Education: Launch, Reputation & Visibility. Education. Launch, Reputation & Visibility. CopperBridge Media Strategy team Edited By: Vineet Singh

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1 Education: Launch, Reputation & Visibility Education Launch, Reputation & Visibility CopperBridge Media Strategy team Edited By: Vineet Singh

2 2 Education: Launch, Reputation & Visibility Overview The last decade has witnessed the gradual maturating of the digital networking tools and the online environment itself. Every web entity today exists in a socially active web This is also true for the educational institutions The rules of online engagement have to be adhered by one and all. Like any other corporate entity, educational institutions / programs have an annual marketing target collaborations, memberships, admissions. Academic programs / institutions operate in a much more complex marketing mix than an ecommerce site. While the presence of an interactive website and a content-rich blog is indispensable for a great marketing platform, an agile and flexible online marketing approach will be the key to a sustained ROI. 2 Confidential & Proprietary: CopperBridge Media

3 3 Education: Launch, Reputation & Visibility Education The last decade has witnessed the gradual maturating of the digital networking tools and the online environment itself. Every web entity today exists in a socially active web This is also true for the educational institutions The rules of online engagement have to be adhered by one and all. Like any other corporate entity, educational institutions / programs have an annual marketing target collaborations, memberships, admissions. The approach In the education segment, some of the vital pieces of a marketing campaign are Audience characteristics Demographic considerations Cultural and Social values Geo-political setting. Academic programs / institutions operate in a much more complex marketing mix than an ecommerce site. While the presence of an interactive website and a content-rich blog is indispensable for a great marketing platform, an agile and flexible online marketing approach will be the key to a sustained ROI. 3 Confidential & Proprietary: CopperBridge Media

4 4 Education: Launch, Reputation & Visibility Social visibility campaign Targeted networking Information and association can be deceptive on the web unless we know where we are placing our bets. Education sector has witnessed a very objective social growth in the last decade and this has resulted in the worthy social networking sites targeted towards the Education segment Change.org, ChangingThePresent.Org, Idealist.Org, Capaciteria.Org,TechSoup.Org, ConsultantCommons.Org, SocialSourceCommons.Org, Idealware.Org, the N-TEN affinity groups, the NPtech tagstream, and the Information Systems Forum. An isolated existence on the web is unimaginable for any business or Educational program. Educational institutions / programs face a greater challenge of visibility considering their niche audience segment. Social visibility The short and the long While the tweets are fast and furious, the fast indexing blogs cannot be ignored. Major search engines have displayed a great liking for meaningful and unique blog posts So, a planned and consistent blogging program is indispensable for the social visibility of an Educational institution. Scheduled and appropriate Press releases are the most credible vehicle for promotion. 4 Confidential & Proprietary: CopperBridge Media

5 5 Education: Launch, Reputation & Visibility Interactive marketing Working in isolation is no more an option for the Education sector. Vibrant and interactive websites are the need of the hour for every active institution. As in the offline world, interactions can be successful only when we understand the motive and motivations of the visitor to arrive at our website. A complete synchronization between the content, graphics and the structural aspects of the website is indispensable for any meaningful and healthy conversation with the audience. Consumer Profiling Consumer segmentation is important in order to interact with them and also to deliver the right message. It s easy to see that text messaging / SMS is the most loved communication protocol within the teenager seniors would rather call, so that they can have a better engagement and attention span. Offline touch-points In today s media dominated society, message can be delivered from across a wide range of formats electronic, print media, radio, television spots. Any of these mediums can be utilized to redirect the potential consumer to your website. Interactivity can be kicked off by the inclusion of the web address, social media profiles and landing page URLs an any of the offline channels. Educational websites can benefit particularly are more attracted to social ADs as compared to the commercial one. Device independence: Anyway, anytime, anywhere is the new benchmark for communication Consumers want to be eternally connected through any type of device Computers, Netbooks, Kindles/ereaders, Smartphones, BlackBerries, iphones, Game consoles, and GPS systems. The onus is on the educational institutions to deliver content across all the devices. 5 Confidential & Proprietary: CopperBridge Media

6 6 Education: Launch, Reputation & Visibility Reputation Management While reputations can be shredded in a couple of well planned steps, building a reputation requires much more than just a good planning. Educational programs are built entirely on reputation and the perception of its intended audience. Educational institutions are always expected to function with transparency A core pillar of a reputation building campaign is the transparency framework that should be incorporated into every part of the online visibility and reputation management campaign. Message delivery The right message has to be communicated to every stakeholder and in a very unambiguous manner by every member of the organization. The same message has to be broadcasted consistently from every online entity and social media platforms. Utilization of platforms like Wikipedia, Facebook and Twitter cannot be overemphasized in the current scheme of things. A balance between volume and quality of communication has to be maintained at all times whether it involves Press Release, Press conference or blog posts. While a well oiled communication mechanism is indispensable for a spotless reputation, it can happen only when there is Strong Board and robust leadership team A management group recognized for their transparency and integrity A rational and sustained communication plan in place Active involvement of every type of stakeholder within the 6 Confidential & Proprietary: CopperBridge Media

7 7 Education: Launch, Reputation & Visibility Launch Communication Strategy Communication protocols are established and launched much before the educational program is launched. Every thread of communication is a marketing opportunity and should effectively convey the theme of the institution. A communication strategy can be effectively categorized into three phases Pre-launch communication and buzz: : Curiosity phase Launch communication strategy: Hand-shake phase Post-launch communication management: Nurturing phase Launch communication Flavors In any social event, every person is a stakeholder and likewise none can be ignored a good communication creates a network of brand ambassadors and a sustained buzz mechanism which reaches its peak as the launch date nears. Specific written and verbal communication protocols have to be established and refined for engaging the various segments Communication and engagement with the students Guardian / Parents focused communication Academicians and influencers A synchronized message should be conveyed through the principle channels of communication Program guide, Brochure, digital ADs, Press Releases and Social Media profiles. Launch communication Media It s the decade of multi-channel communication. Business owners and event organizers understand the concept of diminishing attention span, which demands the leveraging of every media format print, electronic, digital, mobile and social media platforms. Synchronized communication using all the media formats is the best way to deliver your message at the right time and to the right person. What this means is that the Launch event needs to be broadcasted with a singular message from every possible quarter Press Releases (online & offline), Webcasts, Webinars, Podcasts, TV Ads, Print Media Ads, Social Media broadcasts. 7 Confidential & Proprietary: CopperBridge Media

8 8 Education: Launch, Reputation & Visibility 8 Confidential & Proprietary: CopperBridge Media