117 S. Gadsden Street, Tallahassee, FL 32301 | 850.681.3200

Get Social: Connecting with

Students Online

Heidi Otway, APR

Director of PR and Social Media

SalterMitchell won the

2010 Dick Pope

All Florida Grand Image

Award from the

Florida Public Relations

Association

Clients

About Salter>Mitchell

University of Massachusetts Dartmouth Center for Marketing Research

How We Made a Social Connection

with Students Online

Case Study: Campus Connection

Salter>Mitchell needed to

created a unique, “upstream”

social marketing intervention to

prevent suicide on college and

university campuses.

The transition to college can be tough

• Suicide is the third-leading cause of death for all

youths ages 10 to 24.*

• Completions rise sharply at ages 20-24.*

• Studies show as many as half of college

students have contemplated suicide.**

* Florida Vital Statistics Annual Report 2000-2006, Table D-11.

** Drum, David J. et al, New Data on the Nature of Suicidal Crises in College

Students: Shifting the Paradigm, American Psychological Association, Vol.

40, No. 3, 213–222, 2009

What is our audience shopping for?

It’s actually pretty simple:

To connect

Not to look stupid

To meet like-minded people

Not to be lonely

Our

approach:

Make

connecting

on campus

easier

Web portal

allows non-

Facebook

users to

participate

Case Study: Pilot Project at UNF

Interrupt

Interact:

One Stop

Shop to

make a

campus

connection!

Engage

Evaluate

Get Social…

…Interrupt, Interact, Engage

Let’s Connect

Twitter:

www.twitter.com/heidiotway

LinkedIn:

www.linkedin.com/in/heidotway

Facebook:

www.facebook.com/heidiotway

Email:

Heidi.Otway@SalterMitchell.com