Five Trends That Are Encouraging the Adoption of Tech in Higher Education

In recent years, technology has vastly transformed the higher education scene. Colleges across the country have implemented various innovative methods to advance learning spaces, remodel their libraries and bolster campus security. 2017, in particular, has seen laptops, tablets, ebook readers and fitness trackers become must-have accessories for many college students. Even virtual reality has found a place in enhancing the teaching of certain concepts in the classroom.

As manufacturers and developers continue to prioritize higher education, the impact of technology in colleges and universities is poised to become even more significant in the future. Below are five trends that are spearheading the adoption of technology in the institutions of today and tomorrow.

1. Virtual Reality, Augmented Reality, and Mixed Reality

The world is on the verge of major changes regarding how we all interact with our computing devices. Tech giants like Google, Apple, and Microsoft have been consistently investing in new forms of human-computer interaction (HCI) – notably VR, AR and MR – and products like the Microsoft HoloLens are already influencing the types of hardware and software that are in use in colleges.

This trend is even more compelling when we think about combining VR, AR, and MR with other HCI technologies like cognitive computing and artificial intelligence. As HCI continues to gain traction in higher institutions of learning, the future may see the development of more devices and platforms that combine AI with VR/AR/MR for a more comprehensive experience. Holograms could replace physical bodies in classrooms, and students will perhaps be able to pick their preferred learning setting, such as studying by a brook, or in a virtual Starbucks.

2. Simulation-based Learning

Educators are increasingly employing simulation techniques to facilitate active learning through repetitive and thought-provoking practice in safe, life-like environments. These virtual worlds provide to students a unique opportunity to apply knowledge and make critical decisions while incorporating some immediate feedback or reward system, which makes it easier to grasp hard sciences like biology, anatomy, geology, and astronomy.

Drexel University, for example, has collaborated with Tata Interactive Systems to provide a simulation-based learning system for their online forensic students, where they can conduct clinical assessments in the aftermath of a violent crime. A 3D virtual crime scene, complete with clues and continuous feedback, makes forensics fun and exciting.

3. Internet of Things

Although IoT technologies are primarily focusing on the consumer field, higher education holds a lot of untapped potential for the concept. Smart cities and smart campuses, for instance, are areas of keen interest among tech developers. Some systems in colleges, such as light controls, sprinklers, parking space monitors and building alarms are already internet connected and are significantly improving operations. Future iterations of IoT will likely be more intelligent, requiring less human interaction.

The Internet of Things could also motivate higher learning institutions to create IoT degrees and certificates that meet the changing job market. The “new intelligent things” such as drones and robots are expected to motivate the creation of more than 100,000 jobs by 2025. This will likely drive institutions to introduce new programs, similar to the way hacking has presently driven cyber-security degrees.

The Unmanned Vehicle University is among the few institutions addressing the market by offering programs in Unmanned Systems Engineering. With IoT steadily growing its impact on our world, however, it won’t take long for others to follow suit.

4. Digital Literacy

While previous generations of learners first experienced technology at school, today’s students first interact with technology for entertainment and social communication. This path has put  strains on institutions to incorporate college-friendly devices into their education systems.

Because smartphones and computers now feel as natural to students as pens and books, colleges and universities are looking into lessons that encourage them to solve real-world problems using modern technology. In some schools, an English composition course includes creating a blog and reading web scripting, while in others, history students learn how to visualize and map information digitally.

The intent of this approach is to create self-directed learners, who know how to put together the technologies they’re already familiar with to find up-to-date information and create new solutions.

5. Blockchain and Credentialing

Blockchain may not seem relevant to institutions of higher learning until we discuss it around the aspects of badging and credentialing. In essence, Blockchain is shaping up to become the technology that enables students and young professionals to maintain lifelong, cloud-based learner profiles, which can accumulate qualifications and badges based on courses and programs. Employers would then use these profiles to identify their future employees.

Microsoft’s purchase of LinkedIn last year, which had itself acquired Lynda.com in 2015, is proof that learner credentialing via blockchain could take off in the coming years. Now, if a student takes a course at Lynda.com, their LinkedIn profile reflects it.

The push into artificial intelligence by Microsoft and other major companies could play into creating a marketplace where employers easily find qualified and competent employees online. Institutions of higher learning will likely be among the main contributors of data into these profiles.

Final Words

Recent advances in technology, coupled with the escalating demand for quality education are forcing greater scrutiny on the value that institutions provide to students. Consequently, educators are changing the way they teach, strategically incorporating a variety of innovations and team-based methods of delivering content.

If the trends above continue to gain ground, the near future may see even more disruptions to traditional learning experience, with more institutions experimenting and embracing new strategies.

Vigilance Chari currently covers tech news and gadgets at LaptopNinja. She is an International presenter and published author. When not writing, she spends her time as an enthusiastic professional party planner and part-time painter.

Higher Education Marketing: Why Chatbots are the Future of Communication

Higher Education Marketing experts are projecting chatbots to be the future of communication between schools and potential students. For many universities, improving communication with students has been a key focus. As any applicant knows, the process of researching university programs can be a complicated one. Whether it’s speaking with various individuals and departments, browsing through program pages or finding out the right information for financial aid, the amount of research required to find the right university can be daunting. But what if, instead of having to spend hours researching, all of the information could be presented to you via instant messages?

With emerging chatbot technology, universities delivering information to potential students could be the future of how universities communicate and market to future students. To help explain this developing trend, below I’ll highlight what chatbots are, why they are projected to be the premier form of communication and how chatbots could provide more effective communication between universities and potential students.

What Are Chatbots?

If you’re active on Facebook, you probably have interacted with early forms of chatbots. For those that haven’t, here is a quick overview.

Chatbots are computer programs designed to provide a service to individuals that interact with it via instant messaging. Typically found in social platforms like Facebook or Slack, chatbots have been used to help with a variety of tasks, ranging from ordering pizza, getting a weather report and even offering therapy.

Communicating with chatbots is no different than messaging with humans. In fact, some have found that services provided by chatbots are often more effective and efficient. Because of this, chatbots are projected to have a major impact on the ways that humans communicate with businesses, universities and other service providers.

Why Chatbots?

Chatbots are a fairly simple concept and forms of communicating with robots have been around as long as 2001 with Smarterchild for MSN and AIM. So why is there sudden hype surrounding chatbots?

