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TRAVIS WARRENWHIPPLEHILL, INC

2006 FAQ

2

NEW

FAQ

search for better screen shot if I have time.

CONTENT

W H I P P L E H I L L


Teacher

Student

Alum

ParentHead of School

Parent of Alum Candidate

Canon logo or image of canon product slick .. website.

SHARED MEANING


Content + Comments = Shared Meaning


Comments + Network= New Form of PR

The goal today is engagement

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W H I P P L E H I L LW H I P P L E H I L L

Carol Cheney, Cheney & Co.

http://www.nytimes.com/2009/08/19/education/19college.html

elcome to Blank School. It is my hope that by exploring our web site, you will discover the countless opportunities available at Blank to young men who are in pursuit of academic excellence, sound character development, and athletic and artistic training at the highest levels.

Since our founding in 1900, Blank has been a leader in the education of boys. Our traditional approach to education provides our talented and diverse student body with the tools necessary to be successful leaders, thinkers and innovators in today’s world. While we are proud to send our students to the finest universities and colleges, our focus remains on the development of the whole boy. At Blank, our goal is to prepare our students to be good men as much as it is to prepare them to be exemplary scholars.

W

Welcome to the admission section of

our website. We really hope you enjoy it.

Write down 5 words or phrases you use to describe your school.

Let’s Differentiate


Words

Photos

Video

Audio

Video

flickr.com/smilebig01

What do these say?

1. Fessy Fish Example2. Worcester Hillpoppas3. Pomfret Tuck Shop4. 3 Words to the World5. Proctor Orientation6.

flickr/daniel_manning

Takeaways

Your Audience Craves Reality

Trivial is good

Short Shelf-life = Honesty

Invite Conversation!

Use Social Media to Drive Traffic Back to your Site

< / presentation >

Photosflickr.com/multiget

What is the most popular camera on the web?

flickr/stillframe

Audio

flickr.com/splorp

flickr/stillframe

Words

flickr.com/switchmorgan

ON BLOGGING“Blogging is free, it doesn’t matter if anyone reads it. What matters is the humility that comes from writing it. What matters is the meta-cognition of thinking about what you’re going to say” - Seth Godin.

2000-2010

0

17

34

51

68

85

102

119

136

153

170

2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010

Posts per year

• Chuck’s Corners are written to specifically reinforce key nostalgic themes

• Provide transparency and authenticity through frequency

• Share the blog if the topic highlights an alum or their specific interest. Engage!

• Learn alumni interests from comments and use for future stewardship

12/3/2002 at 1:00:00 AM - David GoodsellI never knew this piece of history about my father. I am so amazed that he did such a wonderful thing so many years ago. Wow how exciting to see this happening. To all the students at Proctor I commend you on your fine work. You are true Gentlemen and Ladies. Keep sailing!!!!!!! Ahoy There Mates David E Goodsell Ft Worth, Texas

3/9/2003 at 1:00:00 AM - Nancy (Heywood) BoileauIt was so nice to turn over the boat to where it was built by my cousin Fred Goodsell. It makes our hearts warm to know this was the right thing to do for our lost families. We hope to see the little boat on our swing through New England this coming Fall. Paul & Nancy Boileau Burlington, Vermont

5/23/2003 at 1:26:46 PM - OLIN POTTERAS A MEMBER OF CLASS OF 43 I TOO COMPLETED A ROW BOAT OF WHAT LOOKS TO BE THE SAME: STEAM BENT OAK RIBS WITH EDGE-NAILED PLANKS (TOUGH TO TRIM TO SHAPE) IT HAD A LITTLE SKEG, FLOATED WELL BUT WAS A BIT TIPPY. COULD PROBABLY FIND A PHOTO OF IT IN USE IF THERE IS ANY INTEREST. OLIN POTTER

WHAT PEOPLE ARE SAYING ...

5/24/2003 at 8:43:45 PM - Ruth & Rex McVayHow wonderful of all of you to restore Alfred Goodsells little boat and to honor him by bringing the "Little Boat Home "on your reunion. We all wish his health would allow him to be there-his spirit will be I am sure of that. We are very proud of him and happy for him to be able to hear about this honor. Thank you Procter. Sincerely Alfed Goodsells sister and brother in-law.

