ATTRACTING & CONVERTING PROSPECTIVE STUDENTS BY PROVIDING CONTENT THEY NEED, WHEN THEY NEED IT
KINGis
CONTENT(website)
(strategy)
@PamHardyMc | @ahatony | #NAGAP
Introductions
Tony VP Strategy & Creative VisionPoint Marketing
@PamHardyMc | @ahatony | #NAGAP < < <> > >
Pam Dir. Marketing
& Communications California Western
School of Law
Fran 1 L Student
California Western School of Law
> Founded in 1924; San Diego’s oldest law school > Roughly 700 full and part-time students in J.D. program > Focus on preparing graduates for the practice of law through hands-on
clinics and experiences > Recognized for community service by State Bar of California and
President’s Higher Education Community Service Honor Roll > Home of the California Innocence Project (#XONR8)
About California Western School of Law
About VisionPoint> Established in March 2001 & located in Raleigh, NC with team of 20 > Specialize in marketing consultation and execution in higher ed > Serve: Large & Small; Public & Private; Grad, Post-Grad, Undergrad, CC > U Maryland, UVA, Virginia Tech, Johns Hopkins, NC State, Boston College, etc. > Focus on what’s right for our clients (no ‘one size fits all’ approach) > Speak nationally & regionally on HE marketing at CASE, AMA, eduWeb, etc.
Agenda
1. A bit about Content Strategy
2. Fran + CWSL = match made in heaven
3. How to create a web content strategy
4. Conclusion
5. Q & A
Setting ExpectationsThis may not be fun
Lots to cover (we might talk really fast) Casual: ask questions / interrupt
A few COOL transitions!
What is content strategy?
@PamHardyMc | @ahatony | #NAGAP
Content Strategy Planning for the creation,
delivery and governance of useful, useable content.
Where do we put it?What do we create?
How often do we publish?Who creates it?
@PamHardyMc | @ahatony | #NAGAP
Our focus for today . . . Providing relevant content to specific
target groups at the right time
@PamHardyMc | @ahatony | #NAGAP
Content is KING
@PamHardyMc | @ahatony | #NAGAP
SO much more than writing a story> The purpose of content strategy is to place a strategic focus on
choosing what content topics will best serve your goals, as well as how and when to execute and distribute that content.
> Having a website content strategy in place helps to ensure the successful planning, development & management of website content.
> Touches: brand messaging, IA, CTAs, SEO, visual design, etc.
A map to move you from your current state toward a website filled with content that is relevant, usable & compelling.
@PamHardyMc | @ahatony | #NAGAP
What about you?
@PamHardyMc | @ahatony | #NAGAP
Meet Fran
@PamHardyMc | @ahatony | #NAGAP
Fran
Will need a job upon graduation
Cincinnati native Comm degree from Ohio State
Marketing Manager at Law Firm Thinks she’d like to practice law
Opportunity to move to her choice of location in SouthWest United States
Frugal / Financially concerned
PRACTICE READY + EXPERIENTIAL LEARNING + FINANCIAL AID OPPS
CWSL just a few short years ago
@PamHardyMc | @ahatony | #NAGAP
Something had to give … action needed to be taken
8 Steps to a website content strategy*
easy
* content creation, not management & governance
@PamHardyMc | @ahatony | #NAGAP
1. Define your goals
2. Know thyself (and your situation)
3. Know your audience
4. Define core strategies
5. Customize the sales funnel
6. Brainstorm content types & CTAs
7. Prioritize & build your content plan
8. Execute, measure & refine
Define your goals1@PamHardyMc | @ahatony | #NAGAP
The importance of GOAL SETTING
& consensus building
@PamHardyMc | @ahatony | #NAGAP
goal-driven strategy
Design
Technology
IA
Content
Business GoalsThe top priority goals for the website center
around driving qualified applicants and converting admits into enrolled students.
User Goals
Enrollment GoalsBrand Goals
Website-specific Goals
2Know thyself (and your situation)
@PamHardyMc | @ahatony | #NAGAP
Stakeholder Interviews
Dean Schaumann
Admissions
Faculty
Staff
Department Heads
CWSL IT
Students 1, 2 & 3Ls
Prosp Student
Special Programs
MarComm
Brand Pillars & Attributes
Outcomes
Welcoming
Supportive
Authentic
Creative
Bold
ATTRIBUTES
Profession Ready
Champions of Justice
Commitment to Excellence
Supportive Learning Community
PILLARS
@PamHardyMc | @ahatony | #NAGAP
Know thy Audience3@PamHardyMc | @ahatony | #NAGAP
Website Personas
@PamHardyMc | @ahatony | #NAGAP
What is a website persona?A website user persona is a fictional character that represents a set of real users (user groups) of a website. The persona should represent the goals, attitudes (toward the institution, technology, etc.), demographics, and general behavior patterns of a real group of website users.
