2014 NAGAP (Website) Content (Strategy) is King

ATTRACTING & CONVERTING PROSPECTIVE STUDENTS BY PROVIDING CONTENT THEY NEED, WHEN THEY NEED IT

KINGis

CONTENT(website)

(strategy)

@PamHardyMc | @ahatony | #NAGAP

Introductions

Tony VP Strategy & Creative VisionPoint Marketing

@PamHardyMc | @ahatony | #NAGAP < < <> > >

Pam Dir. Marketing

& Communications California Western

School of Law

Fran 1 L Student

California Western School of Law

> Founded in 1924; San Diego’s oldest law school > Roughly 700 full and part-time students in J.D. program > Focus on preparing graduates for the practice of law through hands-on

clinics and experiences > Recognized for community service by State Bar of California and

President’s Higher Education Community Service Honor Roll > Home of the California Innocence Project (#XONR8)

About California Western School of Law

About VisionPoint> Established in March 2001 & located in Raleigh, NC with team of 20 > Specialize in marketing consultation and execution in higher ed > Serve: Large & Small; Public & Private; Grad, Post-Grad, Undergrad, CC > U Maryland, UVA, Virginia Tech, Johns Hopkins, NC State, Boston College, etc. > Focus on what’s right for our clients (no ‘one size fits all’ approach) > Speak nationally & regionally on HE marketing at CASE, AMA, eduWeb, etc.

Agenda

1. A bit about Content Strategy

2. Fran + CWSL = match made in heaven

3. How to create a web content strategy

4. Conclusion

5. Q & A

Setting ExpectationsThis may not be fun

Lots to cover (we might talk really fast) Casual: ask questions / interrupt

A few COOL transitions!

What is content strategy?

@PamHardyMc | @ahatony | #NAGAP

Content Strategy Planning for the creation,

delivery and governance of useful, useable content.

Where do we put it?What do we create?

How often do we publish?Who creates it?

@PamHardyMc | @ahatony | #NAGAP

Our focus for today . . . Providing relevant content to specific

target groups at the right time

@PamHardyMc | @ahatony | #NAGAP

Content is KING

@PamHardyMc | @ahatony | #NAGAP

SO much more than writing a story> The purpose of content strategy is to place a strategic focus on

choosing what content topics will best serve your goals, as well as how and when to execute and distribute that content.

> Having a website content strategy in place helps to ensure the successful planning, development & management of website content.

> Touches: brand messaging, IA, CTAs, SEO, visual design, etc.

A map to move you from your current state toward a website filled with content that is relevant, usable & compelling.

@PamHardyMc | @ahatony | #NAGAP

What about you?

@PamHardyMc | @ahatony | #NAGAP

Meet Fran

@PamHardyMc | @ahatony | #NAGAP

Fran

Will need a job upon graduation

Cincinnati native Comm degree from Ohio State

Marketing Manager at Law Firm Thinks she’d like to practice law

Opportunity to move to her choice of location in SouthWest United States

Frugal / Financially concerned

PRACTICE READY + EXPERIENTIAL LEARNING + FINANCIAL AID OPPS

CWSL just a few short years ago

@PamHardyMc | @ahatony | #NAGAP

Something had to give … action needed to be taken

8 Steps to a website content strategy*

easy

* content creation, not management & governance

@PamHardyMc | @ahatony | #NAGAP

1. Define your goals

2. Know thyself (and your situation)

3. Know your audience

4. Define core strategies

5. Customize the sales funnel

6. Brainstorm content types & CTAs

7. Prioritize & build your content plan

8. Execute, measure & refine

Define your goals1@PamHardyMc | @ahatony | #NAGAP

The importance of GOAL SETTING

& consensus building

@PamHardyMc | @ahatony | #NAGAP

goal-driven strategy

Design

Technology

IA

Content

Business GoalsThe top priority goals for the website center

around driving qualified applicants and converting admits into enrolled students.

User Goals

Enrollment GoalsBrand Goals

Website-specific Goals

2Know thyself (and your situation)

@PamHardyMc | @ahatony | #NAGAP

Stakeholder Interviews

Dean Schaumann

Admissions

Faculty

Staff

Department Heads

CWSL IT

Students 1, 2 & 3Ls

Prosp Student

Special Programs

MarComm

Brand Pillars & Attributes

Outcomes

Welcoming

Supportive

Authentic

Creative

Bold

ATTRIBUTES

Profession Ready

Champions of Justice

Commitment to Excellence

Supportive Learning Community

PILLARS

@PamHardyMc | @ahatony | #NAGAP

Know thy Audience3@PamHardyMc | @ahatony | #NAGAP

Website Personas

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What is a website persona?A website user persona is a fictional character that represents a set of real users (user groups) of a website. The persona should represent the goals, attitudes (toward the institution, technology, etc.), demographics, and general behavior patterns of a real group of website users.

