emma leech director of marketing & advancement marketing ... · snapchat totals: snaps: 19...
TRANSCRIPT
MARKETING FOR SCHOOLS 101 – TIPS FROM A UNIVERSITY
Emma Leech
Director of Marketing & Advancement
Collaboration at the heart of our strategy
What is reputation?
Branding approach
Stakeholder engagement
The 7 P’s
Focus on stand out
Strategic alignment
Data and market research
Competitor activity
New ways to market
Mobile rules…
Strategic focus
• Profile, reputation and reach
• Messaging and impact
• Targeting and cohesion
Points of proof – prospectus
Points of proof – prospectus
Points of proof – schools liaison
Points of proof – fairs and exhibitions
Points of proof – digital engagement
Points of proof – on campus
D-Day
Leading by example: Jess
Strategic events and collaboration
Partnerships and advocacy
Other brand advocates
Web, digital and video impact
Best student experience
Best student experience
Social media buzz
Strengthening communications strategy
Developing a ‘global army of ambassadors’
Why news is important… and PR methods need updating
Content, search and social media in a PR context
Integrated public relations
Thought leadership and video case studies
User generated content
Creating engaging content
Creating content – your thoughts
The journey so far…
The conversation in context
Social media explained
Results day: golden ticket – PR amplification
Results day: golden ticket – detailed content strategy
Results day: golden ticket – emotional appeal
Results day: golden ticket – cut through and clarity
Results day: golden ticket – media profile
Results day: golden ticket – social impact
Facebook: Main page
+902 followers (Total reach 1.26M)
Freshers page
+243 followers (Total reach 24.6K)
Results day: golden ticket – COPE methodology
Snapchat totals: Snaps: 19 Views: 43,800 Screengrabs: 105
Results day: golden ticket – leveraging images
Instagram: Followers increased by 259 17-22 August, 3,000 #LboroFamily video views Storify: 2K views
Results day: golden ticket – personalisation
200+ selfies and golden tickets received
Results day: golden ticket – online impact
Twitter: Main account 15 - 21 August 2016 - 828.2K impressions
2.9K link clicks 1.2K retweets 1.8K likes 143 replies +427 followers
Results day: golden ticket – mapping the metrics
Page views by hour
VS
Calls received
Hour Page
Views
Unique
Page
Views
Bounce
Rate
Pages/Session Calls received
7 2,343 1,669 38.17% 3.4 N/A
8 5,029 2,743 29.16% 5.07 1223
9 5,524 2,998 28.68% 5.08 1419
10 5,228 2,694 31.94% 5.2 1149
11 4,528 2,270 26.60% 5.38 779
12 3,172 1,683 29.73% 5.12 650
13 2,542 1,422 28.57% 4.78 462
14 2,162 1,267 24.34% 4.78 380
15 2,016 1,127 29.00% 5.04 320
16 1,411 885 27.30% 4.19 258
17 1,068 700 33.09% 3.93 268
40,105 23,384 30.58% 4.58 9183
Results day: golden ticket – shareable content
It’s all about people
And when it all gets too much…