@PamHardyMc | @ahatony | #NAGAP
Which personas do you start with?> First, identify the types of people that align well with the offerings
and culture of your school or program. > We did it by conducting some basic research (what types of
people are out there, who typically applies to CWSL, interviewing current and prospective students, etc.)
> Collaborating with the Admissions team > Prioritize based on largest segments
that align with your offerings and goals
@PamHardyMc | @ahatony | #NAGAP
CWSL Personas
@PamHardyMc | @ahatony | #NAGAP
The personas
Susanna the Socially Motivated
Nate the Novice
Fran the Financially Concerned
Mike the Marine
@PamHardyMc | @ahatony | #NAGAP
Nate the Novice> 22 years old, single, lives with parents > Graduated from USD in business > First generation college graduate > Working class family > Lawyer perception from tv > Professor mentor suggested law school > Likes the idea of the prestige that comes with the profession
but unclear on how to make it happen
@PamHardyMc | @ahatony | #NAGAP
Susanna the Socially Motivated> 25 years old, single, rents apartment > Graduated Cal State in journalism > Writes for local liberal newspaper > Witnesses social injustices in her community > Researched falsely accused Mexican-American
and discovered California Innocence Project > Took LSAT and sees herself as a champion of justice > Attracted to the learning through doing while in law school
@PamHardyMc | @ahatony | #NAGAP
Mike the Marine> 34 years old, married w 1 child, owns home > Graduated from University of Phoenix
in information technology > Ended military career at Camp Pendleton > Current job as personnel manager not challenging > Very self aware of strengths and interests > Mentor from Marines suggested he leverage his skill in research
and debate as lawyer > Thoroughly researched the opportunity including financial support
as retired Marine
@PamHardyMc | @ahatony | #NAGAP
Gut check: align personas with goals> Fran the Financially Concerned
A very common persona in higher ed these days. Struggles with the value of higher ed & ROI from a degree.
> Nate the Novice We see a lot of Nates in legal education. Admissions team frequently answers questions that Nate has.
> Susanna the Socially ConsciousAligns with school’s pillars, values, and unique offerings
> Mike the MarineSan Diego hosts many Marines who get financial assistance. CWSL has a strong history with the military.
@PamHardyMc | @ahatony | #NAGAP
Define Strategies4
@PamHardyMc | @ahatony | #NAGAP
Prove the brand pillars> OWN the position of preparing students that are profession ready.
Within two years from now, we want your current and prospective students as well as faculty to automatically include “profession ready” proof points as they describe California Western.
> “Profession Ready” should be a primary driver of content selection.
10%
20%
30%
40%
Supportive Learning Community
Commitment to Excellence
Champions of Justice
Profession Ready
@PamHardyMc | @ahatony | #NAGAP
Think applications & enrollment> California Western’s top priority goals for the website center around
driving qualified applicants and converting admits into enrolled students.
> If the content does not drive interest, inform or engage your target audience, then you shouldn’t invest into creating that content.
@PamHardyMc | @ahatony | #NAGAP
Show me, don’t tell me> Similar to proving out brand pillars, but different in that it’s more
of an approach to storytelling and ensuring that your content is developed in a way that relies on proof points, authenticity and real life situations.
@PamHardyMc | @ahatony | #NAGAP
Customize the funnel to your needs5@PamHardyMc | @ahatony | #NAGAP
What the heck is a sales funnel anyway?!
@PamHardyMc | @ahatony | #NAGAP
The buying cycle a consumer goes through from the time they identify a need for a product or service to actually purchasing or becoming an advocate of
that product or service.
The sales funnel
@PamHardyMc | @ahatony | #NAGAP
Example: Buying a new car
Top of the funnel: I need a car (my car died, my kid took my car, I had an accident). What type of car do I want/need? I’ve identified which types of cars I am most interested in.
AWARENESS
@PamHardyMc | @ahatony | #NAGAP
Example: Buying a new car
Top of the funnel: I need a car (my car died, my kid took my car, I had an accident). What type of car do I want/need? I’ve identified which types of cars I am most interested in.
Middle of the funnel: I’m visiting dealerships and continuing my research to get more information (cost, features, safety) about each car.INTERACTION
@PamHardyMc | @ahatony | #NAGAP
Example: Buying a new car
Top of the funnel: I need a car (my car died, my kid took my car, I had an accident). What type of car do I want/need? I’ve identified which types of cars I am most interested in.
