Smss boston2015 tyler_thomas
-
Upload
jillian-petrie -
Category
Documents
-
view
25 -
download
0
Transcript of Smss boston2015 tyler_thomas
1
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
TYLER THOMASSocial Media Specialist
University Communications@UNLincoln | @TylerAThomas
Presented By:
July 23, 2015
2
Hixson-Lied College of Fine & Performing Arts
3
Hixson-Lied College of Fine & Performing Arts
• Art & Art History• Dance• Film & New Media• Music • Theatre
4
The Situation
• Limited Time• Limited Resources• Limited Budget• Increased Expectations
5
Integrated Marketing Campaign
6
Integrated Marketing Campaign
• Social Media• Web• Video • Print
7
8
• Faculty Recommended• Diverse Stories• Relatable to
Prospective Students• Represent Each Department
9
The Cast
10
• Ambassador Contract • Hands on Training• On-Going Management
11
The Cast: Social Media
• Twitter• Instagram• YouTube
12
13
14
15
16
17
18
19
• College & Academic UnitSocial Media
• #UNLArts
20
The Cast: Web
21
The Cast: Web
22
The Cast: Web
• New Information Architecture• Responsive Design• Developed Content Strategy• Strong Call to Action • Goal Funnels
23
The Cast: Web | Homepage Feature
24
The Cast: Web | Homepage Feature
• Homepage Feature• Department Feature• Interior Landing Page• Call to Action• Social Streams
25
The Cast: Web | Department Feature
26
The Cast: Web | Interior Landing Page
27
The Cast: Web | Interior Landing Page
• Prominent Cover Photo• Relatable Quote• Cast Video• Overview Copy• Admissions CTA• Social Streams
28
The Cast Web: Social Streams
29
The Cast: Web | Social Streams
• Realtime Tweets• Realtime Instagram Photos• Action to Tweet at &
Follow the cast member
30
The Cast: Video
31
The Cast: Video
• Tell Each Member’s Story• Showcase Their Department• Highlight Facilities• Focus on Student Life
32
The Cast: Video
33
The Cast: Video
34
The Cast: Video
• Used Prominently on Web• Included in
Recruitment Presentations• Shared on Social• Emailed to Parents
35
The Cast: Print
• Department & College Specific Brochures
• Social Media Calling Card• Inquiry Postcards• Social & Web CTAs
36
37
38
The Cast: Results
39
The Cast: Results
INCREASE AWARENESS
# of Inquiries
40
The Cast: Results
INCREASE AWARENESS
ALTERATITUDE
# of Inquiries # of Applicants/Admitted
41
The Cast: Results
INCREASE AWARENESS
ALTERATITUDE
CHANGE IN BEHAVIOR
# of Inquiries # of Applicants/Admitted
# of EnrollmentDeposits
42
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
43
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