Answering a complicated question with the power of Youtube. #PSEWEB


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What does ‘Knowledge Integration’ mean to you? What would you study if you were in a program with that name? Turns out, it can mean a lot of things depending on the students in the program. This makes recruitment a challenge, but also provided an opportunity.

I’ll walk attendees through the video campaign we created to reboot recruitment efforts in an enrolment-troubled program at the University of Waterloo. A case study in a low budget, quick turn around project that made a high impact because of it’s integration into a bigger strategy and a confusing concept boiled down to a simple message.

Link to video:

Link to playlist:

From #PSEWEB on June 25th in Vancouver BC

Published in: Education
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Answering a complicated question with the power of Youtube. #PSEWEB

  1. 1. Answering a complicatedquestion with the powerof YouTube.Steve KrysakMarketing and Recruitment SpecialistUniversity of Waterloo@stevekrysak
  2. 2. The University of Waterloo• 1957: University of Waterloo openswith 74 students in Waterloo, ON• 2012: 30,000 full- and part-timeundergrads, 5,400 full- and part-timegrad students• 163,000 alumni in 143 countries• Largest co-op education programin the world@stevekrysak
  3. 3. De-centralized + CentralizedRecruitment• Marketing and UndergraduateRecruitmento Large on and off campus eventso uWaterloo focused communicationso High School/International visits• Faculty/School based recruiterso Support for eventso Faculty/School based communications@stevekrysak
  4. 4. Marketing and RecruitmentSpecialists• Bridge the gap between two offices• Coordinate communication andresearch strategies• Put out fires@stevekrysak
  5. 5. Knowledge IntegrationKnowledge Integration (KI) is a unique Honours plan thatprepares its students to understand and address the kind of real-world problems that require the collaboration, differingperspectives and expertise of multiple disciplines. KI studentsstudy in both the humanities and the sciences to develop abalance of skills in creative, critical and integrative thinking. Bychoosing an appropriate focus in their upper years, graduatescan also prepare themselves for professional schools, for publicservice and policy-making, or for graduate research in theirchosen discipline.@stevekrysak
  6. 6. Knowledge Integration• What do you do in it?o What do you want to do in it?• What do you do after?o What do you want to do after?@stevekrysak
  7. 7. Struggling Enrollment01020304050602008 2009 2010 2011ActiveTarget@stevekrysak
  8. 8. Non-confirmed student research• Other programs morestructured/specialized• Lack of experiential component• No understanding of career outcomes• General lack of understanding ofbenefits and goals of program@stevekrysak
  9. 9. ‘Did Not Apply’ Research• What does „Knowledge Integration‟mean?• Focus on unattractive programcomponents in communicationmaterials• No understanding of careeroutcomes@stevekrysak
  10. 10. Strategy Plan• Define what „Knowledge Integration‟means• Better communicate benefit of courseplan• Promote career prospects@stevekrysak
  11. 11. Budget20%40%30%10%SalesMultimediaPrintWeb DevelopmentResearchTotal Budget: $0@stevekrysak
  12. 12. Moving forward plan• Define what „Knowledge Integration‟means• Better communicate benefit of courseplan• Promote career prospects@stevekrysak
  13. 13. What is KI?@stevekrysak
  14. 14. Multiple answers• Students:“It let’s me do what I want to do”• Faculty:“Creating articulate, literate, numerate andcollaborative students”• Employers:“These are our future leaders”@stevekrysak
  15. 15. And maybe that’s okay?• Not a one-size fits all program• Everyone has a different way toexplain it• Everyone experiences the program ina different wayThat‟s our message.@stevekrysak
  16. 16. We know how they want the message• Online• Interactive content• Storytelling• Easily accessible• AuthenticHow can video help us?@stevekrysak
  17. 17. Four rules for video• Keep it simple• Be flexible• Stick to the plan• Include your team where appropriate@stevekrysak
  18. 18. Students and Locations• Students from a variety ofbackgrounds and areas of the programo First-year CS oriented studento Third-year Biology oriented student• Showcase their space@stevekrysak
  19. 19. Pre-interviews• Distribute questions before hand• Meet to discuss answers andconcept/goals of project• Explore other paths their story cantake@stevekrysak
  20. 20. Gearing Up• Canon Rebel T2i• Tripod• Wireless Lapel Mics• Reflectors@stevekrysak
  21. 21. Shoot day• Blocked off time/space• Confirmed with students• No professors, program staff around• Mindful of audio and light@stevekrysak
  22. 22. Edit it all down• Final Cut (but iMovie can do a great job)• Purchased song for background• „Keep it simple‟@stevekrysak
  23. 23. Four rules for video• Keep it simple• Be flexible• Stick to the plan• Include your team where appropriate@stevekrysak
  24. 24.
  25. 25. Launch• Promoted widelyo Printo Webo Social Mediao Emailo Events (OUF, On Campus)• Internal as wello Current students@stevekrysak
  26. 26. But that’s not all..• “Vanessa‟s Knowledge Integration”o• “KI Students in the Summer”o
  27. 27. Results• Increase in applications• Better recognition of program amongstcampus recruiting staff• Widespread sharing online• “You‟re that girl from the video!”@stevekrysak
  28. 28. Recap/takeaways• Research based tactics• Part of a larger strategy with similarmessage• Kept the production simple and stuckto the message@stevekrysak
  29. 29. Questions?@stevekrysak Next:“Strategically Coordinating Digital ContentAcross Your Organization”Jonathan Woodcock & Kirsty Budd.(also from uWaterloo!)