
− Job Posting
− Promotion Posting

Mobile Technology
Long Term Uses
− Emergency Alerts
− QR Codes
− Business Special Texts
Short Term Campaigns
− Local Charity Text
Donation

Target Audiences
18-25 year old
− Why Social Media
Businesses
− Why Social Media

Short Term Goals and Objectives
Short Term Goals
− To reach current citizens through social media
− To receive support by local business in social media efforts
− To inform individuals aged 18-25 of the benefits of living in
Slippery Rock
Short Term Objectives
− To total 500 connections (likes, follows, etc.) through our social
media platforms in the during campaign length.
− Acquire 15 local businesses support of promotional activities
through donations, sponsorships etc. during campaign length.
− Increase late night business traffic at local businesses by 25%
during campaign length.
− Have a 50% interaction rate in posts/tweets about benefits of
community.

Long Term Goals and Objectives
Long Term Goals
− To increase web and social media traffic by individuals outside
of the Slippery Rock Area.
− Increase the residency of individuals ages 18-25
− To increase business traffic in the Village at Slippery Rock.
Long Term Objectives
− Increase outside social media interaction/traffic by 50% during
campaign length.
− Increase outside website traffic by 50% during campaign length.
− To increase residency of local apartments by 10% during
campaign length.
− To have 5 companies apply for building permits by the end of
the campaign.

Maintaining a Social Media
Presence
Social Media Director
− Job Description
− Job Responsibilities
− Job Qualifications
Social Media Interns
− Job Description
− Job Responsibilities
− Job Qualifications

Campaign Integration
Out with the old, in with
the new
New marketing,
community relations
and communications
Two way links

Timeline
4 months
Pre Campaign
− Market Research
− Website Development
− Social media tools
design and
development
Campaign Launch
− Staggered launches
− Themed months
− Planning next campaign
Post Campaign
− Completion of Metrics
Report

Metrics/ROI
Metrics Metrics/ROI Tools
− Facebook − Google Analytics
− Twitter − Facebook Analytics
− YouTube − YouTube Analytics
− Foursquare − Schmap/Twitter Map
− LinkedIn − LinkedIn Demographics
− Mobile Technologies Tools
ROI − EZ Texting
− Increased revenue
− Decreased Advertising
Costs
− Increased Business
Permits
− Customer Satisfaction

Conclusion
Branding
Goals
Target Market
Tools
Metrics/ROI

References
Amy loves Mike. (2011). The Village At Slippery Rock. Retrieved December 5, 2011, from
http://www.slipperyrockpa.org/home/amy-loves-mike
Davis, B. (2011, September 8). Towns turning to social media to get word out. Independent. Retrieved December 5, 2011, from
http://ind.gmnews.com/news/2011-09-08/Front_Page/Towns_turning_to_social_media_to_get_word_out.html
Facebook Statistics, Stats & Facts For 2011. (2011, January 18). Digital Buzz. Retrieved December 10, 2011, from http://
www.digitalbuzzblog.com/facebook-statistics-stats-facts-2011/
Hibbard, C. (2010, May 13). How Social Media Saved Lake Arrowhead When City Ad Budgets Ran Dry. Social Media Examiner. Retrieved
December 5, 2011, from http://www.socialmediaexaminer.com/how-social-media-saved-lake-arrowhead-when-city-ad-budgets-
ran-dry/
Macale, S. (2011, October 8). 98% of online US adults aged 18-24 use social media. The Next Web. Retrieved December 10, 2011, from
http://thenextweb.com/socialmedia/2011/10/08/98-of-online-us-adults-aged-18-24-use-social-media/
Mission Statement. (2010). SRBA. Retrieved December 5, 2011, from
http://www.goslipperyrock.com/index.php?option=com_content&view=article&id=19&Itemid=18
Sherman, A. (2010, December 16). 5 Ways Cities Are Using Social Media to Reverse Economic Downturn. Mashable. Retrieved December 5,
2011, from http://mashable.com/2010/12/16/cities-social-media-recession/
Slippery Rock Revitalization. (2011). The Village At Slippery Rock. Retrieved December 5, 2011, from
http://www.slipperyrockpa.org/slippery-rock-development/slippery-rock-revitilization
Taiji, R. (n.d.). 8 Tips for Small Towns Using Facebook for Social Media Marketing. Place Brand. Retrieved December 5, 2011, from
http://www.placebrand.ca/8-tips-small-towns-using-facebook-social-media-marketing
Town of Markham – DIY Markham Social Media Campaign. (n.d.). Delvinia. Retrieved December 5, 2011, from
http://www.delvinia.com/work/diy-markham-social-media-campaign/
The Town Known 'Round The World. (2011). The Village At Slippery Rock. Retrieved December 5, 2011, from
http://slipperyrockpa.org
Images courtesy of Google Images.

Any Questions?