A Short Case Study in Brand Strategy, Web Design and Social Media
Dan Forbush, Executive Director of Communications
Daniella Nordin, Online Community Manager
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cIcu Case Study
1. A Short Case Study in Brand Strategy, Web Design and Social Media cIcu Communications and PR Workshop November 30, 2011 Dan Forbush Executive Director of Communications Daniella Nordin Online Community Manager
11. Key Question How can we best invest $150,000 in our Creative Thought Matters messaging so as to improve our ability to attract high-quality (AQR 8, 9, and 10) students?
12. 1) Create a Great Web Site 2) Creatively Employ Social and Mobile Media 3) Other Strategic Admissions Initiatives 4) Other Strategic Branding Initiatives Our ‘Four Levers’
25. Research November : Conduct focus groups with first-year students February - April : Test new top-level page designs in focus groups March - April : Refine top-level designs and build them out to rest of site May : Launch new top-level pages including Admissions microsite, online viewbook, and Creative Thought Works September – October: Conduct second round of surveys and focus groups. Modify site as needed.
30. "It's great that I get to be a part of something that is already having a successful impact on prospective students," said Emmeline Taylor '14 , one of the student social media assistants. “ If we can encourage more incredible young minds to look at Skidmore simply because they saw us on a social media site then that is excellent!"
35. Rachel Cooper, a high school junior, posts request to connect with Skidmore science majors. Daniella refers Rachel to ‘Student-to-Student’ and Emmeline in particular A neuroscience major and tour guide, Emmeline connects with Rachel A Typical Interaction In Facebook
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37. Emmeline ’s Blog She writes a brief review of Lee Jenkin ’s Pilgrims of the Night , performed this week in the Black Box Theater.
38. Emmeline ’s Twitter Page She tweets her blog post.
39. Emmeline ’s Formspring Page She answers a prospective student ’s question about how she deals with homesickness
42. Admissions-specific Networks Lead generator enables us to target students by geography,ethnicity, GPA and SAT. In two years Cappex has generated 16,402 leads. For Class of ‘ 15 it generated 239 applications. Lead generator works like a social network. Our counselors and student reps directly message prospective students as in Facebook. Since June: 933 leads on prospective students. Fifteen have said they ’ ll apply. Features student-written reviews of collges that are shared on U.S. News ’ Best Colleges site. We enlist students to write about their Skidmore experience and pay Unigo to run a video on the Skidmore profile page. High school database predicts attendance probability based on profiles of past acceptees. Between Sept 2008 andSept 2011: 102,710 viewed Skidmore page and 324 added Skidmore to their consideration lists. Offers school-specific pages with key facts and link to request information. Between 2008 and 2011, Skidmore pages generated 133,135 views and 255 applications.
43. Our Communications Are Going Mobile as Well Our Soon-to-Be-Launched Platform for Mobile Devices (Our platform is Boopsie)