The work of the Communications and Marketing division advances the following CSWE s strategic goals:

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1 Report to the Board of Directors November 2018 Division of Communications and Marketing I am pleased to present this report outlining the activities of the Division of Communications and Marketing. Staffing: This division is made up of staff supporting CSWE Press, Journal of Social Work Education (JSWE), Journal of Baccalaureate Social Work (JBSW), APM exhibit/sponsorship/ad sales, and all CSWE communications and marketing efforts. That staff includes: Julie Ackerman Montross, Vice President of Communications and Marketing Elizabeth Simon, Manager, Publications Staff Liaison to the Council on Publications (COP) and the JSWE Editorial Advisory Board Allison Moon, Communications and Marketing Manager Mia Moreno-Hines, Production Editor *Malcolm Randall, Communications and Marketing Coordinator *We were thrilled to welcome a new team member in August. Malcolm Randall brings a host of skills to the division that have already proven to be invaluable. The work of the Communications and Marketing division advances the following CSWE s strategic goals: 1. Strengthen the position of social work within higher education, the national political environment, and in the perception of the general public. 2. Strengthen social work through identification and dissemination of emerging technology and innovative models, pedagogies, and practices. 3. Ensure the quality and sustainability of social work education through accreditation of baccalaureate and master s degree programs, research, and responsive faculty development. 4. Develop partnerships with organizations, agencies, corporations, and foundations both within and external to social work to enhance collaboration on issues critical to social work education. 5. Promote the preparation of social work graduates who can practice effectively in an increasingly diverse and global practice environment. 6. Develop and maintain a healthy, viable organization by ensuring effective management; strong leadership; diversity of the staff; and open communication among the staff, Board of Directors, commissions, councils, and other governance and programmatic entities. Marketing The Communications and Marketing division has focused on segmented messaging by audience, testing various link/url placements, and using other marketing best practices, which resulted in a 2.3% increase of the average click rate compared to the average rate in March All of this in an effort to improve the performance of our marketing campaigns and elevating awareness of our initiatives. Year-to-Date Averages: 28.3% open rate, 10.3% click rate

2 o Open rate remains consistent with March 2018 while the click rate has increased 2.3% *Average open rates in 2018 among professional associations are 20.5% and average click-through rates are 7.9%. CASE STUDY: APM Award Call Tactics: Combined reminders for APM awards and used last chance language to convey urgency Statistics o 56% open rate; 2x the average open rate o 20% click rate; 4x increased from (5.6% click rate) Results: Decrease in fatigue by sending less total s to membership, resulting in higher open and click rates. This provides data-based rationale for combining awards calls and reminders into a single consolidated in future cycles. CASE STUDY: Regional Accreditors Information Tactics: Collected feedback from stakeholders via Darla and produced resources for members in a timely manner, then disseminated the information in an efficient, user-friendly manner Statistics o 41.3% open rate o 51.5% click rate, 6x better than the average click rate Results: 2,586 individuals received this communication. More than 1,800 people downloaded a valuable resource created for a specific member need, which increases membership engagement, value, and satisfaction. Click here to view the actual document.

3 Social Media I. ENGAGEMENT A. Twitter Chat To drive and increase engagement, the Communications and Marketing Division planned and executed CSWE s inaugural Twitter chat using #SWFutures (i.e. social work futures). CSWE s executive leadership team and several staff members participated and facilitated the live discussion about the future of the social work profession and social work education. View the log of the #SWFutures Twitter chat here. Results o Nearly 40 tweets from 22 participants in 4 countries and 11 cities (SOURCE: tweetsmap) o 65,500+ accounts reached and nearly 186,000 impressions, i.e. the number of times #SWFutures tweets were delivered to Twitter timelines (SOURCE: TweetReach) o

4 B. Using Engagement Best Practices & Results The Communications and Marketing Division has focused on increasing engagement with followers for the past 6 months by utilizing retweets/sharing functions, using conversational prompts, and including photos or videos in every post. The following graphs and statistics demonstrate success in engaging our diverse audiences on social media. Twitter Engagement 700 Twitter Mentions & Retweets Mentions Retweets Average mentions per month= 213 mentions (4x more mentions/month compared to March 2018) Average retweets per month= 167 retweets (2x more retweets/month compared to March 2018) Facebook Engagement Average post engagements per month= 1692 post engagements (4x more engagements/month compared to March 2018)

5 II. Growth The Communications and Marketing Division has also focused on increasing the number of followers and reach of our social media efforts. The division has executed social media best practices like social listening, following relevant accounts and hashtags, and initiating connections with the social work and social work education communities to continue the steady increase of followers and reach as demonstrated by the graphs and statistics below. o A. Following Twitter Gained 1,739 new Twitter followers since January 2018, bringing total to 11,700 followers Twitter Total Followers (K) Average new followers per month= 248 new followers Facebook o Gained 726 new follows since January 2018, total follows 2982 (826 new follows total in 2017) o Average new likes per month= 125 new likes (average of 74 new likes/month in 2017) Facebook Likes & Follows Likes Follows

