These are the slides from the NASPA webinar on digital marketing.

1. Incorporating Digital Tools into
your [Departmental] Marketing

2. I am Matt W. Cummings
Purpose Builder, Civic Leader, Digital Enthusiast
@mattwcummings
Hello!

3. I am Brittany D. Collins
Career Services Pro, Internship Guru, Digital Diva
@MsBrittanyC
Brittany D. Collins
Hello!

4. Marketing
Thoughts and Implementation
1

5. “
"As you’ve
noticed, people
don’t want to be
sold. What people
do want is news
and information
about the things
they care about."
-- Larry Weber

6. Marketing is no longer selling a product but it is narrative sharing, it
connects people to other people through story.

7. 1
Start with your
Values

8. What defines us
◉ What are the key values that define your
organization

9. Your story
communicates
your values

10. Share your
Message
2

11. Share your Message
◉ All people use Social Media.

14. MORE WHY
◉ It facilitates the development of your students’
public voice.
◉ It builds community.
◉ It’s relatively inexpensive for a much larger reach.
◉ Tech skills matter, period.

15. Deliver your Message
◉ All people use Social Media.
◉ All information must be InBound Based

16. Inbound Marketing

17. Deliver your Message
◉ All people use Social Media.
◉ All information must be InBound Based
◉ We will focus on: Facebook and Mailchimp

18. Create
Content that Attracts
2

19. Where to Create
Canva Piktochart DaFont
Online Image Editor

20. The following content is visual. Check the “reach”.

29. The following content is
not visual. Check the “reach”.

34. Curate
Your Content
3

36. Curate = Repost
◉ Pull content from places like:
○ Alltop - Publishes top stories from blogs, online
magazines, etc..
○ Reddit- Content is upvoted by members
○ Follow Top Followers, share their content

37. Student’s Gone Wild
◉ Your best content creators and curators are
sitting right in front of you!
○ They normally don’t abuse it either.
○ Plus, they’re pretty good at self-promotion.
◉ Don’t neglect campus partners along the way
when curating content.

39. Distribute
Your Content
4

40. Talk
To Your
Audience
Facebook
● Post 3-5 times a
week.
● Use FB Insights.
● Visual.
● Pay to boost.

41. Talk
To Your
Audience
Mailchimp.
● 2-3 Images.
● Student driven-content.
● Link to external pages
● Subject line describes
contents

42. Analyze
Your Content
5

43. In September 2015,
we launched a
content posting
strategy for two FB
pages...

44. The third page had no
content strategy. We
used it as a benchmark
to measure success.

45. Content
Strategy
Won.

46. Blue and Green Had Content Plans. Orange didn’t.
Number of Likes

47. Blue and Green Had Content Plans. Orange didn’t.
Daily Number of Facebook
Impressions

48. Blue and Green Had Content Plans. Orange didn’t.
Daily Number of FB Reach

49. Homework
time
:)
Your Content Creation Plan
⊙ What are your center/organization’s
core values?
⊙ How are these values being fulfilled
by people at your center?
⊙ How can you make these content
moments/stories?

50. Any questions ?
You can find me at
● @mattwcummings
● matthewcummings@depauw.edu
● @MsBrittanyC
● BrittanyDCollins@depauw.edu
Thanks!