PRESENTERS:  

Jay  Kelly  Ann  Oleson  Megan  Cendrowski    

INBOUND  MARKETING  WORKSHOP  AMERICAN  UNIVERSITY  

DAY  2  |  8.5.15  

Day  2  Agenda  

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9:30AM-­‐11:00AM  |  American  University  Inbound  Plan  

11:00AM-­‐11:45AM  |  Brainstorm:  Audio  Technology  (small  group)  

11:45AM-­‐12:30PM  |  Brainstorm:  CreaXve  WriXng  (small  group)  

12:30PM-­‐1:30PM  |  Q&A  Lunch  

1:30PM-­‐3:00PM  |  Focus  Group  2:  Public  Anthropology  (small  group)  

3:00PM-­‐3:15PM  |  A]ernoon  Break  

3:15PM-­‐4:30PM  |  Wrap  Up  Session  with  Pilot  Team  

 

AMERICAN  UNIVERSITY  INBOUND  PLAN  

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9:30AM  –  11:00AM  

IN  THIS  SESSION  

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ATTRACT    

• User  Personas  • Message  Matrix  

• Strategic  Content  • Mobile-­‐OpNmized  Design  

 CONVERT    

• Workflows  &  Emails  

• Landing  Pages  • Program  Pages  

• Conversion-­‐Focused  Forms  

DELIGHT  

•  Blogs  

•  Content  Offers  

•  Social  Sharing  

 

MEASURE  

•  Google  AnalyNcs  

•  Email  Metrics  

•  Social  Engagement  

 

 

ATTRACT  

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ATTRACT  

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• IdenNfy  target  audiences  per  program  • Create  segmented  messages  for  each  audience  • BeauNfully  designed  academic  program  pages  • User-­‐focused,  strategic  content    

CW  

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CW  

 

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HPM  

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HPM  

 

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AT  

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AT  

 

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PA  

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PA  

 

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DESIGN  

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Long-­‐scroll  program  pages  op/mized  for  mobile  search  

STRATEGIC  CONTENT  

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Highlight  key  a^ributes  and  value  proposiXons.    As  an  MFA  student  at  American,  you  are  free  to  pursue  a  single  genre  or  explore  several.  Acquire  a  deeper  understanding  of  your  own  work  and  hone  your  skills  in  a  collaboraNve  secng.      Living  and  learning  in  the  naNon’s  capital  provides  numerous  benefits  for  MFA  students.  We  partner  with  organizaNons  like  the  NaNonal  Endowment  for  the  Arts,  Library  of  Congress,  826DC,  Writopia  Labs,  and  Folger  Shakespeare  Library  to  facilitate  opportuniNes  for  our  students.          

STRATEGIC  CONTENT  

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Focus  on  benefits  and  outcomes.    Our  faculty,  staff,  and  students  share  the  belief  that  health  and  wellness  are  vital  for  individuals,  communiNes,  and  society.  This  passion  and  dedicaNon  resonates  in  the  classroom  and  beyond.  Outside  the  classroom,  MS  in  health  promoNon  management  students:    •  Run  community  focus  groups  on  health-­‐related  issues.  •  Afend  career  workshops  for  health  professionals.  •  Volunteer  at  conferences  across  the  country.  •  Perform  fitness  assessments  in  AU’s  health  promoNon  laboratory.  •  Intern  for  area  companies  and  organizaNons.      

STRATEGIC  CONTENT  

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Less  about  us,  more  about  them.    Students  intern  for  organizaNons  including  Smithsonian  InsXtuXon,  DC  Government,  and  World  Wildlife  Fund.    94%  are  working,  in  grad  school,  or  both.    73%  work  for  government  or  nonprofit  organizaNons.      Our  students  disNnguish  themselves  for  their  service,  leadership,  and  ability  to  rethink  global  and  domesNc  challenges.  In  DC,  there  are  plenty  of  ways  for  you  to  get  involved  and  make  a  difference  in  the  world  around  you.      

STRATEGIC  CONTENT  

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Use  tesXmonials  to  show  and  tell  real  stories.    “The  professors  in  the  program  have  achieved  high  levels  of  music  industry  success  and  are  passionate  about  helping  students  broaden  their  skills  and  knowledge.  They  never  hesitate  to  help  students  develop  their  future  career  goals.”  –  Andy  Wildrick      “It  was  a  relief  knowing  that  I  could  explore  the  different  fields  of  music  recording/producNon,  film  sound,  computer  music,  or  broadcast,  and  figure  out  which  one  is  right  for  me.”  –  Brian  Chew        

STRATEGIC  CONTENT  

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Create  a  funnel.  Make  next  steps  clear  to  the  user.    CALL-­‐TO-­‐ACTION:  Sound  like  you?  Join  us  in  our  mission  to  stay  on  the  cucng  edge  of  health  promoNon.  Start  your  applicaXon  or  keep  reading  for  more  informaNon  about  our  program.    CALL-­‐TO-­‐ACTION:  If  you  have  a  desire  to  pursue  jusNce  and  inspire  change,  the  public  anthropology  graduate  program  at  American  is  for  you.  Apply  today  or  learn  more  below.            

