Learnings (and Mistakes) that Have Shaped My Communications Career in Higher Education

With almost 20 years on the marketing and communications side of higher education, I’ve learned a great deal from key stakeholders and my brilliant teams. But I’ve learned from myself and my mistakes, too. It’s amazing what can grow from a few blunders, helping you lead a more productive, informed and fulfilling career.

Following are six of the biggest lessons I learned from my own failures:

Communicate with everyone.

During my early years in higher-ed communications, I would communicate with one audience at a time. My approach was not as inclusive; and, I sometimes left out key audiences that needed to be informed.

Lesson learned! As higher-ed marketing experts, identify every possible communication channel to disseminate updates through a mix of university websites, videos, email, newsletters and live discussions, as well as through external media, social media, community partners and education outlets. Different audiences receive information from a variety of sources, so accessibility is important – accommodating the way they are informed. Transparency helps reach key audiences; so they are not only informed, but so they feel part of the conversation.

Delegate, delegate, delegate.

During my first job out of college, I tried to do it all. I wanted to prove to myself and others that I was capable and effective.  So I took on more work than I should, and, eventually, I started missing details – and I was not being very effective (and didn’t feel very capable). While I had good intentions, I was missing deadlines, making mistakes and feeling overwhelmed.

Delegation is important to a successful outcome. Your team is just that… a team, and delegation empowers all team mates to have a role and to feel involved in project success. When the right mix is involved, work gets done more efficiently and successfully. Delegation is a great way to coach and mentor, as well.

Give back – and Get Back.

In my early career, prior to getting involved in higher education, I was stuck, frustrated and not learning very much in my job. I was craving professional development and new challenges, and I made a mistake by waiting too long to satisfy this craving.

Then, I got involved with the American Cancer Society as a volunteer. With the sole intention of giving back to the community, I actually “got back” so much more from this experience.  Volunteering gave me the professional development I needed, while enhancing my communication and leadership skills.  Most importantly, I met a board member from Metropolitan State University of Denver (MSU Denver), and that introduction led me to higher education and long-term communications role at my current organization. So, expand your community, and more will come.

Course Correct.

We’re familiar with the expression, “Life is what happens while we are busy planning it.”  Well, the same holds true with our careers. I wrote a plan for a previous president, and then I got so focused on sticking to the communications plan — and then I missed a few opportunities.

While it’s important to have a plan, I also learned that it’s helpful to step back, evaluate, adjust and course correct when new opportunities develop – and challenges occur. I now accept that plans often need to be adjusted, and that’s a good thing.

Listen to All Stakeholders.

It’s easy to isolate yourself and your team in your work. I’ve done that many times, and learned the hard way about isolated thinking. Big mistake!

Learn from stakeholders from all sides — from students to donors to staff members to the community, as they all have something to teach you. They wear different hats and can collaborate and add perspective to university outreach and strategies.

Model and Mentor.

In my early years, I wanted to show my bosses and leaders that I could figure it out by myself.  While sometimes I could, I also found that I made some mistakes along the way and that I could have benefited from some extra guidance.

Eventually, I started working with a mentor who taught me new leadership skills. In return, I mentor students and professionals, to help them grow in their careers and foster new partnerships. After all, higher education is about teaching others, and it’s important to mentor and model throughout your career.

We can learn from so many teachers and leaders in higher education, including ourselves.  So embrace the blunders, and celebrate the lessons. There’s plenty to learn from our slip-ups!

About the Author

As the Chief of Staff and Vice President of Strategy for Metropolitan State University of Denver (MSU Denver), Catherine B. Lucas, APR, redefined MSU Denver’s brand in the higher education marketplace; spearheaded the legislative approval process to offer master’s degrees; and led the name-change transition from “college” to “university.”  She has earned a reputation for brand and reputation management, collaborative decision making and community engagement. 

SEO Top Trends of 2018

With 2017 coming to a close, we look to the Holiday Season and New Year for resolutions, ambitious goals and change, but what changes more than the world of SEO? Now is the time to look to 2018 for trends and techniques that may take us in new directions or simply reinforce best practices. That said, let’s take a peek into what the New Year and Google hold for SEO.

Voice Search and Digital Assistants

Welcome Siri, Alexa and Cortana. The market for AI-driven personal assistants and bots will almost double in 2018, reaching more than $12 billion by 2020. The rise of voice search calls for a whole new keyword research routine: the difference being that voice search keywords take the form of natural, conversational sentences instead of the odd-sounding query lingo that often comes with a learning curve.

Visual Search

Visual search is another growing area of SEO that combines technological innovation and UX. As the internet becoming more visually focused, so does the development of powerful correlating search engines. This new trend is driving companies like Google, Bing, and Pinterest to invest in new ways to better understand the way we visually consume content which means your 2018 SEO strategy should act likewise and optimize your visual content.

Why is Video Content Important?

I find video content to be the most exciting trend because not only is it where our future is heading, but it also provides a whole other approach to creating content. In fact, 82 percent of all consumer IP traffic will be video by the year 2021. Video is no longer limited to social platforms like Facebook, YouTube, Twitter and Instagram and commonly shows up in page one search results. In addition to making your content stand out from your competitors, why not take advantage of having multiple players in the search world fight over you.  

Mobile and User Experience

Google has set to make 2018 a focus on user experience. Now more than ever, it will be important for a site to deliver a seamless experience for its visitors and shouldn’t simply be confined to one’s experience on the home page. Instead, it should adapt the UX process to consider multiple website entry points. Doing so helps make a site better suited to organic search success. As we know, a good UX generally increases the chances of an individual interacting with the site and visiting various different pages. This, in turn, helps search engines discover which pages are favored and most useful.

If you weren’t on the mobile-friendly train a year ago, it’s time you start playing catch up. With over 6.1 billion smartphone users globally by 2020, it would be an understatement to say mobile-friendly sites are important. This will play a huge role in UX as phones and tablets are largely starting to replace computers and are projected to drive even more traffic to sites than they already do.

Be on the lookout for the new mobile-first index. This will play a new and vital role in ranking websites. While Google has not announced the date it rolls out, we know it is lurking on the horizon. Mobile user experience will play a key role in the way sites are ranked, so not having a mobile-friendly version could greatly hinder your SEO efforts.

How Fast is Your Site?

Three Seconds…That is the time frame in which Google is expecting pages to load. A high loading speed is fantastic all around, and not just for mobile-friendly sites. For example, if your site is fast, users are less likely to “bounce” and more eager to stick around and lurk deeper instead. In fact, a study by the Aberdeen Group found that “A 1-second delay in page load time equals 11% fewer page views, a 16% decrease in customer satisfaction, and 7% loss in conversions.”

