Novel Geometrical Approach to Designing Flow Channels Natural Element
What we do and why it works (Designing and Executing Effective Communication Plans Across...
Transcript of What we do and why it works (Designing and Executing Effective Communication Plans Across...
![Page 1: What we do and why it works (Designing and Executing Effective Communication Plans Across Traditional and Digital Channels)](https://reader030.fdocuments.us/reader030/viewer/2022032513/55d2d70abb61eb2d2d8b4572/html5/thumbnails/1.jpg)
1
![Page 2: What we do and why it works (Designing and Executing Effective Communication Plans Across Traditional and Digital Channels)](https://reader030.fdocuments.us/reader030/viewer/2022032513/55d2d70abb61eb2d2d8b4572/html5/thumbnails/2.jpg)
2
![Page 3: What we do and why it works (Designing and Executing Effective Communication Plans Across Traditional and Digital Channels)](https://reader030.fdocuments.us/reader030/viewer/2022032513/55d2d70abb61eb2d2d8b4572/html5/thumbnails/3.jpg)
3
![Page 4: What we do and why it works (Designing and Executing Effective Communication Plans Across Traditional and Digital Channels)](https://reader030.fdocuments.us/reader030/viewer/2022032513/55d2d70abb61eb2d2d8b4572/html5/thumbnails/4.jpg)
4
![Page 5: What we do and why it works (Designing and Executing Effective Communication Plans Across Traditional and Digital Channels)](https://reader030.fdocuments.us/reader030/viewer/2022032513/55d2d70abb61eb2d2d8b4572/html5/thumbnails/5.jpg)
National renowned public urban research university located in the heart of Richmond, Va.2 campuses less than 1 mile apart in the middle of the city.Continue to build and thrive on a strong partnership with the city.
5
![Page 6: What we do and why it works (Designing and Executing Effective Communication Plans Across Traditional and Digital Channels)](https://reader030.fdocuments.us/reader030/viewer/2022032513/55d2d70abb61eb2d2d8b4572/html5/thumbnails/6.jpg)
More than 31,000 students from 105 countries
VCU is defined by it’s diverse student body. It’s what everyone says they love about VCU.
Recent focus group of our summer scholars “I knew it was diverse but I didn’t realize how diverse. I love it!”
6
![Page 7: What we do and why it works (Designing and Executing Effective Communication Plans Across Traditional and Digital Channels)](https://reader030.fdocuments.us/reader030/viewer/2022032513/55d2d70abb61eb2d2d8b4572/html5/thumbnails/7.jpg)
• #1 public graduate arts program in the country• $262 million in sponsored research in 2014• #1 hospital in Virginia
7
![Page 8: What we do and why it works (Designing and Executing Effective Communication Plans Across Traditional and Digital Channels)](https://reader030.fdocuments.us/reader030/viewer/2022032513/55d2d70abb61eb2d2d8b4572/html5/thumbnails/8.jpg)
And we are here to take back our coach!
Anyone from the University of Texas? Your job just got a little easier … or harder, depending on how you look at it.(Quick story/cautionary tail about Shaka and the “Back to bust your bracket ad”)
8
![Page 9: What we do and why it works (Designing and Executing Effective Communication Plans Across Traditional and Digital Channels)](https://reader030.fdocuments.us/reader030/viewer/2022032513/55d2d70abb61eb2d2d8b4572/html5/thumbnails/9.jpg)
More than $15 million in earned media
9
![Page 10: What we do and why it works (Designing and Executing Effective Communication Plans Across Traditional and Digital Channels)](https://reader030.fdocuments.us/reader030/viewer/2022032513/55d2d70abb61eb2d2d8b4572/html5/thumbnails/10.jpg)
Evolution of the brand (changes after the final 4) and evolution of SEM and UR
Maybe old look
10
![Page 11: What we do and why it works (Designing and Executing Effective Communication Plans Across Traditional and Digital Channels)](https://reader030.fdocuments.us/reader030/viewer/2022032513/55d2d70abb61eb2d2d8b4572/html5/thumbnails/11.jpg)
$15 million in earned media• Sold 50,000 t‐shirts in 2 weeks• Homepage traffic up 275%• Won an ESPN ESPY award for best upset• Greased light poles so students wouldn’t steal VCU banners. It was that crazy.
