there's life beyond the four-year university
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http://www.flickr.com/photos/katsmykphotography/7900794370/
There’s Life Beyond the Four-Year University
Aaron Rester and Tonya Oaks Smith#mpd6 #heweb12
Tuesday, October 9, 12
AARON
Shari Erwin, Aaron Rester, and Tonya Oaks Smith
Some problems = same, same
http://www.flickr.com/photos/jdhancock/6216677689/#mpd6 #heweb12
Tuesday, October 9, 12
AARON Attracting quality studentsFunding cutsAchieving recognition and rankings in an ever expanding market
Shari Erwin, Aaron Rester, and Tonya Oaks Smith
Some problems =/= same, same
http://www.flickr.com/photos/hollytroschuk/8017121254/#mpd6 #heweb12
Tuesday, October 9, 12
i TONYA ntegrating our particular communications needs and goals with those of a parent institution
a student-base that is perhaps more skeptical about traditional marketing techniques
our prospective students are already familiar with many higher ed processes
we can generally spend less time worrying about marketing to parents
Shari Erwin, Aaron Rester, and Tonya Oaks Smith
What it do?
http://www.flickr.com/photos/danielpfleming/6296485331/#mpd6 #heweb12
Tuesday, October 9, 12
• TONYA• Who are we?• Who are you?• How did this come to be?• Why is this important?• Intrastructural conflict• Interstructural conflict• Audience conflict
There’s Life Beyond the Four-Year University
Shari Erwin, Aaron Rester, and Tonya Oaks Smith
@aaronrester
•Worked in higher ed web since graduating from Oberlin College in 1999•Worked for central communications, small research center, and professional school•Career highlight: Put together "The Man in #000000" band at #heweb11
Photo by @onthelevel#mpd6 #heweb12
Tuesday, October 9, 12
AARON
There’s Life Beyond the Four-Year University
Shari Erwin, Aaron Rester, and Tonya Oaks Smith
@UChicagoLaw
•No. 5 ranked law school in USNWR (not that we care, officially)•600 students, about 50 full-time faculty (one of smallest among peer institutions)•Staff of four provides print, web, and consultation support for: Alumni Relations & Development, Admissions, Career Services, Clinical Programs, Dean's Office, Events & Conferences, Individual Faculty Projects, Institute for Law & Economics, Student Services
#mpd6 #heweb12
Tuesday, October 9, 12
AARON
@marleysmom by @radiofreegeorgy
@marleysmom
•Communications director at the UALR William H. Bowen School of Law•Worked as a reporter, internal comm for private company, for central communications, and professional school•Ambition: Become a true conquistador in fabulous shoes
Photo by @radiofreegeorgy#mpd6 #heweb12
Tuesday, October 9, 12
TONYA
There’s Life Beyond the Four-Year University
Shari Erwin, Aaron Rester, and Tonya Oaks Smith
@bowenlaw
WILLIAM H. BOWENSCHOOL OF LAW
•No. 9 ranked legal writing program, Top 50 PT program (we DO care, officially)•500 students, about 30 full-time faculty •Staff of one (me!) provides print, web, and consultation support for: Alumni Relations & Development, Admissions, Career Services, Clinical Programs, Dean's Office, Events & Conferences, Student Services, three journals, and whatever else pops up
#mpd6 #heweb12
Tuesday, October 9, 12
TONYA
Who are you?
http://www.flickr.com/photos/highedweb/2922852848/in/photostream#mpd6 #heweb12
Tuesday, October 9, 12
TONYA Technical or marketing/communication? Both?Main campus or specialty school?Community colleges or special schools?
