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?