Sh Shak aking g th the e Sn Snow Globe: e: How to to Shift a - - PowerPoint PPT Presentation

Sh Shak aking g th the e Sn Snow Globe: e: How to to Shift a College to to Support Ma Market eting

Megan Shearin

At At a Glance: The Darden College of Education & Pro rofessional Studies

• 1 of 6 academic colleges
• Enrollment: Roughly 3,500

students

• 13 Undergraduate Degree

Programs

• 60+ Graduate Degree

Programs

• 13 Professional Certificates
• 239 Faculty
• 38,000+ Alumni

Ab About the e Posi sition

• Vacant position for multiple years
• Temporary employee to assist with the website and events
• Scattershot approach dependent on the interests of faculty
• First person to have a broad focus on marketing &

communications

Col College St Struct cture: Graduate Prog

• gram Direct

ctor

• rs
• Program marketing and recruitment
• Admissions to the program
• Advising and problem solving
• Academic continuance
• Scheduling and curriculum review
• Program assessment

Wh Why a snow globe?

• Change is like a beautiful

snow globe. The buildings stay the same, but the environment around it changes.

Act Action

• n Step

eps

Ac Actio ion: Asse : Assess ss

• Determine the needs
• Meetings with department chairs

to solicit feedback

• Understand their perspective,

challenges and pain points

• Feedback is vital to success
• Challenge: Doing while learning

Wh What I heard….

• No one is “telling our story”
• No one knows about all of the great things we are doing
• Lack of recognition for accomplishments
• Deeper, underlying issue:
• Not feeling valued for their work and efforts

Ac Actio ion: Id : Identif ify a y and F Fin ind Ch Cheerle rleaders s

• Identify and win the support
• f influencers
• Not everyone will be an

advocate

Ac Action: Operationalize the marketing office

• Promote the business and mission of the organization
• Improve marketing & communications effectiveness
• Achieve marketing & communication efficiency
• Communicate business impact of marketing
• Institutionalize procedures

Cr Crea eate e a Bea Beat System em

• Allows us to more deeply understand the programs, people and

issues of a particular area

• Strategic approach to find and tell the best stories
• Beat contact can help departments publicize the people,

programs, and happenings of the department

• Allows for flexibility and cross-training
• Content generation for various platforms and channels

Act Action

• n: Website

Before

Ou Outcome

After

• Larger interactive

image and message

• Prominent news stories

with images to enhance storytelling

• Incorporation of

brand video

Action: Revamped Social Media Channels

• Outward and newsworthy content for brand

awareness and reputation

• Visual, multi-channel content to help reinforce

storytelling and drive website traffic

• Creation of a YouTube Channel to host videos

Suc Succes essful ul So Social al Medi edia a Posts ts

Act Action

• n: St

Stor

• rytelling infog
• graphics

cs

• Transform data into a story

through infographic

• Visual and digestible
• Great for folks with limited

budgets

Ke Key Takeaways

• Don’t waste time on

naysayers

• Be prepared to drink

from a firehose

• Be flexible

Questions?