The document outlines a 4-step process for gathering and sharing internal university news. Step 1 involves mining email and information sources for story ideas. Step 2 has writers gathering selected information and creating news stories. Step 3 posts the stories on the university's websites. Step 4 shares the stories on social media platforms and via email to promote the university. The overall goal is to showcase the university's accomplishments and events to attract prospective students and donors.

1. Step
1
Informa(on
about
academic,
academics
administra(ve,
and
informa(on
alumni
accomplishments
and
events
is
flowing
admin.
informa(on
throughout
the
university.
alumni
informa(on

2. Notes:
Mine
internal
e-­‐mail
traffic
for
informa(on
on
events,
ac(vi(es,
accomplishments,
upcoming
speakers,
performances,
etc.
Look
for
informa(on
that
can
be
turned
into
stories.

3. Step
2
gather
selected
Writers
news
informa(on
from
alumni,
stories
academic,
and
administra(ve
areas
and
news
stories
create
news
stories
about
the
university.
news
stories

4.
Notes:
Build
a
student
persona,
conduct
a
content
audit,
determine
the
recrui(ng
cycle,
use
keywords
for
SEO,
create
an
editorial
calendar,
and
post
content
that
appeals
to
prospec(ve
students
and
donors.

5. Step
3
Stories
about
campus
events
and
news
ac(vi(es
are
posted
on
stories
the
university’s
web
pages,
e.g.,
home
page,
news
stories
newsroom
page,
and
school
and
program
landing
pages.
news
stories

6. Notes:
Fresh
content
helps
SEO,
recogni(on
improves
esprit
de
corps
within
the
organiza(on,
and
conveys
the
impression
that
a
lot
is
happening,
which
there
is!

7. Step
4
Social
Media
plaOorms,
e.g.,
Facebook,
TwiQer,
YouTube,
and
LinkedIn,
and
e-­‐mail
are
used
to
share
the
news
with
others.

8. Notes:
Frequent
posts
build
and
sustains
interest,
increases
the
possibility
of
someone
sharing
the
news
with
others,
and
drives
people
to
the
university’s
web
site
to
learn
more
about
what
is
going
on.
Source:
marcomadvisor.com