2018-10-21 / News

New Lothrop Schools harnesses power of social media

By Ben Gagnon

NEW LOTHROP – New Lothrop Public Schools has found ways to increase its engagement with the community by harnessing the power of social media.

During the Monday, Oct. 15 school board meeting, the district rolled out a review of its summer marketing campaign – which started in June and ran through early September. The presentation was given by Andrew Brashaw, a local social media marketing expert who helped to tailor the message of New Lothrop’s campaign.

Brashaw described how New Lothrop’s use of Facebook, Twitter and Instagram became an important tool for growing engagement with students, parents and Hornet alumni.

“This was an effort to produce pride among stakeholders and capture new audiences,” he said.

According to Brashaw’s data, New Lothrop’s Facebook page alone gained 45 percent more likes, drew 360,000 impressions and reached 118,900 users during the summer campaign. The district’s number of engagements (which includes likes, shares, tags and comments) also rose to a total of 10,800.

Brashaw also explained how the numbers reflect the district’s growing influence.

“Two hundred eighty-three more Facebook page likes means that 283 more households have information about New Lothrop that they didn’t have before the campaign started,” he said. “It (drew) people that might not have known much about New Lothrop.”

Storytelling was a key feature of the campaign, with teachers and students producing videos that told the stories of New Lothrop staff, students and teachers. Participants also posted photos and articles that introduced the district and promoted it to prospective students.

Superintendent Anthony Berthiaume said that these efforts are casting a positive light on New Lothrop.

“We want to thank students, staff and parents who’ve participated,” he said. “This was a team effort.”

Brashaw pointed out that New Lothrop produced three to four times more social media content over the summer than several other mid-Michigan school districts. He also said that based on comments the Facebook page has received, the campaign has helped to convince parents outside the district to send their kids to New Lothrop.

In the meantime, Berthiaume said that New Lothrop will continue to expand its social media campaigning efforts.

“We want this to be a sincere, genuine representation of who we are as a district,” he said.

Return to top

Copyright © 2009-2018 Tri-County Citizen, All Rights Reserved

Click here for digital edition
2018-10-21 digital edition