There are a number of reasons for this, yet the major factor is that messaging apps now have more active users than social media platforms, with messaging apps attracting just over 3,500 million users while social media barely passes over the 3,000 million users mark. What is most interesting about this increase is that users are not just using messaging apps to communicate with friends, they are also looking to connect with brands, share media and even shop.

Almost all higher education universities have social media accounts, yet few have utilized chatbots to connect with students. This means that chatbots provide higher education marketers with a major opportunity to get ahead of the competition.

How Chatbots Can Provide More Effective Communication Between Universities & Students

A recent Gallup study found that messaging is the preferred method of communication for the younger generations, with 68% of Millennials saying that digital messaging had been their primary source of communication. This shift towards texting has resulted in a major decrease in phone calls amongst the younger generation. In fact, many millennials consider phone calls invasive and uncomfortable, especially when they are speaking with someone unfamiliar.

For many higher education marketing departments, phone calls or emails are the primary source of contact with potential students. By using now antiquated forms of communication, universities are missing out on building quality relationships with potential students and developing insights on what younger generations are looking for in a school.

For instance, consider the ease of messaging back and forth with a chatbot whenever and wherever you choose compared with being stuck on the phone with someone you don’t know, asking you semi-personal questions regarding a major life decision. Wouldn’t you be more comfortable sharing accurate and insightful information when you had time to think and weren’t feeling pressured to answer right away?

Another benefit of chatbots that higher education marketers should consider is the relief of financial and organizational pressure. For example, Georgia State University implemented a chatbot strategy to improve communication with students. Having never tried chatbots before, the university was unsure of how quickly students would adapt to the new technology. Yet after only 4 months, 63% of students had used the chatbot platform on a regular basis, resulting in approximately 200,000 messages. Without chatbots, responding to questions would have required a full-time staff of an estimated 10 members. That’s an annual savings of at least $200,000.

With improved communication and the ability to offer schools major financial savings, chatbots may soon be the future of how universities communicate with students. Keep in mind that, as with most advancements, the most benefit will come from leveraging chatbots before they are standard communication protocol. For higher education marketers looking to improve communication and increase enrollment, testing and utilizing chatbots should be under strong consideration, with potential plans in place for upcoming recruitment drives.

Tyler Putz of Circa Interactive Tyler is a retired division two college basketball player and a recent graduate from the University of Iowa. His creativity, as well as passion for entrepreneurship and the expansion of technology and communication, helps Circa to continue to stay on the cusp of new technologies and trends influencing future generations of students.

5 Higher Education Marketing Strategies

Every day universities and colleges are coming up with exciting, innovative courses for the millions of motivated students all over the world. The higher education space is being redefined by innovation in design, delivery and employability for many diplomas and degrees. Education experts have the resources they need to craft, test and rollout cutting edge online degree programs.

However, without adequate marketing, student enrollment numbers often struggle to meet and exceed expectations.

That’s why higher education institutions are bringing on board creative communication and marketing professionals to keep their institutions and programs visible and desirable. Unique higher education marketing strategies help raise awareness of courses and programs while bringing in new students and resources needed to sustain online programs.

Institutions are moving beyond the traditional brochures, magazines and billboards and are instead pushing resources towards appealing to the constantly evolving digital marketing landscape. There, they can have wider reach and greater potential in rapidly increasing their program’s visibility. Below are five key areas that savvy higher education institutions have explored to creatively market their programs and reach a wider array of prospective students and other higher education actors.

1. Instagram Marketing for Higher Education

Sample instagram adAny serious marketer will not ignore a worldwide, 700 million plus user base that has gained a lot of popularity with younger users in particular. With massive reach and increased interaction, Instagram offers higher education institutions a chance to showcase their best programs, campuses and profile their notable alumni.

When it comes to sharing photos of new events such as recruitment drives, faculty-student interaction, innovative programs and community activities, Instagram has become the top app. Schools have a chance to showcase their brands, engage students and reach out to prospective international students using features such as Instagram Stories.

The allure of Instagram is mainly driven by the simplicity of use, as long as higher education institutions can post great, well-curated photos for various updates and events. With the increased photography features of so many phones, institutions can even get photos from students in their own day-to-day activities and interactions and share on their Instagram handles with quite satisfying results. Great campus photos during different events and seasons can keep an institution visually present among the great number of prospective students who are always on the prowl for their next diploma or degree.


 

2. Video and Animation in Higher Education Marketing

ezgif.com-gif-maker (1)Video is a proven way to popularize courses, programs, campuses and advertisements for higher education institutions. It’s known to have a greater impact than text, and there are many channels available today for institutions to share their videos. These include You Tube, Twitter, Facebook, Snapchat and Instagram.

Strategically crafted videos and animations can be leveraged to reach target demographics for schools and their degree programs. Creative marketing professionals use powerful visuals, branding and storytelling to create videos that speak to their audiences. Through the social marketing potential of platforms such as Facebook and Instagram, video and animation advertisements can be a highly successful component to any marketing strategy. The best part? These creatives can be backed by ROI metrics through careful monitoring and reporting.


 

3. Leveraging Faculty for
Digital PR

A university’s faculty expertise is a critical component of a successful higher education marketing strategy. Faculty are researchers and thought leaders in their industries, and can greatly increase the effectiveness of campaign execution in many ways. By leveraging a professional Digital PR team with a keen understanding of the media landscape and PR pitching, faculty members and their research can be carefully pitched to target digital publications in order to share and boost professors’ personal brands as well as increase program and university brand awareness.

When leveraged correctly, Digital PR proves beneficial in other ways such as: building program visibility in search engines, creating program website traffic, and increasing student enrollment. Potential publications and websites for Digital PR opportunities are vast. These are only a few of the places that Circa Interactive has landed features and bylines for our clients:

Digital PR examples

 


 

4. Infographics and Visual Resources 

Infographics are powerful visual representations of data that are used in a variety of ways across industries. In higher education, they are a useful tool in providing career and industry statistics to help admissions teams, such as this graphic created by Villanova’s Analytics program. As seen below, this method of providing job growth and salary statistics is much more consumable and visually pleasing to the online reader than a list of bulleted points or a dense paragraph.

infographic example

Savvy internet marketers in the field of higher education also use infographics to build high quality industry backlinks and traffic to a program’s website. By leveraging professor research and reputable industry sources, fascinating visual resources can be designed, such as this compelling infographic from Ohio University that tells the story of how football concussions have paved the way for innovation in the forms of concussion diagnosis and prevention.

higher ed infographic example


 

5. Virtual Reality and Virtual Tours 

Virtual reality opportunities within higher education are increasing more than ever. A team of professors from Central Missouri State University, University of Missouri, University of Illinois at Chicago and University of Arizona have created a virtual collaborative learning network with a goal of researching and studying the intricacies of the Harlem Renaissance. The possibilities of virtual reality are endless with the classroom as EdTech and digital advantages continue to grow.

