Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
Creating A Successful Online Communication Strategy
Rachel Welsh, Webmaster and Director of Data Operations – The Shipley ...
If you’re tweeting
about this session,
please use the
following hashtag:
#npcomm

Kelley Jarrett and Rachel Welsh | Page #...
Segment your audience
Segment and personalize your online message
 Key target groups – engagement stage
– Communication a...
Launch marketing efforts
Generate excitement via multiple marketing channels
– Email and Direct Mail
– Social Media (Faceb...
Email and results 8 days later

Kelley Jarrett and Rachel Welsh | Page #5
Kelley Jarrett and Rachel Welsh | Page #6
Launch Marketing Efforts
 Know how your audience responds, and react based on success.
– Surveys
– Polls
 Do not make an...
Educate your audience
 Don’t assume your constituents know how use an interactive website or
where to find it.
– Attend s...
Utilize targeted content
Personalizing the online experience will help your audience feel more
connected to your school AN...
Utilize targeted content.
 Different messages to
different roles
– Alumni – “Get in Touch”
– Parents – Announcements

Kel...
Analyze your web traffic
 Message more effectively and efficiently
 Make more strategic decisions about how to communica...
Solicit feedback
 Don’t assume you know what your constituents want.
– Parent Focus Groups
– Polls
– Surveys
– Email Pref...
Encourage participation
You want your constituents to participate in every way – events, volunteer,
mentorships, recruitme...
Build Connections
 Parent Directories
– Multiple “Interactive”
– Multiple “Printable”
• Uses Queue to run monthly and the...
 Alumni Directories

Kelley Jarrett and Rachel Welsh | Page #15
Promote stewardship - Share successes, ideas and
thoughts to help communicate what you’re doing to further
your school’s m...
Stimulate the senses
Consider using multimedia to make a personal connection.
– Vimeo, YouTube, SmugMug, Slideshow Pro – f...
Keep Content Fresh
 A stale site results in less return visitors. Keep it simple and up to date
with new content daily to...
Enjoy Small Successes
Ideas and strategies will promote long term growth and success, however,
getting the basics done and...
Work Smarter, Not Harder
 Re-use the data you’re already tracking– event registration
– “See Who’s Coming” using RE Query...
Kelley Jarrett and Rachel Welsh | Page #21
Upcoming SlideShare
Loading in …5
×

