Mallory Wood, mStoner’s director of marketing, and Donna Talarico, Elizabethtown College’s director of integrated communications, presented a brand new case study on E-town’s Share Your Moment campaign. Focusing on the audience has never been more important or more challenging as the mediums for our messages change. Many of us are simply repurposing content verbatim on our site, in print, and on social media. But, to succeed, we need to tailor the type and delivery of content to the platform for it to truly resonate with our followers. Elizabethtown College transformed its traditional acceptance letter into a unique, tangible-yet-multimedia experience. Donna will share how she and E-town’s marketing and admissions team joined forces to create a “moment” for accepted students, and then encouraged them to share that moment — right then — on social media. Follow the team through conception to production to delivery — to a near-year full of sharing. Learn why #etown2017 is the College’s most socially active incoming class to date, and see how this project increased yield and built relationships. Watch the webinar recording: http://www.youtube.com/watch?v=5Vkq7oE-4hY

1. mStoner Webinar | August 2013
@donnatalarico
@mallorywood

2. 2
MalloryWood
Director of Marketing
@mallorywood
Mallory.Wood@mstoner.com

3. 3
DonnaTalarico
Director,
Integrated Communications
Elizabethtown College
@donnatalarico
talaricod@etown.edu

4. 4
“It’s not about us, it’s
about the audience
we want to reach.”
- @SusanTEvans
#mStonerNow

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Overcome increased
audience
fragmentation by
integrating your
channels.
#mStonerNow

6. What’s the definition?
6
Integrated marketing is the
combination of marketing tactics
to help deliver one marketing
strategy and more quickly build
know, like and trust.
@ducttape

7. What’s the approach?
7
Intentionally blend online and
offline tools and tactics around a
single marketing strategy.
@ducttape

8. 8
Our channels must
tell a consistent story
and mutually
reinforce each other.
#mStonerNow
http://mstnr.me/mFLoB

9.  How we did it
 What we’ve learned
 How can these examples apply to you and your unique
organizations
9

10. 10
But first, a
CONFESSION

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82% of accepted
students want to
interact.
-College in a Social Media Age, 2013 (Chronicle of Higher ed)

12. 12
An @mention is the
new radio shout out.

13. 13
Setting
the
Stage.

14. 14

15. 15

16. 16

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18. 18

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http://storify.com/EtownCollege/accepted
#etown2017

20. 20

21. 21
RESULTS

22. 22
#etown2017

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 176+ accepted students
shared their moment on
Twitter or Instagram
 #etown2017 continues to
gain momentum as
committed students get
excited for college
#etown2017

24. Year Yield
2013 20.5
2012 19.6
24
Year Incoming First-Years
2013 543
2012 508
Year Inquiries to Applications
2013 17 %
2012 16.5%
2011 14.5%

25. 25
#etownmovein

26. 26Storify: http://bit.ly/14ZR2BK
#etownmovein

27. 27
ADVICE

28. 28
BUILD
TRUST

29. 29
WASH,
RINSE,
REPEAT!

30. 30
TRUST
ME!

31. 31
Social Media Following
 1300+ Facebook likes
 747+Twitter followers
(nearly double)
 Average post reaches 1.9k
people; 26, on average,
interact
 53% conversation; 49%
updates – a good balance
 Average time on site –
6:17 – 126% increase from
last year
 20% increase in repeat
visitors from Facebook;
358% fromTwitter
 Mobile traffic from
Facebook up 256%
 Twitter referrals up 381%
Web Engagement
As of 6/2013 – numbers increased since then!

32. @donnatalarico
@mallorywood
32