This crossroads of virtual reality and higher education applies directly to marketing strategies. Not only can universities gain interest through their in-class virtual technologies, but virtual reality is increasingly being used in the admissions process. A large number of institutions have fully implemented virtual tours that allow prospective students and their parents to explore campuses from afar. Companies such as Campus Tours offer panoramic virtual reality tours inside buildings and around campuses.

For example, USC offers an exclusive 360-degree game day campus tour:


 

Great ideas, but how do I execute these higher education marketing strategies? 

Reach out to an experienced, proven digital marketing company that focuses strictly on higher education marketing. Our team is happy to help and walk you through our services to find effective solutions to your unique marketing needs.
Contact us here

 

FreddieFrederic has five years’ experience in higher education content marketing and search engine optimization. Working with Circa Interactive, he has gained valuable experience in paid search, analytics, SEO strategy, and client management. Frederic excels in process optimization, strategic content marketing, and implementation of daily dad jokes. 

Follow him on twitter @FredHigherEd

 

 

 

Blogger Outreach Emails: Persuasive Writing Techniques

As we all know, how something is phrased is often more important than what is actually being said. If you leverage blogger outreach emails as part of link building tactics, chances are you’ve repeatedly tested phrasing to uncover the best subject lines and attention getting pitches. Words jump out at us for various reasons and play on our most primitive instincts and hard-wired responses revolving around emotion. With a better understanding of the power specific words have on human psychology, marketers can use persuasive writing techniques to create new opportunities while having fun testing out key words and phrases in our outreaches.

In this article I will present a few techniques for making your email marketing copy more persuasive and interesting to read.

Using 4 Effective Words

With only a short amount of time and text to capture the attention of a busy reader skimming through emails, it is important to carefully select the words used in a pitch and subject line. Even the most simple words can have a profound effect on our interest in a topic. Below are 4 basic words impacting psychology that you should include in your outreach.

You

Humans are rather narcissistic by nature, so it is easy to understand the importance of this word. We love to read topics that are centered around ourselves or addressed to us specifically. As opposed to making a message seem vague or generic by writing in third person, the use of “you” helps draw the reader in and make it more about them.

Because

Studies have shown that using the word “because” in email correspondence is over 31% more effective when seeking compliance, compared to leaving the word out. “Because” provides a sense of reason and ethos. You are not only telling a person about what it is you are trying to convey, but also why it is important while providing a reason to believe you. In the case of link building, it provides a more persuasive request and adds to the credibility of the pitch.

New & Free

These two words are addressed together because they both speak to the concept of loss aversion. In email outreach we may not necessarily be selling something, so leveraging this word targets the drive in people to acquire something new and for little to no cost. Using words like “new and free” are important because, for lack of better words, it creates a sense of fear of missing out (FOMO) and pushes people to take advantage of what you are requesting, i.e. sharing you link.

The Use of Sensory Words

Research shows that words related to texture activated areas of the brain were more likely to be impactful, even if their use was not related to any actual physical sensation. With our inboxes full of messages to filter through, we are likely to only respond to the ones that strike us as important or appear more memorable.
Using language that taps into any of the 5 senses: taste, touch, sight, sound or smell is likely to help the description of your message seem more tangible and realistic. Sensory words used in email pitches creates a more impressionable experience for the reader.

Storytelling and Striking an Emotional Chord

Incorporating short stories in your email pitch helps make your message more interesting and emotionally accessible, but more importantly, it makes the reader feel as though they can relate to the situation. This helps foster a sense of connection between the reader and the sender while breaking down barriers we create from being bombarded by pointless emails on a regular basis. Since there isn’t a great deal of time to impress the reader, you don’t want to lose their attention, so keep it short and sweet. Incorporate this storytelling method in an area that seems credible, perhaps like a statistic.

Let’s take a look at this example from a pitch aimed to create awareness about the rising cost of high school athletics:

“High school sports participation is at an all time high, but so is the cost, with some parents paying over $650 per child to participate in interscholastic athletics. High school sports offer a variety of long term benefits for kids, from scholastic performance to successful workplace skills later in life. With many families unable to afford the rising costs of athletics, our youth are at risk for a variety of negative impacts.”

While this aims to strike an emotional chord with parents, coaches and teachers, it also works for readers as a whole. No one wants to see youth negatively affected and it make even the average reader feel a sense of emotion and urgency to help by painting a picture of what is at risk for youth.

Our tendency as educated humans is to interact with one another using our “new brains” or more sophisticated language, however, it is in our “old brains” where the majority of our decisions are made. This part of the brain can be triggered using some of the most basic, yet powerful words and phrases for a more persuasive outreach.

16Keilah is a graduate of the University of Idaho. Working as an intern with Circa Interactive, she has gained experience in SEO and higher education content marketing while cultivating her creative skills. Keilah strives to become a future influencer in the digital marketing world.

What Cision’s 2017 State of the Media Report Tells Us About the Future of PR

With the media landscape constantly evolving, it’s essential that all PR practitioners are aware of current trends and shifts in order to remain at the forefront of their industry. In practicing digital public relations, it is particularly important to be aware of how journalists’ preferences are changing to better engage their growing online audience. Cision, a media communications database, recently released the results of their annual State of the Media Report, which surveyed more than 1,550 media professionals about their preferred practices, biggest challenges and trends to be mindful of. Here are some of the key takeaways from this report.

Know the journalist’s beat before you pitch

According to survey results, 51 percent of journalists reported pursuing a story because of a displayed knowledge of their work, a 16 percent increase from last year.State of the Media ReportBut how can public relations practitioners accommodate these preferences in a practical way?

