Case Study: University of South Florida

Engagement: Develop and Manage USF’s Social Customer Service Program and Related Facebook Page: USF InformaBull

Services: Social Media Strategy, Custom Platform Development, Community Management

Description: The University of South Florida Student Success Council, working through the Student Affairs Division, was interested in creating a “Student Concierge” to enable students to find University–related information in one centralized location. USF expected that technology would play a prominent function in the new program, acting as a portal to students directing them to appropriate University offices and resources and creating an atmosphere where they could ask questions, address concerns and be provided with accurate and timely information.

Having considered various technology options, the joint USF/Visual Alliance Media team concluded that a professionally-designed custom Facebook page would provide the portal functionality described above. Additionally, leveraging an existing platform that is already widely used and accepted by students not only provides for a cost-effective solution, it was almost certain to meet with success.

At the conclusion of a forty-five day study that included various interviews and process mapping discussions, the Visual Alliance Team designed and created the InformaBull Facebook page, including several custom tabs for links, events, financial information, international study opportunities and a seasonal tab that advertises upcoming events such as the New Student Orientation and Homecoming. Additionally, the team created the supporting infrastructure related to management required to ensure quick and accurate turnaround of student inquiries. While the “soft launch” of the page occurred on July 1st, 2011, the page officially launched with the start of the 2011-2012 school year in mid-August. In just the first thirty days, the page has garnered nearly 1,700 “likes”, topping 32,000 post views and achieving nearly 2,300 monthly active users. The Visual Alliance Media team continues to provide complete management services for the InformaBull page, working closely with various USF departments.

In an article announcing the site called “Digitizing the Help Desk” by Jenna Withrow, Assistant Vice President and Dean for Students, Kevin Banks, describes the purpose of the page and some of the “behind the scenes details” that make it a success among students.

Case Study: Hillsborough Community College

Engagement: Develop, Optimize and Manage HCC’s Social Presence (Facebook, Twitter, YouTube and Foursquare)

Services: Social Media Strategy Development, Social Media Strategy Implementation, Custom Platform Development, Community Management, Check-in Special Program Design/Administration

Description: In 2009, HCC engaged Visual Alliance Media to identify and evaluate its current social presence and guide them through the process of creating and enhancing that presence as well as integrating their social efforts into their overall marketing and customer service operations. After conducting an assessment, our team recommended a custom Facebook page, a Twitter profile and a YouTube channel to round out their social presence.

Students quickly took to the new channels, asking questions related to financial aid, academic calendars and sporting events, among other topics. Achieving over 1,000 “likes” in the first thirty days, the Facebook page currently stands at just over 5,000 “likes”. And with 5,200 monthly active users averaging 1,200 post views per day, discussion and engagement on the wall are consistent and plentiful. The Twitter profile and YouTube channel match the look, feel and tone of the Facebook page and also have a regular and active following.

HCC recently underwent a refresh of their social assets to update branding and enhance the user experience. The team added a Foursquare brand page and launched a check-in special program at the various bookstores and dining establishments on each campus.

The Visual Alliance Media team continues to enjoy a close working relationship with HCC, managing all aspects of the social program (including the social assets of several HCC departments and student organizations), and ensuring their continued integration with HCC’s overall marketing and customer service activities.

Case Study: Ciccio Restaurant Group

Engagement: Optimize and Manage the Social Assets of the various Ciccio Restaurants

Services: Community Management, Check-in Special Program Design/Administration, Reputation Management

Description: The Ciccio Restaurant Group engaged Visual Alliance Media to optimize their social assets on Facebook and Twitter and to establish a check-in special program on Facebook Places and Foursquare for The Lime (Facebook, Twitter), The Lodge (Facebook, Twitter) and Ciccio’s Lodge (Facebook, Twitter). Additionally, the team provide online reputation management for all restaurant brands including Daily Eats and Ciccio’s Water.

Working closely with the GMs and staff at each location, our team regularly engages with fans and diners, bringing them the latest events, specials and opportunities to enhance their overall dining experience. Regularly monitoring the key feedback communities for reviews (both good and bad), our team works with restaurant management to ensure that every diner is satisfied, and that every review is taken into consideration.

Case Study: Safety Harbor Resort and Spa

Engagement: Design and Administer the “My Spa-Riffic Mother Contest” on the Resort’s Facebook Page

Services: Contest Design, Facebook Application Development, Contest Administration

Description: The Safety Harbor Resort and Spa engaged the Visual Alliance Media team through one of its partners, Bayshore Marketing Group, to design, implement and manage a contest on its Facebook page leading up to Mother’s Day in 2011. The team was responsible for development of the graphic theme and all imagery and messaging, as well as all backend Facebook application development and contest administration.

As a result of the contest, total “likes” on the Safety Harbor Resort and Spa Facebook page increased by over 46%, while monthly active users structurally increased by over 100%.

Case Study: Gasparilla Distance Classic Association

Engagement: Develop, Optimize and Management GDCA’s Social Presence and Social Customer Service Program (Facebook, Twitter and Squidoo)

Services: Social Media Strategy Development, Social Media Strategy Implementation, Custom Platform Development, Community Management

Description: The Gasparilla Distance Classic Association, the non-profit organization responsible for administering Publix Super Markets Gasparilla Distance Classic Race Weekend in Tampa, set an objective to increase its runner base by at least 6,000 runners by the 2010 Race Weekend.  Having successfully utilized traditional media such as billboard, print and web marketing in the past, they decided to expand their reach and connection with their target market through the use of new media, specifically Facebook and Twitter.

After a thorough analysis of their target demographic and the ability to reach that audience through new media, Visual Alliance Media created a Facebook Page, Twitter profile and Squidoo lens to not only provide access to additional runners, but also to create a forum for interaction and information sharing by and between runners worldwide.

In less than two months of going live, the Facebook Page and Twitter Account garnered considerable attention and prompted interaction with Gasparilla Distance Classic Association’s audience.  The Facebook community base has grown steadily and stands at just over 6,300 “likes”. The platforms have met with the vision of not only providing one more way for the group to connect to their audience, but also have become a “meeting place” for runners around the world.

Race Weekend participation hase increased each year, with interactions spiking during each Race Weekend event as runners use the social channels to ask questions, get direction and work out last minute registration details, posting to the wall and sending tweets from the starting and finish lines!