Office of Marketing

Marketing Blog

Oct 27, 2016

Our staff produced this video honoring the 2016 Alumna of the Year, Ann Weisgarber.

Oct 27, 2016

The Office of Marketing produces several videos for the College of Nursing and Health’s annual Cameos of Caring awards dinner. Each video spotlights an exceptional bedside nurse in the Miami Valley.

Oct 25, 2016

The Office of Marketing worked with the College of Liberal Arts and CELIA to market The 40th Annual Ohio Valley Shakespeare Conference and a gala evening, "Encountering Shakespeare."  Marketing included website development, alumni emails, ads, newsletter articles, public television promotional spots, campus displays, event programs, promotional items, t-shirts, tent cards, bookmarks, posters, WINGS announcements, and ads for the Ohio Council of Teachers of English Language Arts.

The visual design of materials for this event represented the convergence of both classical and modern takes on Shakespeare.

Here is one of the promotional spots created for the event:

Oct 18, 2016

There’s no denying that social media is here to stay. Eighty percent of companies now have dedicated social media teams1, and 52 percent of enterprise brands say social media is the top driver for relationship building/brand engagement, more than twice as much as email, and quadruple that of corporate websites2.

After experiencing tremendous growth in the university’s social media operations from 2008 to 2013, the Office of Marketing made the decision to invest in a social media management platform. In December 2013, we began our relationship with Sprout Social, and quickly grew from one to four users over the course of four months, then launched our enterprise-level platform in December 2014, which at this time has 30 accounts with more than 200 social media profiles connected. Individual account teams own the 30 accounts, representing segments of the university that each communicate to a similar audience. Note this may vary from the university structure.

So what is a social media management platform?

The short answer: A SMMP is a communications and marketing tool to help us make better use of social media.

While the specifics vary by service provider and level of account purchased, in general, a SMMP is a website that allows users to monitor, track, and schedule social media content across multiple social media channels and profiles.

By investing in the most-comprehensive level of service offered by Sprout Social, we are able to connect with each account team to their respective social media profiles, and also communicate between account teams. Behind the scenes, we can flag content for each other, and send an immediate notification with a link to that individual tweet, Facebook post, or Instagram photo/comment.

This immediacy is critical in social media, as we are then able to respond in a timely manner. According to a study by Lithium Technologies, 53 percent of consumers who tweet at a brand expect a response within one hour; 72 percent expect a response within an hour if their tweet was a complaint…regardless of the time of day when the tweet was posted3.

Our SMMP allows Wright State to monitor and engage with roughly 27,000 individuals per month, tracking each of the 42,000 interactions and 15.8 million impressions. The system also tracks our response rate and response time, which presently sits at around 20 percent response rate and an average response time of three hours across all connected accounts. We are definitely progressing in the right direction.

From the time we began our relationship with Sprout Social, numerous SMMP competitors have launched. Moving forward, we will evaluate all of the available systems to determine which SMMP we will use in the future.

If you would like more information about Wright State University’s SMMP or need training or access, please contact the university’s social media director or email socialmedia@wright.edu.

Sources:

1: www.fastcompany.com/3054347/the-future-of-work/5-trends-that-will-change-how-companies-use-social-media-in-2016

2: www.socialmediatoday.com/content/14-stats-inform-your-2014-social-marketing-strategy

3: www.brandwatch.com/2015/02/marketing-provide-great-customer-service-via-social  

 

Oct 12, 2016

The Office of Marketing collaborates with Enrollment Management by supporting our undergraduate recruiting team at major college fairs throughout Ohio and target areas of Indiana.

We developed this ad and advertorial that appeared in approximately 11 Gannett newspapers throughout west central Ohio (e.g. Lancaster, Chillicothee, Fremont, Wilmington, etc.).

In addition, we developed an email that was sent to approximately 10,000 households with high school students in the same region. Open rates for our emails have consistently surpassed average open rates for the education sector.

Oct 12, 2016

Our office can develop ads that help you build relationships with employers, business, and government leaders throughout the region.

This ad ran in the Dayton Business Journal the week prior to the College of Liberal Arts Major and Career Expo, an event in where employers from around the Miami Valley interacted with current liberal arts students.

Sep 06, 2016

They say it's not what you say, it’s what you do. It's the mark that you leave on the world that defines you. But what is that mark? It's a spark. It's a fuse. It ignites. It excites. It's an art. It's a breakthrough. A new method. Innovative. Inspiring. Impactful. Inventive. It connects us. Gives us direction. Develops the next step to perfection. It's a choice. A career. The path of a pioneer. And it begins here.

