Answering a complicated question with the power of YouTube.

Steve KrysakMarketing and Recruitment SpecialistUniversity of Waterloo

@stevekrysak

The University of Waterloo

• 1957: University of Waterloo opens with 74 students in Waterloo, ON

• 2012: 30,000 full- and part-time undergrads, 5,400 full- and part-time grad students

• 163,000 alumni in 143 countries• Largest co-op education program

in the world

@stevekrysak

De-centralized + Centralized Recruitment

• Marketing and Undergraduate Recruitmento Large on and off campus eventso uWaterloo focused communicationso High School/International visits

• Faculty/School based recruiterso Support for eventso Faculty/School based communications

@stevekrysak

Marketing and Recruitment Specialists

• Bridge the gap between two offices

• Coordinate communication and research strategies

• Put out fires

@stevekrysak

Knowledge Integration

Knowledge Integration (KI) is a unique Honours plan that prepares its students to understand and address the kind of real-world problems that require the collaboration, differing perspectives and expertise of multiple disciplines. KI students study in both the humanities and the sciences to develop a balance of skills in creative, critical and integrative thinking. By choosing an appropriate focus in their upper years, graduates can also prepare themselves for professional schools, for public service and policy-making, or for graduate research in their chosen discipline.

@stevekrysak

Knowledge Integration

• What do you do in it?oWhat do you want to do in it?

• What do you do after?oWhat do you want to do after?

@stevekrysak

Struggling Enrollment

2008 2009 2010 20110

10

20

30

40

50

60

ActiveTarget

@stevekrysak

Non-confirmed student research

• Other programs more structured/specialized

• Lack of experiential component• No understanding of career

outcomes• General lack of understanding of

benefits and goals of program

@stevekrysak

‘Did Not Apply’ Research

• What does ‘Knowledge Integration’ mean?

• Focus on unattractive program components in communication materials

• No understanding of career outcomes

@stevekrysak

Strategy Plan

• Define what ‘Knowledge Integration’ means

• Better communicate benefit of course plan

• Promote career prospects

@stevekrysak

Budget

20%

40%

30%

10%

Sales

MultimediaPrintWeb DevelopmentResearch

Total Budget: $0

@stevekrysak

Moving forward plan

• Define what ‘Knowledge Integration’ means

• Better communicate benefit of course plan

• Promote career prospects

@stevekrysak

What is KI?

@stevekrysak

Multiple answers

• Students:“It let’s me do what I want to do”

• Faculty:“Creating articulate, literate, numerate and collaborative students”

• Employers:“These are our future leaders”

@stevekrysak

And maybe that’s okay?

• Not a one-size fits all program• Everyone has a different way to

explain it• Everyone experiences the

program in a different way

That’s our message.

@stevekrysak

We know how they want the message

• Online• Interactive content• Storytelling• Easily accessible• Authentic

How can video help us?

@stevekrysak

Four rules for video

• Keep it simple• Be flexible• Stick to the plan• Include your team where

appropriate

@stevekrysak

Students and Locations

• Students from a variety of backgrounds and areas of the programo First-year CS oriented studento Third-year Biology oriented student

• Showcase their space

@stevekrysak

Pre-interviews

• Distribute questions before hand• Meet to discuss answers and

concept/goals of project• Explore other paths their story

can take

@stevekrysak

Gearing Up

• Canon Rebel T2i• Tripod• Wireless Lapel Mics• Reflectors

@stevekrysak

Shoot day

• Blocked off time/space• Confirmed with students• No professors, program staff

around• Mindful of audio and light

@stevekrysak

Edit it all down

• Final Cut (but iMovie can do a great job)

• Purchased song for background • ‘Keep it simple’

@stevekrysak

Four rules for video

• Keep it simple• Be flexible• Stick to the plan• Include your team where

appropriate

@stevekrysak

http://www.youtube.com/watch?v=4JYRra-6TDc

Launch

• Promoted widelyo PrintoWebo Social Mediao Emailo Events (OUF, On Campus)

• Internal as wello Current students

@stevekrysak

But that’s not all..

• “Vanessa’s Knowledge Integration”o http://www.youtube.com/watch?

v=SfS86bwMkfg• “KI Students in the Summer”

o http://www.youtube.com/watch?v=KARbKmgkkAU

@stevekrysak

Results

• Increase in applications• Better recognition of program

amongst campus recruiting staff• Widespread sharing online• “You’re that girl from the video!”

@stevekrysak

Recap/takeaways

• Research based tactics• Part of a larger strategy with

similar message• Kept the production simple and

stuck to the message

@stevekrysak

Questions?

@stevekrysak @KIwaterloo

bit.ly/youtube-ki

Up Next:“Strategically Coordinating Digital Content Across Your Organization”Jonathan Woodcock & Kirsty Budd. (also from uWaterloo!)