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Learn how I made some simple yet effective changes in how I approached communicating to grad students.
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PRESENTED BY Daniel pimentelMarketing coordinator | Florida International
University
4 Grad students log into a bar
8,000+ grad students
FIU at a glance
Daniel pimentel: graduate student communications
No.1 in nation in awarding masters degrees to hispanics
Over 120 grad programs
2/3 are full-time
THREE main points
Daniel pimentel: graduate student communications
UUnderstanding the key differences between communication at the graduate level vs undergraduate.
Undergrad vs. gradGrad student profile
matrixCommunication
strategiesH
How we assess our specific graduate community and learn basic grad student psychographic profiles which allow us to better tailor communications, content, etc.
HHow we effectively used grad student profiles (GSP) to better communicate to our grad student community based on their unique personality and structure.
undergrad vs gradCommunicating to two different communities
Undergrad = grad school? no
Daniel pimentel: graduate student communications
diversityLarger % of enrolled grad students are international at the graduate level than at the undergraduate level.
Time & obligationsLarger % of grad students have a full-time job in addition to grad school. Also, larger % have children, generally leaving little free-time compared to undergrads.
Generational gapsThe age range for students at the grad level is wider than at the undergrad level, often between mid 20's & late 40's.
Grad student profiles
Acknowledging 4 key types of graduate student psychographics to better create communications that encourage engagement and maximize the grad experience
Grad student profiles (GSP) matrix
Daniel pimentel: graduate student communications
Prolonged undergradExtrovert + Low Academic Involvement
Super starExtrovert + High Academic Involvement
Hermit CrabIntrovert + Low Academic Involvement
Notorious PHDIntrovert + High Academic Involvement
Prolonged Undergrad
Superstar Notorious PhD Hermit crab
Understand your graduate EcosystemEvery college, department, and program communicates differently. Accommodate.
Daniel pimentel: graduate student communications
Engineering-and-
Computing
Civil
newsblog
social
media
homepage
Intl. and
public affairs
Eventslisting
Homepage
Communication Distribution (by importance)
Global
studies
Media wall
Grad student appreciation week (GSAW)How we effectively reached all 4 grad student-types during a week-long event
Example: grad week for sipa
Daniel pimentel: graduate student communications
Visually relating to students
High-traffic area for grad students
SIPA students = more extroverted
Example: grad week for engineering
Eng. Students = Digitally driven
Grad highlights of fellow students
Academically competitive personality
Daniel pimentel: graduate student communications
Gsp's: generate>assess>apply
Daniel pimentel: graduate student communications
o Create network of
deptartment-level
Communicators
o Analyze their comm.
o Attend their events
o Interact with students
o Look at demographic data
o Assign dominant gsp to
program/department
o Accent event features that
most appeal to gsp
o Ex. Engineering vs.
International Relations
o Map the graduate ecosystem
o Diversify your channels
o Coordinate with News
o Custom content for each
website, dept., program, etc.
o Leverage with university’s
social media channels
Incorporating gsp into comm.
Content strategyHow we
generated gsp
My contact DETAILS
Daniel pimentel: graduate student communications
954.203.2199
@pimentelgators
/ugsgradschool
EMAIL:
TELEPHONE:
THANK YOU FOR YOUR TIME
