Post on 22-Jan-2017
CHANGES IN ATTITUDES - CHANGES IN LATITUDES
Dell Billings, Texas A&MJules Morris, University of Tennessee
Who are you talking to?
Who are you talking to?
Who are you talking to?
ENGAGING CONTENT
Content MarketingYou can buy attention (advertising)You can beg for attention from the media (PR)You can bug people one at a time to get attention (sales)Or you can own attention by creating something interesting and valuable and then publishing it online for free: a YouTube video, a blog, a research report, photos, an infographic, a Twitter stream, an ebook, a Facebook page.
David Meerman Scott, author of The New Rules of Marketing and PR
Content Marketing• Building a Culture of Content Marketing at UT• Tiffany style on a big lots budget...• Builds brand loyalty/relevance• Isn’t Me-Me-Me• Strongest ambassadors for your program or “brand”
is your own people• People don’t trust a lot of traditional marketing
anymore—they are drawn to relevant, real, sincere, authentic content
ENGAGING WEB
Engaging WebTop 3 ways prospects learn about you…1) Web Search– Google or the like2) Your website3) print or catalog
Engaging Web• Mobile-friendly• Must be easy to navigate• Relevant information easy to find.• Always drive to your website.• Regular content sharing (moves you up naturally in
searches when you aren’t a stagnant brochure...)• Track simple Google analytics• SEO and SEM (behavior targeting advertising)
ENGAGING PRINT
The Challenge• Getting the message of Department of Health and
Kinesiology (HLKN) to the university and public• One of four departments in the College of Education and
Human Development• Four divisions make up HLKN (Health, Kinesiology, Sport
Management, Physical Education Activity Program)• Divisions are larger than some departments on the
TAMU campus• HLKN is the largest department at the university• Because of size, college publications didn’t deliver full
scope of department
The Answer• Department centered magazine• Started in 2010• “Evergreen” stories• Seven editions of this magazine• Most recent (and final) edition in
Spring 2015• At least two stories in each
magazine from each division
A Living Magazine• Paper magazine sent to former
students, peer institutions in the nation AND families of current students
• Link for the online copy of magazine emailed to all HLKN current students, former students, and all other entities on campus
• Copies given to all areas (advising, labs, centers) for waiting room reading
A Living Magazine• Stories from OTM used to
promote the magazine on social media
• Very helpful in summer months and holidays when the news cycle slows
Impact Brings Competition• More stories bring more interest and
buy in from faculty• More story ideas for next magazine• More story ideas for day to day
reporting and for social media mentions– Every story isn’t a story, but every story
can be a mention• Other departments in the college
started their own magazine
ENAGAGING VIDEO
Video For the Masses• Investment in camera equipment and
editing software from the department • Originally, video was only available
through the HLKN website• Limited access for viewers• Changed to YouTube and MediaSite– YouTube for more general information– MediaSite for more detailed lectures
and presentations
Video Impact• Many related to helping the public:– Ankle taping (51K)– Wrist Taping (218K)– Thumb taping (245K)– Useful for schools with no athletic
training staff• Locally produced content that costs
nothing after initial investment
On Campus Videos• Installed five monitors in four buildings
on campus• Bloomberg style information (time,
weather, news crawl)• Slides of coming events and
“commercial” videos• Seen by our students and all other
students that are in those areas– Over 20K eyes in PEAP alone– Eye catching video and music (Star Wars)
Success Breeds Copycats• On-campus recruiting tool• College of Education and
Human Development have similar monitors
• College of Science wants more signage in our main location
• Other departments have asked how we do this; most don’t use video in their displays
ENGAGING BRANDS
Dryyyy WHITE TOAST definition of BrandThe American Marketing Association defines a brand as a "name, term, sign, symbol or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of other sellers.
BUT WAIT…THERE’S MORE!Its what you promise your client every single day--- the look, quality, reputation, stories, research, rankings customer service, level of expertise, the TOTAL package.
Act today to define a great brand, and you’ll receive the bonus of something that people can and will repeat about who you are, what you do
and how you do it!
Top Branding ObjectivesTO THE AUDIENCE• Delivers the message clearly• Memorable• Confirms credibility and expertise• Connects to potential targets
emotionally• Creates loyalty• Permeates the customer
experience at every stage– Potential Student, Student,
Alum• Motivates target audience
FOR YOU• Make sure it speaks to your target
market• Maintain it• Fully commit (live it)• Be different in the right way• Try not to use excessive jargon• Create a plan
IT TAKES TIME!
