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Feliciano Students Create Social Media Solutions For NJDEP

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Marketing Department

A new multi-disciplinary collaboration between the Feliciano School of Business and NJ Department of Environmental Protection (NJDEP) has created a unique experiential learning opportunity for Feliciano School of Business students.

The project partnership – initiated by Feliciano School of Business faculty members, Dr. Naushad Kollikkathara and Dr. Mark Kay along with NJDEP officers – called on student teams in Dr. Patrali Chatterjee’s spring 2017 Internet and Social Media course to articulate a social media vision for the NJDEP.  The students were tasked to develop a creative, comprehensive plan for enhancing and expanding their social media efforts of the NJDEP, including: performing social media audits of all seven NJDEP divisions and analyzing the strengths and weaknesses of DEP’s current efforts, identifying characteristics of core social media segments, developing a brand persona consistent with each division's goals, defining social media voice and making specific recommendations for social media editorial calendar to improve reach, engagement and share rates of messages.

The students conducted focus groups, social media audits of NJDEP and its counterparts in other states, analyzed whether NJDEP’s current social media content fit with mission congruency and social “klout,” developed messaging goals and tactical social media editorial calendar, KPIs for evaluation and control post-Earth week 2017.

The Feliciano School of Business faculty advisors helped students with free resources available by securing extended free trial periods, scrapped and analyzed information and analytics on social media pages and shared insights from their research. They organized a session with the Director of Social Media Strategy at McCann Advertising to help students gain knowledge on approaches from one of the most successful social media agency in the industry.

The student teams presented their final recommendations to the NJDEP team during a session at the Feliciano School.  The NJDEP representatives were impressed with the student presentations and were excited to implement their plans.  The NJDEP recognized the winning student team and their contributions with a best student group project award during the Marketing Department Awards ceremony at the end of the semester.    

To learn more about the Feliciano School of Business, please visit business.montclair.edu