Dear Viewbook: It's Not You, It's Me

“Dear Viewbook: It’s Not You, It’s Me.”
Dear Viewbook:
It’s Not You,
It’s Me.
Kristina L. Dooley
Educational Consultant
SBSA 2009 Annual Conference

Presentation Guidelines
C.A.S.E. ... Highly encouraged!
Be prepared to share your own ideas & be prepared to participate!
We have a time limit…
"The length of a film should be directly related to the endurance of the human bladder.“Alfred Hitchcock

Let’s Begin With a Few Questions…
Who is on your school’s Marketing Team?
Who at your school can contribute “press-worthy” material?
Who are your school spokespeople?
Who provides online content about your school?
Who provides photos/video of your school activities for use online?

Answers…
Director of Development
Food Service Providers
Business Office Staff
Coaches
Housekeeping Staff
Parents
Students
Alumni
Grandparents
And…
Head of School
Director of Admission
Communication Director
Dean of Students
Academic Dean
Faculty
Board of Trustees
Houseparents
Maintenance Department
Bus Drivers

These guys, too!
Mark Zuckerberg
Founder of Facebook
Tom Anderson
Founder of MySpace

Types of Technology Affecting School Marketing

A few quick facts…
Facebook
MySpace
150 Million Active Users
Fastest Growing Demographic = 30 +
70% of Users Outside the U.S.
3 Billion Minutes/Day Spent on Facebook
2008- “Facebook” added to the Collins English Dictionary
110 Million Active Users
266 Minutes/Month Per User
85% of Users 18 +
300,000 New People Sign Up for Accounts Daily
Translated Into 20 Different Languages

"I base most of my fashion sense on what doesn't itch.” - Gilda Radner
Remember:
Students & Parents will choose, or not choose, your school based on their own pre-requisites.

Do you know how your school is being presented online?
REAL Facebook Groups
My Stupid Parents Sent Me to Boarding School and NOW I’m an Alcoholic
I hate (XYZ) Academy
(XYZ)- The Only Elite Boarding School Built on Drug Money
Boarding School Moms
You Tube Videos

How can you keep track of your school’s image online?
Google Alerts
123people.com
Technorati (technorati.com) – Tracks Blogs
Yacktrack (yacktrack.com) – “Chatter” Tool
Who knows new online technology the best? Students!
Local University Intern
Student Government Member/Admission Ambassador
Current Parent Volunteer
Alumni Volunteer

Question:Does your school have a written policy in place for faculty/staff/student/parent use of your school image/likeness?Answer:You should!

"Are you really sure that a floor can't also be a ceiling?“ - M.C. Escher
AKA: How can your school use these social networking sites to your advantage?

Welcome Home!
Does your website have the following?:
Easily identifiable contact info (address, phone, email) on the HOME PAGE?
Campus News section that is updated DAILY?
Application Available Online (even in PDF)?
Tuition Info Posted?
REAL student photos?
Links to your Social Networking sites (if you have them)?
Construction Updates (with Photos!)?
A consistent image/brand (used on printed pieces, too)?

It’s cool to be a follower…
C.A.S.E. in Action…
BobJohnsonBlog.com
MITAdmissions.org
MindPowerInc.com/Blog
Stamats.com
NAIS Daily News (Contact Myra McGovern)

My Tweet…
Your Entire School Community = Your Marketing Team
Monitor Your Brand 24/7
Accountability…Yep, You Need It
Embrace Social Media…Big Bear Hugs are Best
The Living Room is Clean, Don’t Forget to Sweep the Front Porch!
Be a Follower…Really, It’s OK.
Now, Wait for the Next Big Trend…

Muito Obrigada!*
Kristina L. Dooley
Kristina@EstrelaConsulting.com
(*Thank you very much!)

Dear Viewbook: It's Not You, It's Me

by Estrela Consulting on Nov 12, 2009

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Dear Viewbook: It’s Not You, It’s Me — Presentation Transcript