by Sarah K Perlman | Nov 19, 2022 | Branding, Campaigns, Email Marketing, Social Media
This guest post was written by Sadie Aram for Silverbrook Marketing.
The United States is home to over 4,000 higher education institutions, and each one is competing for the attention of prospective students. If that doesn’t produce enough stress already, college enrollment numbers have been on a decline due to the COVID-19 pandemic. Now more than ever, it’s important for higher education marketing teams to implement engaging and effective campaigns to reach future attendees. If you’re struggling to spread the word about what your school has to offer, make sure you have these four strategies in your marketing plan.
1. Personalize the experience.
Use emotional marketing to connect with potential students. They will be better able to see themselves at a school that recognizes and addresses their unique needs. Tailor your message to specific groups based on marketing personas developed from existing demographic data. A persona is a semi-fictional description of your ideal candidate that can help you envision the audience you’re appealing to. It can look something like this:
“Alexis is a 19-year-old high school senior. She is a section leader for the marching band and excels in her honors classes. She hopes to pursue a career in engineering when she is older. Alexis values a strong community and hopes to have security in her adult life.”
Each student has a different motive for pursuing higher education, so your institution should develop multiple personas appealing to small groups with like interests. For example, you wouldn’t market to a high school student the same way you would market to a mother looking to further her education.
2. Spotlight success.
College is no small commitment to make, so students want to get a glimpse of what’s waiting for them. Showcase student, faculty, and alumni achievement to demonstrate to prospective students the influence that their education could have on their future.
Showcasing success doesn’t require someone to be the next Albert Einstein or Brad Pitt. Are professors conducting innovative research? Are alumni holding impressive positions at high-profile companies? Are student organizations making an impact on the world? These are all feats to celebrate, and they could be strong factors in someone’s decision to choose your school.
And don’t stop at academic success! Any achievement—whether in athletics, art, entertainment, etc.—is a great way to spotlight your institution in a positive way.
3. Highlight the numbers.
When making critical decisions, we tend to rely on data evidence to inform our choices. Numbers help prove the effectiveness of your institution in a tangible way. Data reinforces your school’s success, and numbers are easier to consume than a chunk of text that portrays the same information.
Does your college have an impressive selection of majors and minors? A high freshman retention rate? A small student-to-professor ratio? Don’t be afraid to brag and show them off! Have general facts and figures easily accessible as well, such as total number of students, price of tuition, and average test scores of admitted students.
4. Adopt a digital-focused approach.
Most of today’s students belong to Generation Z, a group characterized by more digital media usage than ever before. Establishing a space for your institution in the digital world is a foolproof strategy for grabbing your audience’s attention. Here are a few ways to do so:
- Build a responsive website: Your website is often the first place students will look for more information about your school. Additionally, over half of internet traffic comes from mobile devices. Because of this, be sure that your website is well-organized and mobile-friendly. Make requesting more information easy and use your website as a gateway for your other digital platforms.
- Improve SEO: Most people rely on search engines like Google to find the information they need. However, 75% of Google users don’t click past the first page of results, so search engine optimization (SEO) is crucial to your digital success. You can bolster your SEO rankings by producing a variety of content and researching the best keywords to incorporate, but this is a highly technical field. The best results often come from the help of an expert.
- Email with intention: Students prefer email over direct mail, but you don’t want to end up in their spam folder. Remember to personalize your messages to peak your reader’s interest. You can streamline this process by using email automation software like Constant Contact or Mailchimp.
- Stay active on social media: A recent study showed that 94% of Gen Z use social media, so it’s a no-brainer that you should, too. Be sure you’re frequently posting consistent content to entice your audience. Consider posting various formats and subjects, including photos of campus, infographics, videos, and live streams.
- Leverage user-generated content: Amplifying images, videos, reviews, and other assets created by your followers is a great way to influence potential students. Having many different viewpoints from your connections gives your brand an authentic presence and gives students an exclusive look into the university lifestyle.
What do you think? Have you tried these strategies? Are there any that I missed? We’d love to hear from you!
by Sarah K Perlman | Nov 3, 2022 | Branding, Media, Public Relations
This article was contributed by Sadie Aram for Silverbrook Marketing.
Are you struggling to find the missing piece of your marketing strategy? Introducing your new secret weapon: HARO. Although some would argue that marketing and public relations are separate entities, there’s no doubt that the two go hand in hand. If you’re a public relations beginner, don’t worry—with the right techniques, you can be a HARO pro in no time.
What is HARO?
HARO, which stands for “Help A Reporter Out,” is a mailing list where reporters submit queries to connect with sources that can give information to use in their articles. Think of it like a dating app—if you have the insight that a journalist is looking for, then it’s a match! Using HARO is a more efficient way to secure media coverage than spending hours writing the perfect press release and blindly sending it to journalists who rummage through hundreds of emails per day.
