Case Study

THE SITUATION

The New Jersey Council of County Vocational-Technical Schools (NJCCVTS) wanted to take a more strategic approach to using social media to reach defined communications goals, specifically to:

1. Raise awareness of the value of county vocational-technical schools and career and technical education (CTE)
2. Drive enrollment through increased understanding of the breadth and depth of CTE programming offered at the schools
3. Grow partnerships with employers who contribute to the strength of CTE programs

THE STRATEGY

To populate social media channels with steady, relevant content, LBC mixed original posts with shared posts from media outlets, trade organizations, and New Jersey’s 21 county vocational-technical schools. LBC focused mostly on Facebook, where the Council has its largest audience, but then reformatted posts for Twitter and LinkedIn.

Two specific campaigns aimed to develop original content that supported one or more of the communications goals. The first campaign, Business Partner of the Year, highlighted an employer partner from each vocational school district. 

A second campaign, CTE Month Success Stories, ran throughout February and featured successful alumni from the districts. Campaign posts provided opportunities to tag schools, businesses, and individuals mentioned to increase reach. They also linked to the NJCCVTS website to drive traffic there, where more messaging about the schools and their value live.