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Branding & the Educational Landscape
MEMES, METRICS + MILESTONESHOW WE PUT STUDENTS FIRST
Danielle Poupore – Communications & Marketing SpecialistEmmelie De La Cruz – Social Media Specialist
“The single biggest problem in communication is the illusion
that it has taken place.”George Bernard Shaw
INTERNAL COMMUNICATION FACILITATES EXTERNAL COMMUNICATION
Shared goalsShared information
Shared responsibility
bit.ly/JJCrequest
THOUGHTFUL PLANNING. STRATEGIC EXECUTION.
1. WHAT DO WE WANT TO SAY?
2. WHY DO WE WANT TO SAY IT?3. WHO WILL HEAR IT?
1. WHAT DO WE WANT TO SAY?“You need to know _____.”
“I want you to _____.”“What do you think about _____?”
“Can you help me with _____?” “Thank you.”
2. WHY DO WE WANT TO SAY IT?To provide value
To encourage participationTo acquire knowledge & understanding
To request assistanceTo show appreciation
To inspire
3. WHO WILL HEAR IT?Colleagues
BossesEmployeesThe PublicSTUDENTS
CASE STUDY:
RANDOM ACTS OF JUSTICE
1. WHAT DO WE WANT TO SAY? The John Jay College community cares about social justice.
2. WHY DO WE WANT TO SAY IT? To encourage more people to participate in acts of kindness & justice; to cultivate a sense of pride in the community; to draw attention to thegood work our students, faculty & staff are doing in the world.
3. WHO WILL HEAR IT? The John Jay community – students, faculty & staff; potential future community members; alumni; donors; general public
CONNECTINGKnow your audience.
Know the John Jay Student Affairs voice.
Jaymie
Jaymie is…Friendly Knowledgeable
ResponsiveCheerful
Proud to be at John Jay
Fun
RespectfulHelp fu l Approachable
Involved
Articulate
COLLEGE STUDENTS IN 2015 99% of undergraduate students own an internet-capable device.1
92% of these students own at least two devices. 1
38% use Twitter regularly.2
30% use Instagram regularly. 2
86% use Facebook regularly2 *but 25% of 13-17 year-olds left Facebook in 2014.3
59% of millennials surveyed said they get their news mainly from the internet.4
31% of all higher ed students have taken at least one course online. 4
1http://net.educause.edu/ir/library/pdf/ss14/ERS1406.pdf2http://www.globenewswire.com/news-release/2013/06/13/554002/10036312/en/Tech-Savvy-College-Students-Are-Gathering-Gadgets-Saying-Yes-to-Showrooming-and-Rejecting-Second-Screening.html3http://www.slideshare.net/sparksandhoney/generation-z-final-june-174http://www.uschamberfoundation.org/millennial-generation-research-review
WHERE THERE IS CHOICE, BRANDING IS NECESSARY.
SEMESTER IN REVIEW
Current EventsFollowers 1399 39% 815 301% 8117 14%
Interactions & Engagement
20.4K 3468 493% 2828 80%
WHAT WAS EFFECTIVE?Current Events
Community ConversationsStudent Stories
WHAT WE LEARNEDThey want to be inspired, not promoted to.
COLLEGE IS AN EXPERIENCE73% of students agreed or strongly agreed that they like
to keep their academic & social lives separate.1
1http://net.educause.edu/ir/library/pdf/ss14/ERS1406.pdf
HOW DO WE SUCCEED?Identifying and acknowledging purpose
Rooted in emotion, truth and valuesDelivering on the brand promise
Showcasing the brand personalityThriving in your niche
PROVIDING SUPPORTMonthly Strategy Check-In
Relationship with Marketing and DevelopmentContent Creation
Professional Development
LOOKING FORWARDBuilding a brand rooted in social justice