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


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SBSA 2009 Conference Presented by Kristina Dooley (Estrela Consulting) - St. Petersburg, FL -March 2009

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

  1. 1. “Dear Viewbook: It’s Not You, It’s Me.”<br />Dear Viewbook:<br />It’s Not You, <br />It’s Me.<br />Kristina L. Dooley <br />Educational Consultant<br />SBSA 2009 Annual Conference<br />
  2. 2. Presentation Guidelines<br /><ul><li>C.A.S.E. ... Highly encouraged!
  3. 3. Be prepared to share your own ideas & be prepared to participate!
  4. 4. We have a time limit…</li></ul>&quot;The length of a film should be directly related to the endurance of the human bladder.“Alfred Hitchcock<br />
  5. 5. Let’s Begin With a Few Questions…<br /><ul><li>Who is on your school’s Marketing Team?
  6. 6. Who at your school can contribute “press-worthy” material?
  7. 7. Who are your school spokespeople?
  8. 8. Who provides online content about your school?
  9. 9. Who provides photos/video of your school activities for use online?</li></li></ul><li>Answers…<br /><ul><li>Director of Development
  10. 10. Food Service Providers
  11. 11. Business Office Staff
  12. 12. Coaches
  13. 13. Housekeeping Staff
  14. 14. Parents
  15. 15. Students
  16. 16. Alumni
  17. 17. Grandparents
  18. 18. And…
  19. 19. Head of School
  20. 20. Director of Admission
  21. 21. Communication Director
  22. 22. Dean of Students
  23. 23. Academic Dean
  24. 24. Faculty
  25. 25. Board of Trustees
  26. 26. Houseparents
  27. 27. Maintenance Department
  28. 28. Bus Drivers</li></li></ul><li>These guys, too!<br />Mark Zuckerberg <br />Founder of Facebook<br />Tom Anderson <br />Founder of MySpace<br />
  29. 29. Types of Technology Affecting School Marketing<br />
  30. 30. A few quick facts…<br />Facebook<br />MySpace<br />150 Million Active Users<br />Fastest Growing Demographic = 30 +<br />70% of Users Outside the U.S.<br />3 Billion Minutes/Day Spent on Facebook<br />2008- “Facebook” added to the Collins English Dictionary<br />110 Million Active Users<br />266 Minutes/Month Per User<br />85% of Users 18 +<br />300,000 New People Sign Up for Accounts Daily<br />Translated Into 20 Different Languages<br />
  31. 31. &quot;I base most of my fashion sense on what doesn&apos;t itch.” - Gilda Radner<br />Remember: <br />Students & Parents will choose, or not choose, your school based on their own pre-requisites.<br />
  32. 32. Do you know how your school is being presented online?<br />REAL Facebook Groups<br />My Stupid Parents Sent Me to Boarding School and NOW I’m an Alcoholic<br />I hate (XYZ) Academy<br />(XYZ)- The Only Elite Boarding School Built on Drug Money<br />Boarding School Moms<br />You Tube Videos<br />
  33. 33. How can you keep track of your school’s image online?<br />Google Alerts<br /><br />Technorati ( – Tracks Blogs<br />Yacktrack ( – “Chatter” Tool<br />Who knows new online technology the best? Students!<br />Local University Intern<br />Student Government Member/Admission Ambassador<br />Current Parent Volunteer<br />Alumni Volunteer<br />
  34. 34. Question:Does your school have a written policy in place for faculty/staff/student/parent use of your school image/likeness?Answer:You should!<br />
  35. 35. &quot;Are you really sure that a floor can&apos;t also be a ceiling?“ - M.C. Escher <br />AKA: How can your school use these social networking sites to your advantage?<br />
  36. 36.
  37. 37.
  38. 38.
  39. 39. Welcome Home!<br />Does your website have the following?:<br />Easily identifiable contact info (address, phone, email) on the HOME PAGE?<br />Campus News section that is updated DAILY?<br />Application Available Online (even in PDF)?<br />Tuition Info Posted?<br />REAL student photos? <br />Links to your Social Networking sites (if you have them)?<br />Construction Updates (with Photos!)?<br />A consistent image/brand (used on printed pieces, too)?<br />
  40. 40. It’s cool to be a follower…<br />C.A.S.E. in Action…<br /><br /><br /><br /><br />NAIS Daily News (Contact Myra McGovern)<br />
  41. 41. My Tweet…<br />Your Entire School Community = Your Marketing Team<br />Monitor Your Brand 24/7 <br />Accountability…Yep, You Need It<br />Embrace Social Media…Big Bear Hugs are Best<br />The Living Room is Clean, Don’t Forget to Sweep the Front Porch!<br />Be a Follower…Really, It’s OK.<br />Now, Wait for the Next Big Trend…<br />
  42. 42. Muito Obrigada!*<br />Kristina L. Dooley<br /><br />(*Thank you very much!)<br />