best practices in student media marketing
DESCRIPTION
This presentation at the AEJMC conference in Chicago, gives student media advisers and student leaders a step-by-step guide on creating an integrated marketing communications plan using the ROPE method from public relations. Those unfamiliar with marketing or public relations will find this easy to use and invaluable in managing your student media brand.TRANSCRIPT
Marketing and Promoting Your Student Media
Best Practices in Student Media Pre-Conference Small Programs Interest Group
AEJMC 2012
What do you currently do to market your student publications?
• Advertise within your publications
• Cross-promote with other student publications
• Host events or contests
• Foster word-of-mouth marketing
• Subscribe to social media
• Collaborate with other campus organizations
• Attend recruiting events
• Attend job fairs on campusBody Copy
The Big Question:
• How do you determine which of these or other choices will work for you?
Body Copy
How to create “The plan”• Use the public relations campaign strategy of ROPE
• Create an integrated marketing communication campaign
• Combine the tools from public relations and marketing
• Ultimate goal: To increase awareness or visibility of your student media in the campus community
What is ROPE?
• Research
• Objectives
• Programming
• Evaluation
Research• SWOT Analysis• Research tools
– Primary– Secondary– Qualitative – Quantitative
• How do I choose?
Research• Who are your audiences?• What works best to listen to them?
– Survey– Focus Groups– Content analysis– Institutional research
Why do research?• Gives us a benchmark
• Tells us what people think, in their own words
• Tells us why people think what they think
• Gives us ideas of how we can improve
• It’s required for assessment and strategic planning
Analyzing the Research• Where do you start?
• Remember, every research project is undertaken to get specific information. If you haven’t made that clear from the beginning, you’ll have a hard time making sense of the research.
Objectives• Specific and quantifiable for
measurement/evaluation
• Support your overall goal
• Can be impact and output objectives
• Should be no more than 8 objectives
Objectives--Impact• To improve newspaper perception as a
credible source by 20% by May 2010
• To increase page views on therambler.org by 5% per month
• To increase readership by 20% in 2009-2010
• To increase number of fans to 1000 by Jan. 31, 2010
Objectives--Output• To provide source feedback survey to each
source after the story appears
• To sign-up 10 people per week for e-mailed updates
• To deliver papers to individual classes each issue as requested
• To invite 10 new people to become fans per week
Programming• Start with a laundry list of everything you could
do
• Narrow and focus based on your objectives and budget
• Make sure your programming supports your objectives
Some examples• Training programs
• Signage--branding
• News releases
• Joining associations
• Presenting at meetings
• Cross promotion
Some eventsLeft, Halloween Booth to sign up people for Facebook
Right,A year-end banquet reconnects us with alumni
Other tacticsLeft, One of six kiosks purchased around campus
Right,Encourage staff to participate in campus-wide events
Announce your successes--on campus and in the community
Evaluation• The other side of the research coin
• Focused on results of objectives
• Should be undertaken throughout the campaign
• Can take many forms, depending on your programming and objectives
EvaluationObjective
• To improve newspaper perception as a credible source by 20% by May 2012
Evaluation
• Campus-wide, benchmark survey administered at end of Fall; mid-Spring; May 2012
• Conduct focus group in early Spring to determine actions
What can you take home with you?• Marketing and public relations campaigns allow
you to gain more credibility on campus, more funding from advertisers, and more good students as recruits
• Taking the time to plan and put on paper a marketing and public relations strategy will give you the strategic direction you need to succeed
Contact Me:Dr. Kay L. Colley, Student Media Director and Assistant Department [email protected]: @kaycolleyBlog: http://kaycolley.blogspot.com