#Love the Challenge

Tags

#lovethechallenge, Alverno College, college, communications, faculty, influencers, information, Libby Morse, Lipman Hearne, marketing, online presence, Sebastian Thackenkary, social media, staff, strategies, students

How is your online presence evolving to meet the needs of your target audiences? Here is an article I wrote on how Alverno College is reaching students and the community.

---

As Alverno rolls out its newest marketing campaign, Sebastian Thachenkary, director of Marketing Communications, wants to be sure audiences are receiving the right messages in the right medium. When developing Alverno’s plan, Marketing conducted research with both current and prospective (high school) students, faculty, and staff to help define the messaging and approach perspective audiences find appealing.

Three key terms emerged: history, tradition and innovation. “People want to see a more complete picture of what Alverno really is, and what makes the College unique,” says Thachenkary.

Alverno brought in Lipman Hearne (LH), a Chicago-based agency known for its work with educational institutions including women’s colleges like Smith, Bryn Mawr and St. Catherine. Using the research and marketing history, LH recommended the media buy move away from traditional print and billboard media.

“We put a greater focus on digital advertising because that’s what our audiences are using,” says Libby Morse, LH’s senior VP and creative director. “We’re seeing strong growth in this area, and it’s a great way to engage with students.”

In addition to broadcast and outdoor media, Alverno has a greater digital and online presence than before, including tablet and mobile websites, and paid and earned social media.

A new element is the #LoveTheChallenge hashtag campaign, giving the Alverno community a chance to share information. Students, faculty and staff use it to talk about events, programs and experiences. “A successful hashtag campaign will generate more social media views and conversations about Alverno than anything we could buy,” explains Morse.

The new marketing focus will help the College raise awareness and grow enrollment. While targeting enrolling students is a primary focus, the program will also reach influencers such as parents, employers and school counselors. Other components of the marketing mix will target prospective graduate, transfer, adult and returning students.

“We have additional targeted strategies in place to communicate with all audiences,” notes Thachenkary. “We’re also incorporating video, which provides a great avenue for people to talk about Alverno from various perspectives.”

Written for Alverno College Magazine Fall 2015
See more at: http://www.alverno.edu/magazine/our-college/lovethechallenge/#sthash.OSi18mHv.dpuf

 

Advertisements

The Power of Four

Tags

Baby Boomers, background, business, Business Communications, communication, communications modes, gaps, Gen X, Gen Y, generations, influencers, organizational behavior, production, social characteristics, Veterans, workstyle

We have four generations working side-by-side-by-side-by-side in the workplace. That’s impressive and a bit intimidating. Why? There are four distinct groups gathered together in one place to achieve common goals, and all four groups have different backgrounds, influencers, social characteristics, and communication modes.

Veterans 1922-1945

Baby Boomers 1946-1964

Generation X 1965-1980

Generation Y 1980-2001

Why is this combination so significant that it causes friction in the workplace? Generational differences can affect everything in a company, from recruitment to building teams, from dealing with change to motivating and managing, and to maintaining and increasing productivity. The same issues apply to those working in volunteer organizations and other clubs.

Think of how generational differences, relative to how people communicate, might affect misunderstandings, high employee turnover, difficulty in attracting employees and gaining employee commitment. Take for instance communications. Veterans began their careers long before computers were invented, and the Gen Ys never had to learn this stuff – they were born with cell phones, email and the Internet.

source: FDU Magazine

There are more differences between generations than ever before. Even though my parents are only one generation away, I see variations between their work styles than mine. Now again imagine that larger gap between Veterans and Gen Ys or Baby Boomers and Gen Ys.

The opportunity is available for the four generations to understand each other better. Each of us usually think the way we do it is the correct way: “You weren’t even a twinkle in your momma’s eye while I was building this company” to “Just because you’ve always done it that way doesn’t mean it’s right.” While not quite a “Parents Just Don’t Understand” gist, there are undertones of under appreciating the nuanced differences that causes flare up on both sides and creates work environment unhappiness.

One thing is certain – the workplace is fluid. We continue to rewrite roles to accommodate, and one day when the Millennials enter the workforce, everything will adjust again. In order to be successful, keep in mind the motivators, preferred rewards, and communication styles of those around you. ALL three of those other generations around you.