Social Media Strategy Bolsters Honor Society's Reputation

Captivate helped foster a diverse social community for NSHSS, creating a social strategy focused on providing member value and boosting the Society's engagement.

Key Objectives

Reach High-Achieving Students

Improve Online Reputation

Foster Social Communities

Create Valuable Content

The Project Background

Reputation means everything for the National Society of High School Scholars. It’s a community for high-achieving students focused on member-exclusive scholarships and internships, which means that notoriety directly drives membership. Unfortunately, the narrative surrounding NSHSS’s reputation online was largely skewed in a negative light.

NSHSS members are from the tech-savvy generations of Millennials and Gen Z, the Society needed a better way to engage with students online through social networks.

On top of crafting a member-focused social media strategy to boost channel engagement and provide more value to its members, Captivate also helped NSHSS tell its side of the story via an SEO and SEM program.

Captivate Project Background

The Project Challenge

Today’s high school students live online. That means all decisions are Googled before any steps are taken. Because of that, NSHSS needed to completely revamp their online presence. Captivate provided a comprehensive digital marketing strategy to protect the credibility and integrity of NSHSS’s reputation.

Moreover, social media is especially pertinent to the NSHSS target demographic, and driving social traffic to an academic brand would take concentrated efforts. An effective campaign for NSHSS required community growth, content creation, and social advertising. In order to find success, a multi-pronged attack would be needed.

Key Issues

No Cohesive Voice & Identity

Negative Brand Perception

Fee-Based Membership

Brand Confusion with Other Membership Honor Societies

The ROI Focused Solution

The multi-channel strategy for NSHSS would include a series of campaigns for both search and social media marketing.

For social, we developed an objective-oriented strategy designed to provide value to NSHSS target audiences. Our strategy further established NSHSS as a relevant and active resource for its members. Captivate created monthly content calendars for Facebook, Twitter, and Instagram. Our design team also crafted custom imagery for each channel.

Throughout all of our work, we leveraged keyword research and hashtag trends to inform our content decisions. In other words, the strategy paid off — and continues to do so.

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The Results

Our working relationship, dating back to 2014 helped shift the narrative of the Society on both Google and social networks. Together, we helped turn NSHSS’s social channels into a valuable tool for not only the Society, but its membership base.

6,100+

Total

New Member Joins

Ads accounted for nearly 3,800 new members in Summer 2020.

3,600+

Total

New Member Joins

Ads accounted for nearly 1,600 new members in Summer 2019.

3,500+

Total

New Member Joins

Ads accounted for nearly 2,000 new members in Summer 2018.

14.03

Total

Return On Ad Spend

Paid Social Ads delivered over $14 ROAS in Summer 2020.

8.84

Total

Return On Ad Spend

Paid Social Ads delivered nearly $9 ROAS in Summer 2019.

11.19

Total

Return On Ad Spend

Paid Social Ads delivered over $11 ROAS in Summer 2018.

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