Middle of the funnel: I’m visiting dealerships and continuing my research to get more information (cost, features, safety) about each car.
Bottom of the funnel: I’ve selected a car and am going to buy it.PURCHASE
@PamHardyMc | @ahatony | #NAGAP
Customizing your funnel
@PamHardyMc | @ahatony | #NAGAP
Sales Funnel in Graduate Enrollment: TOF
Lets prospective students know you’re an option
PROSPECTIVE STUDENT:
• Identifies need for advanced degree (career change, make more money, professional development, etc.)
• Becomes aware of your school or program (through research online, advertising, WOM, etc.)
• Begins to form selection criteria (cost, ranking, location, offerings, faculty, ROI, FA options, etc.)
• Narrows down considered set (your school or program is a viable option)
AWARENESS
@PamHardyMc | @ahatony | #NAGAP
Sales Funnel in Graduate Enrollment: MOF
Opportunity to engage with the prospective student
PROSPECTIVE STUDENT:
• Reaches out to school or program for more information (download viewbook, various content offers, etc.)
• Attend in-person and/or online events (info sessions, campus visits, live chat, phone call, etc.)
• Digs deeper into research (asks students/others about reputation, brand)
INTERACTION
@PamHardyMc | @ahatony | #NAGAP
Sales Funnel in Graduate Enrollment: BOF
Converts from prospective student to applicant
PROSPECTIVE STUDENT:
• Prepares to apply (gathers all documentation, works through app check list, etc.)
• Begins application process (starts the application, reaches out for recommendations, writes essay, submit test scores)
• Submits completed application
APPLY
@PamHardyMc | @ahatony | #NAGAP
Brainstorm content & CTAs6@PamHardyMc | @ahatony | #NAGAP
Admissions + MarComm> The Admissions team knows your target audience better than
anyone else. They meet them in person, field their phone calls, take them on tours and are probably the best group for knowing that makes these folks tick and what types of things they are interested in and need to see on the website. (they answer their questions)
> We brought the Admissions team in from day 1 of stakeholder interviews and kept them engaged throughout the entire process. They were involved in all brainstorms and we used them as a sounding board to test our assumptions.
@PamHardyMc | @ahatony | #NAGAP
Fran the Prospective Student // TOF
Content Examples
• How to live in San Diego on the cheap
• ROI of a law degree
• Scholarships / options for funding your education
CTA Examples
• Download white paper (ex: What is the real cost of law school?)
• Sign up for webinar (ex: How to make law school affordable)
• Financial Aid checklist / calculator
AWARENESS
INTERACTION
Fran the Prospective Student // MOF
Content Examples
• Focus on Profession Ready brand promise & corresponding key message points
• Requirements information focusing on financial support
• Offerings available to students related to career planning services (STEPPS, Clinical Internship)
CTA Examples
• Download internship program brochure + viewbook
• Attend alumni webinar (ex: Success Stories in Immediate Hires)
• Attend upcoming Law Fair (meet CWSL reps)
• Read Career Services blog
• Chat with CWSL alumnus near you (Contact Admissions)
• View upcoming Career Services events (ex: Tips for Law Job Interviews)
Fran the Prospective Student // BOF
Content Examples
• Financial aid application process
• Important dates & deadlines
• ROI comparison to competitor schools
• Continued emphasis on Profession Ready key messaging points
CTA Examples
• Schedule Financial Aid consultation
• Connect with a current student
• Connect with Career Services rep
• Apply now
APPLY
Prioritize & build your content plan7@PamHardyMc | @ahatony | #NAGAP
Prioritization> Consider your content audit results (what all is out there, is it
good, where does it fit in the funnel?) > Content that is compelling to a large audience trumps narrowly
focused content appealing to a smaller segment > Make sure your top of the funnel content is solid before investing
into later stages of funnel > Map existing content to personas > Be sensitive to competing priorities > Internal marketing is just as important as external marketing > Invest content into area of the funnel that needs most
improvement
@PamHardyMc | @ahatony | #NAGAP
Content Plan (aka: Publishing Schedule // aka: a honkin’ spreadsheet)
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Execute, measure & refine8@PamHardyMc | @ahatony | #NAGAP
@PamHardyMc | @ahatony | #NAGAP
Results: Where we are today
@PamHardyMc | @ahatony | #NAGAP
Thank you! #NAGAP
@CWSL_News | @PamHardyMc @vispoint | @ahatony
@PamHardyMc | @ahatony | #NAGAP