growth marketing for your student org
TRANSCRIPT
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?