@PamHardyMc | @ahatony | #NAGAP

Which personas do you start with?> First, identify the types of people that align well with the offerings

and culture of your school or program. > We did it by conducting some basic research (what types of

people are out there, who typically applies to CWSL, interviewing current and prospective students, etc.)

> Collaborating with the Admissions team > Prioritize based on largest segments

that align with your offerings and goals

@PamHardyMc | @ahatony | #NAGAP

CWSL Personas

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The personas

Susanna the Socially Motivated

Nate the Novice

Fran the Financially Concerned

Mike the Marine

@PamHardyMc | @ahatony | #NAGAP

Nate the Novice> 22 years old, single, lives with parents > Graduated from USD in business > First generation college graduate > Working class family > Lawyer perception from tv > Professor mentor suggested law school > Likes the idea of the prestige that comes with the profession

but unclear on how to make it happen

@PamHardyMc | @ahatony | #NAGAP

Susanna the Socially Motivated> 25 years old, single, rents apartment > Graduated Cal State in journalism > Writes for local liberal newspaper > Witnesses social injustices in her community > Researched falsely accused Mexican-American

and discovered California Innocence Project > Took LSAT and sees herself as a champion of justice > Attracted to the learning through doing while in law school

@PamHardyMc | @ahatony | #NAGAP

Mike the Marine> 34 years old, married w 1 child, owns home > Graduated from University of Phoenix

in information technology > Ended military career at Camp Pendleton > Current job as personnel manager not challenging > Very self aware of strengths and interests > Mentor from Marines suggested he leverage his skill in research

and debate as lawyer > Thoroughly researched the opportunity including financial support

as retired Marine

@PamHardyMc | @ahatony | #NAGAP

Gut check: align personas with goals> Fran the Financially Concerned

A very common persona in higher ed these days. Struggles with the value of higher ed & ROI from a degree.

> Nate the Novice We see a lot of Nates in legal education. Admissions team frequently answers questions that Nate has.

> Susanna the Socially ConsciousAligns with school’s pillars, values, and unique offerings

> Mike the MarineSan Diego hosts many Marines who get financial assistance. CWSL has a strong history with the military.

@PamHardyMc | @ahatony | #NAGAP

Define Strategies4

@PamHardyMc | @ahatony | #NAGAP

Prove the brand pillars> OWN the position of preparing students that are profession ready.

Within two years from now, we want your current and prospective students as well as faculty to automatically include “profession ready” proof points as they describe California Western.

> “Profession Ready” should be a primary driver of content selection.

10%

20%

30%

40%

Supportive Learning Community

Commitment to Excellence

Champions of Justice

Profession Ready

@PamHardyMc | @ahatony | #NAGAP

Think applications & enrollment> California Western’s top priority goals for the website center around

driving qualified applicants and converting admits into enrolled students.

> If the content does not drive interest, inform or engage your target audience, then you shouldn’t invest into creating that content.

@PamHardyMc | @ahatony | #NAGAP

Show me, don’t tell me> Similar to proving out brand pillars, but different in that it’s more

of an approach to storytelling and ensuring that your content is developed in a way that relies on proof points, authenticity and real life situations.

@PamHardyMc | @ahatony | #NAGAP

Customize the funnel to your needs5@PamHardyMc | @ahatony | #NAGAP

What the heck is a sales funnel anyway?!

@PamHardyMc | @ahatony | #NAGAP

The buying cycle a consumer goes through from the time they identify a need for a product or service to actually purchasing or becoming an advocate of

that product or service.

The sales funnel

@PamHardyMc | @ahatony | #NAGAP

Example: Buying a new car

Top of the funnel: I need a car (my car died, my kid took my car, I had an accident). What type of car do I want/need? I’ve identified which types of cars I am most interested in.

AWARENESS

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Example: Buying a new car

Top of the funnel: I need a car (my car died, my kid took my car, I had an accident). What type of car do I want/need? I’ve identified which types of cars I am most interested in.

Middle of the funnel: I’m visiting dealerships and continuing my research to get more information (cost, features, safety) about each car.INTERACTION

@PamHardyMc | @ahatony | #NAGAP

Example: Buying a new car

Top of the funnel: I need a car (my car died, my kid took my car, I had an accident). What type of car do I want/need? I’ve identified which types of cars I am most interested in.

