For educational institutions, faculty are one of the most important assets. Find out how to get the most out of your faculty content.

1. Keynote Presentation
June 14, 2016

2. Who am I?
Fran Zablocki
mStoner Strategist
@Zablocki

3. • BrandResearchandDevelopment
• MarketingCampaignCreation
• UserExperienceDesign
• InformationArchitecture
• ContentStrategy
• Digital,Print,andSocialMedia
• SearchEngineOptimization
• Analytics
What do we do?

4. Marketing Your
Faculty
Help Them to
Help You
4
AnInsideView:
FacultyBios,
ExpertCenters,
ContentStrategy

5. Topics
I. TheValueofFacultyExpertise
II. AnatomyofaFacultyProfile
III. FacultyExpertCenters
IV. IntegratingExpertise

6. FortheMedia
ForInternalCommunicationsStaff
ForProspectiveGraduateStudents
ForProspectiveFaculty
ForFacultyThemselves
The Value of
Faculty Expertise

7. Faculty expertise is one of the
most valuable assets that any
institution has.

8. Faculty are prolific content
creators — it’s their job. They are:
• Publishing papers, books and journal articles
• Writing blogs
• Speaking at conferences
• Recording class videos
• Winning awards
• Appearing on television, radio and panels.

9. The Problem
• Information often isn’t being captured or shared where it
can add value.
• Information quality typically ranges from poor to average.
• Existing faculty directories aren’t always complete and can
be hard to use.
• Sometimes there isn’t any faculty information at all.

10. Your faculty are some of the
most knowledgeable and
accomplished individuals in
their respective fields.

11. That knowledge and
accomplishment are
valuable to a number of
people and for a number of
reasons.

12. For the Media
• University faculty are a primary source for interviews, articles and
quotes.
• Journalists are busier than ever, and always in need of experts to speak
on current news topics.
• The better your faculty content, the more likely your faculty will be
tapped for media spots and the more content you’ll have for your
online news pools.

13. For Internal
Communications Staff
• Every college and university is trying to tell better stories about
outcomes.
• Faculty accomplishment is a primary content pool.
• Good faculty expert content makes marketing staffs’ lives easier.
• Your are stretched for time and looking for ways to cut down on the
amount of effort it takes to research and procure faculty
information.

14. For Prospective
Graduate Students
• Faculty are critically important for graduate and professional school
enrollment.
• Many graduate students identify the faculty member they want to
work with first, before any decision on school is made.
• Prospective graduates look for shared research interests, current
publications, upcoming speaking engagements, and ways to contact or
meet that faculty member.

15. For Prospective
Faculty
Individuals looking for faculty positions want to know:
• Who their colleagues will be.
• What research they may collaborate on.
• What opportunities they will have to improve their own
standing once hired.

16. For Faculty
Themselves
• Faculty need a space to show the world what they have
accomplished and record their interests and work.
• Faculty want to be able to recruit graduate students and
colleagues.

17. ContentBlueprint
MinimumViableContent
OptionalContent
CaseStudy:HarvardGSE
Anatomy of a
Faculty Profile

18. Faculty Content
Blueprint
Minimum Viable vs.
Optional
Tom & David Kelly,
Creative Brothers at IDEO
Source: Will Scullin

19. Minimum
Viable Content
• Faculty Name: Clearly.
• Title: This needs to include room for multiple titles, such as
distinguished named chairs.
• Contact Information: depending on the faculty member’s comfort
level, this could include: email, phone, social media, office location and
number.

20. Minimum
Viable Content
• Profile Picture: Putting a face to a name is critical to establish your
experts as real people and personalities. These should be head shots of smiling
faces.
• Education: A listing of professional credentials is a must. This should
include the institution, the degree granted, and the year.
• Areas of Expertise: Ideally these are keywords or tags that can be used
for filtering and search.

21. Optional
Content
• Biography: Brief history of schooling and teaching.
• Published Works: Books, articles, white papers, blogs.
• Affiliations: Professional associations, boards of directors, and
volunteer activities. Logos, if available.

22. Optional
Content
• Event Appearances: Speaking engagements, seminars, and news
appearances. Past and future with links to more details.
• Courses Taught: Nice to have, but won’t always be sustainable
depending on your level of maintenance frequency.
• Languages Spoken: Great for international students and news
inquiries.