Rise of SERP Features

SERP features are increasingly stealing searchers attention and, with that, clicks from organic listings. We all know that the struggle to gain a #1 organic ranking is real, so much so that it’s often smart to consider additional initiatives. This in mind, there’s no better time than 2018 to analyze opportunities that SERP features pose. If you’re looking to take advantage and boost traffic, consider utilizing these popular SERP features:

  • Knowledge Panels
  • Featured Snippets
  • Related Questions
  • Local Packs

Making necessary adjustments with these features may even increase your click-through rate by 30 percent. As search results continue to get more diverse, it’s important to take advantage of SERP features as an opportunity to stand out. In fact, you’d better get at it right now, before a competitor does.

Guest Blogging and Link Building

Inbound links have been and will continue to be the most powerful ranking factors as we move into 2018. However, greater caution should be taken in the way they are obtained. Earlier in the year, Google warned publishers who solely rely on guest posting as a method of building links. This is Google’s attempt to decrease the amount of spammy and questionable links and it would be wise to anticipate they will keep a watchful eye on guest contributions that provide little to no value moving forward.

No need to panic. This doesn’t mean guest blogging is coming to an end. As is best practice, you’ll just have to keep it within the limits of what’s allowed taking caution to not hurt your brand’s reputation. There is no need to obtain links if they don’t align or prove to be relevant within your target niche. Google appreciates the varied strategy of link building as opposed to picking a single method of gaining links and milking it.

2018 seems to hold a lot in store for the world of digital marketing. With change consistently on the SEO horizon, it’s important to consider these best practices and what we can do to not only evolve but stay at the forefront of the industry. While traditional SEO techniques aren’t going away anytime soon, it will be important to diversify your strategy for an optimized search.

 

Keilah headshot Keilah is a graduate of the University of Idaho. Working as a Jr. Digital Marketing Specialist 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.

13 Higher Education Marketing Conferences in 2018

With the online marketing landscape evolving quicker than most can keep up, successful digital marketing professionals work to stay on the cutting edge of technology and trends.

We can count on seeing immense changes from year to year. In 2017, we’ve seen significant updates and changes to marketing and social platforms across the web such as new features on Instagram and Snapchat, as well as marketing platform updates on Facebook and Adwords.

Highlights of the trends with the most influence that pushed digital marketing forward in 2017 were:

  • An ever-increasing focus on the consumer experience. Marketers are finally grasping that the consumer shapes the journey we create for them.
  • Analytics have more precision and power than we’ve ever seen before. The amount of data and the types of information you can gather from it is unmatched compared to previous years.
  • Data-driven executives are more sought out than ever. As companies aim to connect the vast amount of channels and consumer touch points, they must have leadership that understands and supports the sophisticated technology to make these goals attainable.
  • Better video content and more of it. Expect to see this increasing in the near future, with augmented reality taking the frontline of content.
  • Marketing companies turn into digital marketing companies. It isn’t enough anymore to maintain relevance outside of the digital world as a business. CMOs and CTOs are shifting their teams to think digital-first.

The Higher Ed Marketing Journal has shed light on a handful of these changes and trends during 2017 through valuable insights, including:

Additional trends to watch out for in 2018 include the boom of online video in social platforms, artificial intelligence and deep learning becoming more relevant in our everyday lives as it gets further ingrained into the technology we access to. There is also the continued growth of smartphone users in emerging markets, and the evolving power of Facebook advertising.

Digital marketing is more critical now than ever before in higher education and will only increase over time. Marketing higher education is multidimensional, as it expresses an institution’s brand while also educates potential students on topics they may already have a predisposition about, or are not fully informed on, such as online courses.

Experimentation is where a lot of marketers for higher education have been over the past few years, but with all of the tools and technology available to digital marketers come 2018, it is time to hone in available data and make strategic decisions to push universities forward towards growth.

To better understand where marketing is heading in the field of higher education and to realize opportunities for synergy through networking, a number of higher education marketing conferences are in place for 2018.


The 2018 Carnegie Conference

This student recruitment focused conference comes to Orlando in early 2018 and is designed for marketing professionals and staff at all levels of an educational institution. Aside from valuable insight from industry experts and carefully crafted presentations, the 2017 Carnegie Conference is taking place at Walt Disney World and includes exclusive access to backstage events.

When: Jan 17-18, 2018

Where: Orlando, Florida

Website: http://www.carnegiecomm.com/resources/the-carnegie-conference/


Traffic and Conversion Summit 2018

The Traffic and Conversion Summit is highly beneficial for all digital marketers. In 2018, there will be a large focus on conversion breakthroughs in a variety of different channels. If you are running any kind of paid campaign in higher education,  you need to make your way to San Diego for this information-packed conference.

When: Feb 24-28, 2018

Where: San Diego, California

Website: https://trafficandconversionsummit.com/


2018 CASE Social Media Conference

To stay up to date on the latest trends in social media, higher education professionals are attending this valuable conference in Spring 2018. This conference is appropriately named Social Media and Community and offers insight into strategic storytelling and social engagement in the realm of higher education. Hosted at the Hyatt Centric in New Orleans, this conference is designed for enrollment professionals, alumni engagement professionals, administration, and more.

When: March 14-16, 2018

Where: New Orleans, Louisiana

Website: http://www.case.org/Conferences_and_Training/SMC18.html


Digiday AI Marketing Conference 2018

If you love innovation, then the Digiday AI Marketing Conference is right up your alley. Here, marketers will learn how artificial intelligence can assist in the digital marketing world. Learn about how AI can assist in things like content creation, customer service (can be applied to the enrollment process), and internal data organization. The use of artificial intelligence in marketing is not far away, so it’s best to stay ahead of the curve.

When: April 11-13, 2018

Where: Santa Barbara, California

Website: https://digiday.com/event/digiday-ai-marketing-summit-2018/


The Adobe Summit 2018

Become an expert in being an experience-led business. Known as one of the largest digital marketing conferences today, the Adobe Summit offers more than 250 sessions and labs across specialized tracks to choose from with hands-on learning using Adobe’s marketing platform. Make connections with other digital marketers in your same space and industry all while learning cutting-edge digital marketing and trends for the future.

When: March 25-29, 2018

Where: Las Vegas, Nevada

Website: https://summit.adobe.com/


Digital Growth Unleashed 2018

This conference should be of interest to all those who are in higher education marketing based on its tagline alone – “Optimizing The Complete Customer Journey.” As marketers we all know that getting students to our sites is only half of the battle. At Digital Growth Unleashed you will learn how to create the most compelling user experiences and how to get the most out of each user. Not only will you learn the best tactics, but you will also be introduced to emerging technology that will help you along the way.

