Marketing Your Faculty: Help Them to Help You

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Transcript of Marketing Your Faculty: Help Them to Help You

  • Keynote Presentation

    June 14, 2016

  • Who am I?Fran ZablockimStoner Strategist


  • Brand Research and Development

    Marketing Campaign Creation

    User Experience Design

    Information Architecture

    Content Strategy

    Digital, Print, and Social Media

    Search Engine Optimization


    What do we do?

  • Marketing Your Faculty

    Help Them to

    Help You4

    An Inside View:

    Faculty Bios,

    Expert Centers,

    Content Strategy

  • TopicsI. The Value of Faculty Expertise

    II. Anatomy of a Faculty Profile

    III. Faculty Expert Centers

    IV. Integrating Expertise

  • For the Media

    For Internal Communications Staff For Prospective Graduate Students

    For Prospective Faculty For Faculty Themselves

    The Value of Faculty Expertise

  • Faculty expertise is one of the most valuable assets that any

    institution has.

  • Faculty are prolific content creators its their job. They are:

    Publishing papers, books and journal articles Writing blogs Speaking at conferences Recording class videos Winning awards Appearing on television, radio and panels.

  • The Problem Information often isnt being captured or shared where it

    can add value. Information quality typically ranges from poor to average. Existing faculty directories arent always complete and can

    be hard to use. Sometimes there isnt any faculty information at all.

  • Your faculty are some of the most knowledgeable and

    accomplished individuals in their respective fields.

  • That knowledge and accomplishment are

    valuable to a number of people and for a number of


  • For the Media University faculty are a primary source for interviews, articles and

    quotes. Journalists are busier than ever, and always in need of experts to speak

    on current news topics. The better your faculty content, the more likely your faculty will be

    tapped for media spots and the more content youll have for your online news pools.

  • For Internal Communications Staff

    Every college and university is trying to tell better stories about outcomes.

    Faculty accomplishment is a primary content pool. Good faculty expert content makes marketing staffs lives easier. Your are stretched for time and looking for ways to cut down on the

    amount of effort it takes to research and procure faculty information.

  • For Prospective Graduate Students Faculty are critically important for graduate and professional school

    enrollment. Many graduate students identify the faculty member they want to

    work with first, before any decision on school is made. Prospective graduates look for shared research interests, current

    publications, upcoming speaking engagements, and ways to contact or meet that faculty member.

  • For Prospective Faculty

    Individuals looking for faculty positions want to know: Who their colleagues will be. What research they may collaborate on. What opportunities they will have to improve their own

    standing once hired.

  • For Faculty Themselves Faculty need a space to show the world what they have

    accomplished and record their interests and work. Faculty want to be able to recruit graduate students and


  • Content Blueprint Minimum Viable Content Optional Content Case Study: Harvard GSE

    Anatomy of a Faculty Profile

  • Faculty ContentBlueprintMinimum Viable vs.Optional

    Tom & David Kelly,Creative Brothers at IDEO

    Source: Will Scullin

  • Minimum Viable Content Faculty Name: Clearly. Title: This needs to include room for multiple titles, such as

    distinguished named chairs. Contact Information: depending on the faculty members comfort

    level, this could include: email, phone, social media, office location and number.

  • Minimum Viable Content Profile Picture: Putting a face to a name is critical to establish your

    experts as real people and personalities. These should be head shots of smiling faces.

    Education: A listing of professional credentials is a must. This should include the institution, the degree granted, and the year.

    Areas of Expertise: Ideally these are keywords or tags that can be used for filtering and search.

  • Optional Content Biography: Brief history of schooling and teaching. Published Works: Books, articles, white papers, blogs. Affiliations: Professional associations, boards of directors, and

    volunteer activities. Logos, if available.

  • Optional Content Event Appearances: Speaking engagements, seminars, and news

    appearances. Past and future with links to more details. Courses Taught: Nice to have, but wont always be sustainable

    depending on your level of maintenance frequency. Languages Spoken: Great for international students and news


  • Case Study: Harvard Graduate School of Education

  • Definition

    Case Study: ExpertFile Case Study: Loyola Marymount

    Faculty Expert Centers

  • Whats an expert center? Acts as a central hub for internal and external access to faculty

    expertise. May include a subset of the faculty directory - usually your faculty all-

    stars. Relocates information that is often decentralized across many different

    sites and pages. Syndicates faculty expert accomplishments to critical areas of the

    website such as academic programs and admissions.

  • Goal: More Responsive The real-time news cycle demands access to expert sources within a

    very short window of opportunity. The media is always hungry for expert sources of information to offer

    insight and perspective on the topics of the day An experts center can help public relations and marketing staff connect

    their institutions faculty members to journalists and media professionals quickly, when they are needed most.

  • Goal: More Proactive Managing distributed content is difficult and time-consuming. Providing a central location helps content managers and faculty update

    quickly and easily.

  • Goal: More MeasurableAn experts center can have analytics hooked up to help you answer questions such as:

    What are the most important topics to the media? What expertise do we have on campus to match those topics? What faculty are most popular for specific topics? Where are media requests coming from? How effective is our expert content? What areas are most important to focus

    on for improvement

  • You may have great faculty, and even great

    faculty content but are people actually finding it?

  • Goal: More Discoverable A dedicated database such as ExpertFiles may help position

    your faculty all stars more highly in Google search results. Built-in search indexing can help make sure that faculty

    show up when keywords for their expertise area are used.

  • Case Study: Loyola Marymount University


  • Information Ecosystem Case Study: Columbia College Chicago

    Governance Content Strategy

    Integrating Expertise

  • Your ultimate goal should be an information ecosystem, with all the parts working

    together in harmony.

  • Information Ecosystem Faculty directory Faculty experts center Faculty profiles Academic Program Pages Home and Top Level Pages

  • Case Study: Columbia College Chicago

  • The desire to make things better is shared by faculty and campus communicators but the process and platform often

    stymie the best intentions.

  • Whats getting in the way?

    Source: B4Bees

  • Lack of Resources

    Not enough staff are dedicated to talking to faculty enough.

  • Lack of Trust

    Academic and marketing areas may not have the best relationship.

  • Lack of Process

    Are you reactive instead of proactive?

    You need to have a plan to mine content from academic areas on a regular basis.

  • We frequently hear from communications staff that its

    difficult to get information from faculty on what they

    have been working on.

  • We also hear from faculty that theyd love to share

    more, but dont have time to put it together themselves.

  • OneSolution?The Beat ReporterModel

  • A Few Do Today Content Ideas

  • Provide Context For Coursework and Curriculum

    Consider asking faculty to provide a bit of context about what they are teaching, how they teach it, and why they are passionate about the subject.

  • Embed Faculty Social Media Feeds

    If faculty members are particularly active on social media, consider pulling their feed onto the website, or hand-picking a key tweet or two to give visitors a sense of their personalities and what currently interests them.

  • Move Beyond the Standard Headshot Photo

    Lets be honest nobody likes sitting for the requisite staff photo.

    Consider using more candid photos of faculty in place of or in addition to the directory bust.

    Get pictures of them with their favorite pets, playing their favorite instruments or sports, or at their favorite spots on campus.

  • What Youll Get

    Presentation Re