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University Communications at MSU — LEAP Presentation 2017
- 1. Montana State University University Communications LEAP Presentation June 16, 2017
- 2. Agenda • LEAP Introductions • University Communications introductions • Presentation • Discussion • Social Media exercise • Photo
- 3. Introductions • Carol Schmidt, Assistant Director, University News • Julie Kipfer, Director of Marketing and Creative Services • Nilam Patel, Social Media Strategist
- 4. CAROL SCHMIDT MSU NEWS SERVICE
- 5. MSU University Communications What do we communicate?
- 6. We communicate MSU’s story • As advocates for Montana State University, we communicate MSU's story from • Then...
- 7. To now …
- 8. Our mission • Enhance MSU's public image, • Increase the public's awareness of MSU's accomplishments • Develop consistent communications that build our reputation.
- 9. University Communications manages 1. Marketing, social media, promotional and licensing efforts of the university and MSU Creative Services. 2. MSU Web and Digital Communications 3. MSU Public Relations and University Printing 4. MSU Visual Communications – photography and video.
- 10. MSU News Service
- 18. Experts List • Link to recognized experts for the media http://www.montana.edu/news/experts.html
- 19. News photography – Award-winning photographer Kelly Gorham
- 20. There’s no lengths that Kelly won’t go to get a good photo
- 24. Tracy Ellig, Executive Director of University Communications, was MSU’s official lobbyist at the 2017 Montana Legislature.
- 25. Why is that important? MSU is supported by: • Tuition and fees --$106,356,918 or 69% • State Allocations -- $46,814,816 or 30% • Other revenues -- $1,053,112 or 1% • Transfers -- $708,749 or 0% • For a total of $154,933,594 or 100% We need to attract students and state support
- 26. JULIE KIPFER MARKETING AND CREATIVE SERVICES
- 27. Caring for Our Own Community • https://www.facebook.com/montanastate/vid eos/10154617268677406/
- 28. University Marketing • Create strategic communications for diverse audiences • Develop university campaigns • Align marketing efforts campus wide • Build affinity through university and athletic logo products
- 29. Target Geography and Audiences • The State of Montana, the U.S. the world • Public institution – legislators • Prospective students and parents • Alumni – graduates of our university • Individual and corporate donors • Diverse audiences
- 30. Why brand a university? • Clear identity is needed • Consistent communications are more effective and efficient • Desire to increase our visibility and enhance our reputation • We want to inspire an action – attend, participate, donate
- 31. What is a “brand” • The promise of what you deliver to your stakeholders • The brand reflects values and personality • Logo/design/photography are the visual representations of the promise
- 32. The MSU Brand • Brand Promise: We integrate learning, discovery and engagement • Brand personality: Vibrant, cooperative, friendly, ambitious, strong work ethic, creative problem solvers, leaders in service and engagement
- 33. Brand Strengths • Excellence – Teaching and learning • Discovery – Research and creativity • Engagement – Serving communities • Integration – Hands-on, active learning All in a spectacular educational setting
- 34. Creative Services • Offers design services for print, web, displays, and event promotion. • Content development and copywriting to create compelling marketing messages. • Collaborate with all areas of University Communications: news, web, photography and videography.
- 35. New Student Recruiting • Viewbook • Academic Viewbook
- 38. Community Relations • Bobcat Bulletin • Welcome Back Bobcats Kits • Community Outreach and events. • Good neighbor program
- 40. Media Outlets • Television • Print • Radio • Social Media • Digital Channels • Airport
- 41. Unbranded
- 42. Science on Skis
- 43. Big Ideas & Bold Adventures
- 44. Successes • Increase in student enrollment • Recognition through statewide and national communication awards • Growth of research revenue • Increased alumni and donor participation
- 45. Logo merchandise
- 46. New Products • Bobcat Fabric • Bobcat Batter Ice Cream by Wilcoxsons – Reached – 87,223 – Likes/comments/shares - 4,207 – Post clicks – 5,487
- 47. Increased merchandise sales 50000 70000 90000 110000 130000 150000 170000 190000 210000 230000 250000 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 NetRoyalties($) MSU Net Merchandise Royalties
- 48. BRETT DAVIS WEB AND DIGITAL COMMUNICATIONS
- 49. Web and Digital Communications • Oversees the Web and digital strategies of the University • Planning, development, coordination, execution, assessment – Web communications oversight – E-mail communications to external audiences – Mobile website and app development – Web governance
- 50. MSU Web Domain Source: http://collegewebeditor.com/
- 52. Mobile Strategy
- 54. Digital Signs
- 55. Services • Calendar of Events • RSVP System • KaratEmail Form Management • Appointment Scheduler • C.O.P.E. (Create Once, Publish Everywhere)
- 56. NILAM A. PATEL SOCIAL MEDIA
- 57. Social Media at MSU • Facebook – 64k (March 2014) – 90,963 (June 9, 2016) – 106,860 (June 14, 2017) • Twitter – 4k (March 2014) – 7,251 (June 9, 2016) – 8,440 (June 14, 2017) • Instagram – 0 (May 2014) – 10.7k (June 9, 2016) – 16.2k (June 14, 2017)
- 58. Goals 1. Increase student retention Current students (18-24) 2. Increase applications & student enrollment Prospective students (13-18) & their parents (35+) 3. Gain the support of our taxpayers, community & alumni Wide Audience (18+) 4. Fundraise in conjunction with the Alumni Foundation All donors (25+) & Major Donors (50+)
- 60. Facebook Posts
- 61. MSU’s Birthday Facebook Post
- 65. Social media activity Select a topic in your department to publicize (5 minutes) • Create a FB post/summary = limit 50 words • Create a 140 character tweet • Note: – Media to accompany – Link to accompany – Hashtag
Editor's Notes
- Where does MSU University Communications come in? Mkt and CS - are managed by my colleague Julie Kipfer, who will speak to you in a moment. Web and digital (my colleague Brett Davis directs this area and will explain more). Public relations and University printing as well as Montana PBS
- Our professional staff includes journalists, media specialists, writers, editors, graphic designers, photographers, videographer, broadcast media specialists, publications specialists, marketing specialists and printers and a television production staff.