Integrated Marketing• Consistency is HUGE!• Old school marketing rule of 7• Web + print + social + PR + video + blogs +• Make sure they all have the same voice and
match the look of the brand (students, groups, alumnae, faculty, administration…)
• Should see anything that you post or share as connected and not have to start over fresh in their minds…
STAND OUT ENGAGEMENT
The Challenge• Biggest colleges on campus are
Agriculture & Life Sciences (A) and Engineering (M)
• More students from those programs (25 for 25)
• When students decide to leave Engineering, we are their first choice
• Not growing our own talent
Build from Your Base• Constant communication with interested entities• Facebook – Former students and out of town parties• Twitter and Instagram – Current students and on
campus parties• Social media following is larger than our college• Still plenty of room to grow compared to
Engineering and Agriculture
Student Engagement• “From Howdy to Here”• Surveys sent to students that decided
to not come to TAMU or HLKN– Lack of communication– Lack of contact– Lack of perceived interest by the
department
We Didn’t Care.
The Millennials • They want to feel like the
sports recruits• They want interaction
with their future university
• They know they have options
ENGAGING PROSPECTIVE STUDENTS
Freshman Recruitment Plan• Congratulations email from department head• Text of congratulations from department • Congratulations email from division chair• Text to push students to HLKN website• Email from diversity chair• Information on honors, research programs and
scholarships• Resources and degree information from advising office
Freshman Recruitment Plan• Research lab information• Other educational opportunities (Study Abroad,
student organizations)• Emails to top 10% students• Emails to first time college households• Follow up from department head• Phone calls from current studentsFive weeks of interaction
The summer before…• Welcome them with shirts or other goodies• Invite them to “like” our social media outlets
When they are here…• Opportunities to meet
newsmakers and high caliber researchers
• Engage in events not available to other students on campus
When they say goodbye…• Graduation and awards
reception• Held at the end of
every semester• Students and their
families are invited• Lunch/dinner served• Pinning ceremony• A final thank you and
department interaction
The Result?Since 2008…• 76% increase in undergraduates• 128% increase in graduates• 37% increase in student credit hours• 41% increase in weighted student credit hours• 235% diversity student increase– Two thirds of the Fall 2015 incoming
freshman class from diverse populations in our college were from HLKN
ENGAGING SOCIAL
Quick PrimerTop 3 Networks used to research Schools? • Facebook still rules. students and parents are still there—HOW
they use it has changed. – Consider using targeted paid ads– Try their new live 360 video
• Instagram – fastest growing social network– Evolving and advertising options will open up.
• YouTube – 80% of students will watch a video from a college during their
search– 44% will watch a video from current students at college
Quick Primer• Twitter – skews male among college-aged kids• Snapchat research is saying they don’t want to
engage us there. • YikYak – Anonymous and useless as a marketing tool• Yeti—College communities sign up. Suggest you just
say no to that one for now. Also anonymous and you may not wish to see the content... but like any new social media—it is evolving.
Social Media• Consistency and commitment• Go where they are and recruit them (e.g. Orientation)• Be responsive... two way conversations.• Include social media links on all marketing• Ask questions and highlight user generated content!• Use Hashtags (sorting tool for interests) #GoVols• Leaders can really set themselves apart with students• Think about your content and consider some creative efforts to
garner some extra attention– A photo is far more engaging than just text– song lyric perhaps?– parody or fun video?– tie into national or college event? #snowmagedon2016 #SuperBowl50
Your PersonalSocial Brand
#Leadership development is
learning how to wisely use your resources
before taking the next step #haslamready
#haslampride #UTK#UTExecMBA
Having another great day in the
Oval Office--can't figure out why some guys find
this job so hard? #POTUS
#HaslamReady#SECLeadership
#UTK
Student Orientation “selfie” with their
Assoc DeanImagine how often
this gets shared and tagged?!?!
Mistakes happen, but the best leaders
take responsibility & don't blame
others. #leadership #haslamready #UTK
@haslamut
Your PersonalSocial Brand
Maximizing potential always includes great mentoring!
Become #haslamready @haslamut! #dogsofinstagram
#leadership #businessleaders #UTK
Taylor Swift & DonutsCongrats to opening of @MakersDonuts “You look like bad news. I gotta have you.” #TaylorSwift #Donuts #UTKRSS #ShopLocal #Knoxville
Taylor Swift and ShakeCome “Shake Shake Shake, Shake it off” at the Walk with a Vol today at noon! H20 and snacks #TaylorSwift #UTKRSS #Kinesiology @UTKnoxville
Questions?