Many of us are simply repurposing content verbatim on our site, Facebook, Twitter, LinkedIn, Tumblr, YouTube, and more. But, to succeed, we need to tailor the type and delivery of content to the platform for it to truly resonate with our followers. And we must integrate our content across online and offline channels. This session will explore successful brand voices tailored specifically for different social networks and showcase a number of case studies highlighting effective integrated marketing campaigns from admissions and advancement offices at institutions nationwide.
6. m
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:
Tuesday, July 29, 14
10. m
Higher ed has earned a
reputation for sameness.
Tuesday, July 29, 14
11. m
Raise your hand if
you communicate
with external
audiences on behalf
of your institution.
Tuesday, July 29, 14
12. m
Our channels must tell
a consistent story and
mutually reinforce each
other. #sizzler14
http://mstnr.me/mFLoB
Tuesday, July 29, 14
13. m
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?
@ducttape
Tuesday, July 29, 14
15. m
Intentionally blend online and
offline tools and
tactics around a single
marketing strategy.
What’s the approach?
@ducttape
Tuesday, July 29, 14
26. m
“If we have good content, we
need to give it a longer shelf
life than the day we click
publish.” @plautmaayan
#sizzler14
Tuesday, July 29, 14
36. m
• 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:
Tuesday, July 29, 14
44. m
• Introduce and generate interest of prospective
students through an on-brand message delivered
through their trusted influencers.
• Cultivate brand affinity before day one.
• Attribute making new friends to FlatRammy
• Brag to peers about Suffolk.
The Goals:
Tuesday, July 29, 14
50. m
“The best thing we could do was
reach out to members where
they were and how they were
communicating.”
- Daniel Krueger, Assistant Director of
Annual Giving
Campaigns: Florida State
Tuesday, July 29, 14
56. m
• Reach 90 percent of all
admitted students.
• Prompt 100 admitted
students to generate
content.
• Attract 150 new followers
on Tumblr and Instagram.
Tuesday, July 29, 14
57. m
The Tools:
Visual, popular among
target audience, growing
Visual, popular among
target audience, growing
Tuesday, July 29, 14
65. m
• Reach 90 percent of all
admitted students.
âś“Prompt 100 admitted
students to generate content.
âś“Attract 150 new followers
on Tumblr and Instagram.
Tuesday, July 29, 14
71. m
• 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:
Tuesday, July 29, 14
72. m
• 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:
Tuesday, July 29, 14