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LEVERAGING SOCIAL IN RECRUITMENTDeveloping a College-Level Integrated

Recruitment Communications Campaign

JEMALYN GRIFFIN Assistant Director of Recruitment

Hixson-Lied College of Fine and Performing Arts @UNLArts | @Jemalyn

Jemalyn.Griffin@unl.edu

TYLER THOMASSocial Media Specialist

University Communications@UNLincoln | @TylerAThomas

Social@unl.edu

Presented By:

July 23, 2015

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Hixson-Lied College of Fine & Performing Arts

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Hixson-Lied College of Fine & Performing Arts

• Art & Art History• Dance• Film & New Media• Music • Theatre

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The Situation

•  Limited Time•  Limited Resources•  Limited Budget•  Increased Expectations

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Integrated Marketing Campaign

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Integrated Marketing Campaign

• Social Media• Web• Video • Print

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•  Faculty Recommended•  Diverse Stories•  Relatable to

Prospective Students•  Represent Each Department

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The Cast

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•  Ambassador Contract •  Hands on Training•  On-Going Management

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The Cast: Social Media

• Twitter•  Instagram• YouTube

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•  College & Academic UnitSocial Media

• #UNLArts

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The Cast: Web

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The Cast: Web

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The Cast: Web

•  New Information Architecture•  Responsive Design•  Developed Content Strategy•  Strong Call to Action •  Goal Funnels

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The Cast: Web | Homepage Feature

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The Cast: Web | Homepage Feature

• Homepage Feature• Department Feature•  Interior Landing Page• Call to Action•  Social Streams

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The Cast: Web | Department Feature

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The Cast: Web | Interior Landing Page

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The Cast: Web | Interior Landing Page

•  Prominent Cover Photo•  Relatable Quote• Cast Video• Overview Copy• Admissions CTA•  Social Streams

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The Cast Web: Social Streams

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The Cast: Web | Social Streams

•  Realtime Tweets•  Realtime Instagram Photos•  Action to Tweet at &

Follow the cast member

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The Cast: Video

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The Cast: Video

•  Tell Each Member’s Story•  Showcase Their Department•  Highlight Facilities•  Focus on Student Life

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The Cast: Video

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The Cast: Video

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The Cast: Video

•  Used Prominently on Web•  Included in

Recruitment Presentations•  Shared on Social•  Emailed to Parents

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The Cast: Print

•  Department & College Specific Brochures

•  Social Media Calling Card•  Inquiry Postcards•  Social & Web CTAs

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The Cast: Results

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The Cast: Results

INCREASE AWARENESS

# of Inquiries

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The Cast: Results

INCREASE AWARENESS

ALTERATITUDE

# of Inquiries # of Applicants/Admitted

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The Cast: Results

INCREASE AWARENESS

ALTERATITUDE

CHANGE IN BEHAVIOR

# of Inquiries # of Applicants/Admitted

# of EnrollmentDeposits

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The Cast: Results

•  Inquiries – 500+ more inquiries •  Admitted – growth of 18% •  Enrollment Deposits – growth of 6%•  Web Social Referrals – growth of 606% 

*2013-2014 Recruitment Data

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The Cast: Results

•  The College is Seen as Leaders on Campus•  Continued growth in Social Media

Engagement•  The Cast is in its Third Evolution•  An Additional Social Media Ambassador

Program is Set to Launch in Fall 2015

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Thank You!Jemalyn Griffin

@JemalynJemalyn.Griffin@unl.edu

Tyler Thomas@TylerAThomasSocial@unl.edu