When: May 16-17, 2018

Where: Las Vegas, Nevada

Website: https://digitalgrowthunleashed.com/


SMX London

Digital marketers continue to hone their skills in search marketing and search engine optimization and the SMX London conference in 2018 is a powerful tool for further their education. Created by Search Engine Land, this international conference is sure to impress with a variety of workshops, expos and cutting-edge presentations. SMX London is located at 155 Bishopsgate on Liverpool Street in London.

When: May 22-23, 2018

Where: London, England

Website: http://marketinglandevents.com/smx/london/


SMX Advanced

This fast-paced digital marketing conference put on by Search Engine Land is designed for experienced marketers. If you are looking to skip the basic questions and dive head-first into some fast-paced sessions, this is the conference for you. Here you will learn a wide range of cutting-edge SEO and SEM tactics that will help advance your expertise.

When: June 11-13, 2018

Where: Seattle, Washington

Website: https://marketinglandevents.com/smx/advanced/


Vidcon

If you haven’t noticed, videos are becoming more and more popular in the digital marketing world. In higher education, it’s quite common to run into them on landing pages and as ads on social media. Learn the ins and outs of creating videos for the internet at this unique conference. Attending Vidcon will likely put you two steps ahead of your competition.

When: June 20-30, 2018

Where: Anaheim, California

Website: http://vidcon.com/


2018 eduWeb Digital Summit  

In Summer 2018  comes the annual eduWeb Digital Summit which offers tracks for any type of higher education professional. These tracks range from email marketing to data analytics, to mobile design and strategy. A variety of valuable workshops and networking events are offered to attendees to this innovative conference located at the Westin Gaslamp Quarter in San Diego.

When: July  23-29, 2018

Where: San Diego, California

Website: http://www.eduwebdigitalsummit.com/


Content Marketing World 2018

If you’ve spent any amount of time in digital marketing, then you likely know how important content marketing is. The Content Marketing World conference in Cleveland is jam-packed with speakers who are experts in content marketing. Here you will learn everything you need to know to build a content marketing strategy that will grow your school’s program or client’s program and inspire your audience.

When: September 4-7, 2018

Where: Cleveland, Ohio

Website: http://www.eduwebdigitalsummit.com/


HighEdWeb

In Sacramento this fall, higher education professionals can attend the HighEdWeb Annual Conference with keynotes from Tatjana Dzambazova and Felicia Day. The four-day conference is chalk full of creative workshops and well-planned track sessions including Here There be Dragons: Navigating the Faculty/Staff Divide and Shattering Silos: Sharing Science on Social. Don’t miss out!

When: October 21-24, 2018

Where: Sacramento, California

Website: https://2018.highedweb.org/


2018 Symposium for the Marketing of Higher Education

Late 2018 promises to deliver the annual Symposium for the Marketing of Higher Education which brings together a large group of higher education professionals and exceptional keynote speakers. This yearly conference offers a host of valuable networking opportunities with like-minded professionals.

When: November 4-7 2018

Where: Orlando, Florida

Website: https://www.ama.org/events-training/Conferences/Pages/2018-Symposium-for-the-Marketing-of-Higher-Education.aspx?tab=home&CalendarDate=12%2f5%2f2017


Converge 2019

Converge 2019 is an annual higher education recruitment and inbound marketing conference that hosts a number of interactive workshops and handpicked presenters from institutions such as Harvard, UNC Chapel Hill, and Temple.

When: Feb 19-21, 2019
Where: Atlanta, Georgia

Website: http://convergeconsulting.org/converge2017/

 


Want to know which conferences Circa Interactive is attending this year? Ask us in the comments below or Contact Us Here.

Special thanks to Frederic Lee for his contribution to this post. Follow him on Twitter @FredHigherEd

5 Tips for Effective Client Communication

In the marketing industry, understanding how to deliver desired results for your clients is crucial to a successful business relationship, but a study shows that 46 percent of employees regularly leave meetings not understanding the next steps. Below are a few helpful communication tips that will ensure that both parties always leave a conversation knowing how to proceed, making discussions with clients more productive and effective.

Ask the right questions

In any communication setting, the person asking the questions is the one that steers the direction of the conversation and ultimately has control. The trick here is making sure that you are asking the questions that give you a better understanding of what your clients are feeling and what they want. Questions that prompt yes or no answers will not further a conversation, but rather put the client in a corner where they cannot fully explain what they are feeling. Deploy ‘what’, ‘why’ and ‘how’ questions that require a more elaborate response than a simple ‘yes’ or ‘no’. For example, “how can we improve the illustration?” will get you much further than “do you like the illustration?”, because it requires a more detailed explanation of why the client satisfied or unsatisfied. Knowing how to frame your questions will also help resolve any problems or conflicts between you and your client. You can gain a better understanding of how your client feels about the work and how you can improve and grow in the future. Here are some other great ways to stage questions that will help you get to the root of a problem: https://wavelength.asana.com/develop-effective-communication/

Set the tone from the start

Make sure your style of communication is professional, yet personable. You want to show your client that accomplishing their goals is paramount, while simultaneously establishing an air of trust among both parties. Additionally, don’t be afraid to use informal conversation as a way to build the relationship. Make it known that the relationship is conducive to constructive criticism and feedback and that both parties are free to openly share their thoughts, ideas and opinions. Setting this tone will make collaboration easy and will keep the clients happy.

Be empathetic

 Show your client that you understand their concerns and recognize that they are human. If a client is upset about something, or seems like they are having a bad day and are taking it out on your work, refer to tip number one and start asking questions tailored to their concerns. Make it known that you are here to listen to their concerns and that you want to help them solve problems. You can also use “it seems” phrases to show the client what you’re understanding from their communication. By doing this, you are relaying your understanding of their problem, while also allowing the client to hear the tone that they are emitting. For example, if a client gets upset and says, “I cannot quite work out this illustration” and provides no other feedback, you can say “it seems like you want changes to be made to the illustration. How can we change the design to better suit your goals?”.

Do your homework

Preliminary research is not only useful for current clients, but also potential clients that you may be trying to court. Go into a weekly client meeting with new, potentially useful resources and a knowledge base of what your client has wanted in the past. Following the same idea, step into a potential client presentation with solid knowledge of their business and a strong idea of what their past work looks like. Be as prepared as possible. This shows the client that you truly care about their goals and are ready to help accomplish these. As a higher education marketing company, our public relations team leverages professors within our client’s degree programs in order to land media opportunities. We interview the professors before doing outreach on their behalf in order to get a better understanding of their passions and expertise, but before the interviews, we research the professor and tailor our interview questions to their individual work and interests. This establishes a rapport with them from the start, and they appreciate that we do not waste their time by going into the interview blind. Doing your homework upfront is a time-saver for everyone involved and shows the client that they are important to you.