  1. Create specialized pitches for industry-specific publications and research each outlet to find one reporter that is most likely to pursue your pitch. This way you’re targeting niche publications in a strategic and efficient way.
  2. Create a master list of reporters you have already established relationships with for each industry. This will not only make your life easier when trying to find specialized reporters, but they will appreciate you respecting their beat.
  3. Take one reporter from a few top publications out of your media list and do the necessary research to really personalize those pitches. Maybe reference an article they recently published or trend they often write about. By doing so, you’re showing a vested interest in them and establishing yourself as a quality resource. Even if you may not land an opportunity that time, it will build the foundation for a lasting relationship. Who knows, they might reach out to you again for a similar story in the future.
  4. Take advantage of resources like Help a Reporter Out (HARO), where reporters post story ideas and request reputable sources for them. By using this database, you have the opportunity to find specialized story topics that will leverage your expert sources while increasing your chances of successfully landing an opportunity.

Get creative with multimedia

With the news shifting to become shorter and more interactive, journalists are searching for elements to use in their stories that will both entice and engage readers. Nearly 70.5 percent of survey respondents reported almost or always incorporating multimedia into their stories, and they ranked the type of multimedia that they value the most as follows:

  1. Photos
  2. Social Media Posts
  3. Videos including YouTube
  4. Infographics
  5. User Generated Content – Videos Photos
  6. Web Polls
  7. Live Stream / Blogging Embeds
  8. Data Interactives
  9. Animated .gifs

Photos, social media posts and videos come as no surprise as the most integrated multimedia elements in stories, but this presents a major opportunity for infographics. Infographics are useful to not only support a pitch with facts that are presented in a captivating way, but they can be used as a lead for a story as well. But what if certain reporters don’t accept infographics? It never hurts to ask what form of multimedia they prefer to receive and make note of that so you don’t keep pitching them with content they’ll never use. Respecting and valuing their preferences will pay off because knowing what they commonly utilize for their stories will make them a great resource for future opportunities.

Provide valuable and differentiated resources

Journalists are constantly being pitched with press releases and new story ideas, and while survey results show that this is their most valued resource, it’s essential that PR professionals find a way to break through the noise and stand out with their pitching ideas. One way to do this is to tie the lead to something trending in the news or to an upcoming event, which we refer to as news and time pegs. This not only shows that you did your research, but that you are stepping in as a valuable resource by providing a fresh perspective to a bigger story. Expert interviews and story sources were ranked as the second most valuable resource to journalists, so make sure to constantly check resources like HARO for these specialized opportunities. Finally, always be sure that you are presenting ready-to-publish content that helps establish yourself as a credible source. This means going through your pitch and checking for accuracy, grammar and AP style, and being sure that each hyperlink works.

 

Ariana HeadshotAriana is a soon-to-be graduate of San Diego State University and current member of the Public Relations Student Society of America (PRSSA). As a journalism major with an emphasis in public relations, she brings both traditional training and fresh ideas to Circa as their digital public relations and content marketing intern. Her creativity and passion for storytelling contribute to Circa’s digital public relations presence.

 

Why Snapcodes Are the Future of Higher Ed Marketing

Snap Inc. has been a publicly traded company for over a month now and is starting to feel the heat. Facebook recently unveiled their own version of the “stories” feature that utilizes smart filters resembling Snapchat’s popular “lenses.” Instagram has also been competing for a slice of Snapchat’s 150-million active users, adding their own “stories” feature in August of last year. Since then, Snapchat story views have declined by roughly 40 percent. So what has Snapchat created to stay ahead of the competition? Snapcodes.

Snapchat has reinvented the QR code and made them accessible for businesses and users alike, opening up a whole new advertising medium. Snapchat had already implemented this technology for users to easily add each other as friends on the social media app but have taken it a step further and allowed both users and brands to create snapcodes that direct users to a custom URL. While only 21 percent of American smartphone users reported using QR codes, Snapchat’s take on this technology is more promising because of their immense base of users, and, unlike QR codes, users don’t have to download or use another app to take advantage of them.

Now that snapcodes are becoming increasingly popular, let’s take a look at how snapcodes can be used to reinvent your higher education marketing strategy.

Snapcode Marketing Ideas

Desktop has traditionally been viewed as the primary source for reaching potential students, but higher education marketers need to consider that 2017 is the year of mobile. In fact, mobile-only internet usage is being driven primarily by Millennials, with 21 percent abandoning desktop computers altogether. Additionally, Snapchat is reportedly reaching 41 percent of 18 to 34 year olds in the U.S. daily. Add this impressive reach with the interactive aspect of snapcodes and you have the perfect avenue for higher education marketers to engage potential students and generate more leads.

Snapcodes For Digital Marketing

Instead of adding a plain, boring URL at the bottom of an advertisement, brands can now add a snapcode that stands out and grabs the audience’s attention. A custom snapcode can be created in under a minute from a mobile phone or desktop and can be used in television ads, on posters, as stickers, and more. The possibilities are endless.

Snapcodes for Rocky Horror

Credit: FOX

The first instance of snapcode marketing was used during The Rocky Horror Picture Show live television event. Rocky Horror is known for its audience participation, making it a prime choice to feature the first snapcode used on television. Snapcodes were used between the show and commercials to lead the audience to exclusive Rocky Horror content as part of Snapchat’s “Snap to Unlock” campaign. Sprite, Uber, and NBC Universal have executed “snap to unlock” marketing campaigns as well that unlock special edition Snapchat lenses, geofilters, and product websites.

Rocky Horror and Uber may be slightly different from higher education, but universities can engage their own audience in similar ways by placing snapcodes in the bottom corner of a television or digital signage advertisement, sending viewers to the university’s landing page or even lead page. Television viewers tend to tune out commercials, but the interactive qualities of a snapcode are more likely to engage them and keep their attention on your brand.

Snapcodes For Print

With all of this digital talk, don’t worry if your university still uses mailers, posters, flyers, or even billboards as part of their marketing strategy. Snapcodes can still be utilized for print! In fact, snapcodes will help bridge your print advertising into the digital world.

Snapcodes for NBC Universal

Credit: NBC Universal

NBC Universal created a “snap to unlock” campaign for their movie The Girl on the Train that was seen on billboards across the country. They made sure the add was mysterious, intriguing, and featured an extremely large snapcode to ensure people weren’t confused about what to do next. Once a person scanned the snapcode they were given access to special geofilters that promoted the movie and sent to the movie’s website.

