mStoner Webinar | August 2013
@donnatalarico
@mallorywood
2
MalloryWood
Director of Marketing
@mallorywood
Mallory.Wood@mstoner.com
3
DonnaTalarico
Director,
Integrated Communications
Elizabethtown College
@donnatalarico
talaricod@etown.edu
4
“It’s not about us, it’s
about the audience
we want to reach.”
- @SusanTEvans
#mStonerNow
5
Overcome increased
audience
fragmentation by
integrating your
channels.
#mStonerNow
What’s the definition?
6
Integrated marketing is the
combination of marketing tactics
to help deliver one marketing
strate...
What’s the approach?
7
Intentionally blend online and
offline tools and tactics around a
single marketing strategy.
@ductt...
8
Our channels must
tell a consistent story
and mutually
reinforce each other.
#mStonerNow
http://mstnr.me/mFLoB
 How we did it
 What we’ve learned
 How can these examples apply to you and your unique
organizations
9
10
But first, a
CONFESSION
11
82% of accepted
students want to
interact.
-College in a Social Media Age, 2013 (Chronicle of Higher ed)
12
An @mention is the
new radio shout out.
13
Setting
the
Stage.
14
15
16
17
18
19
http://storify.com/EtownCollege/accepted
#etown2017
20
21
RESULTS
22
#etown2017
23
 176+ accepted students
shared their moment on
Twitter or Instagram
 #etown2017 continues to
gain momentum as
committ...
Year Yield
2013 20.5
2012 19.6
24
Year Incoming First-Years
2013 543
2012 508
Year Inquiries to Applications
2013 17 %
201...
25
#etownmovein
26Storify: http://bit.ly/14ZR2BK
#etownmovein
27
ADVICE
28
BUILD
TRUST
29
WASH,
RINSE,
REPEAT!
30
TRUST
ME!
31
Social Media Following
 1300+ Facebook likes
 747+Twitter followers
(nearly double)
 Average post reaches 1.9k
peopl...
@donnatalarico
@mallorywood
32
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InteGREAT! Using Social, Web, and Print to Engage Accepted Students

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Mallory Wood, mStoner’s director of marketing, and Donna Talarico, Elizabethtown College’s director of integrated communications, presented a brand new case study on E-town’s Share Your Moment campaign.

Focusing on the audience has never been more important or more challenging as the mediums for our messages change. Many of us are simply repurposing content verbatim on our site, in print, and on social media. But, to succeed, we need to tailor the type and delivery of content to the platform for it to truly resonate with our followers.

Elizabethtown College transformed its traditional acceptance letter into a unique, tangible-yet-multimedia experience. Donna will share how she and E-town’s marketing and admissions team joined forces to create a “moment” for accepted students, and then encouraged them to share that moment — right then — on social media. Follow the team through conception to production to delivery — to a near-year full of sharing. Learn why #etown2017 is the College’s most socially active incoming class to date, and see how this project increased yield and built relationships.

Watch the webinar recording: http://www.youtube.com/watch?v=5Vkq7oE-4hY

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  • **Donna – I can’t figure out how to get rid of the footer. Help! **
  • InteGREAT! Using Social, Web, and Print to Engage Accepted Students

    1. 1. mStoner Webinar | August 2013 @donnatalarico @mallorywood
    2. 2. 2 MalloryWood Director of Marketing @mallorywood Mallory.Wood@mstoner.com
    3. 3. 3 DonnaTalarico Director, Integrated Communications Elizabethtown College @donnatalarico talaricod@etown.edu
    4. 4. 4 “It’s not about us, it’s about the audience we want to reach.” - @SusanTEvans #mStonerNow
    5. 5. 5 Overcome increased audience fragmentation by integrating your channels. #mStonerNow
    6. 6. What’s the definition? 6 Integrated marketing is the combination of marketing tactics to help deliver one marketing strategy and more quickly build know, like and trust. @ducttape
    7. 7. What’s the approach? 7 Intentionally blend online and offline tools and tactics around a single marketing strategy. @ducttape
    8. 8. 8 Our channels must tell a consistent story and mutually reinforce each other. #mStonerNow http://mstnr.me/mFLoB
    9. 9.  How we did it  What we’ve learned  How can these examples apply to you and your unique organizations 9
    10. 10. 10 But first, a CONFESSION
    11. 11. 11 82% of accepted students want to interact. -College in a Social Media Age, 2013 (Chronicle of Higher ed)
    12. 12. 12 An @mention is the new radio shout out.
    13. 13. 13 Setting the Stage.
    14. 14. 14
    15. 15. 15
    16. 16. 16
    17. 17. 17
    18. 18. 18
    19. 19. 19 http://storify.com/EtownCollege/accepted #etown2017
    20. 20. 20
    21. 21. 21 RESULTS
    22. 22. 22 #etown2017
    23. 23. 23  176+ accepted students shared their moment on Twitter or Instagram  #etown2017 continues to gain momentum as committed students get excited for college #etown2017
    24. 24. Year Yield 2013 20.5 2012 19.6 24 Year Incoming First-Years 2013 543 2012 508 Year Inquiries to Applications 2013 17 % 2012 16.5% 2011 14.5%
    25. 25. 25 #etownmovein
    26. 26. 26Storify: http://bit.ly/14ZR2BK #etownmovein
    27. 27. 27 ADVICE
    28. 28. 28 BUILD TRUST
    29. 29. 29 WASH, RINSE, REPEAT!
    30. 30. 30 TRUST ME!
    31. 31. 31 Social Media Following  1300+ Facebook likes  747+Twitter followers (nearly double)  Average post reaches 1.9k people; 26, on average, interact  53% conversation; 49% updates – a good balance  Average time on site – 6:17 – 126% increase from last year  20% increase in repeat visitors from Facebook; 358% fromTwitter  Mobile traffic from Facebook up 256%  Twitter referrals up 381% Web Engagement As of 6/2013 – numbers increased since then!
    32. 32. @donnatalarico @mallorywood 32
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