1. The Power of the Middle
Leveraging digital content to build reputation, mission awareness and value in higher education.

2. Who we are, what we do and why it matters
Collectively, we are the voice of the university. The mission: To enhance the university’s reputation and public understanding of who we are, what we do and why it matters with state and national audiences through a holistic and integrated communications strategy with flexible tactics that can be implemented by all areas of campus.

3. So many platforms, so little time

6. U of A Audience Research

7. Driving the message

8. Building a Better World

11. Building a Better World Dedicated to Arkansas

12. Building a Better World Dedicated to Arkansas Life-Changing Opportunities

13. Building a Better World Dedicated to Arkansas Life-Changing Opportunities We are Home

14. Unified messaging: An integrated approach

15. The Power of the Middle

16. Outer Focus
Higher Ed Influencers
State and National Traditional Media
TV and Newspapers

17. The Power of the Middle
State leaders, everyday Arkansans, Mid-level peers, targeted media and speciality and trade publications, influencial alumni, corporate R&D.

20. Delivered by Influencers
Reaches more people in those communities & state leaders = shifts perception of value
Delivered by Influencers
U of A News on Impact

21. Deans, Chancellor, Provost
Admissions
Communicator
Department Chair

22. More Voices + One Message = More Reach
COMBINED SHARED POSTS
PR PARTNER POST
SHARED POST
U of A POST

23. U of A Social Media Post Tagging or Shared by Partner
PASSIVE: Only seen by U of A Audiences.
We're talking to ourselves.
Social Media Post From U of A
PROACTIVE: Seen by U of A audiences AND partner audiences as well as getting the attention of the entity tagged. NSF example: The news is in the feeds of influential scientists, national science writers and peers.

24. Velocity and Reach It’s time to rethink influencers and earned media
Our message resonates more and is stronger when shared by others beyond traditional media: community leaders, advisors, organizations and peers.
Build social media ambassador crews
Influential and engaged alumni and community leaders
Select faculty, staff and students
Grow relationships with PR partners
Work together to amplify through shared press releases, social media tagging
Step up media targeting to include trade pubs, specialty pubs & writers
Get news into the publications influencers read.
Focus influencer pushes on mid-level peers who advise leaders

25. Storytelling in the Digital World
With multiple storytelling platforms, we have more creative storytelling options than ever before. Be Creative and cross pollinate.
Our websites are the foundation of this strategy, pulling in readers through SEO and being the home base for all strategic pushes.
Not everything is a long story.
Short videos, social media teases, hook graphs pushing to Newswire
Our most powerful distribution tool is people.
Others telling our story builds impact and interest through credibility.
Write once, use everywhere. And share.

26. WHAT’S NEXT?