When potential students come into contact with a higher education flyer or poster, snapcodes will make it easier to lead them towards your website and further down the funnel. Whether it is a special event, lead page, or promotional video, the snapcode will lead them there with ease.

How To Make Snapcodes

Now that your creative juices are flowing and you understand the potential of snapcodes, let’s make one.

Step 1:  Head to Snapchat.com and click on Snapcodes in the top menu. Enter the URL you want the snapcode to direct to and click Make a Snapcode!

Step one: How to make a snapcode

Step 2: Brand your snapcode by adding a custom image.

*Pro tip: Make sure your image is smaller than 400 x 400 pixels so it fits within the ghost.

Step Two: How to make a snapcode

Step 3: Download your snapcode and start your new digital marketing campaign!

Step Three How to Make a snapcode

Circa Interactive's custom snapcode

Thought of a new way to use snapcodes for your marketing strategy? Let me know in the comments below!

Audrey-for-site

Audrey is a recent graduate of Cal Poly San Luis Obispo. With a background in journalism, public relations, and graphic design, Audrey lends both creative and analytic skills to the marketing team. Her passion for innovation and connecting like-minded individuals is driving Circa’s social media strategy into the future.

7 Snapchat Accounts Every Marketer Should Follow

Social media and communication (as we know it) were changed forever when Snapchat launched in September of 2011. After gaining popularity among millennials, Snapchat has grown rapidly and now boasts over 150 million daily users, passing Twitter’s daily usage of 140 million daily users. It seems that almost everyone is using this app to communicate with friends, catch up on the latest celebrity gossip, and even read the day’s headlines, but are they using it to its full potential?

Read more: 5 Ways Snapchat is Changing the Way We Communicate

Besides sending funny pictures to friends, this service can also be used to stay up on the latest trends in marketing. There are hundreds of companies, entrepreneurs, marketers, and other successful business men and women who actively share tips, tricks, and their own experiences. After following a number of Snapchat accounts and actively watching, I’ve put together a list that every marketer should follow.   

*Pro Tip: Take a picture of any of the Snapcodes next to their name using Snapchat to automatically follow their account!

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University of Michigan: UofMichigan

The University of Michigan is a prime example of how a university can implement Snapchat into their own digital marketing campaign. After launching their account in February 2014, they became the second university on the platform. Michigan attracts current students to their account by utilizing Snapchat to show off lesser known areas of campus, highlight student exhibits, and hold interactive contests and activities. Prospective and incoming students are given the chance to interact with the university through their #AskUMich campaign that answers questions and addresses concerns utilizing the chat feature. Overall, Michigan’s account is an exceptional account to follow for inspiration on how to create interactive campaigns for any digital marketing venture.

Learn more: University of Michigan’s launch and overall Snapchat marketing strategy

 

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Michelle Obama: michelleobama

First Lady Michelle Obama is an unexpected person to see on Snapchat because she is the wife of the President after all. Her joining Snapchat is similar to how the Kennedys were the first Presidential pair to be shown on television. Michelle Obama is the first, First Lady to utilize a social media platform like Snapchat. The First Lady created an account because more than half of 13 to 34-year-olds are using the app. Working with this younger generation has been her main focus while in office so she decided it would be the perfect medium for her to communicate with them. Besides giving her followers a behind-the-scenes look at her life in the White House, the First Lady has utilized the application to promote her Let Girls Learn trip to Liberia, Morocco, and Spain this past July. This specific marketing campaign is a prime example of how to broadcast an event or trip through Snapchat. FLOTUS built up hype surrounding her trip using the application by regularly speaking on the subject and sharing details of the trip. Once she was traveling, she gave her followers a look at the lives of the girls she was there to help and made it feel as if you were there with her through photographs, interviews, and videos of the discussions held in each country.

 

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Justin Wu: Hackapreneur

Justin Wu is the founder of Growthly and an avid user of Snapchat. Jason gives his followers an inside look at what life is like during the early stages of a startup. From big meetings to his downtime coming up with new ideas, Justin provides tips on presenting, growth marketing, and creating a successful startup. Jason recently went to the WSJD Live and Snapchatted the entire event. He held interviews, asked for commentary from his followers and held a live follow up discussion on Snapchat after the event. Wall Street Journal even had Justin cover the WSJD Live event for their Discover page!

Check out: Justin’s coverage of his whole WSJD Live Journey

 

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Dan Knowlton: danknowlton1

Dan Knowlton is the co-founder of KPS Digital Marketing and author for Social Media Examiner. Dan’s Snapchat provides followers with a variety of marketing tips, industry updates, and a look into the life of an entrepreneur. Dan recently attended Get Social Kent and actively snapped his experience at the event. Dan shared helpful digital marketing insights from keynote speakers, gave an inside look of the event, and introduced key marketers at the event by holding interviews with them, asking about their marketing goals for 2017. Dan is an avid Snapchat user and provides a lot of insight on how to utilize the app to grow your own business.

Check out: Dan’s insights on Using Snapchat to Grow Your Business

 

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Gary Vaynerchuk: garyvee

Gary Vaynerchuk is the CEO of VaynerMedia and an established social media guru. Gary uses his Snapchat account to help teach others how to become successful in digital marketing through motivational snaps and valuable marketing advice. He encourages his followers to interact with him and send any questions they have about entrepreneurship, marketing, or growth hacking and will answer their question on his story. He continues this campaign across all of his platforms with #AskGaryVee. Gary gives his followers a behind-the-scenes look at the life of a CEO and all the hard work he puts in to accomplish his goals.

 

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HubSpot: hubspotinc

HubSpot is an inbound marketing software company. HubSpot’s social media strategy is a prime example of how companies can utilize Snapchat to show off their culture, educate their followers, and even help recruit new talent. In fact, HubSpot held a recruiting event via Snapchat this past July! In lieu of a resume, they asked hopeful applicants to teach them something in 60 seconds or less. By taking their recruitment completely digital, HubSpot was able to recruit from a specific audience and create a test that would result in employees that were the right fit for the position. Besides finding new uses for the application, HubSpot’s Snapchat is perfect for finding inspiration for your own company’s account.

 

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Morgan Brown: morganb180

Morgan Brown is the COO of Inman News and is a 15-year startup marketing veteran. Morgan provides innovative tips on growth and productivity and shares examples to help illustrate his points. He also invites his followers to ask him any marketing and growth hacking questions they may have. Through his interactive use of Snapchat and sharing real-life examples to his followers, Morgan is able to educate his audience and truly show them how growth works online.  

