Best Practices in Student Media Marketing


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This presentation at the AEJMC conference in Chicago, gives student media advisers and student leaders a step-by-step guide on creating an integrated marketing communications plan using the ROPE method from public relations. Those unfamiliar with marketing or public relations will find this easy to use and invaluable in managing your student media brand.

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Best Practices in Student Media Marketing

  1. 1. Marketing and Promoting Your Student Media Best Practices in Student Media Pre- Conference Small Programs Interest Group AEJMC 2012
  2. 2. What do you currently do to market your student publications? • Advertise within your publications • Cross-promote with other student publications • Host events or contests • Foster word-of-mouth marketing • Subscribe to social media • Collaborate with other campus organizations • Attend recruiting events • Attend job fairs on campus Body Copy
  3. 3. The Big Question:• How do you determine which of these or other choices will work for you? Body Copy
  4. 4. How to create “The plan”• Use the public relations campaign strategy of ROPE• Create an integrated marketing communication campaign• Combine the tools from public relations and marketing• Ultimate goal: To increase awareness or visibility of your student media in the campus community
  5. 5. What is ROPE?• Research• Objectives• Programming• Evaluation
  6. 6. Research• SWOT Analysis• Research tools – Primary – Secondary – Qualitative – Quantitative• How do I choose?
  7. 7. Research• Who are your audiences?• What works best to listen to them? – Survey – Focus Groups – Content analysis – Institutional research
  8. 8. Why do research?• Gives us a benchmark• Tells us what people think, in their own words• Tells us why people think what they think• Gives us ideas of how we can improve• It’s required for assessment and strategic planning
  9. 9. Analyzing the Research• Where do you start?• Remember, every research project is undertaken to get specific information. If you haven’t made that clear from the beginning, you’ll have a hard time making sense of the research.
  10. 10. Objectives• Specific and quantifiable for measurement/evaluation• Support your overall goal• Can be impact and output objectives• Should be no more than 8 objectives
  11. 11. Objectives--Impact• To improve newspaper perception as a credible source by 20% by May 2010• To increase page views on by 5% per month• To increase readership by 20% in 2009-2010• To increase number of fans to 1000 by Jan. 31, 2010
  12. 12. Objectives--Output• To provide source feedback survey to each source after the story appears• To sign-up 10 people per week for e-mailed updates• To deliver papers to individual classes each issue as requested• To invite 10 new people to become fans per week
  13. 13. Programming• Start with a laundry list of everything you could do• Narrow and focus based on your objectives and budget• Make sure your programming supports your objectives
  14. 14. Some examples• Training programs• Signage--branding• News releases• Joining associations• Presenting at meetings• Cross promotion
  15. 15. Some events Left, Halloween Booth to sign up people for Facebook Right, A year-end banquet reconnects us with alumni
  16. 16. Other tactics Left, One of six kiosks purchased around campus Right, Encourage staff to participate in campus-wide events
  17. 17. Announce yoursuccesses--oncampus and inthe community
  18. 18. Evaluation• The other side of the research coin• Focused on results of objectives• Should be undertaken throughout the campaign• Can take many forms, depending on your programming and objectives
  19. 19. EvaluationObjective• To improve newspaper perception as a credible source by 20% by May 2012Evaluation• Campus-wide, benchmark survey administered at end of Fall; mid-Spring; May 2012• Conduct focus group in early Spring to determine actions
  20. 20. What can you take home with you? • Marketing and public relations campaigns allow you to gain more credibility on campus, more funding from advertisers, and more good students as recruits • Taking the time to plan and put on paper a marketing and public relations strategy will give you the strategic direction you need to succeed
  21. 21. Contact Me:Dr. Kay L. Colley, Student Media Director andAssistant Department Chairkcolley@txwes.edu817-531-6525Twitter: @kaycolleyBlog: