Marketing Your Faculty: Help Them to Help You
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Faculty expertise and visibility drive the academic reputation of education institutions. Proper collection, curation, and promotion of faculty information can help improve that reputation and benefit marketing, enrollment and public relations efforts. Faculty are publishing, speaking, recording videos, winning awards, and appearing on television, radio, and panels. Staff in marketing, public relations, and individual departments are tasked with coordinating efforts to promote faculty and their academic programs to prospective students and media professionals. Both faculty and staff should work together to improve the way faculty information is gathered, presented, and promoted via institutional websites. mStoner Strategist Fran Zablocki will discuss best practices for using faculty expertise as a critical marketing content pool to raise the prominence of your institution. Attendees will learn: Marketing strategy and ideas to leverage faculty expertise on your academic program pages and throughout your entire website. Best Practice examples of faculty content and marketing done well. Identification of the types of content needed for robust faculty profiles. Tactics to establish sound faculty content management and governance. Recommendations for building a faculty experts center and maximizing the promotion of faculty expertise and engagement with media professionals.
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Marketing Your Faculty: Help Them to Help You
- 1. Keynote Presentation June 14, 2016
- 2. Who am I? Fran Zablocki mStoner Strategist @Zablocki
- 3. • BrandResearchandDevelopment • MarketingCampaignCreation • UserExperienceDesign • InformationArchitecture • ContentStrategy • Digital,Print,andSocialMedia • SearchEngineOptimization • Analytics What do we do?
- 4. Marketing Your Faculty Help Them to Help You 4 AnInsideView: FacultyBios, ExpertCenters, ContentStrategy
- 5. Topics I. TheValueofFacultyExpertise II. AnatomyofaFacultyProfile III. FacultyExpertCenters IV. IntegratingExpertise
- 7. Faculty expertise is one of the most valuable assets that any institution has.
- 8. Faculty are prolific content creators — it’s their job. They are: • Publishing papers, books and journal articles • Writing blogs • Speaking at conferences • Recording class videos • Winning awards • Appearing on television, radio and panels.
- 9. The Problem • Information often isn’t being captured or shared where it can add value. • Information quality typically ranges from poor to average. • Existing faculty directories aren’t always complete and can be hard to use. • Sometimes there isn’t any faculty information at all.
- 10. Your faculty are some of the most knowledgeable and accomplished individuals in their respective fields.
- 11. That knowledge and accomplishment are valuable to a number of people and for a number of reasons.
- 12. For the Media • University faculty are a primary source for interviews, articles and quotes. • Journalists are busier than ever, and always in need of experts to speak on current news topics. • The better your faculty content, the more likely your faculty will be tapped for media spots and the more content you’ll have for your online news pools.
- 13. For Internal Communications Staff • Every college and university is trying to tell better stories about outcomes. • Faculty accomplishment is a primary content pool. • Good faculty expert content makes marketing staffs’ lives easier. • Your are stretched for time and looking for ways to cut down on the amount of effort it takes to research and procure faculty information.
- 14. For Prospective Graduate Students • Faculty are critically important for graduate and professional school enrollment. • Many graduate students identify the faculty member they want to work with first, before any decision on school is made. • Prospective graduates look for shared research interests, current publications, upcoming speaking engagements, and ways to contact or meet that faculty member.
- 15. For Prospective Faculty Individuals looking for faculty positions want to know: • Who their colleagues will be. • What research they may collaborate on. • What opportunities they will have to improve their own standing once hired.
- 16. For Faculty Themselves • Faculty need a space to show the world what they have accomplished and record their interests and work. • Faculty want to be able to recruit graduate students and colleagues.
- 17. ContentBlueprint MinimumViableContent OptionalContent CaseStudy:HarvardGSE Anatomy of a Faculty Profile
- 18. Faculty Content Blueprint Minimum Viable vs. Optional Tom & David Kelly, Creative Brothers at IDEO Source: Will Scullin
- 19. Minimum Viable Content • Faculty Name: Clearly. • Title: This needs to include room for multiple titles, such as distinguished named chairs. • Contact Information: depending on the faculty member’s comfort level, this could include: email, phone, social media, office location and number.
- 20. Minimum Viable Content • Profile Picture: Putting a face to a name is critical to establish your experts as real people and personalities. These should be head shots of smiling faces. • Education: A listing of professional credentials is a must. This should include the institution, the degree granted, and the year. • Areas of Expertise: Ideally these are keywords or tags that can be used for filtering and search.
- 21. Optional Content • Biography: Brief history of schooling and teaching. • Published Works: Books, articles, white papers, blogs. • Affiliations: Professional associations, boards of directors, and volunteer activities. Logos, if available.
- 22. Optional Content • Event Appearances: Speaking engagements, seminars, and news appearances. Past and future with links to more details. • Courses Taught: Nice to have, but won’t always be sustainable depending on your level of maintenance frequency. • Languages Spoken: Great for international students and news inquiries.
- 23. Case Study: Harvard Graduate School of Education
- 25. What’s an expert center? • Acts as a central hub for internal and external access to faculty expertise. • May include a subset of the faculty directory - usually your faculty all- stars. • Relocates information that is often decentralized across many different sites and pages. • Syndicates faculty expert accomplishments to critical areas of the website such as academic programs and admissions.
- 26. Goal: More Responsive • The real-time news cycle demands access to expert sources within a very short window of opportunity. • The media is always hungry for expert sources of information to offer insight and perspective on the topics of the day • An experts center can help public relations and marketing staff connect their institution’s faculty members to journalists and media professionals quickly, when they are needed most.
- 27. Goal: More Proactive • Managing distributed content is difficult and time-consuming. • Providing a central location helps content managers and faculty update quickly and easily.
- 28. Goal: More Measurable An experts center can have analytics hooked up to help you answer questions such as: • What are the most important topics to the media? • What expertise do we have on campus to match those topics? • What faculty are most popular for specific topics? • Where are media requests coming from? • How effective is our expert content? What areas are most important to focus on for improvement
- 29. You may have great faculty, and even great faculty content — but are people actually finding it?
- 30. Goal: More Discoverable • A dedicated database such as ExpertFile’s may help position your faculty all stars more highly in Google search results. • Built-in search indexing can help make sure that faculty show up when keywords for their expertise area are used.
- 31. Case Study: Loyola Marymount University
- 34. Your ultimate goal should be an information ecosystem, with all the parts working together in harmony.
- 35. Information Ecosystem • Faculty directory • Faculty experts center • Faculty profiles • Academic Program Pages • Home and Top Level Pages
- 36. Case Study: Columbia College Chicago
- 37. The desire to make things better is shared by faculty and campus communicators — but the process and platform often stymie the best intentions.
- 38. What’s getting in the way? Source: B4Bees
- 39. Lack of Resources Not enough staff are dedicated to talking to faculty enough.
- 40. Lack of Trust Academic and marketing areas may not have the best relationship.
- 41. Lack of Process Are you reactive instead of proactive? You need to have a plan to mine content from academic areas on a regular basis.
- 42. We frequently hear from communications staff that it’s difficult to get information from faculty on what they have been working on.
- 43. We also hear from faculty that they’d love to share more, but don’t have time to put it together themselves.
- 45. A Few ‘Do Today’ Content Ideas…
- 46. Provide Context For Coursework and Curriculum Consider asking faculty to provide a bit of context about what they are teaching, how they teach it, and why they are passionate about the subject.
- 47. Embed Faculty Social Media Feeds If faculty members are particularly active on social media, consider pulling their feed onto the website, or hand-picking a key tweet or two to give visitors a sense of their personalities and what currently interests them.
- 48. Move Beyond the Standard Headshot Photo Let’s be honest — nobody likes sitting for the requisite staff photo. Consider using more candid photos of faculty in place of or in addition to the directory bust. Get pictures of them with their favorite pets, playing their favorite instruments or sports, or at their favorite spots on campus.
- 49. What You’ll Get Presentation Recording Articles TheValueofFacultyExpertise A Content Blueprint for Faculty Profiles Four Faculty Content Ideas Why You Need an Expert Center Interested in more? Let us know!
- 50. Q&A
- 51. m Thank You!
- 52. Our Capabilities: • BrandResearchandDevelopment • MarketingCampaignCreation • UserExperienceDesign • ContentStrategy • Digital,Print,andSocialMedia • SearchEngineOptimization • Analytics 773.305.0537 mallory.wood@mstoner.com @mStonerInc mstoner.com Ourlatestwork:uncsa.edu