Public Relations & Marketing. Alison McGaughey, Public Information Specialist

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1 Public Relations & Marketing Alison McGaughey, Public Information Specialist

2 Super Short Summary of My Background B.A. Monmouth College (double major in English and Communication) Nearly 20 years professional experience in writing, editing, PR & marketing Former journalist for daily newspapers; freelance writer ( ) Transitioned into higher education marketing (Knox College ) Editor, promoted to Public Info Specialist WIU -Macomb ( ); M.A. WIU (English - Writing Studies/ Composition track) 2010 Adjunct instructor and literacy program coordinator (BHC and EICC, ) WIU-QC (April 2017)

3 What I m Going to Cover: achievements and overall areas of effort in 2017, divided into larger overall categories of : Public Relations and Marketing

4 ...all of which are in line with the University, Strategic Plan, and/or PEI goals: Goal 1: Increase enrollment of freshman, transfer, and graduate students Goal 2: Support Community Awareness & Engagement Goal 3: Support Diversity Goal 4: Support Innovation Goal 5: Support Mentoring Goal 6: Support University Planning

5 Public Relations Initiatives Raising our visibility, credibility, and public awareness ; generating and maintaining positive public perception

6 Created dramatic increase in social media Consistently reached and gained new Facebook followers, now up to 2,269 Increased Facebook engagement (via consistent use of tags, shares, and other forms of interaction) Experimented with adding new forms of social media Launched new digital storytelling platform incorporating video presence and engagement

7 3.4k views Highest organic (un-paid) post: feature on WIU-QC student vet s involvement with local group promoting healing from PTSD

8 3,860 reached announcement of Moline Foundation ag gift (in December 2017)

9 Inaugurated the use of Boosted /sponsored Facebook posts, resulting in increased views by the thousands:

10 example: A post highlighting Dispatch feature on Cameron Ruiz s Bachelor of Liberal Arts and Sciences (BLAS) project benefiting Rock Island High School students 2,531 people reached

11 example: LEJA open house Boosted ad: 1.5k reached, and within a highly specific targeted audience

12 Enhanced Instagram presence, content and followers Dramatically increased frequency and variety of new content Currently 212 followers Are you following us on Instagram?

13 example: highest engagement level: Undergrad Speaker video 99 interactions

14 Launched first Snapchat geo-tagged filter (Welcome Week Block Party) Additional social media efforts: Increased YouTube presence by creating, posting, transcribing 20 accessible videos Maintained Twitter presence (983 followers) Created and launched a new blog, The QC Current

15 Created new digital marketing content/campaigns Scripted, crafted, and creating success story videos via Wibbitz Collaborated with UTV Reached audiences in medium proven to be effective with social media users

16 example: UTV video featuring student Hunter Doyle urging fellow students to apply for scholarships and thanking donors

17 Launched & use of Wibbitz platform:..resulting in new capability to promote WIU-QC students and programs

18 Wibbitz example: The Pantry

19 Wibbitz example: Math on the Mississippi

20 Wibbitz example 3: We re Superheroes!

21 Wibbitz example 4: Museum Studies

22 Wibbitz example 5:

23 Greatly increased visual representation of the WIU-Quad Cities campus

24 Student life

25 Faculty-student interaction Campus visits; small, friendly community

26 Depicting a small but dynamic campus community

27 Garnered positive media coverage Public Relations Initiatives, continued

28 Does it happen on its own? Cultivating relationships with area journalists, crafting and executing expert story pitches, generating news releases...results in positive news coverage focusing exclusively on WIU-QC.

29 Additional examples

30 Promoted diversity-focused programming on campus

31 Additional examples New partnership(s) between RPTA students and Trimble Funeral Home (and future/additional businesses) Commencement

32 Handled media queries Timely and urgent, every time

33 advanced the PEI via promotion and publicity

34 enhanced Development communication efforts Such as donor recognition, scholarship steward communications, etc.

35 Executed event planning & promotion Small and large scale Ready to Run, The Bix WIU-QC sponsorship and many more Ready to Run : administration of all social media promotion, strategizing web presence collaboration w/ UTech

36 Increased community engagement Building and maintaining relationships plays a role in promoting positive public perception Dress for Success Quad Cities Jewish Federation of the Quad Cities Quad Cities Chamber (including InternQC initiative) QC Hispanic Chamber YWCA (Rock Island) VIVA QC NAMI United Way of the Quad Cities (including Day of Caring participation and promotion)

37 Improved publication production From contributing to the University magazine to collaborating on Viewbook and other pieces

38 Helped lead QC Presidents and Chancellors Council Tie-in to Q2030 Make it Here campaign promoting ALL higher education in the Quad Cities

39 Enhanced SBDC promotion press releases and social media promos promoting workshops and services, educating public on their presence as part of WIU-QC

40 Collaborated with WQPT Promotion and publicity Social media event promotion The Wall that Heals photography, promotion and press coordination garnered/ gained positive feature articles through relationship cultivation w/ WIU-QC intern Ready to Learn, Imagination Station, and Gala promotional assistance Coverage of Rives/ Brouette Historic Gift

41 Marketing Initiatives Paid promotions and other opportunities to increase our brand awareness, target specific audiences, and drive prospective students and influencers to take action

42 TV, Radio, Digital, Print and Other Paid Advertising Created marketing efforts to increase enrollment: TV commercials Radio spots during drive times Digital Impressions and ads Traditional print advertising Billboards and more.

43 Print and digital examples with the Quad City Times, the Dispatch, WQAD, KWQC, iheart Media, and more

44 Marketing efforts, continued Paid sponsorships, Discover Western ads, billboards and more

45 Strategized for greater military enrollment Military Task Force ollaboration and promotion Strategizing for QC involvement and representation Contributing marketing publication design/ copy / web tie-in Increasing attempt to reach military audience

46 wiu.edu/qc Collaboated with University Marketing Director and UTech to enhance front-door portal to ALL prospective students and audiences

47 FY 19 GOALS

48 Increase Enrollment Plan and execute marketing campaigns via billboards, print and digital advertising, radio and television, etc. re-launch The QC Current blog with plan to highlight student, staff, faculty, and alumni achievements, Increase social media presence and engagement for both prospective student and influencer (i.e. parent) audience

49 Support Mentoring Continue to support and participate in Building Mentor program Hire and guide 1-2 student Communications intern(s)

50 Continue to increase community awareness, engagement, and development Continue participation in above listed organizations as time and resources allow Increase engagement in Public Relations Network of the Quad Cities

51 Support Diversity and Internationalization Increase participation in minority publications (online and digital) by 5% Strategize and plan photo shoots with greater student, faculty and employee diversity represented

52 Support regional economic development Attend quarterly PEI meetings to promote streamlining and roundtable/summit attendance

53 Promote Innovation Solicit information additional information from faculty, and/or faculty-student partnerships highlighting new and interesting projects