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InteGREAT! Using Social, Web, and Print to Engage Accepted Students
 

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 ...

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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InteGREAT! Using Social, Web, and Print to Engage Accepted Students InteGREAT! Using Social, Web, and Print to Engage Accepted Students Presentation Transcript

  • 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 strategy and more quickly build know, like and trust. @ducttape
  • What’s the approach? 7 Intentionally blend online and offline tools and tactics around a single marketing strategy. @ducttape
  • 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 committed students get excited for college #etown2017
  • 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 #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 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!
  • @donnatalarico @mallorywood 32