 

Have a favorite marketing guru you follow on Snapchat? Let me know in the comments below!

 

Audrey-for-site

Audrey is a recent graduate of Cal Poly San Luis Obispo. With a background in journalism, public relations, and graphic design, Audrey lends both creative and analytic skills to the marketing team. Her passion for innovation and connecting like-minded individuals is driving Circa’s social media strategy into the future.

5 Ways Snapchat is Changing the Way We Communicate

Snapchat has roughly 26 million users in the United States, with 60 percent of those using the app aged 1334. In May, Snapchat’s dominance was established when it beat out Apple and Facebook applications to top the Apple iOS downloads chart for the first time. If you don’t believe Snapchat is worth your university’s time, consider the fact that 77 percent of college students use Snapchat daily. This app is designed for tech-savvy and content-hungry users. In other words, Snapchat is the perfect application to reach millennials, especially for universities looking to share a different side of their campus and boost interest in their brand.

This app alone has informed and shaped millennial culture through sound bites, chats, brief moments, and temporary flashes of content. Here I will discuss how it has begun to transform the way we communicate.

1. Creates a Sense of Urgency and a Need to Share 📲

In basic communication, humans transmit information and receive instant feedback. The integration of texting and emailing, however, has enabled senders and receivers to sit and dwell on content before responding. Snapchat has changed the game by making messages available to view only once. In order to remember what was said or seen and reply appropriately, the user must reply as soon as  they’ve opened it. In effect, these temporary messages take away the ability to dwell and create a more real-time form of communication.

In true millennial fashion, Snapchat utilized emojis to further encourage a timely back-and-forth conversation. Snapchat added an array of badges and rankings that encourage you to consistently interact with friends. From becoming a best friend of another user to earning awards for sending snaps, a Snapchat user is constantly encouraged to keep sharing. One example of this quest for badges is the ?  emoji. By keeping a conversation going for more than a day Snapchat will recognize the streak and add a ?  emoji next to their name.

Snapchat has created a way for people to constantly update and share content with their friends with little effort. A picture is worth a thousand words and Snapchat has created the perfect medium to share these visual stories with friends.

 

2. Provides an Inside Perspective of Faraway Places 🌍

Snapchat has enabled people from all over the world to share their story. With the addition of live story streams and Story Explorer, users are able to get a peek of what life in other cities, states, and countries is like. Snapchat regularly features cities from around the world and features them on the app with a live feed of Snapchats from people in the selected city. For example, tapping on the “Rio” feed instantly transports users to the lively city in Brazil and provides a peek at life through the eyes of everyday citizens.


Besides cities, live feeds are perfect for sharing events. From a higher education perspective, this is the ideal platform to share student events, football games, community outreaches, and more. Snapchat provides universities the unique opportunity of sharing experiences from a wide array of the campus population. By utilizing a live feed, or a Snapchat account altogether, a university is now able to show prospective students what life on campus is like from a student’s point of view. The students who Snapchat their experiences  are nurturing their connection to the university and sharing student stories on Snapchat can result in higher student interest, and help prospective students to determine if a school is a right fit for them.

More on: Leveraging University Events for Your SEO Strategy

 

3. Share the Full Story, Instead of Just Highlights 📖

Snapchat enables users to not just share the best picture out of their daily experiences; it encourages them to share the full story. Many users channel their creativity to share their day from the moment they wake up, to the moment they go to sleep.

Just last week Snapchat announced the next generation of stories: Memories. Users will now be able to save their snapchats and combine them with other photos on their phone to create custom stories that they can then share with their Snapchat friends. This new feature allows users to completely customize their content and share their experience from their own perspectives.

 

Instead of uploading  a few photos on Facebook or posting a 140 character tweet on Twitter, universities can utilize Snapchat to complete their “social story”. Using a mix of video and pictures, a university can share a campus event from beginning to end. A great  example would be using Snapchat to share a graduation weekend with their audience. The university can not only share captured moments of graduates but of the ceremony, award banquets, speeches, and more. By sharing moments in this way, a university can create a sense of community and become relatable to current and prospective students.

 

4. Digital Messages Have Become Personal 🎨

Customizing content doesn’t just mean choosing how long a picture is able to be viewed or writing a caption to accompany the picture. Snapchat has taken storytelling to the next level by encouraging users to draw, write, sticker, and filter their pictures to add a personal touch and have fun doing it! The newest Snapchat features, similarly to  Lenses and Discover, enable users to interact with the content they view and share.

Lenses is Snapchat’s upgrade for the average selfie. Now users can transform into a myriad of animals, characters, and even other people using these smart filters. The most popular example of a Lense would be Taco Bell’s Cinco de Mayo filter that transformed users into actual tacos. Taco Bell was able to market, create brand awareness, and even set a new record by using Snapchat’s features to engage and interact with their customers.

Circa Interactive Team Using Snapchat's Lense Feature

A university could create a Lense for a football game that would engage students in attendance and encourage them to share their stadium experience. By creating an interactive university brand, prospective students are shown the campus community and current students will feel more engaged and a part of their school’s conversation.

Snapchat’s Discover features channels for a group of brands to broadcast their own content. These brands are lucky enough to be able to market themselves by engaging their audience and creating a conversation through interactive content. Another ability users have when using Discover is being able to directly share their favorite pieces of content with their Snapchat friends. Instead of having to explain and describe what was so funny, simply holding a finger on the screen allows users to instantly show their friends why they are laughing.

 

5. Bringing News Back into Millennial Life 🗞

All of this interactive content has lead to journalism becoming attractive to millennials again. A study conducted by Wibbitz found that 40 percent of millennials rely on digital outlets for their news, while 23 percent primarily get their news from social media. Snapchat has jumped on this finding and added news outlets to Discover. An overarching theme in this article is interaction. Millennials love to interact with content, so why not the news? A big step in this new territory occurred when the Wall Street Journal joined Snapchat. Once this media-giant joined the ranks, it was made clear Snapchat is the way to reach a millennial audience. CNN and National Geographic are among the 24 other media companies that have also joined the application in hopes of delivering journalistic content to this demographic.

