Q: Tell us a little bit about yourself.
A: My name is Laura Vann, and I am the public relations specialist at Lynn University, a small liberal arts college located in Boca Raton, Florida. I was born and raised in Augusta, Georgia and upon graduation of high school is 2004, I moved to Boca Raton to pursue an undergraduate degree from Lynn University. In 2008, I graduated summa cum lade from Lynn with a Bachelor of Arts in Journalism and Mass Communication, specializing in Public Relations and Advertising, and minored in Business Marketing (it's a mouthful, I know!). During my tenure as a student at Lynn, I worked in the Office of Marketing and Communications as a media relations intern for 3 years. In 2008, I was hired as a full-time media relations assistant and started my graduate studies at Lynn. In December of 2009, I graduated with a Master of Science in Communication and Media.
Today, as a public relations specialist in the Office of Marketing and Communication at Lynn my responsibilities include: being the University's primary liaison with the local press (print, TV, radio, and online); overseeing and facilitating coverage of University news, events, and people; leading social media efforts (via blogs, Facebook, YouTube, and Twitter); creating editorial and multimedia content for all channels, including Lynn.edu; and, I am the University's back-up emergency contact.
Q: Why did you decide to apply to the SimpsonScarborough Scholars program?
A: As a student, intern, and now employee of Lynn University, I have become very familiar with CASE and SimpsonScarborough. In fact, as a student intern in 2006 I was awarded a District CASE III Advancement Award for the development of a Broadcast E-mail Project for my work developing, implementing, and providing content for a weekly news tip sheet that I pitch to local media.
My colleagues, Jason Hughes and Carol Herz, are the individuals who brought the SimpsonScarborough Scholars program to my attention. They encouraged me to apply noting, "I think you have a real chance." After reading about the program, it didn't take much time before I applied for the once in a lifetime chance to be named a SimpsonScarborough Scholar, to take advantage of the wealth of networking opportunities provided through the program, and to advance my career in marketing for higher education - both personally and professionally.
Q: What was your reaction to being named on of the inaugural SimpsonScarborough Scholars?
A: Shock. Joy. Disbelief. Honor. Excitement.
I think those emotions sum up how I was feeling when I received the phone call from Brett Chambers, Executive Director of Volunteer Relations at CASE. Brett called me personally to tell me the good news. The word spread fast around campus after Brett e-mailed my supervisor Jason Hughes. In fact, the very next day the President of Lynn University, Kevin Ross, personally congratulated me on the honor and achievement.
Q: One of the goals of the SimpsonScarborough Scholars program is to establish a network of scholars over time who become mentors to other promising newcomers. How do you envision yourself in this role?
A: In my current position at Lynn University, I directly manage (and often mentor) four student workers on a daily basis that produce and manage multimedia content - two student photographers, a videographer, and a graduate assistant who monitors our social media channels. Helping these students realize their potential and thrive in the workplace is one of my favorite responsibilities. These students bring a fresh and creative look into all facets of Lynn University's innovative and effective modes of marketing and communication. As a SimpsonScarborough Scholar I hope to expand upon this role in marketing for higher education by seeking out the opinion and creativity of young people around the nation.
]]>1. Twitter is not a teenybopper hangout. - Just 16% of Twitter users are under 25.
2. Marketers are all atwitter about Twitter, but consumers? Not so much. - Only 8% of consumers felt Twitter was very effective for promoting products and ideas.
3. Short-term financial ROI measures aren't the be-all and end-all. - There is still a place for softer metrics for things such as brand awareness and word-of-mouth.
4. Mobile marketing without the consumer's consent remains off limits. - This despite rumors that federal regulators have opened the floodgates to mobile telemarketing......it's just a myth.
5. Some "attention-getting" internet ads can do more harm than good. - 80% of respondents to a Harris Poll said expanding ads that cover online content are "very frustrating."
6. All days aren't created equal on Facebook. - Click-through rates are highest on Tuesdays.
7. Email marketing isn't dead. - Open rates actually increased 18% in 2009's second quarter compared to the same quarter in 2008.
8. About to look for a marketing job? Don't list your college first on your resume. - Employers would rather see a list of experiences.
9. (#9 was a dumb one about the Oscar Mayer Weinermobile......so I'm not even including it.)
10. There are more internet users in China (338 million) than the entire population of the United States (308 million).
11. Although it's the "it" phone now, the Apply iPhone only has 5% of the entire U.S. mobile market.
12. Hispanics are nicer than everyone else when it comes to rating products. - They give products, on average, a 6% higher rating than non-Hispanics.
13. Sometimes a good deal doesn't need much paid marketing. - Toyota didn't invest a dime in promoting "Cash for Clunkers," and was still the top benefactor from the program.