11
![Page 12: What we do and why it works (Designing and Executing Effective Communication Plans Across Traditional and Digital Channels)](https://reader030.fdocuments.us/reader030/viewer/2022032513/55d2d70abb61eb2d2d8b4572/html5/thumbnails/12.jpg)
Earned media
You can’t put a dollar amount on the amount of earned media, but we did anyway – $15 million
effect on applications
12
![Page 13: What we do and why it works (Designing and Executing Effective Communication Plans Across Traditional and Digital Channels)](https://reader030.fdocuments.us/reader030/viewer/2022032513/55d2d70abb61eb2d2d8b4572/html5/thumbnails/13.jpg)
13
![Page 14: What we do and why it works (Designing and Executing Effective Communication Plans Across Traditional and Digital Channels)](https://reader030.fdocuments.us/reader030/viewer/2022032513/55d2d70abb61eb2d2d8b4572/html5/thumbnails/14.jpg)
14
![Page 15: What we do and why it works (Designing and Executing Effective Communication Plans Across Traditional and Digital Channels)](https://reader030.fdocuments.us/reader030/viewer/2022032513/55d2d70abb61eb2d2d8b4572/html5/thumbnails/15.jpg)
MIR and admissions coming together
15
![Page 16: What we do and why it works (Designing and Executing Effective Communication Plans Across Traditional and Digital Channels)](https://reader030.fdocuments.us/reader030/viewer/2022032513/55d2d70abb61eb2d2d8b4572/html5/thumbnails/16.jpg)
Developed 5 guiding principles that helped guide and shape the campaign.
16
![Page 17: What we do and why it works (Designing and Executing Effective Communication Plans Across Traditional and Digital Channels)](https://reader030.fdocuments.us/reader030/viewer/2022032513/55d2d70abb61eb2d2d8b4572/html5/thumbnails/17.jpg)
5 guiding principles
17
![Page 18: What we do and why it works (Designing and Executing Effective Communication Plans Across Traditional and Digital Channels)](https://reader030.fdocuments.us/reader030/viewer/2022032513/55d2d70abb61eb2d2d8b4572/html5/thumbnails/18.jpg)
5 guiding principles
18
![Page 19: What we do and why it works (Designing and Executing Effective Communication Plans Across Traditional and Digital Channels)](https://reader030.fdocuments.us/reader030/viewer/2022032513/55d2d70abb61eb2d2d8b4572/html5/thumbnails/19.jpg)
ImagesTone of voiceall in the same family(other unit’s work SOB)
19
![Page 20: What we do and why it works (Designing and Executing Effective Communication Plans Across Traditional and Digital Channels)](https://reader030.fdocuments.us/reader030/viewer/2022032513/55d2d70abb61eb2d2d8b4572/html5/thumbnails/20.jpg)
Ad placement in Hobsons’ Naviance State Handbooks
20
![Page 21: What we do and why it works (Designing and Executing Effective Communication Plans Across Traditional and Digital Channels)](https://reader030.fdocuments.us/reader030/viewer/2022032513/55d2d70abb61eb2d2d8b4572/html5/thumbnails/21.jpg)
21
![Page 22: What we do and why it works (Designing and Executing Effective Communication Plans Across Traditional and Digital Channels)](https://reader030.fdocuments.us/reader030/viewer/2022032513/55d2d70abb61eb2d2d8b4572/html5/thumbnails/22.jpg)
Preview Day
22
![Page 23: What we do and why it works (Designing and Executing Effective Communication Plans Across Traditional and Digital Channels)](https://reader030.fdocuments.us/reader030/viewer/2022032513/55d2d70abb61eb2d2d8b4572/html5/thumbnails/23.jpg)
23
![Page 24: What we do and why it works (Designing and Executing Effective Communication Plans Across Traditional and Digital Channels)](https://reader030.fdocuments.us/reader030/viewer/2022032513/55d2d70abb61eb2d2d8b4572/html5/thumbnails/24.jpg)
24
![Page 25: What we do and why it works (Designing and Executing Effective Communication Plans Across Traditional and Digital Channels)](https://reader030.fdocuments.us/reader030/viewer/2022032513/55d2d70abb61eb2d2d8b4572/html5/thumbnails/25.jpg)
