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Content Marketing in Education: A Case Study
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Content Marketing in Education: A Case Study

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  • 1. Content Marketing in Education: A Case Study
  • 2. Content Marketing in Education: A Case StudyShane HaggertyCEO/Director of StrategyGreat Heights Marketing + Communication@shanehaggertyshane@greatheightspr.com
  • 3. Why the Shift?Internal Surveys Guided the Way (2008 survey):>65% don’t subscribe to a local newspaper>85% have home internet connection>99.2% have a least one personal email account>75% visit OHP’s website frequently>93% watch online videos>81% have no idea what Twitter is>75% never use Facebook
  • 4. Why the Shift?Internal Surveys Guided the Way (2010 survey):>77% visit the OHP website frequently>85% use Facebook>40% use Twitter>70% visit Hipointjourneys.com>87% want OHP to use social media to communicate>49% prefer their cell to receive information, 46%prefer the internet
  • 5. Why the Shift?Other reasons:>Newspaper readership is down (our local paper hasa mere 6,000 readers)>Radio listenership is down and fragmented>Technology allows our audience to skip ads ontelevision>A press release won’t reach everyone
  • 6. Allowing our students to tell our story
  • 7. Full-Scale Strategic Plan-Raise the visibility of our school district-Make a contribution to our industry-Give prospective students & parents a look at what life is reallylike inside the classroom at Ohio Hi-Point Career Center-Give our constituents a better understanding of how we reallyare preparing students for college and careers-Increase participation in campus events and recruiting activities
  • 8. Full-Scale Strategic Plan-Target audiences: Sophomores & parents, community-at-large-Guidelines established including a contract with the bloggersand their parents-Utilized existing district use of technology policy-Provided training to students-Content control and management
  • 9. TacticsHi-Point Journeys Social Media Campaign>Students use FlipCams & Digital Cameras>Students blog weekly for an entire school year>Students able to post on Facebook (Year 2)>Students make personal appearances and take partin recruiting process
  • 10. Method>Built on a WordPress blog>Customized by Oxiem>Utilized InnoGage’s InnoBlogs plug-in>Students were able to upload their own content
  • 11. Integrated into marketing planVideo created for online use & TV
  • 12. Bloggers used in collateral
  • 13. Integrated into social mediaFacebook, YouTube, Twitter, Flickr
  • 14. Integrated into social mediaFacebook, YouTube, Twitter, Flickr
  • 15. Building relationshipsStudents as spokespeople
  • 16. Building relationshipsStudents as spokespeople
  • 17. Content is King>Various trainings for students>Students provided with technology to tell the story>Utilize media outlets to share their content>Push it out through various channels
  • 18. Results>Hi-Point Journeys site visited by 2,500 uniquevisitors and 5,500+ visits with nearly 20,000 pageviews>Hi-Point Journeys Facebook page has 460 fans>In a survey, Journeys was #2 behind direct mail astop way to reach out to sophomores>70% of current students visit Journeys
  • 19. What was learned?>Students are responsible with social media when you teachthem how to be>Parents are online and respond to social media>There are stories to tell and they are more effectively told bystudents>Hand pick your students>Less is more
  • 20. Other Schools Inspired by Content>EHOVE Career Center>Madison Local Schools>Upper Valley Career Center>Apollo Career Center>Delaware Area Career Center
  • 21. Content Marketing in Education: A Case Study QUESTIONS?