Receiving press exposure is an effective way to amplify your business without paying a cent; it just requires a bit of time and effort. A simple quote can make your company visible to a new, wider audience, which will set you apart from your competitors. Earning mentions from the media can increase the credibility of your business, allowing you to become an opinion leader in your field.
How Do I Use HARO?
To use HARO, you must sign up to become a source. Create a free account using your name, email address, and company name and act on relevant queries as frequently as you like. HARO is made possible by mutual trust and support, so be sure to read the rules for sources before replying to queries. Once registered, you will receive three emails each weekday at 5:35 a.m., 12:35 p.m., and 5:35 p.m. Each email will contain requests categorized by industry, like business, sports, education, and more. You can also choose to receive industry-specific emails. Here are a few examples from the HARO Twitter, where urgent requests are posted:
“Seeking experts to provide information on how often credit card declines occur, and how to prevent it from happening in the first place.”
“Seeking the latest tools, gadgets, etc. for coffee and tea lovers who brew the perfect cup at home.”
“Seeking experts to discuss career planning as a parent”
“Seeking people with enormous Halloween decorations.”
Top Tips for Using HARO
As you can see, requests can vary greatly. While mastering HARO takes experience over time, here are a few dos and don’ts to follow when getting started:
- DO act fast: Journalism is fast-moving and queries are time sensitive. Improve the chances of your response being chosen by moving just as fast! Read HARO emails as soon as they are sent and compose a response once you find a relevant request.
- DO keep it concise: Giving a reporter exactly what they need is the best way to get noticed. Leave out “fluffy,” distracting information that steers attention away from the real message. Consider including direct quotes so journalists can pull directly from your response.
- DO include the full package: Attach a headshot, a short bio, and other appropriate details like your contact information and your company’s website. Avoid asking for an additional comment or interview, though. We’re still in the fast lane!
- DON’T reply to every request: Always double-check that you meet the requirements and bring the right expertise to the table. If your reply is irrelevant to the query, your response will go straight to the journalist’s trash bin. It’s okay to wait for the right query—especially if you have a unique angle for their story.
- DON’T do it for the backlinks: If a writer uses you as a source, they will often link back to your website. Yes, this is beneficial to your website’s search engine optimization (SEO), but it shouldn’t be the leading motive of your HARO responses. Think of it as a plus for helping reporters get the quotes they need for their next articles.
- DON’T self-promote: Unless a query is specifically asking about a certain product or service (i.e. “Seeking gift ideas for doctors and other medical professionals”), leave sales out of your response. More than half of publishers will decline a pitch that’s too promotional. Respond with value and focus on what your expertise can contribute to the topic.
Stay Involved
While incorporating HARO into your marketing routine, keep in mind that your first response will likely not get your company into the New York Times. While it may take a few attempts to secure media coverage, be consistent with HARO to see the best results. When a journalist uses your response, say thank you and share the article on your social media pages. Developing a relationship with a journalist can help you land more placements in the future!
by Sarah K Perlman | Oct 25, 2022 | Campaigns, Email Marketing, Nonprofits, Social Media
This guest post was written by Sadie Aram for Silverbrook Marketing.
Autumn has arrived, which means the giving season is fast approaching. Nearly a third of annual giving occurs in the last month of the year, and the best way to kickstart charitable contributions to your organization is with a Giving Tuesday campaign.
Celebrated on the Tuesday after Thanksgiving, Giving Tuesday is a generosity movement that amplifies charity across the globe. Last year, supporters donated almost 3 billion dollars across 80 countries. With Giving Tuesday coming up on its 10th anniversary, contributions will likely increase in 2022. Now is the perfect time to start engaging your donors by planning a Giving Tuesday marketing campaign. Use these 8 tips to develop your strategy.
1. Don’t forget the basics.
If you are accepting monetary donations, make sure to set up your collection system before you start your marketing campaign. If you opt for a third-party collection platform like Donorbox, GoFundMe, or Paypal, make a test donation to ensure that your donation page is working. Once you’ve confirmed that your page is working, include the donation link in easy-to-find places, like the organization’s website and social media bios.
2. Define your goal.
Having measurable and attainable goals will allow you to track the progress of your campaign and evaluate your strategy for optimization in the future. Once set, you can share your donation goals with your stakeholders so they can see how impactful their contribution will be.
3. Stay on brand.
Maintaining brand consistency during your Giving Tuesday campaign is crucial, as your goal should align with your existing tone and voice. The visual identity of your brand should stay true to your organization’s previous posts and emails. Don’t confuse your audience; make them identify with you even more than before.
