University and Public Relations: Making the Most of Communications and Marketing Opportunities

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  • University and Public Relations: Making the Most of Communications and Marketing Opportunities

    1. 1. +University and Public Relations: Making the Most ofCommunications and Marketing Opportunities South Dakota School of Mines and Technology, University and Public Relations
    2. 2. + University and Public Relations 1. Overarching Principles 2. Media Relations 3. Social Media 4. Graphic Design 5. Branding, Advancement, and Materials Advisory Committee (BAMAC) 6. Video and Photographic Services 7. Web Design and Maintenance
    3. 3. + Overarching Principles  Would you trust me to machine an aircraft component, engineer a bridge, or design a polymer?  What if I had a lathe, AutoCAD, or had seen Star Trek?  If you are given a task, give us a call  We can probably do it cheaper, better and faster  Experience and training  Software and equipment  Relationships and contacts  See our website: http://upr.sdsmt.edu/
    4. 4. + Overarching Principles  Purpose  What do you want to accomplish?  Without a clear purpose, your communications and marketing can become pointless and rambling  Who do you want to reach?  Your target audience determines look and feel, but also how content should be written  What do you want to tell them?  Have some key concepts and ideas and distill them  Avoid lengthy, jargony or overly academic content  Have a call to action
    5. 5. + Overarching Principles  Content is King  More important than any other element, including colors, layout or images  Can be difficult and time-consuming  Content Tips  Supply all of the text exactly as you want it to appear  Watch for abbreviations, acronyms and jargon  Dont cut corners and assume we will fill in the rest
    6. 6. + Media Relations  Collaboration  Assist with development of major events or announcements.  Crisis management.  Assist with development of major events or announcements.
    7. 7. + Media Relations  Mines in a Minute newsletter  Use instead of an all-campus e-mail  Promotes news, announcements, events  Submit by close-of-business Tuesday for Wednesday distribution  Submit events to the online calendar at http:// calendar.sdsmt.edu/submit/
    8. 8. + Social Media Whyuse Social  Keys to success Media?  Frequency  Reach and  Quality interact with  Interaction core audience  Participation  Establish and  Be “real” maintain an  Digital candy online presence
    9. 9. + Social Media  The backchannel  T-Shirt Tuesday  Authentic comments  Wednesday Photo-of-  # (hashtag) the-day  Fan Friday Giveaway  Events  Happy Birthday
    10. 10. + Graphic Design  Plan ahead  Know your audience  Have a timeline; ASAP is a poor deadline “Everyone” is not a  Allow time for: design, target audience web development, printing This applies to  Back-and-forth review distribution, too  Writing? Who does it?  Who, What, When, Where
    11. 11. + Graphic Design  What can we do?  Determine the best format  Help with bid process  Pretty much anything graphically  Brochures, ads, newsletters, etc.  We can print a little – 8.5x11 and 11x17, short run  Large-format printing, banners, and signage through IT, Tablet Central and Facilities Services
    12. 12. + Branding, Advancement, and Materials Advisory Committee  Creates consistency, elevates quality  Review all promotional, marketing materials  Applies to all materials, regardless of internal and external audience  Ensures marketing materials represent Mines well  Reviews design, photography, copy, and adherence to university standards  Student organizations and their events are included
    13. 13. + Branding, Advancement, and Materials Advisory Committee  Submission Process 6hard copies, 2 hours before meeting; department approval  Open Meeting  Submitters welcome, encouraged to attend  Committee Feedback  Feedback is provided in-person or via e-mail within one day of meeting
    14. 14. + Branding, Advancement, and Materials Advisory Committee  Materials to submit:  Brochures  Advertisements  Newsletters and reports  Recruitment materials  Posters and postcards  Invitations  Promotional give-aways (i.e. mugs, pens, T-shirts)  Electronically formatted publications, such as e-newsletters
    15. 15. + Branding, Advancement, and Materials Advisory Committee  Common Mistakes  Missing, altered, orstretched Mines logos  Low-resolution images (use at least 300 dpi)  Non-institutional colors or color combinations  Missing contact information  Too many typefaces  Missing call to action  Crammedcontent,includingtoomuchtext  Using improper software or programs for the job  Clutter
    16. 16. + Video and Photographic Services  When to use video or photography  Marketing or branding purposes
    17. 17. + Video and Photographic Services  Video Production  Filming services  Editing  CGI  Distribution  DVD  Internet  Social Media  YouTube
    18. 18. + Video and Photographic Services  Promotional Services  Portraits (formal and environmental)  Event coverage
    19. 19. + Web Design and Maintenance  Focus on the User or Student  Audience determines presentation  Do not focus on the perspective of your office, department or self A User Should Not Have to Ask:  Where am I? Where should I begin?  What am I looking at?  Where did they put _____? Why did they call it that?  What are the most important things on this page?
    20. 20. + Web Design and Maintenance  You Supply:  We Supply:  Content  Help with architecture  Photos  Coding skills  Print pieces (if you have  Design skills them)  Social Media integration  Ideas and questions  Advice and information about the site you want to about best Web practices create  Timely content, regularly updated
    21. 21. + Web Design and Maintenance  Omit needless words and clichés  After you write content, remove half the words  The page will be less noisy  Useful content will stand out  Pages will be shorter  Avoid small talk, welcomes and mission statements; users want to get to the point  Navigation instructions are a red flag of poor information architecture
    22. 22. + Web Design and Maintenance  Things to Consider We will not use:  Sites take time to build,  Blinking/flashing or scrolling text varying by complexity  Animated GIFs  Sites cannot be done  Flash introductions last-minute and be high-  Links that read "click here” quality  "Page under construction" pages or icons  Frames (one side of the page has its own scroll bar)  Music that cant be shut off (no music is preferable)

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