integreat! using social, web, and print to engage accepted students
DESCRIPTION
Mallory Wood, mStoner’s director of marketing, and Donna Talarico, Elizabethtown College’s director of integrated communications, presented a brand new case study on E-town’s Share Your Moment campaign. Focusing on the audience has never been more important or more challenging as the mediums for our messages change. Many of us are simply repurposing content verbatim on our site, in print, and on social media. But, to succeed, we need to tailor the type and delivery of content to the platform for it to truly resonate with our followers. Elizabethtown College transformed its traditional acceptance letter into a unique, tangible-yet-multimedia experience. Donna will share how she and E-town’s marketing and admissions team joined forces to create a “moment” for accepted students, and then encouraged them to share that moment — right then — on social media. Follow the team through conception to production to delivery — to a near-year full of sharing. Learn why #etown2017 is the College’s most socially active incoming class to date, and see how this project increased yield and built relationships. Watch the webinar recording: http://www.youtube.com/watch?v=5Vkq7oE-4hYTRANSCRIPT
mStoner Webinar | August 2013
@donnatalarico
@mallorywood
InteGREAT!Using Social, Web, and Print to
Engage Accepted Students
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“It’s not about us, it’s about the
audience we want to reach.” - @SusanTEvans
#mStonerNow
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Overcome increased audience
fragmentation by integrating your
channels. #mStonerNow
What’s the definition?
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Integrated marketing is the combination of marketing tactics to help deliver one marketing strategy and
more quickly build know, like and trust.
@ducttape
What’s the approach?
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Intentionally blend online and offline tools and tactics around a single marketing
strategy.
@ducttape
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Our channels must tell a
consistent story and mutually
reinforce each other.
#mStonerNow
http://mstnr.me/mFLoB
How we did it
What we’ve learned
How can these examples apply to you and your unique organizations
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Share Your Moment Campaign
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But first, a
CONFESSION
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82% of accepted students want to interact. -College in a Social Media Age, 2013 (Chronicle of Higher ed)
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An @mention is the new radio shout out.
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Settingthe
Stage.
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http://storify.com/EtownCollege/accepted
#etown2017
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RESULTS
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If this doesn’t give you the warm & fuzzies…
#etown2017
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Involvement = Yield176+ accepted
students shared their moment on Twitter or Instagram
#etown2017 continues to gain momentum as committed students get excited for college
#etown2017
Year Yield
2013 20.5
2012 19.6
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Up, up and away…
Year Incoming First-Years
2013 543
2012 508
Year Inquiries to Applications
2013 17 %
2012 16.5%
2011 14.5%
“The Share Your Moment campaign would have had the
biggest impact on the deposit rate – I would say it helped with the
resurgence of that ratio.”
-Paul C. , -VP of Enrollment
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#etownmovein
26Storify: http://bit.ly/14ZR2BK
#etownmovein
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ADVICE
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BUILDTRUST
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WASH, RINSE,
REPEAT!
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TRUSTME!
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Social Media Following1300+ Facebook
likes747+ Twitter
followers (nearly double)
Average post reaches 1.9k people; 26, on average, interact
53% conversation; 49% updates – a good balance
Average time on site – 6:17 – 126% increase from last year
20% increase in repeat visitors from Facebook; 358% from Twitter
Mobile traffic from Facebook up 256%
Twitter referrals up 381%
Social Audience is Loyal, Growing
Web Engagement
As of 6/2013 – numbers increased since then!
@donnatalarico
@mallorywood
Any Questions?
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