mStoner Webinar | August 2013

@donnatalarico

@mallorywood

InteGREAT!Using Social, Web, and Print to

Engage Accepted Students

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Mallory WoodDirector of Marketing

@mallorywoodMallory.Wood@mstoner.com

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Donna TalaricoDirector,

Integrated CommunicationsElizabethtown College

@donnatalaricotalaricod@etown.edu

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“It’s not about us, it’s about the

audience we want to reach.” - @SusanTEvans

#mStonerNow

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Overcome increased audience

fragmentation by integrating your

channels. #mStonerNow

What’s the definition?

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Integrated marketing is the combination of marketing tactics to help deliver one marketing strategy and

more quickly build know, like and trust.

@ducttape

What’s the approach?

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Intentionally blend online and offline tools and tactics around a single marketing

strategy.

@ducttape

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Our channels must tell a

consistent story and mutually

reinforce each other.

#mStonerNow

http://mstnr.me/mFLoB

How we did it

What we’ve learned

How can these examples apply to you and your unique organizations

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Share Your Moment Campaign

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But first, a

CONFESSION

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82% of accepted students want to interact. -College in a Social Media Age, 2013 (Chronicle of Higher ed)

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An @mention is the new radio shout out.

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Settingthe

Stage.

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http://storify.com/EtownCollege/accepted

#etown2017

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RESULTS

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If this doesn’t give you the warm & fuzzies…

#etown2017

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Involvement = Yield176+ accepted

students shared their moment on Twitter or Instagram

#etown2017 continues to gain momentum as committed students get excited for college

#etown2017

Year Yield

2013 20.5

2012 19.6

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Up, up and away…

Year Incoming First-Years

2013 543

2012 508

Year Inquiries to Applications

2013 17 %

2012 16.5%

2011 14.5%

“The Share Your Moment campaign would have had the

biggest impact on the deposit rate – I would say it helped with the

resurgence of that ratio.”

-Paul C. , -VP of Enrollment

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#etownmovein

26Storify: http://bit.ly/14ZR2BK

#etownmovein

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ADVICE

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BUILDTRUST

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WASH, RINSE,

REPEAT!

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TRUSTME!

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Social Media Following1300+ Facebook

likes747+ Twitter

followers (nearly double)

Average post reaches 1.9k people; 26, on average, interact

53% conversation; 49% updates – a good balance

Average time on site – 6:17 – 126% increase from last year

20% increase in repeat visitors from Facebook; 358% from Twitter

Mobile traffic from Facebook up 256%

Twitter referrals up 381%

Social Audience is Loyal, Growing

Web Engagement

As of 6/2013 – numbers increased since then!

@donnatalarico

@mallorywood

Any Questions?

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