14. Only 2% of TV viewing happens online and on mobile devices.
15. Fewer than 75 people had returned new cars under the Hyundai Assurance program as of September. - It allowed people who lost the jobs to return their cars and contributed an estimated 10% of the company's sales in 2009.
Click here to follow me on Twitter
]]>
- Facebook current has in excess of 350 million active users on a global basis. Six months ago, this was 250 million....meaning around a 40% increase of users in less than half a year! And, Facebook claims that 50% of active users log into the site each day. This would mean at least 175 million users every 24 hours.
- Twitter now has 75 million user accounts.
- LinkedIn has over 50 million members worldwide; an increase of around 1 million members month-on-month since July/August last year.
- More than 700,000 local businesses have active pages on Facebook.
- 15% of bloggers spend 10 or more hours each week blogging and 70% of bloggers are organically talking about brands on their blog.
If we didn't believe it before, we can't deny the power of social media in marketing after hearing these stats!!
]]>
We have lots of new ideas for this year's program. My favorite is that we are going to encourage everyone to submit video paper proposals! The call for papers will be released in about two weeks and it will contain all the details you need about the option to make a video submission. Paper and video submissions will be due on April 2, 2010.
The dates for the Symposium are November 14-17, 2010. So, put it on your calendar right now and plan to join us in San Diego! Lots more info to come!
Click here to follow me on Twitter
]]>
]]>
1. Identify metrics that reveal how you're performing, then track them against the same or a similar period in the prior two years.
2. Benchmark annually on sticker price, discount rate, and prestige indicators with top competitors.
3. Help admissions recruiters make the case for affordability, value, and career outcomes.
4. Make sure financial aid counselors can talk comfortably and accurately about financing/payment plan options as well as financial aid programs.
5. Keep admissions and financial aid staffs on the same page by using net tuition revenue goals as the common denominator.
6. Use an analytical, not anecdotal, approach to adjusting aid policies.
7. Be as transparent as possible about awarding policies.
8. Watch out for policies that stack merit awards on entitlements, need-based aid, talent-based aid, etc.
9. Make sure renewal policies are not negatively impacting retention.
10. Be transfer friendly.
Make sure you check out Tim's blog!
-- Renee Kart
]]>In the article, the authors describe 12 major trends that will have the greatest impact on higher education in the future. The usual suspects (globalization, technology, delivery systems, etc.) make the list. But, so does branding:
"Competition for students and resources will force colleges and universities to sharpen their brands and identities and to distinguish themselves in new ways."
"To attract qualified, motivated students, colleges and universities must find ways to appeal to the best and the brightest. In this regard, they are no different than corporations that seek to attract the most talented workers. A positive image translates into sales for corporations and enrollment for higher education."
"Just as business leaders have increasingly focused on branding as the marketing means to shape identity and appeal for their product, colleges and universities need to understand the needs, expectations, and perceptions of their stakeholders and constituents and align their brands accordingly."
Colleges are just like corporations? Egad! It doesn't stop me, but I get crucified every time I say that. This article represents a major step forward for our field. With seniors leaders (especially those responsible for strategic planning) appreciating the role of marketing and branding, the way is paved for the work we are all striving to do!
Click here to follow me on Twitter
]]>
1. Federal-government manager
2. Higher-education administrator
3. Program evaluator
4. Corporate executive specializing in global business development or managing global workforces
5. Cognitive-behavioral therapist
6. Immigration expert
7. Researcher with expertise in two or more of these subjects: physics, math, molecular biology, engineering and computer science
8. Health-informatics specialist
9. Optometrist
10. Genetic counselor
11. Patient advocate
12. Physical therapist
13. Veterinarian
Well it's time for the big reveal~! Drum roll, please. J These 13 careers, according to Kiplinger.com, promise income growth, work-life balance and social impact over the next decade. And look, those of you in higher-ed administration actually made the list! Yes!
]]>
"So you're changing your company name. The old Stafko Products Corporation is now Simplex Corporation. You've thought about Wall Street, your customers, your suppliers.
What about the staff? Here are six steps to get employees on board:
1. Get them in the tent early. Tell staff before customers and Wall Street get the word. Email them when the word is official and direct them to the new, improved corporate Website. Your employees are the keepers of the new flame, and their support will help you make the transition quickly.
2. The faddish term is "buy-in." That implies holding briefings to announce the new name. Distributing advertising PDFs of the announcement for the new name and logo. Supplying coffee mugs and Lucite cubes and all that jazz so that they are actually looking at the new name all the time. (Don't underestimate the value of making the new name tangible.)
3. Say it loud and say it proud. Herald the new name categorically and unequivocally. If you flinch in your pronouncements, you give the troops the same "out" to cling to the old name. The announcements should come from the top. The rationale should be crisp and clear and, above all, enthusiastic."
Click here to follow me on Twitter
]]>