This presentation was on the program at the 2011 AMA Symposium for the Marketing of Higher Education and was co-president with Michael Stoner, president of mStoner. Given the reality of the proliferation of communication channels and platforms, it’s essential to develop a content strategy to enable marketers to stay on message across channels and to ensure that you get the best mileage from high-quality content. Not to mention the goal of carefully investing (and protecting) time your staff spends developing and sharing content. This presentation uses the William & Mary Ampersandbox Viewbook and Microsite as a case study.
5. The set up.
• 7+ year-old viewbook
• only parents look at print
(?)
• award-winning website
• popular student blogs
• an early adopter of social
media
• budget for one mailing
only
• we need a spaceship
6. Good process = good
results.
Research and discovery
Crowd source content
Creative concepts
Audience testing
Design, editorial &
production
Launch multiple
channels
7. Crowd source content.
“What is an object that means
William & Mary to you?”
“How would you describe
William & Mary in a tweet or a
Facebook status?”
29. Recommended:
• establish partnerships with other
campus units
• leverage the university website and
social media presence
• spend the time and resources to
produce great content (it always makes
things easier)
• develop a content strategy that enables
you to stay on message
30. Try this:
• determine purpose, relevance and
importance of each channel
• integrate channels
• develop flexible content that can be
used in multiple ways
•crowd source to get the talent and
authenticity of students (and faculty)