5/24/2003 at 11:33:34 PM - Alfred GoodsellI received the invite from Lou and if it was in my power to be there I would, however my thoughts are with you at Proctor on the 14th, Olin I know that you will be there so you can speak for me . Those were some of the Happiest days of my life being a part of the student body at Proctor with the teachers Roland {PETE} Burbank and his wife Connie, Lee Henry, Bill Holts, Lyle Farrell , and Cap't. Rounds in the Shop. I wouldn't give the memories up for the world, and I am so happy to be a part of the Proctor History.

11/16/2007 at 7:40:36 PM - Connie CauchonThanks for making my father a real piece of history. He has always been a special person to me but this makes him more special than ever. Thanks again for restoring his Little Boat.


1/17/2010 at 4:53:01 PM - Deborah WessellsNice article about a wonderful young man (my great nephew).


1/17/2010 at 5:02:22 PM - Alice Martinwonderful article, wonderful young man...from his completely unbiased grandparents!

< extras >

Google & The Long Tail

head long tail

So, if this was google what would it look like?

private scho

ols

private scho

olbo

arding

sch

ools

inde

pend

ent s

choo

lsprivate ch

ristia

n sch

ool

prep

sch

ools

best priv

ate scho

ols

private ca

tholic sch

ools

boston

priv

ate scho

ols

california private scho

ols

chicag

o private scho

ols

colorado

priv

ate scho

ols

private girls

sch

ool

private bo

ys sch

ool

private ca

tholic sch

ool

private scho

ol hoc

key

private scho

ol swim

ming

private scho

ol le

arning

disab

ility

private scho

ol trou

bled

teen

s

The Long Tail

head long tail

private school private schools

private high schools

best private schools

florida private schools private christian schools

independent schools prep schools

private high school texas private schools top private schools

best private high schools best private school

private boarding school

boston private schools

private boarding schools ny private schools

private elementary school private elementary schools

boarding school

School Phraseology ( head )

private middle schools

private girls school private school loansprivate school job

private catholic schools

private school aid private schools vs public schools

jobs in private schools private school vouchers top private schools

School Phraseology ( long tail )

private school troubled teens

spain abroadprivate school hockey

private schools diversity

private school swimming

private school employment

moutain classroom private boys school

private school learning disability

O M N I T U R E

Visits from Google

0

750

1,500

2,250

3,000

Feb

1 200

7

Mar 1 2

007

Apr 1

2007

May 1

2007

Jun 1

2007

Jul 1

2007

Aug 1

2007

Sep 1

2007

Oct 1 2

007

Nov 1

2007

Dec 1

2007

Jan 1

2008

Feb

1 200

8

Eagle HillProctorFountain Valley

2006/07 2007/08

an inquiry is engagement.

0

10

20

30

40

50

60

70

Sept Oct Nov Dec Jan Feb

Tactical Approach

Think in WORDS and PHRASES

Research Key Phrases

Segmented by Audience & Value

Content Strategy - Framework

Ongoing Content

Thesaurus

Strategy

Inquiry Visit

ApplicationAdmits

Revisits/Yield

HTML E

mails

Dynam

ic Pr

intSo

cial M

edia

Campu

s Tou

r

Scho

ol Web

siteProcess

Viewbo

ok

6 touches

you control when

30 touches

they control when

Then

Now

Go, go, go

April, they send a check and they want go,go,go.

Posted, portals, gotta be ready.Facebook Affinity Groups

Retention

Getting people engagedRe-enrollment

Not just Recruit, but retain

BlogsLooking at your calendarLeverage ... bang for your buck.


Web Site


Web Strategy

1. SocialMedia 2. Your

Website


SocialMedia Your

Website

More users Viral upside Cool factor Better tools

Better filterBetter privacy

Better brand controlFewer passwords

Building Online Participation


Takeaways

Your Audience Craves Reality

Trivial is good

Short Shelf-life = Honesty

Invite Conversation!

Use Social Media to Drive Traffic Back to your Site

QR Codes

QR = “Quick Read”

a new kind of barcode

http://qrcode.kaywa.com/

aisap spring roadtrip

Documents

wonderful

drive trafc

social media

carol cheney

cheney amp

goodshort

school phraseology

proctor