Middle of the funnel: I’m visiting dealerships and continuing my research to get more information (cost, features, safety) about each car.

Bottom of the funnel: I’ve selected a car and am going to buy it.PURCHASE

@PamHardyMc | @ahatony | #NAGAP

Customizing your funnel

@PamHardyMc | @ahatony | #NAGAP

Sales Funnel in Graduate Enrollment: TOF

Lets prospective students know you’re an option

PROSPECTIVE STUDENT:

• Identifies need for advanced degree (career change, make more money, professional development, etc.)

• Becomes aware of your school or program (through research online, advertising, WOM, etc.)

• Begins to form selection criteria (cost, ranking, location, offerings, faculty, ROI, FA options, etc.)

• Narrows down considered set (your school or program is a viable option)

AWARENESS

@PamHardyMc | @ahatony | #NAGAP

Sales Funnel in Graduate Enrollment: MOF

Opportunity to engage with the prospective student

PROSPECTIVE STUDENT:

• Reaches out to school or program for more information (download viewbook, various content offers, etc.)

• Attend in-person and/or online events (info sessions, campus visits, live chat, phone call, etc.)

• Digs deeper into research (asks students/others about reputation, brand)

INTERACTION

@PamHardyMc | @ahatony | #NAGAP

Sales Funnel in Graduate Enrollment: BOF

Converts from prospective student to applicant

PROSPECTIVE STUDENT:

• Prepares to apply (gathers all documentation, works through app check list, etc.)

• Begins application process (starts the application, reaches out for recommendations, writes essay, submit test scores)

• Submits completed application

APPLY

@PamHardyMc | @ahatony | #NAGAP

Brainstorm content & CTAs6@PamHardyMc | @ahatony | #NAGAP

Admissions + MarComm> The Admissions team knows your target audience better than

anyone else. They meet them in person, field their phone calls, take them on tours and are probably the best group for knowing that makes these folks tick and what types of things they are interested in and need to see on the website. (they answer their questions)

> We brought the Admissions team in from day 1 of stakeholder interviews and kept them engaged throughout the entire process. They were involved in all brainstorms and we used them as a sounding board to test our assumptions.

@PamHardyMc | @ahatony | #NAGAP

Fran the Prospective Student // TOF

Content Examples

• How to live in San Diego on the cheap

• ROI of a law degree

• Scholarships / options for funding your education

CTA Examples

• Download white paper (ex: What is the real cost of law school?)

• Sign up for webinar (ex: How to make law school affordable)

• Financial Aid checklist / calculator

AWARENESS

INTERACTION

Fran the Prospective Student // MOF

Content Examples

• Focus on Profession Ready brand promise & corresponding key message points

• Requirements information focusing on financial support

• Offerings available to students related to career planning services (STEPPS, Clinical Internship)

CTA Examples

• Download internship program brochure + viewbook

• Attend alumni webinar (ex: Success Stories in Immediate Hires)

• Attend upcoming Law Fair (meet CWSL reps)

• Read Career Services blog

• Chat with CWSL alumnus near you (Contact Admissions)

• View upcoming Career Services events (ex: Tips for Law Job Interviews)

Fran the Prospective Student // BOF

Content Examples

• Financial aid application process

• Important dates & deadlines

• ROI comparison to competitor schools

• Continued emphasis on Profession Ready key messaging points

CTA Examples

• Schedule Financial Aid consultation

• Connect with a current student

• Connect with Career Services rep

• Apply now

APPLY

Prioritize & build your content plan7@PamHardyMc | @ahatony | #NAGAP

Prioritization> Consider your content audit results (what all is out there, is it

good, where does it fit in the funnel?) > Content that is compelling to a large audience trumps narrowly

focused content appealing to a smaller segment > Make sure your top of the funnel content is solid before investing

into later stages of funnel > Map existing content to personas > Be sensitive to competing priorities > Internal marketing is just as important as external marketing > Invest content into area of the funnel that needs most

improvement

@PamHardyMc | @ahatony | #NAGAP

Content Plan (aka: Publishing Schedule // aka: a honkin’ spreadsheet)

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Execute, measure & refine8@PamHardyMc | @ahatony | #NAGAP

@PamHardyMc | @ahatony | #NAGAP

Results: Where we are today

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Thank you! #NAGAP

@CWSL_News | @PamHardyMc @vispoint | @ahatony

@PamHardyMc | @ahatony | #NAGAP