DIGITAL MARKETING FOR HBCU COMMUNICATIONS OFFICES

THE DREAM College Communications Offices Should Mirror both a Media Company & An Ad Agency Offices should be replete with: -Journalists -PR Representatives -Content Strategists -Market Researchers -Digital Marketing Analysts -Digital Marketing Coordinators -Advertising Operations Coordinators -Ad Buyers & Ad Planners -Art Director(s) Who understand their target audience, what content the audience consumes & engages with and how to reach them at scale with a fluctuating budget.

THE REALITY Many higher institutions do not have the capacity to house or employ specialists in each track of marketing and advertising.

MISSION FOR TODAY Uncover how content marketing allows smaller communications offices to consolidate roles, impact a multi-tiered target audience and drive awareness/action from these audiences using unique digital marketing techniques.

WHAT IS CONTENT MARKETING? Storytelling with a KPI (Key Performance Indicator) KPIs include: -Brand Awareness -Event Awareness -Event Sales -Student Retention -Admissions -and more... What are some other functions/duties of your communications office that you can turn into a KPI?

3 PILLARS OF DIGITAL Research/ Audience Personas Content Development Distribution & Analytics

WHO WHAT WHEN WHERE WHY WHO WHAT WHEN WHERE WHY RESEARCH When analyzing and developing audiences, stick to the basics:

CONTENT DEVELOPMENT Types of Content: Press releases Student/Alumni Profiles Video profiles of student, alumni “Content that is created without purpose is entertainment at best.”

DISTRIBUTION Colleges not utilizing Facebook, Twitter, Instagram & Snapchat are behind on influencing their multi-tiered target audience. Reaching the right person requires knowing where & when they can be reached and what content influences them to act (click, attend, buy, or become aware)

TO BE SEEN Organic or Paid Organic includes: Those who you’ve already made interested in your product or brand (those who “like” or “follow” you) Those who are influenced by those interested in your products Bystanders who run across your profile or page inadvertently Paid Includes: Targeted buys to those who are interested in your product and brand Targeted buys by geographic region, age, and interests Targeted buys by existing addresses Targeted buys based on those who have visited your institution’s website

TO BE SEEN Social media advertising is the best way to reach a unique target audience, but keep in mind: Facebook & Instagram are the best companies in reference to reach and return on investment Twitter advertising should be for event-based/real-time engagement and reach Snapchat community geo-filters are free, but sponsored filters rang by location & event duration Google & YouTube advertising should never be overlooked as a part of digital campaigns s are currency

EXAMPLES

Content Marketing for Facebook Brand Engagement on Snapchat

SAMPLE STRATEGY AUDIENCEKPICONTENTNETWORK (SOCIAL) BUDGETDATE

CONTACT DARREN MARTIN