rti-rhtm board 2016 presentation (1)
TRANSCRIPT
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Rocky Top Institute: Myra LovedayAssociate Director, Rocky Top Institute
Rocky Top Fellowship Students: Tiffany Waddell, Sally Brink, Makinzi Butram, Kara Rose O’Malley, Amanda May,
Azlinn Alder
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Who cares…
How we do it…
Why we do what we do…
Who we are…
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Rocky Top
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Rocky Top
Student Focus
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Rocky Top
Customer SegmentationStudent Focus
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Rocky Top
Customer SegmentationStudent Focus
Exposure
Pop-upShop
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Rocky Top Institute – What we know through research & listening …
“I really like that the students designed this and a portion goes back to them!”“It’s inspirational, it really means simple things should matter more”
“I would love to have that plaid all over my guestroom!” “Rocky Top is the first song I ever learned, and I’m not even from Tennessee!”
Data, loyal consumers and testimonials
What we’ve learned so far…
Focus group consumer research
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Building Skills& Experiential Learning
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Copy of original lyrics
Home sweet home…
Latitude & LongitudeVOL for life RT poem
Home state…
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National Social Media Marketing Efforts
Below is a typical reaction of 1x week event post
FOCUS• New PAISLEY &
PLAID• Student
Collaboration• Proceeds benefit
student scholarships
FOCUS• Contest & Trivia• Telling a story• In the moment• What we do!
Averaging over 300% increase monthly with younger followers.
Reaching broader audiences, UTK official campus account, UT student organizations, Greek Organizations and Knoxville media retweet our comments.
FOCUS• Bring attention
to Rocky Top Institute
• Fun facts about UT design student program
• Pictures of new Paisley & Plaid
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Rocky Top InstituteIndustry Collaboration Difference
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Professional Take-aways
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New & exciting things to come …
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