Branding & the Educational Landscape

MEMES, METRICS + MILESTONESHOW WE PUT STUDENTS FIRST

Danielle Poupore – Communications & Marketing SpecialistEmmelie De La Cruz – Social Media Specialist

“The single biggest problem in communication is the illusion

that it has taken place.”George Bernard Shaw

INTERNAL COMMUNICATION FACILITATES EXTERNAL COMMUNICATION

Shared goalsShared information

Shared responsibility

bit.ly/JJCrequest

THOUGHTFUL PLANNING. STRATEGIC EXECUTION.

1. WHAT DO WE WANT TO SAY?

2. WHY DO WE WANT TO SAY IT?3. WHO WILL HEAR IT?

1. WHAT DO WE WANT TO SAY?“You need to know _____.”

“I want you to _____.”“What do you think about _____?”

“Can you help me with _____?” “Thank you.”

2. WHY DO WE WANT TO SAY IT?To provide value

To encourage participationTo acquire knowledge & understanding

To request assistanceTo show appreciation

To inspire

3. WHO WILL HEAR IT?Colleagues

BossesEmployeesThe PublicSTUDENTS

CASE STUDY:

RANDOM ACTS OF JUSTICE

1. WHAT DO WE WANT TO SAY? The John Jay College community cares about social justice.

2. WHY DO WE WANT TO SAY IT? To encourage more people to participate in acts of kindness & justice; to cultivate a sense of pride in the community; to draw attention to thegood work our students, faculty & staff are doing in the world.

3. WHO WILL HEAR IT? The John Jay community – students, faculty & staff; potential future community members; alumni; donors; general public

CONNECTINGKnow your audience.

Know the John Jay Student Affairs voice.

Jaymie

Jaymie is…Friendly Knowledgeable

ResponsiveCheerful

Proud to be at John Jay

Fun

RespectfulHelp fu l Approachable

Involved

Articulate

COLLEGE STUDENTS IN 2015 99% of undergraduate students own an internet-capable device.1

92% of these students own at least two devices. 1

38% use Twitter regularly.2

30% use Instagram regularly. 2

86% use Facebook regularly2 *but 25% of 13-17 year-olds left Facebook in 2014.3

59% of millennials surveyed said they get their news mainly from the internet.4

31% of all higher ed students have taken at least one course online. 4

1http://net.educause.edu/ir/library/pdf/ss14/ERS1406.pdf2http://www.globenewswire.com/news-release/2013/06/13/554002/10036312/en/Tech-Savvy-College-Students-Are-Gathering-Gadgets-Saying-Yes-to-Showrooming-and-Rejecting-Second-Screening.html3http://www.slideshare.net/sparksandhoney/generation-z-final-june-174http://www.uschamberfoundation.org/millennial-generation-research-review

WHERE THERE IS CHOICE, BRANDING IS NECESSARY.

SEMESTER IN REVIEW

Current EventsFollowers 1399 39% 815 301% 8117 14%

Interactions & Engagement

20.4K 3468 493% 2828 80%

WHAT WAS EFFECTIVE?Current Events

Community ConversationsStudent Stories

WHAT WE LEARNEDThey want to be inspired, not promoted to.

COLLEGE IS AN EXPERIENCE73% of students agreed or strongly agreed that they like

to keep their academic & social lives separate.1

1http://net.educause.edu/ir/library/pdf/ss14/ERS1406.pdf

HOW DO WE SUCCEED?Identifying and acknowledging purpose

Rooted in emotion, truth and valuesDelivering on the brand promise

Showcasing the brand personalityThriving in your niche

PROVIDING SUPPORTMonthly Strategy Check-In

Relationship with Marketing and DevelopmentContent Creation

Professional Development

LOOKING FORWARDBuilding a brand rooted in social justice