150 million people visit Snapchat daily, yet a Discover channel may only get 1 million views a day. Snapchat has announced new updates will occur in an attempt to fix this and bring in more ad revenue. While this application has begun to deliver newsworthy content, we will have to wait and see how this feature evolves. All of this aside, Snapchat has undeniably transformed our means of communication, created new opportunities for brands and universities and even brought personality back into a digital world.

 

Audrey-for-site Audrey is a recent graduate of Cal Poly San Luis Obispo. With a background in journalism, public relations, and graphic design, Audrey lends both creative and analytic skills to the marketing team. Her passion for innovation and connecting like-minded individuals is driving Circa’s social media strategy into the future.

5 Instagram Tips for the New Algorithm-Based Newsfeed

Instagram recently announced that they will be rolling out a new algorithm-based newsfeed that will move away from the current chronological one to a more personalized one. This change is similar to the way that Facebook changed their feed back in 2009. This means that the posts that show up at the top of your feed, regardless of when they were uploaded, will be determined by the type of content that you are engaging with the most. The main motivation behind this switch is the finding that, on average, 70% of content is never seen by users. Instagram is therefore hoping that a more customized newsfeed will help to ensure that the 30% that is seen, is the best and most relevant. As Instagram stated, “To improve your experience, your feed will soon be ordered to show the moments we believe you will care about the most.”  

Now that the dependability of a chronological newsfeed is out the window, you may be wondering how to keep your brand’s account from slipping through the cracks. To help you master the new Instagram feed and make sure your content is still seen by your target audience, I’ve compiled a list of five key takeaways that every marketer should be aware of.

 

1. Without chronological order, brands will now have greater international reach

The upside to this change is that it is going to make it easier for brands to go global and be seen by new audiences. In fact, 75% of Instagram’s audience is outside of the United States. By eliminating the restrictions that varying time zones can bring, your chances of reaching an international audience will grow stronger. This means that no matter when you post, if your content is on brand and appeals to your target audience, it will have a greater likelihood of being seen.

 

2. Organic reach will be more difficult–brand your account and encourage followers to turn on notifications

It is important to remember that Instagram is a visual platform. The picture itself is what grabs the user’s attention. To maximize organic reach, you will need to translate your brand into the pictures that you create for your account. Use a palette of colors, special shapes, or even select filters that you can regularly use to keep your content consistent and recognizable.

Harvard Instagram

Harvard University showed off the famous turning of the leaves in Boston through implementing these style techniques. They build brand awareness by using a fall theme, use recurring colors of orange, red and green, and even utilize video to show off their beautiful campus.

If you don’t know where to start, remember that learning from trial and error is the best method. Try new looks and styles of pictures and see what your audience responds to. If you find something that provokes a positive reaction, be sure to integrate it into your strategy moving forward.

Another way to increase engagement and ensure that you are discoverable to new users is by using relevant hashtags. Hashtags will now be more important than ever if you want your content to be searchable and seen by the right audience. Many Instagram users and brands are already starting to use the hashtag #turnmeon to ask their followers to turn on notifications for their posts. This strategy will increase the likelihood that your that content is still seen by instantly alerting followers when new content is posted.

Learn more about engagement with these  4 Ways to Boost Your University’s Social Media Engagement.

 

3. Influencers are set to become even more influential

Influencers are essentially walking billboards. They range from average users on Instagram with large social media followings and brands of their own to world-famous celebrities. By creating relationships with these influencers, you are able get your product or brand in front of new audiences with an added layer of credibility and endorsement. In fact, a recent Experticity study found that influencer recommendations carry 22 times the weight of a recommendation from an average customer. Because influencers have substantial followings, they also have high engagement rates. This means that their content will be pushed to the top, based on the way the new algorithm works. In other words, if you don’t have an influencer to help promote your content or have naturally high engagement rates on your own, your content will most likely be pushed down further on the newsfeed.  

If you already work with influencers, it’s even more important to ensure the content they are producing stays consistent and includes the right messaging. Establish quality control by creating templates for them to use. These could be used for visual and written content, but make sure they are able to still add their own personality! You don’t want their endorsements to appear scripted.

If you don’t already have relationships with influencers, then it might be a good time to start doing some research. Use resources like Buzzsumo to find the top influencers in different niches. Keep in mind that these individuals typically come with a price tag, so evaluate this strategy to determine whether it makes sense for your brand. If the answer is yes, then having an influencer on your team will help expand your network, get your content seen by a larger audience, and increase lead generation.



 

Coe College invited professional soccer player, Abby Wambach, to speak with their soccer team and a select audience. Abby posted about her experience there, tagged Coe College, and even used their hashtag #kohawks. This endorsement from Abby is a powerful one, especially to prospective college athletes.

On the other side of influencers, Michigan University took it into their own hands to announce a new partnership with professional NASCAR driver, Jeff Gordon. They branded the picture with their logo, included their school colors, and used the hashtag #GOBlue to build brand awareness in connection with Jeff.

4. The number of followers you have won’t be as meaningful

It’s hard to tell how confining the new algorithm will be, but when it comes to reach, things will definitely get more complicated for brands. The total number of followers your account has won’t be as important as it once was, especially as people start to follow more accounts. Because the algorithm will favor higher engagement over a large following, it is important to focus on who your audience is and what they like. Create content that will appeal to them and continue to engage with them. The worst thing a brand could do is stop engaging with their fans and turn to buying followers for help. Many services will promise the accounts they are selling are active, but these accounts will not ‘like’, comment, or share your content. Having dead accounts following you will actually do more harm than good as it will ruin your engagement statistics.

Learn how to create unique, engaging content in my recent article: 6 Tips for Boosting Your Instagram Presence

 

5. Instagram is becoming more expensive for brands

There is no doubt that the new Instagram algorithm has an ulterior motive. With no chronological order and the potential for a smaller organic reach, more brands will turn to Instagram advertising to make sure their content is seen. This will likely lead to handing over more cash, which a lot of small businesses might not have. If this is the case, make sure to assess your analytics. Is your online store, website or blog actually getting traction directly from your Instagram account? If it is, then advertising is probably the right choice for you. If your brand does not see any value from Instagram, try out a different platform that may be a better fit for your marketing needs and goals.

Learn how to target and create the right ads for your audience with these 7 Tips for Maximizing your Facebook (and Instagram) Ad Performance.

Need more Instagram tips? Want to learn more about social media marketing? Let me know what you want to learn about next in the comments below.

