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.

1. Content Strategy
for Multi-Channel
Marketing
AMA Symposium for the Marketing
of Higher Education 2011
Susan T. Evans | Michael Stoner
mStoner

2. mStoner’s First Law of
Branding
Case Study
Best Practices

3. Everything is
connected to
everything else.
http://mstnr.me/9uemQS

4. Case Study:
William & Mary Admission

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?”

8. Crowd source photos.

12. Warning.
Don’t let the 30-, 40-, or 50-
somethings pick the concept.

26. Said two alumni...

27. 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

28. Best Practices

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)

31. Seriously.
Everything is connected
to everything else.
http://mstnr.me/9uemQS

32. Questions?
#yourturn

33. 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