4. Start early.
A successful Giving Tuesday requires careful planning, and the earlier you begin, the better your campaign will be. Most importantly, determine the best way to reach your audience and engage your target donors more effectively. This could be through social media, email marketing, direct mail, a live event, or a mix of channels.
Even though Giving Tuesday falls on November 29 this year, it’s a good idea to introduce Giving Tuesday to your audience soon to build up the hype of the upcoming movement. And always promote your cause in your communications! Tell your audience what their donations will support and make them feel like part of an important cause.
5. Use social media to amplify your cause.
Giving Tuesday revolves around the idea of online giving, so use your social media platforms to spread the word. Don’t wait to post until Giving Tuesday, though. Build awareness before the occasion and educate your followers on the best ways to support your nonprofit. Some best practices for your social media campaign include but are not limited to:
- Providing a clear call to action (donate, volunteer, repost, etc.)
- Using the Giving Tuesday logo in your graphics.
- Leveraging timely and fundraising-centered hashtags such as #GivingTuesday, #CommunityOutreach, #DonateNow, #Nonprofits, and more.
- Creating captivating graphics that include information about your causes and goals for Giving Tuesday.
- Update your supporters on the progress your organization has made because of its fundraising efforts.
- Posting videos and live streaming events as they are happening (they capture the user’s attention longer than a graphic).
6. Polish your email marketing strategy.
Social media isn’t the only digital marketing channel that you should utilize this Giving Tuesday. 99% of email users check their inbox daily, and over half of users check their email before checking their social media accounts. Like your social media strategy, identify the occasion to your contacts before Giving Tuesday. Your email campaign should include a clear call to action and updates on fundraising progress. Email is the perfect opportunity to tell an engaging story and explain the benefits of donating to your cause. Here is a loose timeline for your Giving Tuesday emails. Each message should build upon the last:
- One month before Giving Tuesday: Introduce your participation in Giving Tuesday and your donation goal. Start telling your story and the reasons why your cause is important.
- One week before Giving Tuesday: Acknowledge your contact’s previous support for your organization. Continue your storytelling and describe how a certain dollar amount will impact your organization ($25 can do X, $50 can give x).
- One day before Giving Tuesday: Remind supporters that the occasion is soon. Build upon your previous email. Make sure you have confirmation emails thanking your donors.
- Morning of Giving Tuesday: “Today is the day!” Ensure that your request is clear and has a defined call to action.
- During Giving Tuesday: Update contacts on fundraising progress. Whether you have met your goal or not, encourage more support!
- After Giving Tuesday: Report your final numbers and thank supporters for their final contribution. Encourage them to contribute even if they weren’t able to on Giving Tuesday.
7. Say thank you.
After your Giving Tuesday success, it’s important to send a thank you note to your donors. Handwritten notes are the most personalized approach, but they may be a logistically difficult. An email can send the same message with ease, and some supporters may also appreciate a social media shoutout. Regardless of the way you show your gratitude, this step is crucial and should occur immediately after the event. It reinforces the organization’s relationship with the supporter and can increase donor retention.
8. Measure your success.
Like any campaign, you should evaluate the strengths and weaknesses of your Giving Tuesday strategy. What worked? What didn’t? What should you change for the next donation campaign? After all, Giving Tuesday is only the start of the most popular season for charitable gifts and some content can be reused throughout December.
Need more help to boost your Giving Tuesday Campaign? Book a call with Sarah to build a custom strategy for your organization.
by Sarah K Perlman | Oct 15, 2022 | Branding, Content Creation, Social Media
Take a few seconds to think of your favorite company. What comes to mind? Perhaps you’re imagining a specific logo, a color, or even a slogan. It only takes a quick thought to visualize the company, but what is the key to making it so recognizable? The answer is a style guide that bundles a brand’s identity into one rulebook. Yes, having a “rulebook” for your brand may sound intimidating, but a style guide is a foolproof foundation for building brand consistency.
What is a style guide?
A style guide is a reference document that specifies all visual aspects of your brand. It provides universal instructions on how your brand should (and shouldn’t) be portrayed to your audiences. Key components of a style guide include colors, logos, typography, and imagery that aligns with your brand’s identity. A well-executed style guide also identifies the intended tone and voice of brand messaging, encompassing all aspects of your brand identity.
Your style guide gives direction to any type of content for your company, including presentations, business cards, social media posts, and more. Your style guide should not only be used internally by employees but also shared with external partners to ensure that they are representing your brand correctly.
Why should your company have a style guide?
Consistency is key when creating content for your business. A recent study reported that consistent presentation of a brand has been seen to increase revenue by 33%. A style guide that outlines the standard visual elements of a brand can ensure that all your company’s content maintains a cohesive look and feel. Keeping your branding consistent also increases the awareness of your company. If your content conflicts with each other, your customers may feel confused and less acquainted with the brand.