 

Our new marketing campaign Pioneers of Potential kicks of this month with a series of print and digital ads. This campaign will be leveraged through 2017 and will use a variety of images shot by our photography team. The new campaign will embrace the bowler hat, that our namesake the Wright Brothers wore so stylishly.  Key messaging throughout the campaign will be focused on turning challenge into opportunity. 

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Sep 01, 2016

A print ad in the Mead CUSA Soccer tournament program will reach 7,000 families from a four-state region at the 37th annual tournament in Centerville.

Sep 01, 2016

A two-week Facebook paid ad campaign resulted in 11 prospects who completed web requests for more information at a cost of $136 per lead.

Aug 30, 2016

The Theatre Dance and Motion Pictures department site was one of the first sites migrited to our content management system in 2012. With all other department sites now living on their respective college subdomains it was time to move Theatre Dance and Motion Pictures to its rightful home while also providing a much needed refresh.

Homepage Before

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Homepage After

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Goals

  • Improve user experience for customers
  • Reorganize content to be inline with current brand standards
  • Improve organization of performances
  • Increase visual appeal
  • Refine mobile experience

Plan

The Theatre, Dance and Motion Pictures website was one of the first sites built in our Drupal platform in 2011. Since that time our brand, mobile, programmatic and esthetic standards have evolved greatly. This site was originally built on www.wright.edu and not its respective college specific domain (liberal-arts.wright.edu) which is now the standard for all academic departments across the university. A large portion of our planning also revolved around minimizing the effort and complexity for users with the college to be able to edit the site, especially the performances section which in its original state could be quite complicated. There was a lot of interest in making the pages more visually appealing with large photography.

Results

The new Theatre, Dance and Motion Pictures website was built with collaboration between the academic department and the Office of Marketing on the college domain. The new site features a streamlined in brand appearance and refined navigation. Many issues the previous site had while being viewed on mobile have been addressed. Large photography was added throughout the site, with special attention paid to the academic programs and performance sections of the site. A new content type was built that allows for more granular control of the presentation of the details of each performance. Performances now include fielded data for show times, ticket availability, location, promotional materials, and an image gallery. The new performances content type was built to be reusable for the Robert and Elaine Stein Galleries section of the College of Liberal Arts which has similar needs and a current lack of refinement.

Aug 16, 2016

Undergraduate Admissions was the first site moved into our content management system in 2011 and was long overdue for an update.

Homepage Before

Homepage After

Goals

  • Improve user experience for Undergraduate Admissions
  • Reduce and rewrite content to align with new customer relationship management (CRM) system
  • Integrate Request For Information (RFI) forms into the new CRM
  • Improve and simplify navigation from the university homepage
  • Refine mobile experience
  • Align with new branding colors, fonts, etc.
  • Improve analytics

Plan

The Undergraduate Admissions website rebuild was directly aligned with the rebuild of the university homepageThis allowed for a high level of integration and focus on prospective students during the rebuild as a whole. The Office of Marketing web team worked on the redesign for a year, involving Wright State colleges, departments and units, the Division of Enrollment Management, the administration, and students in the process. 

Results

The new Undergraduate Admissions webpages offer an improved user experience for prospective students. Content, images, graphics, and navigation have all been selected with potential incoming students in mind. For instance, content on the main admissions webpage is now organized by audience, making it easier for visitors to find the information they are looking for and get to Undergraduate Admissions quickly.

Undergraduate admissions webpages were redesigned and built to match the university’s new customer relationship management (CRM) system, a streamlined admissions process that includes a single application for all programs except the M.D. degree. 

With the CRM in place, analytics will track emails and other marketing efforts, as well as the website’s performance. This process will drive further iterations of the site and refine the admissions process.

 

Jul 22, 2016

Military Advanced Education and Victory Media, the premier media entity for military personnel transitioning into civilian life, both named Wright State to their Top Military Friendly Schools list for 2016.

Source: Military Advanced Education and Victory Media

Jul 22, 2016

Top RN to BSN, a leading nursing school program resource, ranked Wright State’s online RN to BSN program 39th in the nation.

Source: Top RN to BSN

Jul 22, 2016

Wright State’s College of Nursing and Health tied for No. 168 in the ranking for the 2017 Best Graduate Schools by U.S. News and World Report.

Source: U.S. News and World Report

Jul 22, 2016

The Boonshoft School of Medicine tied for No. 82 in the ranking for the 2017 Best Medical Schools: Primary Care, by U.S. News and World Report.

Source: U.S. News and World Report

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