2. Session Goals
ROADMAP
For how to focus
EDITORIAL CALENDAR
Plan for what content will be
published when and where
DASHBOARD
To measure what’s working and what’s not
OPTIMIZATION
Recommendations to improve
or amplify content success
1
2
3
4
3. How to focus your efforts
VISION &
OBJECTIVES
1
TARGET
AUDIENCES
2
MESSAGES BY
ENGAGEMENT
PHASE
3
CADENCE OF
COMMUNICATIONS
4
MEASUREMENT &
SUSTAINABILITY
5
Set the strategic
direction and goals
Clarify who we are
trying to engage
Define what to
say depending
on audiences’
relationship with
the brand
Plan how the
messages are
published over time
Specify how to
measure success
and nurture
interactions
5. Vision & Objectives
Set the strategic direction and goals
The vision and related objectives guide the type of messages we share and content we create to foster engagement.
Deepen and enrich our relationship with prospective students and their influencers by:
• Telling our story in a clear, compelling, and consistent way to attract the best fit student.
• Giving a glimpse into campus life to build interest and to entice a campus visit.
• Providing easy pathways to essential information related to the evaluation process (the 5 C’s)
to help move prospectives through their college decision journey.
• Connecting current and prospective students to facilitate earnest, transparent dialog.
VISIONOBJECTIVES
6. Vision & Objectives
Set the strategic direction and goals
The vision and related objectives guide the type of messages we share and content we create to foster engagement.
__________________________________________________________________________
• _________________________________________________________
• _________________________________________________________
• _________________________________________________________
• _________________________________________________________
VISIONOBJECTIVES
7. Target Audiences
Clarify who we are trying to engage
The Best-Fit Student…
Believes in a
well-informed and
well-tested Christian
faith.
Behaves with integrity
and open-mindedness.
Feels unafraid to ask
and answer difficult
or uncomfortable
questions.
Enjoys the rewards
that come from taking
on challenges.
Seeks vocation,
significance,
community, and
justice.
Values unique
perspectives,
backgrounds, talent,
and knowledge.
Strives to model a life
of service, leadership,
and impact.
Is high performing,
but is not chasing
perfection.
8. Target Audiences
Clarify who we are trying to engage
The Best-Fit Student…
Believes ...
Behaves ...
Feels ...
Enjoys ...
Seeks ...
Values ...
Strives to ...
Is ...
9. Messages by Engagement Phase
Define what to say depending on audiences’ relationship with the brand
Mindset Who are you? Why your school? Where do I fit in? Where do I stand? Where do I sign?
Unaware
Brand
Familiarity Aware, but inactive Observing Involved Commited
10. Messages by Engagement Phase
Define what to say depending on audiences’ relationship with the brand
Mindset Who are you? Why your school? Where do I fit in? Where do I stand? Where do I sign?
Admissions
Objective
AWARENESS
• Make an impression
• Generate interest
UNDERSTANDING
• Anticipate questions and answer them
• Share deeper-level content around the
5 C’s and your distinctive
content topics
RELATIONSHIP
• Engage in conversation on a more
targeted, personalized basis
• Provide a vision for their future
at your school
COMMITMENT
• Make the decision easy
• Welcome them into the community
Unaware
Brand
Familiarity Aware, but inactive Observing Involved Commited
11. Messages by Engagement Phase
Define what to say depending on audiences’ relationship with the brand
Mindset Who are you? Why your school? Where do I fit in? Where do I stand? Where do I sign?
Admissions
Objective
AWARENESS
• Make an impression
• Generate interest
UNDERSTANDING
• Anticipate questions and answer them
• Share deeper-level content around the
5 C’s and your distinctive
content topics
RELATIONSHIP
• Engage in conversation on a more
targeted, personalized basis
• Provide a vision for their future
at your school
COMMITMENT
• Make the decision easy
• Welcome them into the community
Engagement
Goal
Interaction
(learn more, request info)
Affinity
(visit, apply)
Fandom and advocacy
(commit)
Unaware
Brand
Familiarity Aware, but inactive Observing Involved Commited
12. Messages by Engagement Phase
Define what to say depending on audiences’ relationship with the brand
Mindset Who are you? Why your school? Where do I fit in? Where do I stand? Where do I sign?
Admissions
Objective
AWARENESS
• Make an impression
• Generate interest
UNDERSTANDING
• Anticipate questions and answer them
• Share deeper-level content around the
5 C’s and your distinctive
content topics
RELATIONSHIP
• Engage in conversation on a more
targeted, personalized basis
• Provide a vision for their future
at your school
COMMITMENT
• Make the decision easy
• Welcome them into the community
Engagement
Goal
Interaction
(learn more, request info)
Affinity
(visit, apply)
Fandom and advocacy
(commit)
Key Messages
... ... ... ... ...
Unaware
Brand
Familiarity Aware, but inactive Observing Involved Commited
13. Messages by Engagement Phase
Define what to say depending on audiences’ relationship with the brand
Mindset Who are you? Why your school? Where do I fit in? Where do I stand? Where do I sign?
Admissions
Objective
AWARENESS
• Make an impression
• Generate interest
UNDERSTANDING
• Anticipate questions and answer them
• Share deeper-level content around the
5 C’s and your distinctive
content topics
RELATIONSHIP
• Engage in conversation on a more
targeted, personalized basis
• Provide a vision for their future
at your school
COMMITMENT
• Make the decision easy
• Welcome them into the community
Engagement
Goal
Interaction
(learn more, request info)
Affinity
(visit, apply)
Fandom and advocacy
(commit)
Key Messages
... ... ... ... ...
Content Topics
• ...
• ...
• ...
• ...
• ...
• ...
• ...
• ...
• ...
• ...
• ...
• ...
• ...
• ...
• ...
• ...
• ...
• ...
• ...
• ...
• ...
• ...
• ...
• ...
• ...
Unaware
Brand
Familiarity Aware, but inactive Observing Involved Commited
14. Messages by Engagement Phase
Define what to say depending on audiences’ relationship with the brand
Mindset Who are you? Why your school? Where do I fit in? Where do I stand? Where do I sign?
Admissions
Objective
AWARENESS
• Make an impression
• Generate interest
UNDERSTANDING
• Anticipate questions and answer them
• Share deeper-level content around the
5 C’s and your distinctive
content topics
RELATIONSHIP
• Engage in conversation on a more
targeted, personalized basis
• Provide a vision for their future
at your school
COMMITMENT
• Make the decision easy
• Welcome them into the community
Engagement
Goal
Interaction
(learn more, request info)
Affinity
(visit, apply)
Fandom and advocacy
(commit)
Key Messages
... ... ... ... ...
Content Topics
• ...
• ...
• ...
• ...
• ...
• ...
• ...
• ...
• ...
• ...
• ...
• ...
• ...
• ...
• ...
• ...
• ...
• ...
• ...
• ...
• ...
• ...
• ...
• ...
• ...
Channels/
Tactics
• Search engines
• Word of mouth
• Native advertising
• Regional and national print buys
• Website
• Email
• Viewbook
• Brief, topic-focused print pieces
• Retargeting
• Website
• Email and/or text
• Social media
• Postcards
• Website
• Email
• Social media
• OTT print
GENERALIZED SEGMENTED PERSONALIZED
Unaware
Brand
Familiarity Aware, but inactive Observing Involved Commited