First, let me introduced myself

Transcription

1 Paper and Pixels 101 Bonny Georgia Griffith Associate Director for Recruitment Marketing Ithaca College First, let me introduced myself Bonny Georgia Griffith, Associate Director for Recruitment Marketing at Ithaca College My credentials Working in higher education marketing since 2002 Award-winning freelance writer and contributing editor Involved in magazine publishing since 1994 and online publishing since before the Web was born! About Ithaca College Comprehensive, private college located in the Finger Lakes region of upstate New York 6500 students, 100+ degree programs Student faculty ratio of 12 to 1 2

2 After this webinar, you will Know how to make the most of the Web to keep current readers and reach new ones. Be ready to develop strategic story packages that engage readers and leverage each medium. See opportunities to leverage content beyond your primary site. Know how to use traffic stats to identify your strongest content and fine-tune your story mix. 3 Why are we talking about this? The Web offers many real advantages for sharing your stories with readers. Leading magazine publishers and newspapers report surprisingly little overlap between print and Web readership. The Web is an opportunity to extend your brand, enhance your storytelling, and expand your readership! 4

3 Why are we talking about this? Your readers (and your competitors) are online. Your publication should be, too. Who s online by age group (source: Pew Internet): 18 to 29 92% 30 to 49 85% 50 to 64 72% % 55 percent of those age 18 to 29 say they get most of their news and information online, compared to 35 percent of those age 65 and older. (source: Zogby Interactive) Print is not dead, however. It continues to be relevant with younger audiences (and their parents)! 5 Why are we talking about this? The Web is an interactive, social medium. Web users want dynamic content. 57% of online adults have used the internet to watch or download video and 19% do so on a typical day. 64% of online teenagers ages 12 to 17 share or create content by blogging, posting photos or art, journaling, creating websites and more. 55% of online teens use social networking sites. Source Pew Internet

4 Let me give you an example: Lighting the Fuse In 2006 Ithaca was searching for a new way to engage with prospective students. Key marketing goals: Illustrate IC s core messages with real stories Embrace peer to peer communication Facilitate more continuous contact with recruits Reach younger recruits in meaningful, relevant ways Make the most of new content management tools 7 Fuse launch: April 07 Quarterly print format with regular online updates. Print and Web versions developed in tandem Outside design partner creates print Web admission team controls online Web design echoes energy of print 8

5 Creating Content For students, by students Student writers and photographers generate original content. Paid student staff of 12 to 16; also accept/solicit submissions from student body Hourly rates for staffers; flat-rate fees apply for contributors Professional editors coach students and top-edit content 9 Fuse Website 10

6 Fuse feature story 11 Finding the hooks All Fuse stories are approached as content packages. Every story has one or more Web hooks. Hooks include original blogs, Q&As, videos, and connections to other relevant content -- inside our site or elsewhere. Web elements are considered up front, and wrapped into an assignment, where possible. Bonus Web content is referenced in the print issue. 12

7 Leveraging online content Fuse leverages our content management system to create valuable syndication opportunities All content can be pulled into academic department, school, or other sites using our CMS. 13 Leveraging online content New content feeds are featured on the admission home page and within IC s prospective student portal. 14

8 Leveraging online content Fuse s best stories are also touted on the Ithaca.edu home page! 15 Leveraging Web 2.0 tools Tagging allows site visitors to find more stories that interest them quickly. Readers can also subscribe to specific tags via RSS. 16

9 Lighting the Fuse measuring our success Survey results show Fuse is meeting our communications goals. We are engaging prospects earlier and more often -- 22% of our survey respondents were sophomores! 38% say Fuse made them want to learn more about Ithaca 57% say it improved their opinion of IC 67% say Fuse stands out from other college materials Over 80% say they learned something new about IC Verbatims echo our talking points back to us! 17 Lighting the Fuse measuring our success I learned that Ithaca College is committed to their students and to creating a creative and stimulating atmosphere in which to learn. I learned that it is a diverse college and one that challenges students to work hard to succeed. Fuse made me feel like Ithaca wanted me as part of a community, an intimate note I had not received from any other college. I learned about the real experience of Ithaca from the mind of real Ithaca students. That makes Ithaca stand out to me. I could really see myself here! 18

10 Lighting the Fuse measuring our success Traffic stats and surveys show clear preferences for certain kinds of content. Photo galleries are visited most, followed by our student staff blogs. Features about general student life topics are the most read content. We still have work to do to increase Web readership. Only about 30% of respondents visited the Web, but once they got there, they loved what they saw. Sneak-peek e-blasts are now driving readers to the Web before each issue hits the mailbox. 19 Now, how to do it at your institution Think of the Web every time you create a story. What can you offer your readers that they can t experience in print? Create content just for them! 20

11 Making the most of your blended publication Use a CMS tool to get more mileage out of your valuable content. Syndicate, syndicate, syndicate! 21 Making the most of your blended publication Be willing to divorce design from content to take advantage of Web tools. A story like this 22

12 Making the most of your blended publication Becomes this on the Web! Making the most of your blended publication Tap into your students and other campus talent to create unique Web extras. Don t be afraid to leverage content from faculty, student projects, YouTube, and other sources! 24

13 Making the most of your blended publication Make a plan to keep your site fresh between issues. Be creative! Blogs, galleries, short videos, news, and other updates will keep people coming back. 25 Making the most of your blended publication Building a site will not guarantee visitors. Develop a clear strategy for getting eyes to the Web! (Yes, that might mean using print!) 26

14 Making the most of your blended publication Don t assume you know what the most popular content is. Look at your traffic stats and ask your visitors-- they might surprise you! 27 Don't forget checklist 1. Consider the Web every time you assign a story. 2. Don t just dupe print content. Use the Web to engage readers and create an interactive experience. 3. Use a CMS to syndicate your valuable content. 4. Find Web extras that don t kill your staff or your budget. 5. Develop an editorial calendar for the Web to keep your site fresh. 6. Create a plan for driving eyes to your website. 7. Watch your site traffic (Google analytics) and survey your readers (Survey Monkey) regularly!

15 Got a question? We have until 2PM to answer your questions After the webinar, you can post them in the HEE forum or send them via HEE private messages to Bonny as listed in directory. 29 Thanks Thanks for taking part in this HEE webinar! 30