Building a Content Strategy that Supports Your Brand

Jamie Ceman and Mandy Potts

Jamie Ceman, Executive Director of Integrated Marketing and Communications, University of Wisconsin Oshkosh

Jamie Ceman is the Executive Director of Integrated Marketing and Communications at the University of Wisconsin Oshkosh. Primarily responsible for the oversight of the University communication strategy and ongoing roll-out of a new brand for the university, she is also evolving online marketing tactics and best practices with a strong focus on data and analytics. In 2011, the university’s office of integrated marketing and communications was named the American Marketing Association’s Education Team Marketer of the Year. Jamie’s background consists of a mix of IT/Web and marketing consulting and Internet strategy for a variety of industries including city and county government, B2B Internet marketing, and corporate marketing.

Jamie is a graduate of the University of Wisconsin Oshkosh, where she received a BBA in Management Information Systems, and she earned her Master of Science in Integrated Marketing Communications degree through West Virginia University.

Mandy Potts, Writer/Editor at Integrated Marketing and Communications, UW Oshkosh

Mandy Potts is the writer and editor for the University of Wisconsin Oshkosh’s Integrated Marketing and Communications team. In her role, Mandy oversees and implements the University’s content strategy, the on-campus news source UW Oshkosh Today and is the content editor for the alumni magazine Engage. She also creatively leads and manages marketing projects for the University and assists in public relations.

Prior to working at UW Oshkosh, Mandy was a professional journalist at two different Wisconsin newspapers; she also spent time in marketing and public relations roles for an arts organization and in nonprofit health care. These days, she’s proud to call herself a “brand journalist.”

Mandy holds a degree in journalism from the University of Wisconsin-Milwaukee.

Transcript

1. A Content Strategy that Builds your Brand! (an integrated marketing communications approach)! ! !! ! ! Jamie Ceman, Executive Director, Integrated Marketing & Communications Mandy Potts, Writer/Editor, Integrated Marketing & Communications
2. Our focus today! §  Integrated marketing communication approach to branding in higher education §  Collaborative Storytelling the UW Oshkosh Way §  Q & A
3. Defining integrated marketing communications! §  A customer-centric, data-driven method of communicating with consumers.! ! §  The management of all organized communications to build positive relationships with customers and other stakeholders – stresses marketing to the individual by understanding needs, motivators, attitudes and behaviors.*! *Journal of Integrated Marketing Communications (JIMC) Medill -- Dept. of Integrated Marketing Communications (IMC)
4. Try doing that in higher education… Sounds good doesn’t it?! !
5. There is no question that we need to do it.! §  Higher education is getting increasingly more competitive! §  We all have resource issues! §  Inconsistent messaging impacts recruitment, retention & outreach! §  We have to take control of our reputations!
6. But how do we do it?! BRAND Web Print Social Media Mobile Public Relations Marketing Communications News/Media Relations
7. But how do you do it?! departments college/schools recruiters administrator faculty BRAND program assistants fundraisers
8. The UW Oshkosh Story! In less than five minutes….
9. The Process! Brand Development Infrastructure IMC
11. Brand champions! Mission & Values! Communicating authentically and in alignment with the university’s mission and values. Authentic Representation Demonstrating strategic, collaborative and authentic representation of the university’s brand within their division or unit. Integrated Marketing Strategy Supporting the university’s integrated marketing and communications strategy. Distinctiveness Leveraging the brand consistently to effectively communicate the distinctiveness of the university.
12. Brand Development/Rollout! Phase 1: Visual Consistency Phase 2: Messaging BRAND
13. A University Brand! Undergraduate   Recruitment   Graduate   Recruitment   Athle3c  Pride   Alumni   Engagement   Targeted   Campaigns   Content  Strategy   Ins3tu3onal   Communica3ons   Issues   Management   Messaging   Logo   Colors   Fonts   Visual   Consistency  
14. Content Strategy! §  Schedule of content! §  Definition of content venues! §  Content reiterates what differentiates your school! Content Strategy
15. Content Strategy! §  Schedule of content! Content  Ideas   Primary  goal  or  pillar  this   supports   Priority   Content  Type   (story,  video,   SM)   Venue(s)  (UWOT,  Faces,  Engage,  Main   Site,  etc)   Frequency   Audience(s)   Project  Lead   Student  profile   recruitment,  reten3on,   innovaton  in  educa3on   1   wriGen  and   video   Faces,  UWOT  and  main  site:Current   Student   monthly   campus,  future  students,   alumni,  community                                                                                                      
16. Content Venues! §  Leverage your owned media! ! §  Focus on digital venues first! ! §  Define audience and purpose for each channel – if you can’t define it CUT IT!
17. Campus News
18. UW Oshkosh This Week
19. Meet UW Oshkosh
20. Alumni Communications U N I V E R S I T Y O F W I S C O N S I N O S H K O S H S P R I N G 2 0 1 3 V O L U M E 6 N U M B E R 1 THE NATION WATCHES AS UW OSHKOSH THE NATION WATCHES AS UW OSHKOSH SPECIAL ATHLETICS FEATURE | PAGE 4
21. Targeted Campaigns
22. New University Home Page with focus on Content Strategy Coming soon…
23. Collaborative Storytelling How do you involve campus in the content strategy?
24. Encouraged to attend weekly! Story
25. Story Champions: support content strategy! §  Primary campus communicators! §  Weekly Content Meetings! §  “Mandatory”!
26. Everyone is Welcome!! departments college/schools recruiters administrator faculty program assistants fundraisers
27. Measuring success! UW Oshkosh Today Traffic – 15% Increase! 0   2000   4000   6000   8000   10000   12000   Aug  Sept   Oct   Nov   Dec   Jan   Feb   Mar   April   May   2011-­‐2012   2012-­‐2013   0   50   100   150   200   250   300   350   400   450   500   Opens   Clicks   UW Oshkosh This Week Email Newsletter 0   5   10   15   20   25   30   35   40   45   50   1/6/09   2/6/09   3/6/09   4/6/09   5/6/09   6/6/09   "UW  Oshkosh  This  Week"  Video   Views   0   5   10   15   20   Media  Coverage  –  16%  Increase   2011-­‐12   2012-­‐13  
28. Jamie Ceman, Executive Director, Integrated Marketing Communications Mandy Potts, Writer/Editor, Integrated Marketing Communications