25
![Page 26: What we do and why it works (Designing and Executing Effective Communication Plans Across Traditional and Digital Channels)](https://reader030.fdocuments.us/reader030/viewer/2022032513/55d2d70abb61eb2d2d8b4572/html5/thumbnails/26.jpg)
DIYEntreprenuerial spiritPrefer reality over perfectionIndependentDiverse (in program)Self‐directedOutcome perspective is differentSocial responsibility
26
![Page 27: What we do and why it works (Designing and Executing Effective Communication Plans Across Traditional and Digital Channels)](https://reader030.fdocuments.us/reader030/viewer/2022032513/55d2d70abb61eb2d2d8b4572/html5/thumbnails/27.jpg)
27
![Page 28: What we do and why it works (Designing and Executing Effective Communication Plans Across Traditional and Digital Channels)](https://reader030.fdocuments.us/reader030/viewer/2022032513/55d2d70abb61eb2d2d8b4572/html5/thumbnails/28.jpg)
Next steps for MIR• Continue to build on the success of the campaign• Strive for a deeper connection with prospects• Push the two way conversation
28
![Page 29: What we do and why it works (Designing and Executing Effective Communication Plans Across Traditional and Digital Channels)](https://reader030.fdocuments.us/reader030/viewer/2022032513/55d2d70abb61eb2d2d8b4572/html5/thumbnails/29.jpg)
29
![Page 30: What we do and why it works (Designing and Executing Effective Communication Plans Across Traditional and Digital Channels)](https://reader030.fdocuments.us/reader030/viewer/2022032513/55d2d70abb61eb2d2d8b4572/html5/thumbnails/30.jpg)
30
![Page 31: What we do and why it works (Designing and Executing Effective Communication Plans Across Traditional and Digital Channels)](https://reader030.fdocuments.us/reader030/viewer/2022032513/55d2d70abb61eb2d2d8b4572/html5/thumbnails/31.jpg)
31
![Page 32: What we do and why it works (Designing and Executing Effective Communication Plans Across Traditional and Digital Channels)](https://reader030.fdocuments.us/reader030/viewer/2022032513/55d2d70abb61eb2d2d8b4572/html5/thumbnails/32.jpg)
32
![Page 33: What we do and why it works (Designing and Executing Effective Communication Plans Across Traditional and Digital Channels)](https://reader030.fdocuments.us/reader030/viewer/2022032513/55d2d70abb61eb2d2d8b4572/html5/thumbnails/33.jpg)
33
![Page 34: What we do and why it works (Designing and Executing Effective Communication Plans Across Traditional and Digital Channels)](https://reader030.fdocuments.us/reader030/viewer/2022032513/55d2d70abb61eb2d2d8b4572/html5/thumbnails/34.jpg)
34
![Page 35: What we do and why it works (Designing and Executing Effective Communication Plans Across Traditional and Digital Channels)](https://reader030.fdocuments.us/reader030/viewer/2022032513/55d2d70abb61eb2d2d8b4572/html5/thumbnails/35.jpg)
Da Vinci bed
35
![Page 36: What we do and why it works (Designing and Executing Effective Communication Plans Across Traditional and Digital Channels)](https://reader030.fdocuments.us/reader030/viewer/2022032513/55d2d70abb61eb2d2d8b4572/html5/thumbnails/36.jpg)
Twins cast mold
36
![Page 37: What we do and why it works (Designing and Executing Effective Communication Plans Across Traditional and Digital Channels)](https://reader030.fdocuments.us/reader030/viewer/2022032513/55d2d70abb61eb2d2d8b4572/html5/thumbnails/37.jpg)
37
![Page 38: What we do and why it works (Designing and Executing Effective Communication Plans Across Traditional and Digital Channels)](https://reader030.fdocuments.us/reader030/viewer/2022032513/55d2d70abb61eb2d2d8b4572/html5/thumbnails/38.jpg)
Connect helps streamline communications across all platforms
38