Don’t be afraid to pick up the phone

In the digital age, much of the communication that occurs in a business setting happens via email or through some other digital medium. While this is convenient and generally effective, studies show that face-to-face communication is much more productive in terms of accomplishing one’s goals. While face-to-face communication with clients is not always possible in a digital company like ours, a phone call is the next best thing. Having a spoken conversation can solve problems and demonstrate a sense of urgency on your part to resolve an issue. Additionally, It is much faster and a more direct way to get to the root of a problem or miscommunication, leaving less room for things to get misinterpreted in the midst of a client crisis. Good old-fashioned speaking often gets the job done better than an instant message ever could.

 

Shannon black and white 2 Shannon has been contributing to the growth of the Circa team for nearly two years and recently graduated from the University of San Diego with a degree in Communication Studies. Shannon’s creativity and passion for public relations and content marketing has contributed to Circa Interactive’s digital marketing value. 

Why Designers in Higher Ed Need to Simplify Their Ads

A few months ago, I watched an episode of Abstract–a series of documentaries about the art of design. The episode focused on Christoph Niemann, an illustrator best known for designing covers of the New Yorker magazine. What I learned most from the episode was his use of abstraction. Niemann could look at the world around him and use Legos to create what he saw. These weren’t extravagant Lego cities; they were just taxis and buildings made of less than a handful of pieces. The idea was to boil down one object to its most simple parts, keeping only what makes that object recognizable.

What I took away from this: Abstracting your work helps you conceptualize better in the beginning of your project. Once you have the general look and feel of your graphic, it’s easier to see whether adding more detail would help or hurt your design. It’s important for all artists and designers to keep things simple because less often says more, especially in higher education. Here are some lessons for designers in higher ed to help create simpler, yet more effective ads and images.

Don’t Be Afraid of White Space

Whether we stay home and watch T.V., browse social media while waiting for a coffee, or simply just drive to work, we encounter dozens of advertisements everyday. The ad could be a billboard, a sponsored post, or an image on the side of a browser window. If you want to design an ad that will get someone to visit your website or convert to lead, it’s important to catch their attention first. The average social media user has a small attention span. In my opinion, this has less to do with an impatient attitude and more to do with how often we have to dismiss the countless, irrelevant ads we are swarmed with.

Designers in higher ed want the viewer to read what is on the ad, but cluttered text will most likely deter them from reading even a couple of words. White space is essential to getting someone’s attention. As a designer, you have to be aware of your structure. Imagine a border of unusable space so you keep text and graphics from looking messy. The largest message should have the largest amount of space around it. This will help the viewer focus on the importance seeing that it stands alone, appearing more powerful than the logo and any other text.

Be Concise With Your Message

Your focus should be on what you offer; who you are comes next. Ads come in many different sizes–some long, some tall, and others square. This requires compromising of art and text. The essential pieces to your puzzle should be your school’s name, the program or major, and the art associated with that round of ads. Your message should be another piece, but if your art goes well enough with the message then you won’t need the message there every time. Try to keep your graphics as simple as possible and try taking out a unique piece of it that helps all the ads work cohesively. This helps when a prospective student goes from Instagram to desktop or from Facebook to Gmail.

The ads will change size, but the viewer needs to remember it’s the same school targeting them. Whether they notice the ad consciously or subconsciously, it’s best to brand your specific ad so it becomes more familiar. If the art you’re using can’t be simplified any smaller to fit the smallest ads, try using the same colors or textures. It’s okay if all the ads look different, they just need to look like a family.

Stand Out

It’s essential that your school stands out from the other schools also marketing to the same prospective student. Throughout most of my senior year of high school, I was getting emails and letters from colleges around the United States and online; many I had never heard of.

There were a few things I was looking out for when deciding on a college to attend:

  • Excellent art and design programs
  • Help into a design career
  • City with a lot of available design jobs

The problem with most ads I received was the fact that they didn’t target my interest but were more general. Instead of a woman in her mid-20s sitting in the grass on her laptop, why not target my interest in art by showing actual art? An ad targeted towards my interests could show an artist working or it could be as simple as an interesting digital art piece made by an alumni.

How I Have Created Ads

American University wanted new marketing ads for their education programs. They already had a specific type of imagery and a strong message that went along with it. The illustration has mostly brand colors so it only made sense to keep up with that theme.

America University_learning disabilities_sm

The full design was pretty elaborate, but the most important elements were the raised hands to go with “raise your hand if you believe..” I tried to keep the message on sizes such as 320×50 px, but it just wasn’t looking right. The message was losing its impact the smaller it got. I had to compromise the message by replacing it with of a couple of the “raised hands.” This kept the theme consistent and hinted at the message.

The other problem with the graphic was that it was busy. I couldn’t use red, white, or blue for the text if it went over the imagery because it would get lost. I didn’t want to compromise the brand colors so red and blue shapes were used to block the imagery. This also worked to declutter the space around the text so that it could be read with more emphasis.

AmerUni_SPED_remarketing_320x50AmerUni_SPED_remarketing_320x100

AmerUni_SPED_remarketing_336x280AmerUni_SPED_remarketing_200x200AmerUni_SPED_remarketing_728x90AmerUni_SPED_remarketing_160x600

Conclusion

With every type of design, problem solving is crucial. If the imagery didn’t use brand colors, it would be okay to use colors based off of the imagery alone. As a designer, especially in higher ed, sometimes you don’t get a choice of what fonts, message, or imagery is going to be used. Clients may ask for something specific, but they also trust your design instinct. Go with your gut and make them see that what they want may not be what looks or works best.

 

meGabrielle Brambila is a graphic designer for Circa Interactive. She is a recent graduate from San Diego State University with experience working as a designer for an on-campus entrepreneurship organization. Her passion for illustration and photography inspire her to create something new and unique every day.

6 Ways to Leverage Student Testimonials in Marketing

Today’s college search consists of visiting hundreds of college websites to find the perfect match. After researching several institutions, prospective students then compile a list of colleges and universities to apply to, but what are the deciding factors that lead them to applying? Is it hearing from faculty members, attending open house events, a google search, or chatting with recruiters? For me, it was how the university utilized testimonials in their marketing.

After graduating from American University with a Bachelor of Arts in journalism, I decided to pursue my master’s degree in integrated marketing communications at Georgetown University. Before making this decision, I was a prospective student searching for an online graduate program that had everything I desired and more. Throughout the several months of searching, I experienced various universities retargeting me around the web, sending emails with application deadlines and receiving recruitment schedules to make appointments. Again, it wasn’t the consistent emails, speaking with recruiters or the ads circling the internet that led me to my final decision. It was reading and hearing faculty, alumni and student testimonials.

