reaching students and parents through social media
DESCRIPTION
An overview of how C. Grant & Company works to support successful higher education student recruitment through social media marketing.TRANSCRIPT
C. Grant & CompanyMarketing
Communications
Reaching Prospective College and University Students, Parents, and Influencers Through
Social Media Marketing
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How Far Has Your School Taken Social Media?
A Few New Recruitment RealitiesAdmissions departments know the era of print (search pieces, viewbooks, advertising) has changed but most still struggle with how to convert to web-based strategies
--Print advertising opportunities are declining
--Traditional advertising effectiveness is declining
Parents are the key influencers in the Christian college choice
Most colleges and universities have focused their social media marketing on students, even as growth of Facebook, Twitter has been driven by parents/adults
--Admissions counselors “get” some elements of social media--they’re users (e.g. Facebook, YouTube, texting)
--They’re not as comfortable with social media for adults (e.g. blogging, Twitter)
The continued growth of college search sites, forums, and blogs has overwhelmed admissions staff; monitoring and contributing to websites requires more staffing than the typical school can allocate
--These include collegeprowler.com, unigo.com, communiversity.com, campusbuddy.com, ratemyprofessors.com, collegeblender.com, stuvu.com, youtube.com/edu, theuniversityreview.com, yourcampus360.com...and counting
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We can help.
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About Us
We have extensive experience in higher education research and promotion
We are the leading firm in social media marketing for Christian publishers
We have built social media programs to reach teens as well as parents
We customize our services to work seamlessly with existing recruitment programs and admissions staff
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What Others Say“Our relationship with C. Grant and Company was the start of something new and important for our organization. Through asking critical questions, C. Grant and Company helped us see ourselves as others see us…”
– Dr. Niel Nielson, President, Covenant College
“We are grateful for the study of alumni giving at Wheaton College conducted by C. Grant and Company. We found their firm to be professional, thorough and responsive. Their approach was innovative and immensely helpful.”
– Dr. Mark Dillon, Vice President for Advancement and Alumni Relations, Wheaton College
“C. Grant and Company provided very helpful consulting work for JBU. They helped us strategize and develop new approaches for some key areas in our student recruitment marketing program. As a result, we re-engineered our campus tour allowing us to increase our overall effectiveness with these contacts. This translated to increased yield. We were able to implement a number of other ideas that had very positive effects in our results. They are experts in this field.”
– Don Crandall, Vice President for Enrollment Management, John Brown University
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Our Distinctive
We bring a new perspective and best practices in marketing and research from the Business, Non-Profit, and Ministry markets to Christian Higher Education.
As a firm with expertise in marketing as well as research, we know how to develop research with real-world application and how to create communication programs that integrate traditional and social media marketing elements.
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Our Services
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Social Media Optimization
Advertisingand Search Engine
Optimization
Research/Online Reputation
ManagementDigital Audit
Our ServicesDigital Audit: Evaluation of web presence in online and constituent-generated media, including websites (student, parent, education, school search, and related), blogs (influencers and general), search engines, and online reviews.
Social Media Optimization: Generating awareness for schools and school programs through social media, blogging, reviews, and other non-search engine related vehicles.
Research/Online Reputation Management: Analyzing student, alumni, and parent website posts and reviews to gain insight into constituents; tracking and responding to online posts, reviews, and articles related to school programs, faculty, sports, and other relevant topics.
Advertising and Search Engine Optimization: Increasing web traffic to websites through improved coding and keyword content and through online advertising placement and Adwords campaigns.
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Typical Marketing Tasks
Work with school’s marketing group to develop strategy that integrates social media marketing with media relations, recruitment promotion, and existing marketing efforts
Create, design and execute innovative social media and web advertising campaigns to build opt-in subscriber lists, build group membership, and effectively build brand awareness and encourage web visits and campus tours
Create measurable objectives and regularly report
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Primary Social Media Objectives
Reach prospective parents and other influencers such as pastor and youth leaders through new social media avenues
Expand the reach of existing social media programs in reaching prospective students
Mobilize alumni to assist in student recruitment through social media
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Social Network Optimization Map
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Student and Parent Blogs
Blog Postings
Web Expert Articles
School WebsiteSchool
Facebook Page/Group
College Review Sites/
Forums
MySpace and other
networking sites
College Search Sites
Twitter (Parents)
Our Higher Education Web Marketing Checklist
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Reaching Students, Parents and Influencers:
Sample Work from Other Markets
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Social Networks
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Eblasts and Banner Ads
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Blogs and Online Newsletters
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Blog Posts/Tours/Contests
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MicroSites/Landing Pages
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Expert Articles
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Other Social Networking Sites
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Our Capabilities
Marketing Strategy
Brand Strategy
Advertising and Promotion
Media Relations/PR
Social Network Marketing
Broadcast Advertising
Direct Mail
Web Marketing
Blogging/Content Development
Literary Representation
Identity/Logo Development
Event Marketing
Website Design
Web Games
Video Production
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About Us
Founded 2001 by Christopher Grant, former Vice President, Advertising at Christianity Today, International, Senior Vice President, Marketing at ServiceMaster and Vice President of Marketing at Zondervan (HarperCollins)
Full-service integrated marketing and research firm (website here)
Office located in historic building in the Chicago suburb of Wheaton, IL
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The “&”Our experienced team has held professional titles including:
Director of Media Relations, Wheaton CollegeColumnist, Chicago Sun-Times Media GroupMarketing Manager, AmocoVP of Marketing, ZonderKidz (HarperCollins)Art Director, SpringHill CampsAdjunct Writing Faculty, Wheaton CollegeCo-owner, Gap Digital Recording Creative Director, Tyndale HouseAdjunct Marketing Professor, Calvin CollegeConsultant, Douglas Shaw & AssociatesSenior Associate Editor, Leadership JournalAuthor, “An Educator’s Guide to the Internet” (Simon & Schuster) and “A Rookie’s Guide to the Internet” (Radio Shack)Professor, School of Electrical Engineering and Computer Science, Washington State UniversitySenior Director, Corporate and Internet Communications, Zondervan
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Partial Client ListZondervan
Willow Creek Association
Wheaton College
Heartland Alliance for Human Needs and Human Rights
Raging Waves Waterpark
SpringHill Camps
Leadership Network
Covenant College
Mount Hermon Camps and Conferences
Glocal.net
Pioneer Clubs
City of West Chicago, IL
Associated Agencies
Meisner Aircraft
Center for Student Missions
ServiceMaster
Aramark
MicroTek
Tyndale House Publishers
Wheaton Eye Clinic
TruGreen
Forest Home
Baker Publishing
Muskoka Woods
John Brown University
Pine Cove
Jossey-Bass
Redeemer Church/NYC
Sandy Cove
Kanakuk Kamps
TH Hilson Company
LeaderTreks
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Thanks
Contact: [email protected]