CONVERT  

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CONVERT  

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• Conversion-­‐focused  landing  pages    • Brief  forms  to  collect  key  informaNon  • Clear  CTA  bufons  and  next  steps  • MarkeNng  automaNon  through  Recruiter  emails:  › Post-­‐inquiry  workflow  › Post-­‐applicaNon  workflow  › Post-­‐deposit  workflow  

 

CALLS-­‐TO-­‐ACTION  

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Make  it  easy  to  take  the  next  step  with  clear  CTAs  

LANDING  PAGE  

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Short  and  sweet  forms  

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EMAILS  

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EMAILS  

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DELIGHT  

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DELIGHT  

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• Newsfeed  integraNon  on  program  pages  • Compelling  blogs,  infographics  and  content  offers  • Sharing  across  mulNple  social  media  channels  • Focus  groups  to  test  topics  and  collect  informaNon    

STRATEGIC  CONTENT  

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Compelling  content  on  news,  events  and  trends  

EDITORIAL  CALENDAR  

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CREATIVE  WRITING  

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• AUTHORPRENEURSHIP  • FUNDING  &  FELLOWSHIPS  FOR  MFAs  

•  INFOGRAPHIC:  GREAT  AUTHORS  YOU  DIDN’T  KNOW  LIVED  IN  DC  

• POETRY  WORKSHOP  ABROAD  

• ALUMNI  SPOTLIGHT:  SANDRA  BEASLEY  

• THE  7  COOLEST  PLACES  FOR  WRITERS  IN  DC  

• 8  THINGS  YOU  DIDN’T  KNOW  YOU  COULD  DO  WITH  AN  MFA  

• 4  PODCASTS  YOU  SHOULD  BE  LISTENING  TO  RIGHT  NOW  

BLOGS  

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WEBINARS  

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INFOGRAPHICS  

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HPM  

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• HEALTH  PROMOTION  MANAGEMENT  DEFINED  

• DC  PARTNERSHIPS  &  INTERNSHIP  OPPORTUNITIES  • 6  COOL  DC  NON-­‐PROFITS  OUR  STUDENTS  LOVE  •  INFOGRAPHIC:  RESEARCH  AREA  • TIE  INTO  MICHELLE  OBAMA’S  MOVE  IT  CAMPAIGN  

• ALUMNI  SPOTLIGHT:  RESEARCH  FOCUS  

• ALUMNI  SPOTLIGHT:  INTERNSHIP  

• ALUMNI  SPOTLIGHT:  ENTREPRENEUR  

INFOGRAPHICS  

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MAPA  

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• PUBLIC  ANTHROPOLOGY  DEFINED:  THEORY,  PRACTICE,  SOCIAL  JUSTICE  •  INFOGRAPHIC:  MAPA  MAP  OF  THE  WORLD    

• PUBLIC  ANTHROPOLOGY  CONFERENCE  (PAC)  • CURRENT  STUDENT:  LAURA  PARKER,  PEACE  CORPS  TRIP  • DOCUMENTARY  STORYTELLING  CLASS  

• FEATURED  ALUMNI:  CHARLENE  SHOVIC,  HAWAII  DOCUMENTARIES  

• FEATURED  ALUMNI:  KEENAN  HOLMES  

INFOGRAPHICS  

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AUDIO  TECHNOLOGY  

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• 2015  VMA  RECAP  

• AUDIO  TECHNOLOGY  DEFINED  •  INFOGRAPHIC:  AMERICAN  UNIVERSITY  STUDIO  EQUIPMENT  

• 5  THINGS  YOU  SHOULD  KNOW  ABOUT  MODERN  MUSIC  

• THE  10  BEST  SONGS  OF  2015  (ACCORDING  TO  AU)  • CURRENT  STUDENT  FEATURE  

BLOGS  

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BLOGS  

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SOCIAL  MEDIA  

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TWITTER  

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FACEBOOK  

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LINKEDIN  

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MEASURE  

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MEASUREMENT  

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• Google  AnalyNcs  setup  and  tracking    • Email  metrics  for  success  in  Recruiter  • Social  media  engagement  

 

WE’VE  BEEN  BUSY!  •  Kick-­‐off  call  •  IniNal  Audit  Findings  Overview  •  Subdomain  and  Domain  mapping  •  Goal  mapping  to  your  insNtuNon  objecNves  •  Event  mapping  to  support  goals  •  ImplementaNon  of  events,  code,  account  structure,  Universal  •  Dashboards  and  consulNng  •  Training  

     

PROCESS  

SUBDOMAINS  

GOALS  

EVENTS  

EVENTS  

VIEWS  FOR  EACH  COLLEGE  

GOOGLE  TAG  MANAGER  

EMAILS  

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EMAILS  

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FACEBOOK  INSIGHTS  

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TWITTER  ANALYTICS  

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CONVERT   DELIGHT  

Search  Engine  OpNmizaNon  

(SEO)    

Strategic  Content  CreaNon  

 Social  Media  

ATTRACT  

VISITORS   STUDENTS   PROMOTERS  

Calls-­‐to-­‐AcNon    (CTAs)  

 Landing    Pages    

Forms    

Segmented  Content  

 Ongoing  

Engagement    

User  Experience  

STRANGERS  

THANK  YOU!  

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