1.Stephen Webster - Introduction

2. Actions of a few affect many 3. Push the message 4. These days are well and truly over 5. Control 6. helpful, solemn, rude 7. Programmers control the message 8. but they dont control the aftermath 9. The frustration 10. The anger 11. The conversation 12. Much like marketing today 13. Control the message... 14. the story... 15. the promise 16. We simply dont control the conversation 17. Help them grow 18. Help them prosper 19. Authentic 20. Build trust 21. Very good chance you will succeed 22. Raise your head above the noise 23. Case Study 24. Vancouver Film School 25. VFS video introduction go to www.vfs.com for more info 26. Marketing strategies 27. Developed, Implemented, Results,Recommendations, Trends 28. Development 29. Vancouver Film School has been preparing students for their dream careers in the entertainment industry for over 20 years. Graduates from our world-renowned one-year programs have gone on to win Oscars and Emmys and have become creative professionals at the best companies in the world.Exclusive Scholarships for Canadian High School Students Were awarding scholarships to the brightest, most passionate aspiring artists coming out of Canadian high schools. Apply now for your chance at one of three full-tuition scholarships, valued at $20,000, to the one-year Foundation Visual Art & Design program.Check out vfs.com/kickit for the details. 30. Create the rst handshake witha new customer 31. Nurture and grow the community 32. Create opportunities for these communities to connect to oneanother 33. Student and graduate reviews are second only to word-of-mouth 34. Focus on how to add value rst 35. 1Belief, 2 Strategies 36. 1 Belief Our potential 37. Think as big as possible 38. Strategy 1 An engagement strategy 39. Strategy 2 Connected marketing strategy 40. Strategy 1 An engagement strategy 41. Strategy 1 marketing A engagement strategy 42. Do the analysis 43. Cluster analysis 44. Factor analysis 45. SWOT analysis 46. Perceptual mapping 47. Write the plan and execute 48. huge problems 49. Not responsive 50. Not versatile 51. Landscape shifting 52. 13 Different Products 13 Different Markets 13 Different Demographics 13 Different Psychographics 53. Stages of DevelopmentLaunch Development Nurture Maintain Grow 54. Social Media 55. Bad News 56. No silver bullet 57. Systematic series of actions 58. Goals 59. Common value propositionto establish a unied brand 60. Competition 61. Skills / Education / Experience 62. Skills Software, Hardware 63. Education The outcome 64. Experience Class environment Culture Teaching style Peer support 65. Combination 66. Skills / Education / Experience 67. Unique Selling Proposition 68. Process 69. Result 70. Brand Mantra 71. Results Matter 72. Its all about the work 73. Its all about the portfolio 74. This is the fuel that drives our Engagement Strategy 75. so what is the engine then? 76. Recruitment tool Employment Calling Cardpull strategy push strategyno hard sellbranded package entertain rstquality rst wow how did they do that?wow this is good Where did they do that?Where did they do that?I want to do thatI want to hire this personand/or I know someone that needsI want more like thisto know thisout of this we get...Prospective students Industry buy-in 77. Engagement Strategy 78. Strategy 2 Connected marketing strategy 79. Make a list of possible partners 80. Partners that complement ourbusiness 81. Dont be afraid to go after the bigplayers 82. Make sure you can bring somethingof value to them rst 83. Implementation 84. Case StudyYoutube District 9 Innovation lab 85. Vision 86. Show the world a great variety of excellent student work, and letthe work speak for itself 87. Launched in October 2006 88. Piece of Mind video http://www.youtube.com/watch?v=hbbfJClypYg 89. The making of Piece of Mind video http://www.youtube.com/watch?v=O5qWG3599Zk 90. Category editors 91. Made recommendations 92. Value and trust 93. Dig deep 94. Quality 95. Strong content 96. Drive content 97. Build the relationship 98. Think big 99. Pitch 100. Scholarship competition 101. Had to haves Community Involvement As big as possible Long term tie-in to VFS brand Willing to accept any