Remember how it only took a few seconds to visualize your favorite company? Consistent branding plays a crucial role in audience recognition. As a small business, building brand awareness can be a challenge. A style guide is the first step in making your business identifiable to your customers.
While developing a style guide may seem like a tedious process, it will save you time in the long run. Having a style guide will streamline your content creation. When visual guidelines are clear to your employees and partners, there’s more time to focus on creative content rather than spending time deciding what design elements look best every time.
Components of a great style guide
Brand Story: Include a summary of your company, its offerings, its mission and vision statements, and its core values. Your brand story can also introduce tone and voice, intended audiences, and explanations behind the company name and tagline. Putting this information at the forefront of your style guide establishes the brand’s foundation and helps users understand the basics of your company.
Logo: It’s important to specify guidelines for perhaps the most iconic part of a brand. Include all approved versions of your company logo in your style guide along with proper sizing and proportion information. Give clear directions on how much spacing the logo needs in relation to other visual content. If you offer your logo in different colors, make sure to include the correct usage of each variation.
Color: Your brand should have no more than four primary colors. In addition to adding color swatches to your style guide, you should also add all information needed to reproduce the colors accurately. This means including RGB and HEX codes for digital assets, CMYK codes for print assets, and Pantone values (though Adobe is making it difficult to use these).
Typography: Like colors, your number of brand fonts should be limited. In your style guide, note the fonts and their usages. What font should be used for headings? And for paragraphs? What sizes should be used? There’s a lot that goes into typography choices that a seasoned designer could assist you with.
Imagery: Define the genre of images and illustrations that you want your brand to utilize. Whether your company is represented by dramatic action shots or family-oriented portraits, it’s important to outline best practices for these types of visuals. To do this, you should include photos your company has used in the past. You can also display stock photos that represent your brand identity.
The “Don’ts”: Including how NOT to represent your brand can be just as helpful as outlining what you DO want. Don’t be afraid to specify incorrect usage of your logo, color palette, typography, or imagery so those mistakes won’t manifest in your content.
The above are the main components of a good style guide, but the contents don’t have to stop there. The more specific your style guide is, the more consistent and efficient your content strategy will be. Keep in mind that implementing a style guide doesn’t happen overnight. The guide should be enforced throughout your company, both internally and externally, to guarantee success. Make it a habit to refer to the style guide when creating any type of content. Then, you’ll be one step closer to achieving the brand awareness that your company is looking for.
Interested in creating a style guide for your company? Book a call with Sarah today to learn more.
by Sarah K Perlman | Aug 12, 2022 | Fractional CMO
A fractional chief marketing officer (or fractional CMO) can be a huge boon for your business. This title applies to an executive-level contractor who provides strategic marketing support. The “fractional” part describes how the contractor divides their time between various companies.
This part-time, outsourced addition to the marketing staff can help determine strategy and manage implementation of marketing plans. They can provide objective, expert opinions about the current state of the marketing department, including processes, initiatives, and staff structure.
A fractional CMO can perform a range of tasks, like conducting a marketing audit or developing a strategic plan. They can also perform managerial duties as they oversee the tactical work that an existing marketing team takes on.
What Are the Benefits of a Fractional CMO?
There are many reasons why a fractional CMO would be the best choice for a business. When it comes to business expenses, the obvious benefits are the same for all contractors.
First, the considerably long and expensive hiring process for executive-level workers can be saved. A fractional CMO needs no company onboarding and can engage immediately.
Next, by using an outsourced consultant, the company saves money on the financial burden of a full-time employee (payroll, taxes, insurance, etc.). This translates to savings on overhead expenses (which is what marketing is commonly categorized as).
Consider the tasks you assign to your team, as well. In most organizations, administrative work is spread across multiple employees. By eliminating all administrative tasks from the top marketing employee, a business can pay for only as much expertise as they need. This ability to scale up or down as needed will give a much better ROI on the marketing executive position.
There are more specific benefits to a fractional CMO, too. An objective contractor can analyze the business goals and provide strategic guidance without the politics that come from internal pressure. They can work to further those goals proactively and develop a tactical plan that follows the strategy.
A fractional CMO can also be a leader, manager, and teacher. Marketing staff can work with an expert who teaches them to work efficiently toward common goals. The team will be able to learn from years of marketing experience across many categories, like marketing operations, digital marketing, brand management, and more.
What might be the biggest benefit for small to mid-size businesses is the ability of the fractional CMO to remove the marketing burden from the CEO or another leader who doesn’t specialize in marketing. If a business is able to accomplish their marketing goals with 5 hours a week of strategic guidance, this could relieve 3x that burden from someone who must work harder to achieve the same (or worse) results.
Interested in exploring a fractional CMO arrangement? Book a call with Sarah today to learn more.
