growth marketing for your student org

GROWTH MARKETINGfor your student org

bit.ly/GROWyourorg

WELCOME!I am Rachel DownsI am here because I think working together makes things better. And I love marketing. President of Texas AMAMASO Relations committee member on UBC

PURPOSETHE

Serve as a platform for discussing challenges, sharing ideas, and developing best practices for marketing for student organizations

THE DISCUSSION STYLE∎ Setting a marketing strategy

∎ Evaluating and strengthening your marketing tactics∎ Building your marketing team

Please share your ideas, challenges and best practices around each topic

MARKETING STRATEGYLaying the groundwork for your growth

SETTING A

MARKETING STRATEGYTARGETING YOUR AUDIENCEWho is your organization aimed at? A specific major, a specific class, a specific cause? Articulating your audience is the first step to strong marketing.

SEGMENT YOUR PROGRAMSDo you have programs and events for the public, in contrast with events for your paid members? Establish alignment with your organization on which programs fall into which categories.

DEVELOP CHANNEL PURPOSESIt’s a waste of resources to push out the same content on every single marketing channel. If you have a specific purpose of the channel in mind, you can strategize which content you post where.

AMA CHANNEL PURPOSES

DISTRIBUTE INFORMATIONNewsletter (primary)Facebook, Website (secondary)

SHOW OUR FUN SIDE & ENGAGEInstagram (primary)Snapchat (secondary)

CONNECT & ENGAGE WITH PROFESSIONALSTwitter (speakers)Website (sponsors)

ATTRACT NEW, INTERESTED STUDENTSFlyers and PostersExternal Outreach

MARKETING TACTICSGetting the most out for your org marketing

EVALUATING & STRENGTHENING

GOAL: External facing, used predominantly to engage and be active where our peers are activeFACEBOOK - highest priorityPublic page - snapshot of interesting things going on, get people to “like” your pagePrivate group - useful for smaller orgs or committees as a communication tool (< 20 people)Facebook events - created for public and big events, invite members and people we think are interested

∎ Reminds people that you invite about your event∎ Good for estimating number of people attending∎ Invite process can be difficult - how do you get people invited?

Create a Facebook friend list

SOCIAL MEDIA

INSTAGRAMFollow your members, post reminders and fun photos of your organization

SNAPCHATOfficer for a day, document your events, show your fun side

TWITTERGreat way to engage with professionals and build your org’s brand outside of UT

SOCIAL MEDIA

SOCIAL MEDIAHow do you get people to follow your social media accounts?

∎ Social media “follow us” slips during events

∎ Following contest

GOAL: Internal facing, be the most holistic distribution of event information

∎ Higher level of opt-in (came to an event)∎ Pushes out all event and organization information∎ Primary means of communication (all info in newsletters)

NEWSLETTER

GOAL: Attract new people and create brand awareness

∎ Make designs follow org brand (easily recognize whose event it is)∎ Only public events∎ Used less frequently than digital channels

FLYERS & POSTERS

GOAL: External facing and serves as a high level resource

∎ Purpose of answering FAQ’s∎ Holds information about events and programs∎ Useful for sponsors

WEBSITE

Professor and classroom shoutoutsCareer services relationshipsMajor listservsMcCombs social media

EXTERNAL OUTREACH

MARKETING TEAMRecruiting, structure and tools

BUILDING YOUR

▫ Keeping track of people’s minors and other interests▫ Using committees and marketing teams to keep the pipeline strong as well as

spread of the amount of work it is▫ What other ideas or tactics do y’all have for filling marketing positions?

FILLING THE POSITIONS

KEY ROLES OF A MARKETING TEAMSTRATEGY & MANAGEMENTVP/Director - helpful if they manage the group as well as whichever marketing channel is the most comprehensive (so they know what’s going on)

DESIGNDesignate a design officer, and cut down on work by having a standardized design (a.k.a. Visual brand)Can be a committee

EXECUTIONDesignated officers to create and execute social media plan, website updates, etc.

TOOLS & TRICKS

NEWSLETTERSMailchimp - build templates that can be reused, very easy interface and analytics

SOCIAL MEDIACreate a content calendarHootsuite for scheduling (Free but limited)

GRAPHIC DESIGNCanva and other free online toolsLynda.com has tutorials for Photoshop and IllustratorConsider opening a position for an assistant graphic designer or committee to help with knowledge transfer

WEBSITEWordPress (can send out workshop notes)Looking to rebuild a website? Market that specifically when doing officer selections because it’s great resume-building experience for an MIS or marketing major

THANKS!

Any questions?