of the winners 102. Scholarship committee 103. Open to all 19 channels worldwide 104. Theme What matters to you 105. Theme Its all about you 106. Brand connection Results Matter 107. viewers get to decide 108. Deliverables 109. Youtube launch video http://www.youtube.com/watch?v=iap2qfP1XGE 110. $500,000 in support 111. AdvertisingPromotional Custom applications 112. One guiding principle 113. Respond to everything 114. The winners 115. Selected winner of VFS / Youtube scholarship competition http://www.youtube.com/watch?v=KExoP97KUnY 116. The take-aways Still has traction today - links back toVFS.com Demand - when will we do it again Increased quality of our applicants Many Me too imitations 117. More organizations want our content 118. The Results 119. Brand Awareness 120. New Leads 121. #1 school channel 122. Our Process today We post a video to Youtube everyweekday We monitor all feedback andcomments We respond in an authentic voice - nosales jargon 123. District 9 Trailer http://www.district9movie.com/ 124. 2 weeks 125. Leverage our social media channels 126. Centralized placeBring me here Keep me here Make me care 127. Have to do it backwards 128. Make me care Director 41 grads - the calculations Appeal to the geek nature The ofcial place for everythingDistrict 9 129. Keep me here Microsite Alumni Credits - IMDB support, and graduation reels Blog stories Video interviews - 1 overview, 6 in-depth External news stories Competition / giveaways / draw-ins Media pull quotes 130. VFS District 9 microsite http://www.vfs.com/enterd9 131. Bring me here 132. Probably the easiest part of the puzzle 133. Value 134. Make me care 135. Keep me here 136. Wasted effort 137. Bring me here All social media channels On site at all major movie theaters The PR - Vancouver connection The give-away The keywords Congratulatory advertising 138. The Results 139. Over 20,000 visits (and growing) 94% were new visits New leads in our system New enrollments in our school 140. Innovation lab 141. Students wreaking havoc 142. Link: http://www.vfs.com/blog/2009/03/30/vfs- students-wreaking-havoc/ 143. Cool, fun factor 144. Helping students help themselves help us 145. Facilitate multiple downloadformats 146. We have done the work 147. Students embed the work on their blogs, their websites, their Youtube channels 148. More people get to see the work 149. More people join the conversation 150. Results / Recommendations / Trends 151. The results of our conversations 152. BC Export Awards 153. 50% International Students 154. 2008 Largest intake of students in 22 years 155. Recommendations 156. Website Integration to all of your communities; Youtube, Twitter, Myspace etc. Do an annual audit - every nook and cranny Web gardening Dont rely on one single point of entry Cross reference stories throughout your site Leverage external API 157. Blog Search engines LOVE blogs Take your time and get it right Approachable language Decide on your posting schedule Respond to everyone 158. Events Meaningful events. Can you add value? Do you have brands that you can build an event extension around? Invite and host. Doesnt have to be big or expensive Involve your community: live twitter feeds 159. Get yourself organized 160. RSS You dont have the time to read everything Get a reader Organize what is of value to you Set up alerts 10 minutes each morning will set you onyour way 161. Tools Make friends with Technorati Use a mainstream media mail service -Meltwater More than Google Master adwords, yahoo and bing advertising 162. Trend(s) 163. A move away from the desk 164. The devices in your pockets andpurses right now 165. Trend(s) 166. Bandwidth vs. Connectivity 167. Not just apps 168. More ways to deliver your content 169. More ways to deliver your message 170. More ways to tell your story 171. Get involved 172. Participate 173. To listen and respond 174. You are still in control 175. Aware of the conversations 176. Elevate the quiet positive 177. Address the loud negative 178. Every message has the potential to bea front page story 179. It doesnt take too much 180. Be authentic 181. Build trust 182. Help your communities to grow 183. What will they say about you when they meet?