Connecting: Foster relationships using Internet marketing strategies and tools

The opportunity
The current generation of communication and networking tools on the Web provides many exciting opportunities for engagement with constituencies across all generations. Integration of online social networking (OSN) practices into an overall institutional identity and marketing program is a must in order to connect to alumni, students, future faculty and staff, community partners, and others.
 

Maintaining the primary institutional website is essential, and so too is the management and monitoring of how it interacts with microsites ? those short-term websites launched to support events and time-sensitive marketing campaigns. Add in the use of email and blogs and the potential grows for a truly connective yet cost-efficient communications program.

HOW IT HAPPENS
Our goal for utilization of online media for marketing and advertising is that it supports the institution?s mission and strategic goals, and that it be effective given available resources. Cognitive Marketing and our media management team can:

• develop a plan
• train staff members in its execution
• fully deploy the program including activity reports on a regular basis.

It is also important to consider how responsibility for web communications can be distributed throughout individual departments. To assist with this type of a campus-wide implementation, we can:

• work with the campus Brand Management Council to train its members to then oversee the implementation in their specific departments
• conduct a workshop with Department Chairs to share best practices at other institutions, field questions, and deliver tutorials
• develop a plan and train members of the campus Communications Department to manage.

An interesting trend that is developing in the for-profit world (and at some nonprofits and educational institutions) is the development of Community Manager positions, sometimes referred to as Web 2.0 managers. These individuals have the responsibility to coordinate the use of online social networking in ways that create and strengthen relationships with friends and partners. The work of a Community Manager is most effective when based on a brand identity strategy, which is the flagship service of Cognitive Marketing.

The RESULTS

• For Hudson Valley Community College we overhauled the recruitment marketing and development communications, increased online advertising with the addition of establishing a presence on the various social networking sites, and provided consulting services for student blogs on the current website. The College continues to see record enrollment and has been recognized as a best practice for student retention in community colleges in a national online education journal.
  
  
• In addition to the overhaul of the website, a significant aspect of our total brand strategy work for The College at Brockport was a comprehensive brand messaging platform and new graphic identity system. This is reflected in the new website design using key messages of brand and engaging stories of students.
  
  
• In addition to completing a full Market Voicing brand development study for Dartmouth College, Thayer School of Engineering, we designed a completely new website. We were especially gratified that the School?s internal advancement and communications team, with whom we collaborated intensely throughout brand and the website process, received the Faculty?s Distinguished Service Award at the 2006-07 Investiture Ceremony.
  
  
• Our consulting services to Wells College include the design, writing and production of materials and web implementations that are allowing brand to come to life for current and prospective members of the College community.