Show  don’ t TellTRAVIS	  WARRENWHIPPLEHILL,	  INC
Q           FA   0   620                 2
Q      FA EWN            search for better screen            shot if I have time.
CONTENT          WHIPPLEHILL
Student  Teacher                          AlumParent                      Head of SchoolParent                       Candi...
Canon logo or image ofcanon product slick ..website.
I   NG                  AN             D ME         E    H ARS
I   NG                  AN             D ME         E    H ARS
I   NG                  AN             D ME         E    H ARS
WHIPPLEHILL
Content + Comments= Shared Meaning                     WHIPPLEHILL
Comments + Network= New Form of PR                     WHIPPLEHILL
WHIPPLEHILL
The goal today is engagement
Showdon’ tTell         WHIPPLEHILL
WHIPPLEHILL
WHIPPLEHILL
Carol Cheney, Cheney & Co.
Carol Cheney, Cheney & Co.
http://www.nytimes.com/2009/08/19/education/19college.html
W   elcome to Blank School. It is my hope that by exploring our web site,you will discover the countless opportunities ava...
Welcome to the admission section ofour website. We really  hope you enjoy it.
Let’s Differentiate Write down 5 words or phrases you use to describe your school.                                    WHIP...
WHIPPLEHILL
Words    VideoPhotos   Audio
Video   What do these say?                       1.   Fessy Fish Example                       2.   Worcester Hillpoppas  ...
flickr/daniel_manning
TakeawaysYour Audience Craves RealityTrivial is goodShort Shelf-life = HonestyInvite Conversation!Use Social Media to Driv...
< / presentation >
Photosflickr.com/multiget
What is the most popular camera on the web?
flickr/stillframe
Audioflickr.com/splorp
flickr/stillframe
Wordsflickr.com/switchmorgan
O                                                 N                                                     BL                ...
WHIPPLEHILL
2000-2010
Posts per year1701531361191028568513417 0      2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010
• Chuck’s Corners are written to specifically  reinforce key nostalgic themes• Provide transparency and authenticity  throu...
=
WHAT PEOPLE ARE SAYING ...                             5/23/2003 at 1:26:46 PM -                                          ...
WHAT PEOPLE ARE SAYING ...                                                5/24/2003 at 11:33:34 PM -                      ...
WHAT PEOPLE ARE SAYING ...             1/17/2010 at 5:02:22 PM - Alice Martin             wonderful article, wonderful you...
< extras >
SEO
Google & The Long Tailhead   long tail       So, if this was google what would it look like?
private	  schools                        private	  school                  boarding	  schools                             ...
School Phraseology ( head )  private school         private schools     best private schoolsflorida private schools       p...
School Phraseology ( long tail )ployment      private middle schools          private catholic schoolsprivate school job  ...
OMNITURE
Fe                        0                            750                                  1,500                         ...
an inquiry is engagement.     70     60     50     40     30     20     10     0          Sept       Oct   Nov   Dec      ...
Tactical ApproachThink in WORDS and PHRASESResearch Key PhrasesSegmented by Audience & ValueContent Strategy - FrameworkOn...
Strategy
ProcessRevisits/Yield                 Admits                          Application                                         ...
Then6 touchesyou control when                              Now                         30 touches                   they c...
Go, go, goApril, they send a checkand they want go,go,go.Posted, portals, gotta be ready.Facebook Affinity Groups
RetentionGetting people engagedRe-enrollment
Not just Recruit, but retainBlogsLooking at your calendarLeverage ... bang for your buck.
Web Site           WHIPPLEHILL
Web Site           WHIPPLEHILL
Web Strategy               WHIPPLEHILL
1. Social Media      2. Your            Website                      WHIPPLEHILL
Building Online Participation         More users  Viral upside Cool factorBetter tools                  Social            ...
TakeawaysYour Audience Craves RealityTrivial is goodShort Shelf-life = HonestyInvite Conversation!Use Social Media to Driv...
QR Codes
QR = “Quick Read” a new kind of barcode
http://qrcode.kaywa.com/
AISAP Spring Roadtrip
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AISAP Spring Roadtrip

  1. 1. Show don’ t TellTRAVIS  WARRENWHIPPLEHILL,  INC
  2. 2. Q FA 0 620 2
  3. 3. Q FA EWN search for better screen shot if I have time.
  4. 4. CONTENT WHIPPLEHILL
  5. 5. Student Teacher AlumParent Head of SchoolParent Candidateof Alum WHIPPLEHILL
  6. 6. Canon logo or image ofcanon product slick ..website.
