HBCUgrow's Jeanne Frazer and Andrea Ferguson spoke at AARP National HBCU Media Week at Hampton University in July 2015. Their presentation covered ways to get your story told in the media and through your website without breaking the bank.
Budgetproof Marketing & Websites | HBCU Media Week 2015
1. Budgetproof Marketing &
Websites
The right story, directed at the right audience(s) creates better results for marketing
& websites
Jeanne Frazer | vitalink®
Andrea Ferguson | AndiSites
2. Jeanne Frazer Andrea Ferguson
vitalink® AndiSites
Brand vitalization for the largest & fastest growing HBCUs Award-winning mobile-responsive websites, demystified
Meet the Team
Your Speakers
3. “I just wish people knew our
story!
We’re the best kept secret.”
~ Any College
USA
Jeanne Frazer | vitalink®
4. Mainstream media has
changed…
TODAY:
1. Define/expand/segment
target
2. Right channel/best coverage
3. Tools to track/report
4. Andi - Websites
Jeanne Frazer | vitalink®
5. What do you want to
accomplish?
• Set Campaign Goal(s)
• Measurable & Specific
Jeanne Frazer | vitalink®
6. Who do you want to reach?
• Primary Target Audience
• Secondary Target
Audience
TASK: List Target
Audiences Jeanne Frazer | vitalink®
7. Which channels should you
use?
• Best delivery channel for
target
• Best fit for your story
TASK: List All Possible
Channels Jeanne Frazer | vitalink®
8. Reporting & ROI…
• Clipping Services (paid)
• Google Alerts (free)
• Social Media Review (free) -
engagement
• #hashtag, socialmention.com
• Results of Campaign & ROI
Jeanne Frazer | vitalink®
9. What does a
university website
redesign cost?
Andrea Ferguson | AndiSites
27K students
$540,000
$20/student13.5K
$283,500
$21
9.5K
$225,000
$24
4.5K
$155,000
$34
30. Analytics $
Andrea Ferguson | AndiSites
www.googleanalytics.com
Basic SEO $
• Mobile-friendliness
• User engagement
• Highly-ranked sites link to
you
How many in the room
Pres/VP/Advancement/Provost – leadership?
Enrollment management
Marketing
Other??
Deans, leadership, enrollment, alumni….tell NC State Story…..
Not every story is ready for PRIME TIME media. Shaking your head of why don’t you get coverage?
Media has less people doing more work. News is getting syndicated. Getting coverage is tougher (but NOT impossible). Bloggers and Twittersphere reporting news and providing photos. Different opportunities.
Get around this, work the system….get more coverage!!!
You may know about all of these things and how to do them. I want you to think about these things in a different way.
More students?
5 more non-traditional?
3 take campus tour?
Increased funding?
A bill defeated/passed?
Change in perception?
Not every story is ready for PRIME TIME media
General Public
Alumni
Potential Students
Legislature
Business
Internal
Traditional media Traditional (MISSED)
TV/radio - African American papers/internet sites
Newspaper/magazine - Trade journals, industry publications
- Weekly newspapers
Non-traditional - Business Internal enews
Web video - Email
Radio podcasts/internet radio - Social Media
Internet news sites - Websites
- Apps
- Texts