23. Case Study: Harvard Graduate School of Education

24. Definition
CaseStudy:ExpertFile
CaseStudy:LoyolaMarymount
Faculty Expert
Centers

25. What’s an
expert center?
• Acts as a central hub for internal and external access to faculty
expertise.
• May include a subset of the faculty directory - usually your faculty all-
stars.
• Relocates information that is often decentralized across many different
sites and pages.
• Syndicates faculty expert accomplishments to critical areas of the
website such as academic programs and admissions.

26. Goal: More
Responsive
• The real-time news cycle demands access to expert sources within a
very short window of opportunity.
• The media is always hungry for expert sources of information to offer
insight and perspective on the topics of the day
• An experts center can help public relations and marketing staff connect
their institution’s faculty members to journalists and media
professionals quickly, when they are needed most.

27. Goal: More
Proactive
• Managing distributed content is difficult and time-consuming.
• Providing a central location helps content managers and faculty update
quickly and easily.

28. Goal: More
Measurable
An experts center can have analytics hooked up to help you answer questions
such as:
• What are the most important topics to the media?
• What expertise do we have on campus to match those topics?
• What faculty are most popular for specific topics?
• Where are media requests coming from?
• How effective is our expert content? What areas are most important to focus
on for improvement

29. You may have great
faculty, and even great
faculty content — but are
people actually finding it?

30. Goal: More
Discoverable
• A dedicated database such as ExpertFile’s may help position
your faculty all stars more highly in Google search results.
• Built-in search indexing can help make sure that faculty
show up when keywords for their expertise area are used.

31. Case Study: Loyola Marymount University

33. InformationEcosystem
CaseStudy:ColumbiaCollegeChicago
Governance
ContentStrategy
Integrating
Expertise

34. Your ultimate goal should be
an information ecosystem,
with all the parts working
together in harmony.

35. Information
Ecosystem
• Faculty directory
• Faculty experts center
• Faculty profiles
• Academic Program Pages
• Home and Top Level Pages

36. Case Study: Columbia College Chicago

37. The desire to make things
better is shared by faculty and
campus communicators — but
the process and platform often
stymie the best intentions.

38. What’s getting in the way?
Source: B4Bees

39. Lack of Resources
Not enough staff are dedicated to talking to
faculty enough.

40. Lack of Trust
Academic and marketing areas may not have the
best relationship.

41. Lack of Process
Are you reactive instead of proactive?
You need to have a plan to mine content from
academic areas on a regular basis.

42. We frequently hear from
communications staff that it’s
difficult to get information
from faculty on what they
have been working on.

43. We also hear from faculty
that they’d love to share
more, but don’t have time to
put it together themselves.

44. One
Solution?
The Beat Reporter
Model
Source:startupstockphotos.com

45. A Few ‘Do Today’
Content Ideas…

46. Provide Context For
Coursework and
Curriculum
Consider asking faculty to provide a bit of context about
what they are teaching, how they teach it, and why they are
passionate about the subject.

47. Embed Faculty
Social Media Feeds
If faculty members are particularly active on social media,
consider pulling their feed onto the website, or hand-picking
a key tweet or two to give visitors a sense of their
personalities and what currently interests them.

48. Move Beyond the
Standard Headshot Photo
Let’s be honest — nobody likes sitting for the requisite staff photo.
Consider using more candid photos of faculty in place of or in
addition to the directory bust.
Get pictures of them with their favorite pets, playing their favorite
instruments or sports, or at their favorite spots on campus.

49. What You’ll Get
Presentation Recording
Articles
TheValueofFacultyExpertise
A Content Blueprint for Faculty
Profiles
Four Faculty Content Ideas
Why You Need an Expert Center
Interested in more?
Let us know!

50. Q&A

51. m
Thank You!

52. Our Capabilities:
• BrandResearchandDevelopment
• MarketingCampaignCreation
• UserExperienceDesign
• ContentStrategy
• Digital,Print,andSocialMedia
• SearchEngineOptimization
• Analytics
773.305.0537 mallory.wood@mstoner.com @mStonerInc mstoner.com
Ourlatestwork:uncsa.edu

53. Contact Us
MalloryWood
mallory.wood@mstoner.com
802.457.9234
FrancisZablocki
fran.zablocki@mstoner.com
585.300.4559