A Content Strategy that Builds your Brand (an integrated marketing communications approach)

Transcription

1 A Content Strategy that Builds your Brand (an integrated marketing communications approach) Jamie Ceman, AVC, Integrated Marketing & Communications Mandy Potts, Marketing & Communications Manager, Integrated Marketing & Communications

2 Our focus today Integrated marketing communication approach to branding in higher education Collaborative Storytelling the UW Oshkosh Way Q & A

3 Defining integrated marketing communications A customer-centric, data-driven method of communicating with consumers. The management of all organized communications to build positive relationships with customers and other stakeholders stresses marketing to the individual by understanding needs, motivators, attitudes and behaviors.* *Journal of Integrated Marketing Communications (JIMC) Medill -- Dept. of Integrated Marketing Communications (IMC)

4 Sounds good doesn t it? Try doing that in higher education

5 There is no question that we need to do it. Higher education is getting increasingly more competitive We all have resource issues Inconsistent messaging impacts recruitment, retention & outreach We have to take control of our reputations

6 BRAND But how do we do it? Print Social Media News/Media Relations Web Public Relations Marketing Communications Mobile

7 BRAND But how do you do it? college/schools administrator fundraisers departments recruiters program assistants faculty

8 The UW Oshkosh Story In less than five minutes.

9 The Process Brand Development IMC Infrastructure

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11 Mission & Values Communicating authentically and in alignment with the university s mission and values. Distinctiveness Leveraging the brand consistently to effectively communicate the distinctiveness of the university. Brand champions Authentic Representation Demonstrating strategic, collaborative and authentic representation of the university s brand within their division or unit. Integrated Marketing Strategy Supporting the university s integrated marketing and communications strategy.

12 Phase 1: Visual Consistency Brand Development/Rollout Phase 2: Messaging BRAND

13 A University Brand Visual Consistency Logo Messaging Content Strategy Targeted Campaigns Undergraduate Recruitment Colors Ins3tu3onal Communica3ons Graduate Recruitment Fonts Issues Management Athle3c Pride Alumni Engagement

14 Content Strategy In my experience, the content strategist is a rare breed who's often willing and able to embrace whatever role is necessary to deliver on the promise of useful, useable content. Kristina Halvorson, Content Strategy for the Web Schedule of content Definition of content venues Content reiterates what differentiates your school Content Strategy

15 Content Strategy- Example Northwestern University's locations on two beautiful campuses on Lake Michigan in Evanston and Chicago provide students and faculty a wealth of outstanding intellectual, professional, social, and cultural opportunities in the Chicago metropolitan area.

16 Content Strategy

17 Content Strategy Schedule of content Content Ideas Primary goal or pillar this supports Priority Content Type (story, video, SM) Venue(s) (UWOT, Faces, Engage, Main Site, etc) Frequency Audience(s) Project Lead Student profile recruitment, reten3on, innovaton in educa3on wrigen and 1 video Faces, UWOT and main site:current Student monthly campus, future students, alumni, community

18 Leverage your owned media Content Venues Focus on digital venues first Define audience and purpose for each channel if you can t define it CUT IT

19 Campus News

20 UW Oshkosh This Week

21 Meet UW Oshkosh

22 Alumni Communications UNIVERSITY OF WISCONSIN OSHKOSH SPRING 2013 VOLUME 6 NUMBER 1 THE NATION WATCHES AS UW OSHKOSH SPECIAL ATHLETICS FEATURE PAGE 4

23 Targeted Campaigns

24 New University Home Page with focus on Content Strategy

25 How do you involve campus in the content strategy? Collaborative Storytelling

26 Story Encouraged to attend weekly

27 Story Champions: support content strategy Primary campus communicators Weekly Content Meetings Mandatory

28 Everyone is Welcome! college/schools administrator fundraisers recruiters departments program assistants faculty

29 UW Oshkosh Today Traffic 15% Increase Aug Sept Oct Nov Dec Jan Feb Mar April May "UW Oshkosh This Week" Video Measuring success UW Oshkosh This Week Newsletter Opens Clicks /6/09 2/6/09 3/6/09 4/6/09 5/6/09 6/6/09 Views Media Coverage 16% Increase

30 Jamie Ceman, AVC, Integrated Marketing Communications