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Content Strategy
for Multi-Channel
    Marketing

  AMA Symposium for the Marketing
      of Higher Education 2011
   Susan T. Evans | Michael Stoner
               mStoner
mStoner’s First Law of
     Branding
    Case Study
   Best Practices
Everything is
 connected to
everything else.


 http://mstnr.me/9uemQS
Case Study:
William & Mary Admission
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
Good process = good
        results.
Research and discovery
   Crowd source content
       Creative concepts
           Audience testing
                Design, editorial &
production
                     Launch multiple
channels
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?”
Crowd source photos.
Content Strategy for Multi Channel Marketing
Content Strategy for Multi Channel Marketing
Content Strategy for Multi Channel Marketing
Warning.
Don’t let the 30-, 40-, or 50-
somethings pick the concept.
Content Strategy for Multi Channel Marketing
Content Strategy for Multi Channel Marketing
Content Strategy for Multi Channel Marketing
Content Strategy for Multi Channel Marketing
Content Strategy for Multi Channel Marketing
Content Strategy for Multi Channel Marketing
Content Strategy for Multi Channel Marketing
Content Strategy for Multi Channel Marketing
Content Strategy for Multi Channel Marketing
Content Strategy for Multi Channel Marketing
Content Strategy for Multi Channel Marketing
Content Strategy for Multi Channel Marketing
Content Strategy for Multi Channel Marketing
Said two alumni...
In just 60 days...
         14,731 hits
   3,948 unique visitors
 2:09 average time on site
  visits from 44 countries
28% of traffic is Williamsburg
Best Practices
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
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)
Seriously.

Everything is connected
  to everything else.



http://mstnr.me/9uemQS
Questions?
  #yourturn
Thanks.
http://clients.mstoner.com/ama2011



Michael Stoner            Susan T. Evans
President                 Senior Strategist
michael.stoner@mstoner.   susan.evans@mstoner.co
com                       m
@mstonerblog              @susantevans

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Content Strategy for Multi Channel Marketing

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