Special Report on Communications. Barry Hill, Chief Communications Officer

Transcription

1 Special Report on Communications Barry Hill, Chief Communications Officer

2 Developing A Strategic Plan Vision Provides a picture of the future that you desire to create eliminate poverty housing and homelessness from the face of the earth, and put poverty housing on the hearts and minds of people in such a powerful way that it becomes socially, politically, and religiously unacceptable. (Habitat for Humanity) We build bridges Louisville Theological Seminary Mission Describes the activities and processes that you will undertake to achieve your goals Theory of Change Specifically articulating what you aspire to achieve and mapping out your assumptions for how you will achieve it

3 Brand Standards

4 Sample Moodboards For initial branding identity concepts

5 Sample Moodboards

6 Brand Standards Will influence: Website Clarifies your narrative Makes sure all communications have a unified voice Mailers Business cards Collateral material Social media Brochures Videos Digital forms addresses Signage

7 Website - ULS.edu To begin work on v2.0, we need the following: Vision statement compelling narrative Mission statement Brand guide We will begin with a redesign of the homepage based on the three elements above. We plan to heavily work with Admissions & Advancement departments We will continuously optimize the site to increase our organic traffic

8 Presidential Communications Plan We will identify key personas and constituencies for Dr. Latini s content marketing plan, including: Board of trustees Staff & faculty Alumni & donors Students & prospective students Broader culture And more This will give Dr. Latini opportunity to become a thought leader for the benefit of the institution and the broader culture Communications plan will include: Website TheresaLatini.com communications Social media Content marketing Video content

9 KPIs Key Performance Indicators As we move version 2.0 of the website we will also be monitoring Key Performance Indicators (KPIs). Here are a few of the KPIs we will initially be monitoring: subscribers applications campus visits requested overall traffic conversion rates time on site pages per visit amount of organic (search engine) traffic backlinks (quantity + quality)

10 SEO 3 factors that influence SEO: Backlinks Site authority Keyword-specific content Keyword targeting will be influenced by our mission and vision statements. lutheran seminary masters of divinity program seminaries in pennsylvania seminaries in philadelphia

11 Website Analytics Past 30 days Top Pages

12 Website Analytics: Acquisition Organic Search: Traffic from search engines such as Google. Direct: Traffic from visitors typing the URL into their browser. Referral: Traffic coming from a link on another website. Social: Traffic coming from a social networking site Traffic from an campaign.

13 Content Strategy Will include 3 types of content: Written Content Audio Video Will be based off mission & vision statements

14 Social Media Remarketing pixel Website custom audiences Targeted admissions ad A/b/n microvariant split-testing Influenced by content strategy, which is based on mission & vision

15 Communications Systems Examples of communications systems to be improved: Common Cup submissions CRM tools Master calendar

16 Thank you