enrollment leadership academy social media presentation
TRANSCRIPT
Harnessing the power of the Hashtag
John OlesSocial Media ManagerOffice of Communication and MarketingSUNY New Paltz
Today
1.Strategic Plan and social2.Brand strategy3.Current social media landscape4.Fin Aid and Enrollment campaigns5.Paid social campaigns6.Questions
Social media is not the only way of achieving your college or university’s communication
objectives
#SocialnomicsThe value created and shared via social media
and its efficient influence on outcomes [economic, political, relational, etc.]
“Simply put: Word of Mouth on Digital Steroids”
~Erik Qualman
GoalsUniversity Brand
Departments and units
Faculty and Staff
Student clubs and organizations
Strategic PlanMarket New Paltz Internally and Externally
Increase impact of outreach activities to enhance visibility and quality of public perception about New Paltz as the public university in the region. Situate New Paltz in terms of our price-to-value proposition.
Increase awareness to sustain undergraduate and grow graduate enrollments.
Through an integrated, centralized marketing effort, engage and support departments in marketing of the College through its programs, lifting the profile of online and graduate programs, and stressing the College’s distinctive identity; gather and make better use of the voices and experiences of students, faculty members as scholars and mentors, and alumni in these efforts.
Expand alumni communication materials and connect to philanthropic efforts.
• News & concise messages
• Engaging, high-impact stories
• Beautiful images
• Event coverage, announcements
Brand StrategyProspective Students
Current Students
Alumni, Donors, and Friends
Current Social Landscape
Announce - Remind - Recap
Ideal Social Landscape
Listen - Interact - React
Financial Aid CampaignSchedule tweets and Facebook post for the semester
Financial Aid CampaignNot everything is made for social
Financial Aid CampaignSomeone is already
doing it for you!
Enrollment Campaign#NPaccepted banner was included in accept packets
(Front)
Enrollment Campaign
(back)
Enrollment Campaign
Results•358 post•2,016 pageviews•2:37 Avg. time on page
Advertising on Facebook
Advertising on Instagram
Advertising on Twitter
3 Reasons to win on social
1.Opportunity for impact stories to reach larger audience2.Extensive distribution potential at lower cost3.Superior SEO placement
