the medium is the message (web conference at penn state)

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The Medium is The Message

#psuweb @mallorywood

Tuesday, June 10, 14

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Mallory WoodDirector of Marketing

@MalloryWood


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“It’s not about us, it’s about the audience we want to reach.” -

@SusanTEvans


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http://mstnr.me/2014SurveyFindings




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58% consider Twitter to be a successful tool, up from 49% last year.

Instagram use jumped 15% in one year.

In their first year on the survey, Vimeo and Vine are used by 16% and 9% respectively.

Top-Line Results:


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Photo Credits: Tom Woodward, https://flic.kr/p/2YwUM4


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Our channels must tell a consistent story and

mutually reinforce each other. #psuweb

http://mstnr.me/mFLoB




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Lots of talk about branding at #psuweb.


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Higher ed has earned a reputation for sameness.


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“Effective brand strategy requires simple

messages.” - @debmaue #psuweb


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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.

What’s the definition?

@ducttapeTuesday, June 10, 14

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Intentionally blend online and offline tools and

tactics around a single marketing strategy.

What’s the approach?

@ducttapeTuesday, June 10, 14

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Overcome increased audience fragmentation by integrating your channels.

#psuweb


Focus on your web presence.


Develop flexible content.


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What is the challenge we are trying to meet?


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We must tailor the type and delivery of

content to the platform for it to truly resonate

with our followers. #psuweb


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Cross-promote


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Cross-promote: George School


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Ampersandbox.WM.edu

Cross-promote: William & Mary


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Cross-promote: University of Chicago Law

#UChiLaw13Tuesday, June 10, 14

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#UChiLaw13Tuesday, June 10, 14

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• 93 posts using hashtags across all platforms

• 792 visits to UChiLaw13 page

• 443 views of Storify recap

• 126 clicks on Spotify playlist

• 63 clicks on Tagboard link

• Weekly Total Reach on FB increased 88%

The Results:


http://bit.ly/uchilaw13Storify

http://bit.ly/uchilaw13Storify

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Campaigns


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Plan

Set Up

Communicate

Execute

Measure

The Approach:

Tracking Listening Reporting

Platform Setup Design Research

Brainstorm Strategies Objectives KPI

On-Campus Buy-in

Content Production Recruitment


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Campaigns: Suffolk University

FlatRammy.comTuesday, June 10, 14

Campaigns: Suffolk University


Campaigns: Fordham University


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The Goal:Influence yield of admitted undergraduate students planning to enroll in Fall 2014.


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The Audience:Active social media users.17-19-year-olds.Admitted.


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The Strategy:Leverage popular platforms to generate excitement about choosing Fordham.


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The Inspiration:


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• Reach 90 percent of all admitted students.

• Prompt 100 admitted students to generate content.

• Attract 150 new followers


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The Tools:Visual, popular among target audience, growing

Visual, popular among target audience, growing


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FordhamUniversity.Tumblr.comTuesday, June 10, 14

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The Results:58% Open Rate 3.2% Click Rate3 Emails


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The Results:3,200+ Pageviews 900+ Visitors63 New Followers21 On-Page Likes


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The Results:6,238 Public Likes 511 Public Comments282 Total Posts 180 Public Participants99 Unique Participants


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• Reach 90 percent of all admitted students.

✓Prompt 100 admitted students to generate content.

✓Attract 150 new followers on Tumblr and Instagram.


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http://mstnr.me/Fordham4MeTuesday, June 10, 14

http://mstnr.me/Fordham4Me

http://mstnr.me/Fordham4Me

EDUniverse.org/SocialWorks

Campaigns: Social Works


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Gamification


Gamification: Georgetown


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• Insert added in direct mail pieces

• Phone-a-thon students added a message about the campaign

• 63 online ambassadors helped spread the word day-of

Spreading the Word:


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• 1,514 gifts from seven markets

• $529,000 raised in 27 hours

• 898 new donors

• Alumni giving participation rate increased from 28% to 35%

The Results:


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Integrate


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Integrate: Webster University

Webster.eduTuesday, June 10, 14

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Integrate: Trend, social in footer


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Integrate: Brown University


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250.Brown.edu/social-mediaTuesday, June 10, 14

Thank you! Questions?

Mallory WoodDirector of [email protected]@MalloryWood

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mailto:[email protected]

mailto:[email protected]

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Bonus slides


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Goals always come before tools. Always.

#psuweb


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Examples of measurable objectives

• Increase followers by ___%

• Increase content sharing ___%

• Increase website traffic ___%

• Increase applications ___%

• Increase attendance at events by ___%


the medium is the message (web conference at penn state)

Education

suffolk university

university of chicago

psuweb http

integrated marketing

single marketing strategy

uchilaw13 page

delivery of content

flexible content