Budgetproof Marketing & Websites | HBCU Media Week 2015
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HBCUgrow's Jeanne Frazer and Andrea Ferguson spoke at AARP National HBCU Media Week at Hampton University in July 2015. Their presentation covered ways to get your story told in the media and through your website without breaking the bank.
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Budgetproof Marketing & Websites | HBCU Media Week 2015
- 1. Budgetproof Marketing & Websites The right story, directed at the right audience(s) creates better results for marketing & websites Jeanne Frazer | vitalink® Andrea Ferguson | AndiSites
- 2. Jeanne Frazer Andrea Ferguson vitalink® AndiSites Brand vitalization for the largest & fastest growing HBCUs Award-winning mobile-responsive websites, demystified Meet the Team Your Speakers
- 3. “I just wish people knew our story! We’re the best kept secret.” ~ Any College USA Jeanne Frazer | vitalink®
- 4. Mainstream media has changed… TODAY: 1. Define/expand/segment target 2. Right channel/best coverage 3. Tools to track/report 4. Andi - Websites Jeanne Frazer | vitalink®
- 5. What do you want to accomplish? • Set Campaign Goal(s) • Measurable & Specific Jeanne Frazer | vitalink®
- 6. Who do you want to reach? • Primary Target Audience • Secondary Target Audience TASK: List Target Audiences Jeanne Frazer | vitalink®
- 7. Which channels should you use? • Best delivery channel for target • Best fit for your story TASK: List All Possible Channels Jeanne Frazer | vitalink®
- 8. Reporting & ROI… • Clipping Services (paid) • Google Alerts (free) • Social Media Review (free) - engagement • #hashtag, socialmention.com • Results of Campaign & ROI Jeanne Frazer | vitalink®
- 9. What does a university website redesign cost? Andrea Ferguson | AndiSites 27K students $540,000 $20/student13.5K $283,500 $21 9.5K $225,000 $24 4.5K $155,000 $34
- 10. What does your website budget look like? Andrea Ferguson | AndiSites
- 11. What should you focus on Andrea Ferguson | AndiSites
- 12. Content Management System Up-to-date, engaging content Mobile-friendly Search engine optimization (SEO) Andrea Ferguson | AndiSites Intuitive navigation Graphic design Media (photos, video, audio) Analytics
- 13. Mobile-friendly $ Andrea Ferguson | AndiSites 2013 2014 72% 83% Source: Pearson
- 14. Andrea Ferguson | AndiSites 72% 83% “mobile friendly test”
- 15. Content Management System Up-to-date, engaging content Mobile-friendly Search engine optimization (SEO) Andrea Ferguson | AndiSites Intuitive navigation Graphic design Media (photos, video, audio) Analytics
- 16. Content Management System $ Andrea Ferguson | AndiSites
- 17. Andrea Ferguson | AndiSites
- 18. Content Management System Up-to-date, engaging content Mobile-friendly Search engine optimization (SEO) Andrea Ferguson | AndiSites Intuitive navigation Graphic design Media (photos, video, audio) Analytics
- 19. Andrea Ferguson | AndiSites 1. Up-to-date, engaging content 2. Intuitive navigation 3. Media (photos, video, audio) 4. Graphic design 5. Analytics 6. Search engine optimization (SEO) Low- to no-cost $ $
- 20. Content $ Andrea Ferguson | AndiSites • Cut anything that’s old and irrelevant • Cut half of what’s left
- 21. Andrea Ferguson | AndiSites hemingwayapp.com
- 22. Navigation $ Andrea Ferguson | AndiSites • Consider your audience (“FOR _____” menu) • Aim for 5-7 navigation items, max
- 23. Andrea Ferguson | AndiSites
- 24. Andrea Ferguson | AndiSites • Dramatic photography • Good-quality video Media $ $
- 25. Andrea Ferguson | AndiSites
- 26. Andrea Ferguson | AndiSites
- 27. Andrea Ferguson | AndiSites
- 28. Graphic design $ $ Andrea Ferguson | AndiSites • Flat colors instead of gradients & textures • Bigger buttons • Bigger fonts
- 29. Andrea Ferguson | AndiSites Source: Websitesthatsuck.com
- 30. Analytics $ Andrea Ferguson | AndiSites www.googleanalytics.com Basic SEO $ • Mobile-friendliness • User engagement • Highly-ranked sites link to you
- 31. Questions & Answers Jeanne Frazer Andrea Ferguson jeanne@vitalinkweb.com andrea@andisites.com 919.850.0605 919.704.4683 www.linkedin.com/in/jeannefrazer/ www.linkedin.com/in/andreapowellferguson/ Learn More: hbcugrow.com Questions?
Editor's Notes
- How many in the room Pres/VP/Advancement/Provost – leadership? Enrollment management Marketing Other?? Deans, leadership, enrollment, alumni….tell NC State Story…..
- Not every story is ready for PRIME TIME media. Shaking your head of why don’t you get coverage? Media has less people doing more work. News is getting syndicated. Getting coverage is tougher (but NOT impossible). Bloggers and Twittersphere reporting news and providing photos. Different opportunities. Get around this, work the system….get more coverage!!! You may know about all of these things and how to do them. I want you to think about these things in a different way.
- More students? 5 more non-traditional? 3 take campus tour? Increased funding? A bill defeated/passed? Change in perception?
- Not every story is ready for PRIME TIME media General Public Alumni Potential Students Legislature Business Internal
- Traditional media Traditional (MISSED) TV/radio - African American papers/internet sites Newspaper/magazine - Trade journals, industry publications - Weekly newspapers Non-traditional - Business Internal enews Web video - Email Radio podcasts/internet radio - Social Media Internet news sites - Websites - Apps - Texts