- Here’s an example of one of our stories that was in the Bozeman Daily Chronicle this week.
- We also produce an online and emailed digest of news for the MSU community.
- Professional-quality photographs are also an important part of the MSU News Service. We are very fortunate that colleague Kelly Gorham is our photographer.
- Here’s an example of one of Kelly’s award-winning photos. This one was taken from the top of the Bridger Mountains during the Bridger Run, which will happen again in two weeks.
- Here’s another of his photos.
- Here’s a photo Kelly took of one of our scientists, Ellen Lamm who works at the Museum of the Rockies, whose work was featured in a national journal of science.
- Here’s a very colorful look at Ellen’s work. This is a photograph of the outer edge of a dinosaur frill as seen under a microscope in polarized light.
- Our job is to increase visibility and enhance the reputation of the University. We do that thru creating strategic communications to reach targeted audiences. We also work with colleges/depts/research centers to help them achieve their goals. Create university campaigns that showcases our university and support the goals of the strategic plan We create affinity oversee licensed merchandise that is found at retailers around the state.
- Who are we trying to reach and where are they? Here, in the USA and around the world. Montana – large land mass – low population, rural Context: Public Univ. Large complex, multi-faceted organization. Colleges, Research center, MOR, Extension, athletics, foundation/alumni. Grant funded partnerships. Serving very diverse stakeholders. Answer to the tax payers of the state. Audience is 3-100. During Legislative session Org Structure --- De-centralized communications staff Diverse audiences
- How do we develop our university brand? Why undertake this branding process? MSU saw the need. Knew aligned efforts would promote the excellence of MSU and help create support through new students, faculty recruitment, and alumni and donor support. MSU was poised for growth. Wanted to keep moving forward. Consistency and reputation was needed
- What do you expect when you purchase something. Each brand tells a distinct story A brand is not just for cattle anymore
- What is the MSU Brand: It’s more than a logo. It’s what we stand for, it’s what we provide. it’s the experience/ and the emotion that resonates with our students, fac/staff, alumni/donors and community. It’s the promise – MSU is unique in that we integrate our learning experience with research/discovery, and service to the state and beyond. MSU is truly unique in that the each student graduates with a research or creative experience. In fact, it’s part of the curriculum. Core 2.0 and Core 3.0 Core 3.0 - service learning/community outreach
- We reflect these strengths in all our communications. Setting allows us to leverage our research strengths as well – snow science, paleo, enviornmental, ag.
- Nothing on this campus happens in a vacuum. There are always a number of responsible parties that make things happen. This is also true in our department. C/S
- U Comm primary partner for admissons marketing materials, including the primary recruiting piece the Viewbook.
- MSU offers tremendous experieince to our students. We want that to be reflected in the quality of our communications. A tremendous amount of thought goes into the design and message strategy. Here is an example of a high quality piece created for the College of L&S. Used for prospective students, on fundraising visits and to recruit faculty.
- One other way our departments reach out to their constituents is thru print and electronic newsletters. Here’s an example of high quality communication for an academic department.
- Outreach vie e-news to community, parents, and alumni. Always hear positive feedback for this weekly communication.
- Public events also appeal to our alumni audience. Coming in 2018, MSU will celebrate 125 years.
- How and where do we reach people? Advertising Direct Mail
- TV campaign targetting alumni, friends, and fans
- Digital campaign, targetting prospective students
- How do we know if our efforts are working? We look at things we can measure – student enrollment National and regional communications awards CASE – Council for Advancement and Support of Education Montana Addy’s Ongoing research shows our message is getting thru. Also continued work in terms of qualitative focus groups has confirmed our message is getting thru. Key performance indicators that we use: Enrollment, merchandise, research dollars. We also track sub groups, native american students To make sure our consistency is working.
- We show affinity toward our university and our athletic teams thru logo products. Our students and alumni and community carry that “brand” whereever they are.
- Integration of social media for the ice cream release – One of the more successful posts in February
- A measure of school spirit – Positive affinity Takes hard work, sustained promotional efforts, and successful athletic teams! Given the competition within our state, this is esp. important to our alumni. Nuances of MSU brand vs. athletic – Bobcat brand
- Hundreds of managers Thousands of sites Millions of documents
- Allows easy user interface, so depts can create their own content in a branded format.
- Also ensure all emails are branded
- We also have a video channel. YouTube is the second most used search engine