1. Lee College
Social Media & Content Marketing

2. Social Media Marketing Vs Content Marketing
Social Media Marketing – Brands model their content after the people and the platform they
are using. Example – Twitter 144 Characters.
Inbound Marketing (Content Marketing) -Brands can publish blog posts, videos, infographics,
and e-books, just to name a few formats. With this type of marketing, brands model their
behavior after that of media publishers.
Need a mixture of Inbound Marketing & Content Marketing. Forget mindless posting, it is all
about Engagement! In other words, Social Media is the broadcast platform and Content
Marketing is the broadcast channel for telling a compelling story!
Social Media is not about short term conversions, it is all about building brand equity !
Lee College would pursue a strategy of geo-targeted active engagement across mission
critical social media platforms leveraging user generated content, Lee College Community
created content and Lee College’s creative content that targets clear Marketing Targets &
audience Personas established by Lee College’s Office of Marketing and Public Affairs.

3. Content Marketing is Mission Critical

4. Content Marketing Theory

5. Audience Personas
Who you are trying to reach?
Based on your ideal-customer demographics, behavior patterns, motivations & goals – take
this from Lee College Admissions proprietary information. Use interviews rather then raw
data – why they did what they did?
Turn Lee College’s existing Community into Brand Ambassadors.
Possible Personas
Current Students
Alumni
Prospective Students
Parents of existing Students
Faculty & Larger School Community

6. Coca-Cola 2020 Content
Marketing Blue Print
Apply Coca-Cola’s basic Content Marketing Blue Print
to Lee College’s Office of Marketing and Public Affairs
Mission and Vision.

9. Takeaways
Develop web content for all major social media platforms that drive people to website with
predetermined call to action.
Implement a training programs of workshops to encourage the promotion of digital literacy among the
Lee College Community. Digital Literacy means enabling students and faculty to engage responsibly on
social media as their own personal brand and to encourage them to indirectly and directly become
brand ambassadors for Lee College through social media.
Develop video content using YouTube as your digital broadcast currency that leverages the existing
resources of Lee College Students and Faculty to create content targeting Lee College’s marketing
department’s targeted personas
Once network hub established with following, Create and distribute longer form video and audio
content via podcasting and possible virtual trainings created by the Lee College Community to
enhance long term marketing strategies.
Eventually, develop longer form programming that can be distributed via traditional broadcast
networks – local cable, Houston Public Media and Sirious XM radio.

10. What I bring to the table
Over 10 years experience in emerging and traditional broadcast media at Fortune 500 Companies.
Over 5 years experience in Professional Education developing curriculum for training college students in broadcast and
emerging media.
Completed and Ongoing Certification training in mission critical platforms for Social Media and Inbound Marketing
HootSuite Certification (Also HootSuite North America Ambassador)
HubSpot Academy Certification (Also unofficial brand ambassador)
Google Analytics and Adwords Certification
Bing Ads Certification
Exclusive LinkedIn Publisher
YouTube Partner
Feedly Partner (Brand Ambassador)
Note all of the above trainings are on going rather then terminal because I am developing curriculum for Art Institute
of Houston’s Digital Filmmaking program and its Media Arts division to replace the schools standard Scripting I class.

11. Possible Tools
Buffer
HootSuite for Social media management (integrates with HubSpot)
HubSpot for Inbound Marketing
Salesforce Social Studio