Moving From Print to Digital CCAE 2012
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Transcript of Moving From Print to Digital CCAE 2012
Moving From Print to Digital
CCAE 2012 Conference
Lisa Fisher
University Brand Manager
The University of British Columbia
Agenda
Why go digital? 10 best practices Outcomes: how we did What we learned
Motivations
Our audience is moving there
Ave. Cdn spends 45 hours per month online, almost double the worldwide average (comScore) 23.5 million Canadians online (comScore) As of Jan. 2012, 10% of Canadians owned a Tablet, and 10% owned an e-reader (Ipsos) Tablet and e-reader ownership in Canada grew 66% and 43% between Aug. 2011 – Jan. 2012 (Ipsos)
Motivations
Sustainability
Part of UBC’s strategic plan. Executive very committed to walking the talk Digital requires no trees, and fewer carbon emissions to create and distribute
Motivations
Interactive and Engaging
You can do things online you can’t in print: - easily connect your reader to related information - interactive elements - video
- easy to share
- opportunities for two-way conversations with your audience
Motivations
Improved measurability
Growing need to provide measures of effectiveness and reach for our work Digital is measureable to a much greater degree of detail than print (short of expensive market research polling)
Motivations
Save budgets
Printing and mailing costs growing Web, social and email free or almost free Less costly for our partner units who used to mail hard copies to their audiences
10 best practices
1. Build the right team
What you need from your colleagues, freelancers, and agencies is different Videographers, interactive designers, web writers etc. What in-house capacity do you have vs. what do you need to buy-in Consult with your stakeholders early and often
2. Content matters most
Good stories still at the heart of your publication Use the ability to link to resist the urge to include everything
3. Write for the web
Eyes tire much faster reading online than print Keep pages and paragraphs short and scannable Break up the content using pull-outs, subheads, bullets, etc. Good content means good SEO
4. Design for the web
Size/shape limitations of the screen/tablet 72 not 300; RGB not CMYK Typography options much more limited But the web is dynamic: design must support rich media Keep SEO in mind
5. Strong photography /visuals still matter
6. Use video to tell stories and draw your audience in
Annual Review Intro Video
7. Use interactivity to highlight key messages
8. If doing both print and web, include rich media and web exclusives in the online version
9. Make it easy to share and view on multiple devices
10. A strong marketing plan is key
Use both digital and traditional to build traffic Build an internal communications plan Make it easy for your colleagues to help Don’t underestimate the role of social media
Print Ads
Digital – Email, Social, & Digital Signage
How we did: 2010-2011 metrics
15,885 visits in six months (17,592 for prior year – 12m)
Unique visitors 14% higher than year before
Nearly 3,500 video views on YouTube and Vimeo
More than 1300 click-throughs on our bit.ly links
More than 130 tweets, shares, likes, and comments
More traffic from UBC sites that used a badge or spotlight ad
More traffic from branded social channels: Facebook, Twitter,
LinkedIn and YouTube
2009: Last year of print – approx. 7,000 distributed
What we learned
It’s a mind shift as much as a platform shift – help your stakeholders make the transition with you It's more sustainable It’s not less expensive Ensure you have a solid marketing strategy You may still need a little bit of print
Thank you
Lisa Fisher University Brand Manager The University of British Columbia
[email protected] @ubcaplaceofmind facebook/universityofbc www.annualreview.ubc.ca www.aplaceofmind.ubc.ca