6 LinkedIn o Gained 354 new follows since January LinkedIn Followers 1050 o o B. Reach Twitter & Facebook Doubled the both the monthly average Twitter impressions compared to 2017 (graph below) Nearly doubled the monthly average Twitter profile visits compared to 2017 (2,226 profile visits/month as of Aug. 2018; 1,200 profile visits/month in 2017) o More than doubled the monthly average pageviews on Facebook compared to 2017 (400 pageviews/month in Aug. 2018; 191 pageviews/month in 2017) Twitter Impressions Per Month (K) Average impressions per month= 64,000 impressions (averaging 35,500 in 2017)

7 Higher Logic Connected Communities For the past 18 months, CSWE Divisions of Communication & Marketing and Education have been engaged in planning for implementation of the Higher Logic Connected Communities platform. Online communities have been a growing trend among professional associations for more than ten years. They allow us to better organize our volunteers with respect to improving productivity and provide our members an opportunity to dialogue beyond just the structured meetings that CSWE hosts. This platform would provide a space for us to coordinate our Commissions and Councils, our APM tracks, special interest groups, and further will give CSWE a much more advanced communication mechanism allowing us to move away from clunky and unruly listservs. The benefits that we have identified in implementing this platform include: 1. Collaboration among volunteer groups 2. Member engagement - providing an opportunity for all CSWE members to dialogue and share ideas 3. Raising the profile of CSWE with an eye to recruitment 4. Member retention providing an additional member benefit 5. Data collection having a better understanding of current issues, trends, pain points 6. Potential for partnering with like-minded organizations both in the social work space and beyond (further promoting Interprofessional Collaboration) 7. Opportunity for new revenue streams Preparations to launch communities have begun, and implementation starts immediately after APM. We hope to be launching the CSWE connected communities (formal name TBD) soon after we enter the new year. Rebranding: You will see the launch of the rebranded CSWE Center for Diversity and Social & Economic Justice while at APM. In August, CSWE s e-newsletter, formerly Full Circle, was rebranded as CSWE Compass: Navigating Social Work Education & Advocacy. With stronger performance of Full Circle over PPMR, and review of data that came out of a Full Circle audience survey, the decision was made to merge the two newsletters. Advocacy in Action is the section within Compass that is dedicated to public policy and advocacy information. We also launched CSWE Program Spotlight which is a new section within Compass dedicated to highlighting notable accomplishments of CSWE member programs.

8 APM Activities The Division of Communications and Marketing oversees the sales of exhibits, sponsorships, and ads for CSWE s Annual Program Meeting (APM). Continued improvements of marketing material coupled with a new online sales process has yielded positive results: New sponsorships developed and sold Providing exhibitors with a better understanding of the audience they are in front of at APM yielding improved ROI Growth in revenue streams o Overall sales increase of 6% compared to 2017 totals with revenues totaling $397,840 to date (details provided below) I APM Sales Status as of October 5 th A. Exhibit Booths o Only 4 booths remain unsold as of October 5 th. The original floorplan sold out in the summer and we added 9 additional booths. o Booth sales revenue and pending revenue is already $27,623 more than 2017 totals with $162,223 in revenue to date B. Sponsorships o Sponsorship sales increased 27% compared to 2017 totals with $193,550in revenue and expected revenue to date Premier Sponsors $10,000 Four organizations have signed on for premier sponsorships to date up from one premier sponsor in 2017 Platinum Sponsors $7,500 Ten organizations have committed to platinum sponsorships up from three platinum sponsors in 2017 Gold Sponsors $5,000 Eleven organizations have secured Gold sponsorships to date (twelve in 2017) Silver Sponsor $2,000 Five organizations has committed to a silver sponsorship up from one silver sponsor in 2017 Bronze Sponsors $1,000 Seven programs have secured bronze sponsorships up from one bronze sponsor in 2017 Media Partner Social Work Today has agreed to return as APM s media partner in 2018 C. Advertisements o Advertising sales to date exceed 2017 totals by $11,736 with $108,716in revenue as of October 2018 o We have sold 49 full-page ads, 26 half-page ads, and three quarter-page ad 2017 APM totals: 44 full-page ads and 25 half-page ads sold CSWE Publications Department The CSWE Council on Publications (COP) approved proposals for four projects in the fiscal year: Activating a Teaching Learning Philosophy: A Practical Guide for Educators (Erlene Grise-Owens, J. Jay Miller, & Larry Owens) A Guide for Interprofessional Collaboration (Aidyn Iachini, Laura Bronstein, & Elizabeth Mellin)

9 Teaching Group Work Content in Social Work Education (Dominique Moyse Steinberg) Teaching Social Work With Digital Technology (Laurel Hitchcock, Melanie Sage, & Nancy Smyth) The Journal of Social Work Education (JSWE) published 70 new articles online in Volume 53 (2017), including a special issue titled Innovations in MSW Education and Training for Practice in Integrated Care Environments. The impact factor for JSWE increased from in 2016 to 1.0 in CSWE s Publications Department, part of the Communications and Marketing Division, develops resources to help social work educators serve their students and advance their profession. CSWE staff members work in conjunction with the volunteer COP, which oversees publication policies, serves as an editorial board in acquiring and vetting book proposals, and oversees the JSWE Editorial Advisory Board. The Publications Department also produces the newly redesigned e-newsletter, CSWE Compass, the CSWE Annual Report, and printed material for the Annual Program Meeting. It works with other CSWE divisions and departments to publish books and online resources such as the 2015 EPAS Curricular Guide Resource Series and annual Statistics on Social Work Programs in the United States.