![Page 39: What we do and why it works (Designing and Executing Effective Communication Plans Across Traditional and Digital Channels)](https://reader030.fdocuments.us/reader030/viewer/2022032513/55d2d70abb61eb2d2d8b4572/html5/thumbnails/39.jpg)
39
![Page 40: What we do and why it works (Designing and Executing Effective Communication Plans Across Traditional and Digital Channels)](https://reader030.fdocuments.us/reader030/viewer/2022032513/55d2d70abb61eb2d2d8b4572/html5/thumbnails/40.jpg)
Combination of the marketing campaign and Connect allows us to reach students through multiple platforms
Pull exports from Connect for mailingsSchedule corresponding e‐mails in the system that match postcards
Personalize
40
![Page 41: What we do and why it works (Designing and Executing Effective Communication Plans Across Traditional and Digital Channels)](https://reader030.fdocuments.us/reader030/viewer/2022032513/55d2d70abb61eb2d2d8b4572/html5/thumbnails/41.jpg)
41
![Page 42: What we do and why it works (Designing and Executing Effective Communication Plans Across Traditional and Digital Channels)](https://reader030.fdocuments.us/reader030/viewer/2022032513/55d2d70abb61eb2d2d8b4572/html5/thumbnails/42.jpg)
25.7% education industry average
42
![Page 43: What we do and why it works (Designing and Executing Effective Communication Plans Across Traditional and Digital Channels)](https://reader030.fdocuments.us/reader030/viewer/2022032513/55d2d70abb61eb2d2d8b4572/html5/thumbnails/43.jpg)
43
![Page 44: What we do and why it works (Designing and Executing Effective Communication Plans Across Traditional and Digital Channels)](https://reader030.fdocuments.us/reader030/viewer/2022032513/55d2d70abb61eb2d2d8b4572/html5/thumbnails/44.jpg)
Increase in average test scores/GPA (even though we are test optional in many cases)
44
![Page 45: What we do and why it works (Designing and Executing Effective Communication Plans Across Traditional and Digital Channels)](https://reader030.fdocuments.us/reader030/viewer/2022032513/55d2d70abb61eb2d2d8b4572/html5/thumbnails/45.jpg)
45
![Page 46: What we do and why it works (Designing and Executing Effective Communication Plans Across Traditional and Digital Channels)](https://reader030.fdocuments.us/reader030/viewer/2022032513/55d2d70abb61eb2d2d8b4572/html5/thumbnails/46.jpg)
46
![Page 47: What we do and why it works (Designing and Executing Effective Communication Plans Across Traditional and Digital Channels)](https://reader030.fdocuments.us/reader030/viewer/2022032513/55d2d70abb61eb2d2d8b4572/html5/thumbnails/47.jpg)
Complementing e‐mails w/ embedded videoMore communications from academic unitsAddition of Graduate Connect emails, mailings, events, etc.
47
![Page 48: What we do and why it works (Designing and Executing Effective Communication Plans Across Traditional and Digital Channels)](https://reader030.fdocuments.us/reader030/viewer/2022032513/55d2d70abb61eb2d2d8b4572/html5/thumbnails/48.jpg)
Next steps for MIR• Continue to build on the success of the campaign• Strive for a deeper connection with prospects• Push the two way conversation
48
![Page 49: What we do and why it works (Designing and Executing Effective Communication Plans Across Traditional and Digital Channels)](https://reader030.fdocuments.us/reader030/viewer/2022032513/55d2d70abb61eb2d2d8b4572/html5/thumbnails/49.jpg)
49
![Page 50: What we do and why it works (Designing and Executing Effective Communication Plans Across Traditional and Digital Channels)](https://reader030.fdocuments.us/reader030/viewer/2022032513/55d2d70abb61eb2d2d8b4572/html5/thumbnails/50.jpg)
One way is through our admissions process.
Overall results: We continue to attract freshman cohorts that are more academically competitive and diverse, supported by a new merit scholarship model that provides additional aid to high achievers and personalized communication streams via our customer relationship management program.
50