As a marketer, and twice a prospective student, I want to share with you six key strategies that will help your college or university boost leads and engage prospective students by implementing student testimonials in marketing campaigns.

1. Create a student experience tab on your website and social networking pages

Including a student experience tab on your website and social networking pages provides current students, alumni, faculty and even parents the opportunity to share their success stories. In this section you have the chance to sell your university or college to its full potential by incorporating quotes, videos and blog posts. Make sure to also highlight topics that matter to your target audience, including internship opportunities, graduation rates, employment rates, campus safety, extracurricular activities, as well as students and professors interactions. This will give prospective students a feel for the student body culture and will enable them to apply and make an enrollment decision.

University testimonial example: Berkeley City College created an International Student tab page to help market its testimonials. Prospective students that navigate to this page will hopefully find a relatable experience that will get them engaged and excited about their possible opportunities at the college or university. *Pro Tip: Incorporating photos of your students leads to better results.

 

2. Revamp paid search landing pages to incorporate testimonials in marketing

Paid search landing pages give you, the marketer, an opportunity to sell your university or college with an incentive or social validation. This can be easily done by incorporating short video clips or quotes from students or recent graduates that may pique your prospective students’ interest. It’s also important that you provide trustworthy information along with providing social validation (video or quote) or an incentive, such as a brochure, to further explain your program.

The content you create must meet your prospective students’ initial motive and provide them with a solution. Make sure your content only gives your prospects two options, either to add their information or exit out of the landing page. Keep in my mind that no one sells your brand better than a joyous and lively student or alumni.

University Testimonials Examples from Unbounce

Source: Unbounce

University landing page example: This particular template is from Unbounce. On this landing page it gives prospective students the option to provide their contact information. However, before submitting their information they will see a testimonial quote from a graduating student that may spark their interest even further. 

A second example is from the University of Illinois at Chicago landing page where they’ve attracted new students by marketing testimonial videos. Using video and adding a small description takes the content further in making it personable and relatable.

3. Post video testimonials on social media accounts

When I scroll through my Facebook feed, I’m often attracted to videos. Whether I’m laying in my bed, walking down the street or taking a lunch break, I’m more prone to click on a video than an ad with a graphic. Honestly, I would rather listen to someone speak than sit and analyze an image. In fact, by 2017, video content will represent 74 percent of all internet traffic, according to KCPB. As a result, video testimonials are a great way to build trust and provide prospective students with additional information so they have a chance to learn more about the program you’re advertising.

As a marketer, whether you choose Facebook, Twitter, Instagram or Snapchat to advertise your university’s videos, make sure you’re targeting a very specific audience and that you’re using the right social media platform. For example, Facebook attracts an older crowd. According to a BI Intelligence study, Facebook users aged 45-54 represent 21 percent of the total time spent on the platform, which is the most time spent compared to any other age group. Therefore, if I’m promoting graduate school opportunities, I would use Facebook ads to pitch to an older demographic. However, as a marketer, if I’m looking to attract high school juniors and seniors that are researching institutional programs, I would consider advertising testimonial videos on Snapchat. This is a great way to incorporate alumni and current students into recruitment methods to increase brand awareness.

American University social media marketing example

             

University Facebook page example: This example shows American University (AU) utilizing Facebook to engage prospective students and newly enrolled students. In this video, President Burwell starts off by explaining her testimony as a previous college student and later explaining the experience of current AU students and professors. Although, this is not a current student or an alumni directly explaining their experience, as a leader at the University, she is telling her story incorporating professors and current students into the storyline.

4. Specific statistics and photos perceive tangible results and trust

When marketing testimonials, keep in mind that prospective students always need assurance to make sure they’re making the right decision. Research shows adding a face to the name, along with a testimonial text, can increase empathy towards people, even when never meeting them. This will automatically allow prospective students to feel more connected and provides them with the assurance they need.

In addition, if you are sharing a faculty member’s testimonial and they happen to share a statistic, don’t be afraid to also share that with your audience. Statistics help illustrate that your institution is about producing results and lifting boundaries for your students by highlighting the curriculum and opportunities you provide for your students and graduates.

For example, before attending American University, I would attend numerous open house events, speak to recruiters and speak with current students and alumni. Although attending events and speaking with students convinced me enough to attend American University, there was always one statistic that stuck with me, because I would see the same statistic posted on billboards all around Washington, D.C. and the university campus. The statistic read, “92 percent of our graduates are working, in graduate school or both.”

By reading this statistic, I was easily convinced that American University would give me the proper resources and education I needed to succeed. Reading alumni testimonials was great and speaking with current students gave me an in-depth perspective of university. However, reading and keeping that statistic in mind helped me make my final enrollment decision.  

American University student testimonial statistic

Source: American University

University photo and statistic example: In the first example from American University, the statistic automatically sparks a student’s interest. It makes an individual think they too will find success and become apart of that statistic when it’s time to graduate. 

A second example is from Washburn University using alumni to explain what they’ve gained through their education. Again,  marketing testimonials along with photographs will encourage prospective students to start thinking about the long-term impact an institution can have on their careers.

 

5. Improve email marketing strategies and tactics

If you’ve ever submitted a contact form on a university’s website, I’m sure you’ve received thousands of emails reminding you about application deadlines, open houses, scholarship opportunities and upcoming webinars. Looking at all the emails filling up your inbox, how many of them do you see marketing testimonials to share alumni and student experiences? Not many!

One of the best ways to convince a prospective student to attend a university is by making the emails relatable and personable. Instead of sending a generic email explaining the application deadlines, add a video testimonial with a student or alumni explaining why they chose the institution. Make sure the videos showcase internship opportunities, extracurriculars, curriculum and campus culture.

Another strategy for marketing testimonials is to leverage scholarship deadlines and add a written testimonial, with a photo of the student, that explains the situation they were in before receiving the scholarship and how it has helped them to succeed.

Testimonials can also be utilized when advertising webinars. Make sure to implement testimonials from a student that will be speaking during the webinar throughout the whole email marketing campaign. Feel free to also add an incentive when marketing the student’s testimonial by offering a one-on-one opportunity with that student. For example, before choosing Georgetown University for graduate school, I also researched Northwestern University’s Medill School of Journalism, Media and Integrated Marketing. I actually enjoyed reading the program emails because they always incorporated an opportunity to speak with an alumni or current student about the online program. While attending one of the school’s webinars, an alumni and current student shared their experiences with me and the opportunities the university offered them. Testimonials are your friend when it comes to selling your brand. Don’t run from them. Utilize them to their fullest potential.

