Case District II Feb 2016 Conference
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This document discusses how to get the most out of marketing content by reusing strong stories, repurposing content for new audiences, and recycling ideas across different platforms. It emphasizes reusing emotion-driven stories, tailoring content for different groups, and repackaging concepts online and elsewhere. The document is presented by two communications directors and provides three takeaways about maximizing content through reuse, repurposing, and recycling.
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Case District II Feb 2016 Conference
- 1. Reuse, Repurpose, Recycle Are you getting the most out of your marketing content?
- 2. Paul Redfern Executive Director of Communications and Marketing, Gettysburg College Mike Baker Associate Director of Communications, Gettysburg College
- 3. Why are you here?
- 4. Reuse, Repurpose, Recycle What does that mean?
- 11. From Frenemies to BFFs Getting on the same page
- 12. Key Takeaways 1. Reuse your best, emotion-driven stories 2. Repurpose content to appeal to new audiences 3. Recycle ideas on different platforms
- 13. Thank you!
Editor's Notes
- Paul - Welcome
- Paul – Introduction, responsibilities Mike – Introduction, responsibilities Paul – Institutional profile, EES Division/Objective, Comprehensive Campaign
- Mike – You’ll find today’s presentation to seem pretty simple, It is strategic / intentional / takes relationship building But before we get too far into the presentation, let’s get the lay of the land: How many of you are in: Annual Giving? Donor Relations and Stewardship? Major Gift Officers? Marketing? Why did you choose this breakout section?, What do you want to get out of it?
- Paul – Understand your alumni base (Alumni study, CMAC, DAPR) What content does your audiences want?
- Paul – C&M Offices are producing tons of content each year – Built-in marketing messages to sell your institution Leverage this great content Do our fundraising folks know the content C&M is producing? The right student story could mean all the difference for an MGO.
- Paul – Case Study, Emotion-driven content Not about a tissue About a story First take away, it doesn’t always have to lead with a gift – it can be a great story
- Mike – Sample 1: Content stories to annual appeals Repurpose your quality content Fall annual appeal pulled from great homepage stories in service, STEM, and our historic location Not word for word – 1000 words down to about 75 Avery’s story -History buff, ancestors fought forNorth and South armies at Gettysburg -Also used in campaign video for launch Gold Award for CASE DII One of most successful fundraising mailers to date -Doubled both our avg. gift size ($173-$313) and total amount raised -Combined with another mailer that played off this concept, we ended the year $150,000 ahead of the year and added 450 donors.
- Paul – Sample 2: Network video to Stewardship Value of college education very important We wanted to emphasize the active and global network Made for admissions/yield but also for recruiting career volunteers and thanking them for their career connector challenge efforts
- Mike – Sample 3: Global rankings video Text-based videos, moved toward these because they’re great content for Instagram and Facebook Saw great numbers on posting originally, so thought we’d recycle it as a Facebook ad to global studies grads and study abroad alums Not every recycle is a homerun, but due to campaign efforts, works well for Major Gift Officers More useful in stewardship = Athletic Facilities ranking
- Paul – Sample 4: Great story that happened in Development area – and a way to tell a donor story in an interesting and compelling way Alum walks into the president’s office Alum had previously had a stroke and has difficulty speaking, so he writes our president a letter and asks her to read it there with him in the room In the letter he outlines his intent to make a $2 million gift to the institution
- Mike – Development/C&M Liaison How many have had a misunderstanding with C&M Office? How many have had a misunderstanding with the Development Office? For any of this to work, you need to get on the same page. Need to understand each office’s goals, institutional goals, and who your working with Together, you can get so much more out of your efforts and move the needle for your colleges
- Paul – Reuse your best, emotion-drive stories Mike – Repurpose content to appeal to new audiences Paul – Recycle ideas on different platforms
- Mike – Open it up for questions