Content Marketing in Education: A Case Study


Shane HaggertyCEO/Director of StrategyGreat Heights Marketing + Communication@[email protected]

Why the Shift?

Internal Surveys Guided the Way (2008 survey):

>65% don’t subscribe to a local newspaper>85% have home internet connection>99.2% have a least one personal email account>75% visit OHP’s website frequently>93% watch online videos>81% have no idea what Twitter is>75% never use Facebook

Why the Shift?

Internal Surveys Guided the Way (2010 survey):

>77% visit the OHP website frequently>85% use Facebook>40% use Twitter>70% visit Hipointjourneys.com>87% want OHP to use social media to communicate>49% prefer their cell to receive information, 46% prefer the internet

Why the Shift?

Other reasons:

>Newspaper readership is down (our local paper has a mere 6,000 readers)>Radio listenership is down and fragmented>Technology allows our audience to skip ads on television>A press release won’t reach everyone

Allowing our students to tell our story

Full-Scale Strategic Plan-Raise the visibility of our school district

-Make a contribution to our industry

-Give prospective students & parents a look at what life is really like inside the classroom at Ohio Hi-Point Career Center

-Give our constituents a better understanding of how we really are preparing students for college and careers

-Increase participation in campus events and recruiting activities

Full-Scale Strategic Plan-Target audiences: Sophomores & parents, community-at-large

-Guidelines established including a contract with the bloggers and their parents

-Utilized existing district use of technology policy

-Provided training to students

-Content control and management

Tactics

Hi-Point Journeys Social Media Campaign

>Students use FlipCams & Digital Cameras

>Students blog weekly for an entire school year

>Students able to post on Facebook (Year 2)

>Students make personal appearances and take part in recruiting process

Method

>Built on a WordPress blog

>Customized by Oxiem

>Utilized InnoGage’s InnoBlogs plug-in

>Students were able to upload their own content

Integrated into marketing planVideo created for online use & TV

Bloggers used in collateral

Integrated into social media

Facebook, YouTube, Twitter, Flickr

Building relationshipsStudents as spokespeople

Building relationships

Students as spokespeople

Content is King

>Various trainings for students >Students provided with technology to tell the story

>Utilize media outlets to share their content

>Push it out through various channels

Results

>Hi-Point Journeys site visited by 2,500 unique visitors and 5,500+ visits with nearly 20,000 page views

>Hi-Point Journeys Facebook page has 460 fans

>In a survey, Journeys was #2 behind direct mail as top way to reach out to sophomores

>70% of current students visit Journeys

What was learned?>Students are responsible with social media when you teach them how to be

>Parents are online and respond to social media

>There are stories to tell and they are more effectively told by students

>Hand pick your students

>Less is more

Other Schools Inspired by Content

>EHOVE Career Center

>Madison Local Schools

>Upper Valley Career Center

>Apollo Career Center

>Delaware Area Career Center


QUESTIONS?

Content Marketing in Education: A Case Study

Education

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