University Email Marketing Campaign Example Using Testimonials in Marketing

Source: Northwestern University

“A recent IMC Online graduate, Erin Price, Senior Director of Strategic Planning at Sargento Foods, will be on hand to describe her experiences in the program.” – Northwestern University, Medill Program, Megan Castle

University email marketing tactic: This example from Northwestern University shows the institution marketing their online webinar and telling their prospective students an alumni will be present. Prospective students will be more inclined to attend the webinar because they’re interested in hearing a previous student’s opinion about the program.  

 

6. Use public speaking engagements to collect and market testimonials

During my junior and senior year at American University, my state recruiter would always ask if I could speak at accepted student events located in New York and New Jersey. After giving my speech, I remember taking a deep breath before seeing a number of students rush to me and ask questions regarding my experience, the professors, extracurriculars and student body culture.

I enjoyed connecting with prospective students and helping them make an important decision that will impact the rest of their lives. It was simply the way I leveraged my testimony that impacted their final decisions. As you can see, word of mouth goes a long way. If someone reads or listens to a story they will automatically feel more connected compared to someone just reading facts. When marketing a live testimonial, students may feel more inclined to make a quicker decision.

Here’s another tip – at the end of each event hand out evaluations. As a higher education marketer, this gives you an opportunity to see what you’ve done right and what areas to improve when conducting future events. At the end of the evaluations, feel free to also ask prospective students a question similar to this:

“After attending this event for accepted/prospective students to learn more about the (School Name) experience, how likely are you to enroll at our university or college? (1 – 10)

Also please feel free to leave a comment regarding your experience at the event and your name, so that we can post it on our website and social media accounts.”

Hosting similar events for your prospective students gives them social and tangible proof that everything your institution markets and advertises online is exactly what they will see during face-to-face interactions.

Takeaways:

  • In all testimonials, showcase a problem and provide students with a solution.
  • Student testimonials are a university’s success stories.
  • Always leverage the power of social proof and validation.

“Nothing draws a crowd quite like a crowd.” – P.T. Barnum

 

User generated testimonials are just one piece of Circa Interactive’s conversion optimization services. Convert the traffic you are paying for. Learn how Circa’s established methodologies, with new approaches, will help increase your university’s interest and ROI by visiting our conversion rate optimization services page.

Farah Green

Farah Green is a marketing and public relations specialist for Circa Interactive. She has background experience in both the broadcast media and digital marketing industries. While working at Circa, she has gained experience in higher ed content marketing while also improving her creative skills. Farah’s passion and continual education in marketing helps to enhance Circa’s team.

Three of the Best Books to Transform Your Digital Marketing Company

Over the last few years, our team has been looking for ways to transform our company, push our creative abilities, and ensure that we are constantly evolving to provide better results for our higher education clients. So, our leadership team asked a tough question: How do we ensure that we’re not getting stagnant? Well, the solution was pretty simple. We needed to learn from other professionals, inside and outside of digital marketing. We’re not in the higher education space simply because we believe there is an opportunity in the industry to provide better marketing efforts; we’re in higher education because we believe in the power of higher education. Therefore, we personally challenge ourselves and all of our employees to never stop learning, and I have read a few books that I think are important to help transform any digital marketing company.

1. Deep Work: Rules for Focused Success in a Distracted World

deep-work-cal-newport

Cal Newport, an Associate Professor of Computer Science at Georgetown University, asks a simple question in his new book, Deep Work: How can an invidual focus on the tasks that matter most? This is a question I have been pondering for a while. In the digital world, there are so many distractions, and our clients’ goals are big (rank #1 for computer science online), and they take sustained effort and creativity.

But when you break down the types of work that digital marketers have, it comes down to deep and shallow tasks. Shallow work consists of all the emails, the admin, the busy work that is necessary but doesn’t require a lot of brain power, and Deep Work consists of the big tasks that can move a company forward. For example, filing a report for your client on how many links you built in Q3 is a necessary task, but it’s somewhat superficial work. However, creating a strategy overview that will help that same client rank number one for a relevant student-generating keyword can directly impact a company’s bottom line.

Cal Naughton examines how to build a working life where there is more focus on the deep work. Some of the biggest takeaways from his book are as follows:

  • Social media is a distraction: Yes, I know this sounds like blasphemy. Even though digital marketers need to have a social presence and maintain the knowledge of trends, the constant chirps of tweets and notifications from Facebook and other platforms will distract you from deep, focused work. Turn off your notifications—or completely remove yourself from social media when you’re under a deadline or working on a big project.
  • Slack and other workplace communication platforms can be great, but they can also kill your productivity. If you’re on Slack, then you are probably aware of how many times you’re interrupted by a notification or a message. This constant form of communication helps teams stay connected, but it also distracts individuals. Turn off the Slack function or hit the snooze button and allow your mind to stay immersed in the bigger projects.
  • It’s important to think about focus as a muscle. It’s something you can train. The more you focus on deep work, the more your mind develops. You’re literally developing your neural circuitry. If you can focus on a task, you’re not just being more productive, you’re working on the very structure of your mind to perform at a higher level. Time productivity sessions and follow the Pomodoro technique.
  • While there is a lot of focus on being productive and efficient in the workplace, it’s important to take the same lessons for deep work in the office and apply them to your personal life. For example, Cal Naughton mentions that your mind isn’t like your bicep, which tires after exercise. Your mind never stops, but what it needs is different forms of activity. So, while you might have an important deadline to meet with your client, it’s important to take the time away from your work and focus deeply on relaxing or another activity. Give your mind a break and schedule “free” time for your mind to wander.

2. The Undoing Project: A FRIENDSHIP THAT CHANGED OUR MINDS.

9780393254594_198Michael Lewis is, of course, famous for many books, including Money Ball, but what Lewis didn’t know when he wrote Money Ball was that he was going to miss something critical to the history and logic of his most famous book. In the beginning of the book, readers learn that Lewis owed many of the lessons in Money Ball to two Nobel Prize winners and Israeli psychologists, Daniel Kahneman and Amos Tversky.

Basically, the book is about how Kahneman and Tversky created a Nobel Prize-winning theory and how that theory altered our perception of reality. It sounds complicated but there is a key lesson that digital marketers can take from the book: Humans are inherently emotional, not logical. What Kahneman and Tversky were able to show through their studies was that people were making poor judgments in uncertain situations, and they relied on their gut rather than data and logic.

So, what does this have to do with digital marketing? It comes down to a key lesson in communication that can help digital marketers talk to their clients and co-workers. Since individuals make decisions based on emotion, it’s important to recognize how issues are framed. Kahneman and Tversky’s studies showed that people changed the way they responded to situations depending on how it was framed. This is an important lesson for digital marketers. If we can think about how to frame strategies, ads, content, etc., to our clients or to the marketplace, then we may be able to push initiatives that are risky yet rewarding and help educate our clients on the benefits of a digitally focused strategy in the world of higher education.

