Case Ii Presentation 020510

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Peer to Peer communications at Ithaca College

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Case Ii Presentation 020510

  1. 1. Bonny Georgia Griffith, Associate Director for Recruitment Marketing, Ithaca CollegeTom Torello, Vice President of University Relations, Pace University<br />Peer-to-Peer Communications: Changing the Way We Connect with Prospective Students <br />
  2. 2. Changing the paradigm<br />
  3. 3. Changing the paradigm<br />
  4. 4. Key Elements of Ithaca’s Peer-to Peer strategy<br />Student-written magazine<br />Student voice in traditional publications<br />Infusing College’s website with student voices<br />Social network for accepted students<br />Social media team<br />
  5. 5. Overview<br />Print magazine and web site<br />Written by students<br />Mostly photographed by students<br />Designed by professional design firm<br />Designed to look like consumer publication<br />Four issues per year<br />40 – 50,000 printed each issue<br />
  6. 6. Goals<br />Showcase Ithaca’s vibrant academic and campus life<br />Reinforce the College’s core messages<br />Provide a vehicle for authentic, peer-to-peer stories and peer-to-peer engagement opportunities via interactive features such as blogs, Q&As, and more<br />Provide more frequent, meaningful contact with our prospect pool<br />Drive inquiries -- specifically, registrations and magazine requests through myIthaca, our prospective students portal<br />Improve yield conversion rates from inquiry to app, and reduce summer melt by keeping paid students connected to campus happenings <br />
  7. 7. Content<br />All Fuse stories are approached as content packages. Every story has one or more web hooks.<br />Hooks include original blogs, Q&As, videos, and connections to other relevant content -- inside our site or elsewhere.<br />Web elements are considered up front, and wrapped into an assignment, where possible. <br />Bonus web content is referenced in the print issue.<br />
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  9. 9. Current feature<br />
  10. 10. Student writers and photographers generate original content.<br /><ul><li>Paid student staff of 12 to 14; also accept and solicit outside submissions</li></ul>Hourly rates for staffers; flat-rate fees apply for contributors<br />Professional editors coach students and top-edit content<br />Great professional training ground!<br />Staff<br />
  11. 11. Costs<br />Student staff paid $10/hour<br />Most students work under 10 hours/week<br />Freelancers paid flat fees<br />Digital cameras, video equipment, incidentals for staff<br />Print and design budget of $200,000/yr<br />Retired publication budget used as seed funds<br />Issues mailed at periodical rate<br />
  12. 12. Fuse is a content engine.<br />A constant stream of fresh stories from a student perspective that can be easily syndicated throughout the website, used in e-communications and in print publications.<br />
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  20. 20. Recent e-blast with Fuse<br />
  21. 21. Current viewbook<br />
  22. 22. Challenges<br />Finding the budget<br />Choosing a good design team<br />Finding (and keeping) talented students<br />Campus pushback around letting go of traditional communications<br />But what’s the payoff?<br />
  23. 23. Do you remember receiving a copy of Fuse magazine in the mail recently?<br />
  24. 24. What was your first impression of Fuse?<br />
  25. 25. Did you read Fuse?<br />
  26. 26. What did you like most about Fuse?<br />
  27. 27. Did you visit the Fuse web site?<br />
  28. 28. Did you learn anything new about Ithaca College from the stories in Fuse?<br />
  29. 29. Did reading Fuse change your opinion of Ithaca College?<br />
  30. 30. How does Fuse compare to other things you&apos;ve received from colleges?<br />
  31. 31. Blogging<br />No formal group of bloggers<br />Special event based blogging<br />Olympics<br />FLEFF<br />Integration of blogs throughout site<br />Aggregation of blogs<br />More and more information presented on the site is in “blog” format that allows for feedback/discussion<br />
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  36. 36. IC Peers<br />IC Peers<br />Integrated with myIthaca portal<br />Accepted students only<br />4200+ active users in 2009<br />
  37. 37. Student, faculty and staff ambassadors provide support<br />Many ways to connect via complex search options<br />Public and private messaging tools<br />Forums and groups functions encourage conversation<br />
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  40. 40. 2009 Results<br />More than 40% of accepted students registered<br />63% of accepted students who created profiles and posted a photo enrolled<br />29% of accepted students who created profiles but did not post a photo enrolled<br />4% of accepted students who did not create a profile enrolled<br />
  41. 41. New social media team<br />Created Social Media Manager position<br />Work study students tasked with social media interaction<br />Addressing issues on Wikipedia and other 3rd party sites<br />2673 followers<br />4238 fans<br />

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