 

 

Audrey-for-site Audrey is a recent graduate of Cal Poly San Luis Obispo. With a background in journalism, public relations, and graphic design, Audrey lends both creative and analytic skills to the marketing team. Her passion for innovation and connecting like-minded individuals is driving Circa’s social media strategy into the future.

Three Common Mistakes Higher Education Marketers Make and How to Avoid Them

As marketing experts, our job is to work tirelessly to understand market habits and trends in a way that allows us to effectively position our university’s strengths to align with those very trends; however, we often forget that market research reports and conversion charts are more than just numbers. While these resources are, of course, extremely important facets when making any decisions in our field, too often we forget the humanity behind those very reports and what drives them. Using research from Chet Holmes, esteemed corporate trainer to greats like GNC and Estee Lauder, and his book The Ultimate Sales Machine, here’s what you and your team can do to make sure your messaging has the greatest impact on the right audience.    

1: Target More Than Just The Active “Shoppers”

According to Holmes’ extensive research, every program, product, and service has an ideal audience that   is broken down into 5 segments.

Prospective Students Stats

(source: The Ultimate Sales Machine, Chet Holmes)

The first 3% are students who are active in their pursuit of a higher education degree. The second 7% aren’t as committed as the first 3%, but they’re open to the idea of pushing their career to the next level. The next 30% are people who A) have no idea that they need a higher diploma or B) are unaware your university or degree program exists. This group is your “unconscious” market. Then, there’s the next 30% that knows both that they need a degree to get where they want in their career and that you offer that program, but the need isn’t their top priority. It’s simply something they want “sometime in the future.” And finally, we have the 30% who will just never be interested. Unfortunately, pursuing the final 30% would result in a colossal waste of time and money, but the good news is that the remaining 70% is free game.

SOLUTION: Even though 3% have made it their priority to actively seek out a way to change their lives for the better, every other university is angling to enroll those same students into their program as well. This is precisely why the remaining 67% cannot be neglected, but the challenge will not go without struggle. Awakening the unconscious will take more than a nudge. Mobilizing the aware but uncommitted will take more than a suggestion. Solving this is, of course, much easier said than done, but this article will guide you to find new ways to mobilize your otherwise inactive 67% of potential students to enroll.

2: Hone in on only one Student Profile for each Targeted Campaign

When setting the various targeting parameters for any given ad campaign, you’re usually given a set of checkboxes or drop-down lists. First, they start out fairly generic: location, check; age, check; gender, check. Then, the good stuff: education level, check, check; profession, check, check, check; interests, check, check, check, check, check. The problem with this strategy typically stems from the crippling desire of not wanting to miss a single community that might be interested in your school. What’s worse is that this same strategy is likely forcing your ad copy to fit the needs of a broad set of compiled personalities and interests. Not only does this approach water down the extraordinary features your program has to offer, but it robs the potential student of the intimacy and inspiration they crave to push their career to the next level.

SOLUTION: Strive for intimacy. To achieve this, you need two things. The first is an effective egoic label: a label demonstrates both what a person identifies with and role they serve within that label. For example, the strongest egoic label is “mother.” Not only is it a word that many women intensely identify with, but it also demonstrates their role and function within a family. Egoic labels can come from a number of different categories like vocation (entrepreneur, professional women, doctor), nationality (American, Canadian, Mexican), relationship (mother, married, single), or even ownership (homeowner, dog owner, mac owner), but what’s important is that only one is chosen per campaign.

The second thing you’ll need is your egoic label’s symptom. For example, working mothers who struggle to make ends meet with their hourly job tend to have “symptoms” like the following: not enough time, don’t make enough money, or, the most common symptom of any egoic label, hate their job. You can use simple verbiage that taps directly into these symptoms.

Take Snickers for example. They may not have names on every candy bar, but when you see “Grouchy,” “Feisty,” “Sleepy,” or “Rebellious” written on the wrapper, the candy bar is no longer selling the chocolate inside; it’s selling a cure to the symptom the consumer self-identifies with. By turning Snickers’ “grouchy” into “mom who hates her job,” your marketing will allow your reader to self-select themselves. Rather than tirelessly working to get your prospective students to say “okay, I’ll check out your university,” you’ll have marketing that allows them to opt themselves in by inspiring them to say “this was made for me!” All too often, it’s easy for us as marketing professionals to forget to look beyond the analytic reports and trending topics and see our job for what it is – inspiring and motivating people to better their lives, their jobs, and their happiness with the knowledge and expertise you know your university can provide for them. Which brings me to my next point:

3: Show Your Prospective Students Value Immediately  

All too often I see ad campaigns float across my Facebook feed begging their reader to “check them out!” The reality of this rhetoric, however, is that the reader, or a prospective student in this case, has little to no incentive to need what you’re offering. By not presenting an immediate value that your hopeful student can both immediately benefit from and use, a much too large margin of error can occur. Campaigns should never be a space for bragging about how excellent your university is; it should create a space where working professionals can A) recognize that they have a “symptom” that needs to be solved, B) understand clearly the long-term benefits in pursuing your degree program, and C) show them what service or resource they can take advantage of immediately which can change their “maybe later” answer to an outright yes.

SOLUTION: Several simple ways of accomplishing this could be a free consultation from one of your university’s advisors, a free (easy-to-grasp) whitepaper, or perhaps an exclusive free webinar. The point here is that your potential students will see, perhaps unconsciously, that your university is willing to put in as much effort in educating them now as they will be when they’ve enrolled and started classes.  

What we, as marketing professionals must remember is that marketing materials aren’t just a compilation of research. It’s a message to an individual that they don’t have to be unhappy with their job, boss, or even their career path all together. We must remember that enrolling a student isn’t just another tally to add to the books, it’s an individual who has committed to creating the change they crave. It’s those 2AM problems that keep us awake at night that should be the forefront of any marketing strategy. If we can recognize these problems and effectively illustrate how we can help solve them with our services, then we’re much more likely to break through the clutter and speak to the audience who wants to listen.

Tami Final for SiteTami is one of our in-house social media gurus with a passion for content marketing and public relations. After earning her degree in communication and marketing from the University of California, San Diego, her dedication and multi-faceted skillset for creative marketing strategies has led her to become a crucial team member driven to expanding Circa Interactive’s digital marketing value.