3. Creativity, Inc.: Overcoming the Unseen Forces That Stand in the Way of True Inspiration

creativity_incOut of all the books, Creativity, Inc. might have been the most enjoyable. It’s not just because it’s an unbelievable treasure trove of advice on how to build a creative organization, but it also goes into great detail about how Pixar was created as well as behind-the-scenes insight into their movies.

Storytelling is the root of great digital marketing campaigns, and Pixar and Disney are the best storytellers in our world. What is key about the book is that in order to build an organization that is focused on quality storytelling in their messaging, it’s essential to build candor and positive feedback into their organization. If a company does not share the ability to be candid with each other because of hierarchies that stranglehold opinions, then the organization will never grow.

Everyone in the Pixar building, according to Ed Catmull, from the janitor to the director, has the ability to create an idea that will move a project forward. (Think about Ratatouille and the expression: “Anyone can cook.”)

In our organization, we’re trying to find ways to strengthen the structure that breeds candid and constructive feedback. One suggestion in the book is to hold “Notes Meetings.” It’s a simple concept. Individuals in the company submit questions to a leadership team on things they are struggling with. It doesn’t have to relate to a specific department, and the leadership picks the questions and sends them to the team. Then they have a meeting where everyone freely tries to problem solve the issue. This is an opportunity to improve the way feedback is delivered and develop candor. Great ideas can not become great unless they are challenged by people who care about mutual success.

21122451_10100725895142291_2139116181006518570_o (1)

Joseph Lapin M.F.A. is an author, creative director, and journalist, and his writing has been published in the Los Angeles Times, Narratively, Salon, Slate, and more. He is a former adjunct professor at Florida International University, and he has worked on PR campaigns for Ernst & Young, Brentwood Associates, and more.

3 Creative Ways to Attract Prospective Students to Your College

Higher Education Marketing Challenges

Today in the United States there are approximately 5,300 colleges and universities. With such a large number of schools, todays higher education market has become as competitive and  challenging to navigate as ever.  Traditional marketing techniques are no longer sufficient to attract new students. It is now crucial for colleges and universities to understand and market the importance of innovation, social responsibility, and new technologies to attract the current college-bound generation.

Who is a prospective student?

To effectively attract new students, it’s important to first identify prospective students. There are two types of prospective students– those who are aware of your school and those who are not. Initially the goal is for both types to choose your college/university. And even if the goal is the same, the approach should be slightly different.

What are prospective students looking for?

1. Students aware of your institution most likely have a list of schools and programs they are interested in. The first place they will seek more information is the school’s website. To remain effective, Higher Education website should be:

  • Mobile friendly – most of the times the first interactions with the website happens from mobile devices. Having an easy to navigate mobile friendly website is a key not only for a user, but also for search engines.
  • Easy to navigate – colleges and universities websites usually are quite large and complex. By making sure the website has a clear navigation system with the most important pages no further than 3 clicks away from the home page a search box, and a request form on the homepage provides an easier flow through the website and a better user experience.
  • Informative – when creating content, schools should not forget who they are trying to reach. The content should focus on the reader and provide insightful information, tips, and best practice guides, news and other. In other words, always consider what a student wants to know rather than what an institution wants to inform a student.

2. The next group of students to consider are those who haven’t decided on their top 10 schools and still are looking around. To increase brand and program awareness there are a few things colleges and universities should do.

  • It’s not a secret that Pay-per-click (PPC) is a great channel to use in order to introduce new prospective students with schools and their programs. It works exactly the same way when new brands and businesses want to be found by customers. Google Adwords, Bing, Linkedin, Facebook and Instagram are main channels to go for. By creating a strategic lead generating PPC campaign, universities can increase the number of students signing up for programs or seeking more information.The only drawback of using these channels is the cost.
  • Higher education institutions should also make sure their websites are optimized for on-page SEO.

New ways to attract prospective students

There are many ways to reach future students. Traditional methods such as high schools visits, educational fairs and print material are still very useful way to market colleges and universities.  However, these methods might not be enough to make a university stand out among competitors. To reach prospective students where it will make an impact requires a tailored approach to the incoming students media habits.

  • Snapchat –  not merely a popular social app, Millennials are now using Snapchat as a form of news or following beloved brands. According to Lendedu, an online student loan marketplace, 58% of college students are checking Snapchat first, Instagram second and Facebook last. Snapchat reached a high interest and popularity not only among  users, but also brands and colleges. For example, in July 2017, The University of Wisconsin-Green Bay sent the acceptance announcement to the student via Snapchat with animated video confetti.

Schools can create their own geofilter that allows students to use it when they are on the campus or at specific events. These type of filters appear on the user’s display allowing them to get a closer look at the real life of that school. It promotes brand awareness, as well as serves as a great advertising for school. Snapchat opens a door to promote the schools the best way possible. It can show the unique personality of the school and create a connection with current students, as well as help them keep in touch with alumni.

  • Live Videos –  Blogs and other written content are still relevant and very important for digital marketing. Schools should use as many ways to interact and connect with millennials. Live videos are a great way to do so. It allows viewers immediately engage with current events. A lot of higher education institutions already publish various content to Youtube, but live streaming that functions similar as Snapchat could support the interaction with potential students and alumni right here and right now by showing schools’ events, lectures and other creative content.
  • Influencers – From the recent study millennials rely on word of mouth more than other adults when researching consumer goods. This study could identify millennials trusting only honest and true opinions by the people they respect and look up to.Today there are so many influencers in various areas starting from entrepreneurs to style blogs. Higher education institutions should keep relationships with alumni and try to follow their journey after the graduation. By keeping close relationships with influencers is a way to attract their followers to the school. Schools should organize panel style meetings with influencers where they could share their experiences with audience and answer their questions. This type of relationship would promote different school programs and brand awareness.

Millennials tend to choose brands that have a clear voice, character and are creative. With today’s technologies, social media platforms and apps there are endless ways colleges and universities could promote their school and program, as well as show their personality to prospective students.

 

Martyna's headshotMartyna is a graduate from Vilnius University in Vilnius, Lithuania. With 2 years experience in digital marketing industry, Martyna adds in-depth understanding of on-page and local SEO to the Circa team. Her passion and continual education in SEO initiatives help contribute to Circa’s expanding higher education digital marketing presence.

6 Do’s and Do Not’s of Digital Public Relations

In the competitive field of digital public relations, it is a constant struggle to create pitches that stand out to your desired audience. Reporters and editors of high level publications are drowning in a sea of pitches and emails each day and don’t want to receive the same boring pitches every day. In order to succeed as a public relations specialist, it is imperative that your campaign stands out among the rest. There are several ways to ensure that you make your mark. Here are 3 do’s and 3 do not’s of higher education Public Relations.