  7. 7. I NG AN D ME E H ARS
  8. 8. I NG AN D ME E H ARS
  9. 9. I NG AN D ME E H ARS
  10. 10. WHIPPLEHILL
  11. 11. Content + Comments= Shared Meaning WHIPPLEHILL
  12. 12. Comments + Network= New Form of PR WHIPPLEHILL
  13. 13. WHIPPLEHILL
  14. 14. The goal today is engagement
  15. 15. Showdon’ tTell WHIPPLEHILL
  16. 16. WHIPPLEHILL
  17. 17. WHIPPLEHILL
  18. 18. Carol Cheney, Cheney & Co.
  19. 19. Carol Cheney, Cheney & Co.
  20. 20. http://www.nytimes.com/2009/08/19/education/19college.html
  21. 21. W elcome to Blank School. It is my hope that by exploring our web site,you will discover the countless opportunities available at Blank to youngmen who are in pursuit of academic excellence, sound characterdevelopment, and athletic and artistic training at the highest levels.Since our founding in 1900, Blank has been a leader in the education ofboys. Our traditional approach to education provides our talented anddiverse student body with the tools necessary to be successful leaders,thinkers and innovators in today’s world. While we are proud to send ourstudents to the finest universities and colleges, our focus remains on thedevelopment of the whole boy. At Blank, our goal is to prepare ourstudents to be good men as much as it is to prepare them to be exemplaryscholars.
  22. 22. Welcome to the admission section ofour website. We really hope you enjoy it.
  23. 23. Let’s Differentiate Write down 5 words or phrases you use to describe your school. WHIPPLEHILL
  24. 24. WHIPPLEHILL
  25. 25. Words VideoPhotos Audio
  26. 26. Video What do these say? 1. Fessy Fish Example 2. Worcester Hillpoppas 3. Pomfret Tuck Shop 4. 3 Words to the World 5. Proctor Orientation 6.flickr.com/smilebig01
  27. 27. flickr/daniel_manning
  28. 28. TakeawaysYour Audience Craves RealityTrivial is goodShort Shelf-life = HonestyInvite Conversation!Use Social Media to Drive Traffic Back to your Site
  29. 29. < / presentation >
  30. 30. Photosflickr.com/multiget
  31. 31. What is the most popular camera on the web?
  32. 32. flickr/stillframe
  33. 33. Audioflickr.com/splorp
  34. 34. flickr/stillframe
  35. 35. Wordsflickr.com/switchmorgan
  36. 36. O N BL O G“Blogging is free, it doesn’t matter if anyone G IN Greads it. What matters is the humility thatcomes from writing it. What matters is themeta-cognition of thinking about what you’regoing to say” - Seth Godin.
  37. 37. WHIPPLEHILL
  38. 38. 2000-2010
  39. 39. Posts per year1701531361191028568513417 0 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010
  40. 40. • Chuck’s Corners are written to specifically reinforce key nostalgic themes• Provide transparency and authenticity through frequency• Share the blog if the topic highlights an alum or their specific interest. Engage!• Learn alumni interests from comments and use for future stewardship
  41. 41. =
  42. 42. WHAT PEOPLE ARE SAYING ... 5/23/2003 at 1:26:46 PM - OLIN POTTER AS A MEMBER OF CLASS OF 43 I12/3/2002 at 1:00:00 AM - TOO COMPLETED A ROW BOAT OFDavid Goodsell WHAT LOOKS TO BE THE SAME:I never knew this piece of history about my STEAM BENT OAK RIBS WITHfather. I am so amazed that he did such a EDGE-NAILED PLANKS (TOUGH TOwonderful thing so many years ago. Wow TRIM TO SHAPE) IT HAD A LITTLEhow exciting to see this happening. To all SKEG, FLOATED WELL BUT WAS Athe students at Proctor I commend you on BIT TIPPY. COULD PROBABLY FINDyour fine work. You are true Gentlemen A PHOTO OF IT IN USE IF THERE ISand Ladies. Keep sailing!!!!!!! Ahoy There ANY INTEREST. OLIN POTTERMates David E Goodsell Ft Worth, Texas 3/9/2003 at 1:00:00 AM - Nancy (Heywood) Boileau It was so nice to turn over the boat to where it was built by my cousin Fred Goodsell. It makes our hearts warm to know this was the right thing to do for our lost families. We hope to see the little boat on our swing through New England this coming Fall. Paul & Nancy Boileau Burlington, Vermont
  43. 43. WHAT PEOPLE ARE SAYING ... 5/24/2003 at 11:33:34 PM - Alfred Goodsell I received the invite from Lou and if it was5/24/2003 at 8:43:45 PM - in my power to be there I would, howeverRuth & Rex McVay my thoughts are with you at Proctor onHow wonderful of all of you to restore the 14th, Olin I know that you will beAlfred Goodsells little boat and to honor there so you can speak for me . Thosehim by bringing the "Little Boat Home "on were some of the Happiest days of myyour reunion. We all wish his health would life being a part of the student body atallow him to be there-his spirit will be I am Proctor with the teachers Roland {PETE}sure of that. We are very proud of him and Burbank and his wife Connie, Lee Henry,happy for him to be able to hear about this Bill Holts, Lyle Farrell , and Capt. Roundshonor. Thank you Procter. Sincerely Alfed in the Shop. I wouldnt give the memoriesGoodsells sister and brother in-law. up for the world, and I am so happy to be a part of the Proctor History. 11/16/2007 at 7:40:36 PM - Connie Cauchon Thanks for making my father a real piece of history. He has always been a special person to me but this makes him more special than ever. Thanks again for restoring his Little Boat.
