Answering a complicated question with the power of YouTube.
Steve KrysakMarketing and Recruitment SpecialistUniversity of Waterloo
@stevekrysak
The University of Waterloo
• 1957: University of Waterloo opens with 74 students in Waterloo, ON
• 2012: 30,000 full- and part-time undergrads, 5,400 full- and part-time grad students
• 163,000 alumni in 143 countries• Largest co-op education program
in the world
@stevekrysak
De-centralized + Centralized Recruitment
• Marketing and Undergraduate Recruitmento Large on and off campus eventso uWaterloo focused communicationso High School/International visits
• Faculty/School based recruiterso Support for eventso Faculty/School based communications
@stevekrysak
Marketing and Recruitment Specialists
• Bridge the gap between two offices
• Coordinate communication and research strategies
• Put out fires
@stevekrysak
Knowledge Integration
Knowledge Integration (KI) is a unique Honours plan that prepares its students to understand and address the kind of real-world problems that require the collaboration, differing perspectives and expertise of multiple disciplines. KI students study in both the humanities and the sciences to develop a balance of skills in creative, critical and integrative thinking. By choosing an appropriate focus in their upper years, graduates can also prepare themselves for professional schools, for public service and policy-making, or for graduate research in their chosen discipline.
@stevekrysak
Knowledge Integration
• What do you do in it?oWhat do you want to do in it?
• What do you do after?oWhat do you want to do after?
@stevekrysak
Struggling Enrollment
2008 2009 2010 20110
10
20
30
40
50
60
ActiveTarget
@stevekrysak
Non-confirmed student research
• Other programs more structured/specialized
• Lack of experiential component• No understanding of career
outcomes• General lack of understanding of
benefits and goals of program
@stevekrysak
‘Did Not Apply’ Research
• What does ‘Knowledge Integration’ mean?
• Focus on unattractive program components in communication materials
• No understanding of career outcomes
@stevekrysak
Strategy Plan
• Define what ‘Knowledge Integration’ means
• Better communicate benefit of course plan
• Promote career prospects
@stevekrysak
Budget
20%
40%
30%
10%
Sales
MultimediaPrintWeb DevelopmentResearch
Total Budget: $0
@stevekrysak
Moving forward plan
• Define what ‘Knowledge Integration’ means
• Better communicate benefit of course plan
• Promote career prospects
@stevekrysak
What is KI?
@stevekrysak
Multiple answers
• Students:“It let’s me do what I want to do”
• Faculty:“Creating articulate, literate, numerate and collaborative students”
• Employers:“These are our future leaders”
@stevekrysak
And maybe that’s okay?
• Not a one-size fits all program• Everyone has a different way to
explain it• Everyone experiences the
program in a different way
That’s our message.
@stevekrysak
We know how they want the message
• Online• Interactive content• Storytelling• Easily accessible• Authentic
How can video help us?
@stevekrysak
Four rules for video
• Keep it simple• Be flexible• Stick to the plan• Include your team where
appropriate
@stevekrysak
Students and Locations
• Students from a variety of backgrounds and areas of the programo First-year CS oriented studento Third-year Biology oriented student
• Showcase their space
@stevekrysak
Pre-interviews
• Distribute questions before hand• Meet to discuss answers and
concept/goals of project• Explore other paths their story
can take
@stevekrysak
Gearing Up
• Canon Rebel T2i• Tripod• Wireless Lapel Mics• Reflectors
@stevekrysak
Shoot day
• Blocked off time/space• Confirmed with students• No professors, program staff
around• Mindful of audio and light
@stevekrysak
Edit it all down
• Final Cut (but iMovie can do a great job)
• Purchased song for background • ‘Keep it simple’
@stevekrysak
Four rules for video
• Keep it simple• Be flexible• Stick to the plan• Include your team where
appropriate
@stevekrysak
http://www.youtube.com/watch?v=4JYRra-6TDc
Launch
• Promoted widelyo PrintoWebo Social Mediao Emailo Events (OUF, On Campus)
• Internal as wello Current students
@stevekrysak
But that’s not all..
• “Vanessa’s Knowledge Integration”o http://www.youtube.com/watch?
v=SfS86bwMkfg• “KI Students in the Summer”
o http://www.youtube.com/watch?v=KARbKmgkkAU
@stevekrysak
Results
• Increase in applications• Better recognition of program
amongst campus recruiting staff• Widespread sharing online• “You’re that girl from the video!”
@stevekrysak
Recap/takeaways
• Research based tactics• Part of a larger strategy with
similar message• Kept the production simple and
stuck to the message
@stevekrysak
Questions?
@stevekrysak @KIwaterloo
bit.ly/youtube-ki
Up Next:“Strategically Coordinating Digital Content Across Your Organization”Jonathan Woodcock & Kirsty Budd. (also from uWaterloo!)