Do: Have a unique voice while understanding what the publication wants 

To make an impression in the world of public relations, you have to offer something unique to your audience. If you are pitching clients to high level publications, odds are the editors and reporters have a lot of pitches coming through each day. If there are submission guidelines, look at them. These will help you determine what exactly the publication is looking for in a pitch. Once you get an understanding of how publications take pitches or articles, be sure to make yourself and your client stand out by offering a unique voice or stance on a topic. Emphasize the new angle or insight that your client has to offer in your pitch. Give the publication a new way to think about something that’s being talked about, and offer your client as an asset to this new angle.

Do: Leverage news and current events in your pitches

When crafting a pitch, use a topic that has buzz around it. Grab a story from the news, and see how your client can offer insight into the topic and provide a new angle that the publication is missing out on by not speaking to your client. This creates the opportunity for your client to be involved in a conversation of relevant, newsworthy story, while still offering their expertise. Using a relevant news peg also have a better chance of catching a publication’s attention if you have an interesting subject line that mentions a time sensitive topic.

Do: Follow up

This point cannot be stressed enough. If you miss a follow up, you’re missing a second chance to be seen by a publication that may have missed your first email, but would have otherwise been interested in your client. Most of our success in digital PR results from follow ups. Be sure to change your subject line to something along the lines of “Re: Just Following Up: [insert subject line]” to draw attention to the fact that that there has been prior correspondence. This little trick is a sure fire way to get more eyes on your follow up and original pitch.

Do Not: Put yourself in a box

It is easy to get stuck in the obvious within public relations. As a professional, it is your job to think outside of the box and find a new angles that can make your client stand out. Being able to look at news pegs through a fresh lens can help find new angles for all topics and clients you’re pitching. If you work in a PR team, don’t be afraid to ask for a brainstorming session to break you out of your box. Our digital PR team goes on walks and has regular PR brainstorming meetings to go over the news and find new angles to pitch our clients. These practices break us out of reading stories and taking them at face value. It also allows us to find different ways to pitch our clients’ expertise.

Do Not: Miss an email

Always be the last to respond in any situation. This seems pretty self explanatory, but if a pitch gets several “no thanks” responses, don’t just leave them in your inbox. I know it feels like a rejection and no one enjoys facing rejection, but your job is communicating. Respond, and thank them for their time, or even try to figure out why they said no. Who knows, you may even be creating relationships with these contacts just by responding to their “no’s”. People will have more respect for someone that takes the time to thank them, or tries to get a better understanding of what they want in the future, even after they turned down your pitch.

Do Not: Take a “maybe” as a final answer

Many responses to pitches are along the lines of “I don’t cover this exact topic”, or “I’ll keep this in mind for next time”. These aren’t explicitly “no’s”, and as a communicator, it is your job to figure out how you can use these “maybe’s” to your advantage. Here’s the perfect opportunity to be strategic in your communication skills. If they don’t cover the topic you pitched them, find out what they do cover. Find out what they are currently looking for, and see if you still have something to offer. This will help you tailor your pitches to that person in the future and create better relationships with your media contacts.

 

Using Online Calendars to Boost Recruitment

Higher education marketers often balance a number of responsibilities and objectives as they aim to continually attract more students to apply and attend their university. Despite the new technologies that can enhance their work, some marketers continue to spend precious time and resources on old school recruiting efforts, leaving them little time to experiment with new tactics. One of the easiest ways to boost your recruitment efforts is through online calendars. We don’t mean your traditional Outlook calendar that shows you a monthly view and makes you click on each day to see what events are taking place. We’re talking interactive event calendars, with a standalone page dedicated to each event, that incorporate lively event content, social sharing capabilities and deep analytics with little effort.

Your online event calendar

Event calendars are a great way to share a representative sample of the activity happening on campus. For current students wanting to know what’s happening on campus, they can simply check the online events calendar for times, dates and details. A well created event calendar will also allow them to leave comments, upload images of an event and interact on social media with fellow students, lending to the collaborative community feel that’s essential to campus life.

Prospective students will find a wealth of information at their fingertips when accessing a school’s online event calendar – they’ll be able to get a sense of on-campus activities, such as academic lectures, social and athletic life, volunteer opportunities and everything in between. Prospective students can see the events that have taken place throughout the year and pinpoint particular events that may pique their interest during their time at university. This holistic view showcases what is unique about the campus.

Why are calendars so useful for higher ed marketers?

These calendars highlight the events on campus and allow for both current and prospective students to look online and find information on upcoming events.

An efficient online calendar is filled with rich content, which can play a major role in SEO efforts. For instance, a 30-day grid view — which lists simple event information such as name, date and place — is meant to remind you when and where the event is taking place, not to sell you on the actual event itself.  An interactive calendar allows a school to showcase their brand and their investment in students by offering both overall event snapshots and individual event landing pages. This allows for more event content that visitors can click on for more information, providing the opportunity for a larger number of keywords and page views. Better visibility creates more, engaged visitors,  and thus increases the time visitors spend on your school’s website. The amount of time a visitor spends on a site plays a factor in how search engines use their ranking algorithms – so the longer students are engaging with your events and event content, the better it will be for your SEO.

When there is a considerable amount of social engagement around your events, search engines infer that your website offers valuable information because it’s popular and engaging with users online. Utilizing online calendar software that can provide immediate metric reports, specifically on the social media activity around a particular event, and having access to the real-time knowledge of this data will allow you to optimize your event marketing efforts, ultimately benefiting your SEO.

The access to data is also a benefit to marketers, since online calendar technology allows them to collect back-end analytics on their master calendar, including attendee geography, trends and social media activity. From decision-making (looking at trends to understand which types of events, times and locations work best for your school) to audience insights, collecting data on how your audience views and acts on an event listing can help you make smarter event decisions. Many calendars will integrate with your current marketing tools – like CRM and registration platforms — allowing you to get a better snapshot of your overall marketing ROI.

What about an online event calendar makes an impact on your school?

Event content – it’s the information that accompanies an event listing. This includes everything from the date and time to the event image, metadata and RSVPs. In the case of colleges and universities marketing themselves to prospective students, event content can showcase things like faculty, campus scenery and landmarks, famous alumni and student research.

Online event calendars promote university events to a wider student audience, attract additional traffic to the site and ultimately expand the reach of your recruitment marketing to anyone with online access – and that’s a win for both students and higher education marketers.

Myke-for-HEMJ

 

 

Mykel Nahorniak is the co-founder and CEO of Localist, an event technology company. In this role, Myke defines the vision and growth of the business and Localist products. Myke serves as a mentor at 1776, a DC-based incubator, is an angel investor with K Street Capital, and is an executive coach.