  44. 44. WHAT PEOPLE ARE SAYING ... 1/17/2010 at 5:02:22 PM - Alice Martin wonderful article, wonderful young man...from his completely unbiased grandparents! 1/17/2010 at 4:53:01 PM - Deborah Wessells Nice article about a wonderful young man (my great nephew).
  45. 45. < extras >
  46. 46. SEO
  47. 47. Google & The Long Tailhead long tail So, if this was google what would it look like?
  48. 48. private  schools private  school boarding  schools head independent  schools private  christian    school prep  schools best  private  schools private  catholic  schools   boston  private  schools california  private  schools chicago  private  schools colorado  private  schools long tail private  girls  school   private  boys  school private  catholic  school private  school  hockey private  school  swimmingprivate  school  learning  disability private  school  troubled  teens The Long Tail
  49. 49. School Phraseology ( head ) private school private schools best private schoolsflorida private schools private high schools private christi independent schools boarding school prep schools private high school texas private schools top private scho best private high schools best private school boston pding schools private boarding school ny private schools private elementary school private elementary schools
  50. 50. School Phraseology ( long tail )ployment private middle schools private catholic schoolsprivate school job private girls school private school loa private school aid private schools vs public schools jobs in private schools private school vouchers top priva private school troubled teens private school learning disabilate school hockey private school swimming spain abprivate schools diversity moutain classroom private boys
  51. 51. OMNITURE
  52. 52. Fe 0 750 1,500 2,250 3,000 b 1 20M 07 ar 1 20Ap 07 r1 20M 07 ay 1 20Ju 0 7 n 1 20 0 7Ju l1 20 07Au g 1 20Se 07 p 1 20 Visits from GoogleO 07 ct 1 20No 07 v 1 20De 07 c 1 20Ja 07 n 1 20Fe 08 b 1 Proctor 20 Eagle Hill 08 Fountain Valley
  53. 53. an inquiry is engagement. 70 60 50 40 30 20 10 0 Sept Oct Nov Dec Jan Feb 2006/07 2007/08
  54. 54. Tactical ApproachThink in WORDS and PHRASESResearch Key PhrasesSegmented by Audience & ValueContent Strategy - FrameworkOngoing ContentThesaurus
  55. 55. Strategy
  56. 56. ProcessRevisits/Yield Admits Application Inquiry Visit Sc ho ol HT Web ML sit Dy Em e na ail mi s Vie cP wb rin oo t So cia k Ca lM ed mp ia us To ur
  57. 57. Then6 touchesyou control when Now 30 touches they control when
  58. 58. Go, go, goApril, they send a checkand they want go,go,go.Posted, portals, gotta be ready.Facebook Affinity Groups
  59. 59. RetentionGetting people engagedRe-enrollment
  60. 60. Not just Recruit, but retainBlogsLooking at your calendarLeverage ... bang for your buck.
  61. 61. Web Site WHIPPLEHILL
  62. 62. Web Site WHIPPLEHILL
  63. 63. Web Strategy WHIPPLEHILL
  64. 64. 1. Social Media 2. Your Website WHIPPLEHILL
  65. 65. Building Online Participation More users Viral upside Cool factorBetter tools Social Media Your Website Better filter Better privacy Better brand control Fewer passwords WHIPPLEHILL
  66. 66. TakeawaysYour Audience Craves RealityTrivial is goodShort Shelf-life = HonestyInvite Conversation!Use Social Media to Drive Traffic Back to your Site
  67. 67. QR Codes
  68. 68. QR = “Quick Read” a new kind of barcode
  69. 69. http://qrcode.kaywa.com/

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