emma leech director of marketing & advancement marketing ... · snapchat totals: snaps: 19...

MARKETING FOR SCHOOLS 101 – TIPS FROM A UNIVERSITY

Emma Leech

Director of Marketing & Advancement

Collaboration at the heart of our strategy

What is reputation?

Branding approach

Stakeholder engagement

The 7 P’s

Focus on stand out

Strategic alignment

Data and market research

Competitor activity

New ways to market

Mobile rules…

Strategic focus

• Profile, reputation and reach

• Messaging and impact

• Targeting and cohesion

Points of proof – prospectus

Points of proof – prospectus

Points of proof – schools liaison

Points of proof – fairs and exhibitions

Points of proof – digital engagement

Points of proof – on campus

D-Day

Leading by example: Jess

Strategic events and collaboration

Partnerships and advocacy

Other brand advocates

Web, digital and video impact

Best student experience

Best student experience

Social media buzz

Strengthening communications strategy

Developing a ‘global army of ambassadors’

Why news is important… and PR methods need updating

Content, search and social media in a PR context

Integrated public relations

Thought leadership and video case studies

User generated content

Creating engaging content

Creating content – your thoughts

The journey so far…

The conversation in context

Social media explained

Results day: golden ticket – PR amplification

Results day: golden ticket – detailed content strategy

Results day: golden ticket – emotional appeal

Results day: golden ticket – cut through and clarity

Results day: golden ticket – media profile

Results day: golden ticket – social impact

Facebook: Main page

+902 followers (Total reach 1.26M)

Freshers page

+243 followers (Total reach 24.6K)

Results day: golden ticket – COPE methodology

Snapchat totals: Snaps: 19 Views: 43,800 Screengrabs: 105

Results day: golden ticket – leveraging images

Instagram: Followers increased by 259 17-22 August, 3,000 #LboroFamily video views Storify: 2K views

Results day: golden ticket – personalisation

200+ selfies and golden tickets received

Results day: golden ticket – online impact

Twitter: Main account 15 - 21 August 2016 - 828.2K impressions

2.9K link clicks 1.2K retweets 1.8K likes 143 replies +427 followers

Results day: golden ticket – mapping the metrics

Page views by hour

VS

Calls received

Hour Page

Views

Unique

Page

Views

Bounce

Rate

Pages/Session Calls received

7 2,343 1,669 38.17% 3.4 N/A

8 5,029 2,743 29.16% 5.07 1223

9 5,524 2,998 28.68% 5.08 1419

10 5,228 2,694 31.94% 5.2 1149

11 4,528 2,270 26.60% 5.38 779

12 3,172 1,683 29.73% 5.12 650

13 2,542 1,422 28.57% 4.78 462

14 2,162 1,267 24.34% 4.78 380

15 2,016 1,127 29.00% 5.04 320

16 1,411 885 27.30% 4.19 258

17 1,068 700 33.09% 3.93 268

40,105 23,384 30.58% 4.58 9183

Results day: golden ticket – shareable content

It’s all about people

And when it all gets too much…

Thank you!

Emma LeechE.J.Leech@lboro.ac.uk

@EmmaJ70