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LEVERAGING SOCIAL IN RECRUITMENT
Developing a College-Level Integrated
Recruitment Communications Campaign
JEMALYN GRIFFIN
Assistant Director of Recruitment
Hixson-Lied College of Fine and Performing Arts
@UNLArts | @Jemalyn
Jemalyn.Griffin@unl.edu
TYLER THOMAS
Social Media Specialist
University Communications
@UNLincoln | @TylerAThomas
Social@unl.edu
Presented By:
July 23, 2015

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Hixson-Lied College of Fine & Performing Arts

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Hixson-Lied College of Fine & Performing Arts
• Art & Art History
• Dance
• Film & New Media
• Music
• Theatre

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The Situation
• Limited Time
• Limited Resources
• Limited Budget
• Increased Expectations

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Integrated Marketing Campaign

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Integrated Marketing Campaign
• Social Media
• Web
• Video
• Print

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• Faculty Recommended
• Diverse Stories
• Relatable to
Prospective Students
• Represent Each Department

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The Cast

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• Ambassador Contract
• Hands on Training
• On-Going Management

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The Cast: Social Media
• Twitter
• Instagram
• YouTube

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• College & Academic Unit
Social Media
• #UNLArts

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The Cast: Web

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The Cast: Web

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The Cast: Web
• New Information Architecture
• Responsive Design
• Developed Content Strategy
• Strong Call to Action
• Goal Funnels

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The Cast: Web | Homepage Feature

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The Cast: Web | Homepage Feature
• Homepage Feature
• Department Feature
• Interior Landing Page
• Call to Action
• Social Streams

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The Cast: Web | Department Feature

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The Cast: Web | Interior Landing Page

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The Cast: Web | Interior Landing Page
• Prominent Cover Photo
• Relatable Quote
• Cast Video
• Overview Copy
• Admissions CTA
• Social Streams

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The Cast Web: Social Streams

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The Cast: Web | Social Streams
• Realtime Tweets
• Realtime Instagram Photos
• Action to Tweet at &
Follow the cast member

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The Cast: Video

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The Cast: Video
• Tell Each Member’s Story
• Showcase Their Department
• Highlight Facilities
• Focus on Student Life

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The Cast: Video

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The Cast: Video

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The Cast: Video
• Used Prominently on Web
• Included in
Recruitment Presentations
• Shared on Social
• Emailed to Parents

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The Cast: Print
• Department &
College Specific Brochures
• Social Media Calling Card
• Inquiry Postcards
• Social & Web CTAs

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The Cast: Results

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The Cast: Results
INCREASE
AWARENESS
# of Inquiries

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The Cast: Results
INCREASE
AWARENESS
ALTER
ATITUDE
# of Inquiries # of
Applicants/
Admitted

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The Cast: Results
INCREASE
AWARENESS
ALTER
ATITUDE
CHANGE IN
BEHAVIOR
# of Inquiries # of
Applicants/
Admitted
# of Enrollment
Deposits

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The Cast: Results
• Inquiries – 500+ more inquiries
• Admitted – growth of 18%
• Enrollment Deposits – growth of 6%
• Web Social Referrals – growth of 606%
*2013-2014 Recruitment Data

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The Cast: Results
• The College is Seen as Leaders on Campu
• Continued growth in Social Media
Engagement
• The Cast is in its Third Evolution
• An Additional Social Media Ambassador
Program is Set to Launch in Fall 2015

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Thank You!
Jemalyn Griffin
@Jemalyn
Jemalyn.Griffin@unl.edu
Tyler Thomas
@TylerAThomas
Social@unl.edu