BBCON 2010 - Creating A Successful Online Communication Strategy

243 views

Published on

Published in: Education
  • Be the first to comment

  • Be the first to like this

BBCON 2010 - Creating A Successful Online Communication Strategy

  1. 1. Creating A Successful Online Communication Strategy Rachel Welsh, Webmaster and Director of Data Operations – The Shipley School Kelley Jarrett, Internet Solutions Consultant – Blackbaud
  2. 2. If you’re tweeting about this session, please use the following hashtag: #npcomm Kelley Jarrett and Rachel Welsh | Page #2
  3. 3. Segment your audience Segment and personalize your online message  Key target groups – engagement stage – Communication and reminders for prospective families – Encourage alumni to attend events and volunteer – ShipleyNet: Students, Alumni , Parents, Colleagues and Trustees  Unique target groups – interests, participation level, event involvement – Parents – (1) Announcements for all-school and for the divisions in which their students are enrolled (2) Back to school forms required only displayed for grade levels in which students are enrolled – Trustees – a working environment for them to share – Major donors, targeted online asks – Young alumni – mentor program involvement – Past event attendees Kelley Jarrett and Rachel Welsh | Page #3
  4. 4. Launch marketing efforts Generate excitement via multiple marketing channels – Email and Direct Mail – Social Media (Facebook, Twitter) • Page Sharing • Tweet This: I just applied/donated/registered for the reunion – you should too! • Social Media Contest – Postcards – Website Launch Power Point • Sent to All Colleagues • Shown to parents at Back to School Nights and Parent Visiting Days Kelley Jarrett and Rachel Welsh | Page #4
  5. 5. Email and results 8 days later Kelley Jarrett and Rachel Welsh | Page #5
  6. 6. Kelley Jarrett and Rachel Welsh | Page #6
  7. 7. Launch Marketing Efforts  Know how your audience responds, and react based on success. – Surveys – Polls  Do not make any assumptions about an audience’s comfort level and/or skill level – RSS/News Feeds  Give them a reason to come back: • Change events and content often • Share results, stories and answers Kelley Jarrett and Rachel Welsh | Page #7
  8. 8. Educate your audience  Don’t assume your constituents know how use an interactive website or where to find it. – Attend scheduled meetings and get face-to-face time – Create a thoughtful navigation structure that is intuitive to your audience – Incorporate calls to Action – Involve internal audiences early, get them on board! – Provide helplets and instructions where possible – from anywhere on the site Kelley Jarrett and Rachel Welsh | Page #8
  9. 9. Utilize targeted content Personalizing the online experience will help your audience feel more connected to your school AND will increase involvement. – Prospective Students – upcoming events, deadlines, status checklist – Students – grades, class pages – Parents – updates, status of student activity, Grade and division specific information, parent support community – Teachers – class pages, online assignments, information share (blogs), teacher support community – Alumni – job boards, directories, events, special initiatives, class notes Kelley Jarrett and Rachel Welsh | Page #9
  10. 10. Utilize targeted content.  Different messages to different roles – Alumni – “Get in Touch” – Parents – Announcements Kelley Jarrett and Rachel Welsh | Page #10
  11. 11. Analyze your web traffic  Message more effectively and efficiently  Make more strategic decisions about how to communicate  Ex - include headmaster blog or urgent school news on the top 5 pages visited by viewers. Kelley Jarrett and Rachel Welsh | Page #11
  12. 12. Solicit feedback  Don’t assume you know what your constituents want. – Parent Focus Groups – Polls – Surveys – Email Preferences  Combine these with what you already know to get more bang for your communication buck. – Stop wasting money on direct mail where email is more effective – Show you’re listening – Create new, creative initiatives based on interest Kelley Jarrett and Rachel Welsh | Page #12
  13. 13. Encourage participation You want your constituents to participate in every way – events, volunteer, mentorships, recruitment, etc.  Give users the ability to share their own stories, comments and needs that other community members can respond to. – Class notes – Message boards and blogs • Specific to Event • Pose a Question and facilitate discussion • USE the community – once started, users will follow – Profile Update • Where Are you Now? – Surveys/Polls with participation rewards • Daily question about the school’s history that students can answer – first 5 correct answers win a prize! Kelley Jarrett and Rachel Welsh | Page #13
  14. 14. Build Connections  Parent Directories – Multiple “Interactive” – Multiple “Printable” • Uses Queue to run monthly and then manually publish Kelley Jarrett and Rachel Welsh | Page #14
  15. 15.  Alumni Directories Kelley Jarrett and Rachel Welsh | Page #15
  16. 16. Promote stewardship - Share successes, ideas and thoughts to help communicate what you’re doing to further your school’s mission.     College placements Careers Chosen Accolades Fundraising Successes – Equate donations to tangible gifts – “Meet our Donors”  New developments on campus  Famous/award winning alumni Kelley Jarrett and Rachel Welsh | Page #16
  17. 17. Stimulate the senses Consider using multimedia to make a personal connection. – Vimeo, YouTube, SmugMug, Slideshow Pro – free hosting, security parameters and additional social networking options built in • Host multimedia and Podcasts with a single, more cost effective vendor – Video testimonials from parents, teenagers, athlete, and past event attendees • Take advantage of social networking and marketing opportunities (allow users to “like” a video, tweet the page/video) • Incorporate a video with calls to action – Last year’s event video next to registration for this year • Use targeted Content to keep sensitive media private Kelley Jarrett and Rachel Welsh | Page #17
  18. 18. Keep Content Fresh  A stale site results in less return visitors. Keep it simple and up to date with new content daily to encourage repeat visits and increased participation.  Shipley’s CasinoNight Fundraiser – Planned 8 stories – Written in advance – Posted each week – Each story focused on a particular aspect of the event  Capitalize on real time data connections Kelley Jarrett and Rachel Welsh | Page #18
  19. 19. Enjoy Small Successes Ideas and strategies will promote long term growth and success, however, getting the basics done and done right is THE MOST IMPORTANT step you can take towards a successful online strategy  Slow and Steady Wins the Race  Thoroughly test (multiple times, multiple users, multiple scenarios)  What will make your website a success? Have real, measurable results. Gather statistics and celebrate milestones met.  Document, Document, Document! – Documenting small successes help pave the way and secure funding for larger initiatives down the road. – Knowing what works, what doesn’t, and adjusting your plan accordingly defines success in web strategy projects. Kelley Jarrett and Rachel Welsh | Page #19
  20. 20. Work Smarter, Not Harder  Re-use the data you’re already tracking– event registration – “See Who’s Coming” using RE Query of registered and BBNC Directory part  Use the same content in multiple places (Start with your News)  Online RSVP for Alumni Events cut down on hours of duplicate entry  Online Admissions and Reenrollment  Profile Updates  Set most roles based off of EE or RE Queries  Many Roles - Limited and Shared Responsibilities – Athletics maintains sports teams pages – Alumni director updates Alumni events – Admissions coordinator adds admissions events to the calendar Kelley Jarrett and Rachel Welsh | Page #20
  21. 21. Kelley Jarrett and Rachel Welsh | Page #21

×