How did this come to be?
http://www.flickr.com/photos/highedweb/5090342543/in/photostream#mpd6 #heweb12
Tuesday, October 9, 12
AARON- years of attending conference sessions that only marginally addressed our audiences- recognition that our mission overlaps (but is not identical) with central comm. offices- wondering if we and those like us are missing out on valuable information sharing opportunitiesSpecialized conferences for those like us are often missing granular approaches or specialized technical approaches - frequently it’s only the 30K feet view
•Help main campus folks understand why these things are important to us
•Create system of support and understanding
•Perhaps create another track within the HighEdWeb world
Why does it matter?
http://www.flickr.com/photos/highedweb/5072754862/in/photostream#mpd6 #heweb12
Tuesday, October 9, 12
AARON
Problem 1
http://www.flickr.com/photos/buehlerphoto/491135197/in/photostream
Intrastructural conflict
• Small units tend to have smaller budgets/staffs than central communication teams but often asked to do similar tasks•Often set up on client services model
(no charge-back)• Increased demand from other
departments not usually accompanied by additional resources
#mpd6 #heweb12
Tuesday, October 9, 12
AARON(what happens "within the building")-
Problem 1
http://www.flickr.com/photos/buehlerphoto/491135197/in/photostream
At Chicago...
•Creation of new Institute for Law & Economics• Projects increase, staff does
not
#mpd6 #heweb12
Tuesday, October 9, 12
AARON
Problem 1
http://www.flickr.com/photos/buehlerphoto/491135197/in/photostream
At Bowen...
•One communication person reports directly to the dean • Internal and external
communication in all media and for six assistant deans
#mpd6 #heweb12
Tuesday, October 9, 12
TONYA Because we don’t have a charge-back system in place, folks are not aware of the toll their missing deadlines and constant changes on production items takes on my ability to deliver good customer service. Enter - education on how the process works in the real world - when you have to pay someone for every little change order. Also, I defined a process that people must follow in order to get work done.
Talk back time
http://www.flickr.com/photos/buehlerphoto/491135197/in/photostream
•What are your battles over resources?•How do you help others
understand how to use your office better?
#mpd6 #heweb12
Tuesday, October 9, 12
TONYA
Problem 2
http://mdivah.blogspot.com/2012/04/venn-diagram-communities.html
Interstructural conflict
• Separate but entwined brands• Too much - or too little - guidance
from main campus level•Demands of stakeholder groups to
separate from main brand
#mpd6 #heweb12
Tuesday, October 9, 12
TONYA
Problem 2
At Bowen...
•Alumni base doesn’t want to be associated with the University of Arkansas at Little Rock, preferring to call themselves “Bowen grads”
http://mdivah.blogspot.com/2012/04/venn-diagram-communities.html#mpd6 #heweb12
Tuesday, October 9, 12
TONYA TRuth be told, the integration of Bowen with UALR hurts us with USNWR voters and our alumni base. Solution - promote the “Bowen brand” to those folks who need to remember we’re different from UA. And help our current students understand the importance of staying within the University brand for their student org things. Teaching appreciation early will help us later on with branding and alumni.
Problem 2
http://mdivah.blogspot.com/2012/04/venn-diagram-communities.html
At Chicago...
•University revamped identity guidelines (typefaces, logo)•Campus-wide campaign
questions re: imaging, messaging
#mpd6 #heweb12
Tuesday, October 9, 12
AARON
Talk back time
http://mdivah.blogspot.com/2012/04/venn-diagram-communities.html
•Do your audiences agree on branding from main campus?• Is there confusion about
branding of institutes, programs, symposia?
#mpd6 #heweb12
Tuesday, October 9, 12
AARON
Problem 3
http://www.connectioncafe.com/posts/2011/08-august/my-audience-is-my-community.html
Audience conflict
• Super-specific audiences•Multiple audiences• Peer institutions and reputation
#mpd6 #heweb12
Tuesday, October 9, 12
AARON
Problem 3
At Chicago...
•Admissions/development audiences very different•Using communications intended for one audience
to speak to another
http://www.connectioncafe.com/posts/2011/08-august/my-audience-is-my-community.html#mpd6 #heweb12
Tuesday, October 9, 12
AARON- fighting “where fun comes to die” with prospectives vs. nurturing with alums- turning alumni magazine into “law porn”
Problem 3
http://www.connectioncafe.com/posts/2011/08-august/my-audience-is-my-community.html
At Bowen...
• Professors not used to communication that is not academic-style•Community as a whole not used to
marketing and promotion of the school
#mpd6 #heweb12
Tuesday, October 9, 12
TONYA
Talk back time
http://www.connectioncafe.com/posts/2011/08-august/my-audience-is-my-community.html
•How do you explain to one audience the importance of communicating with other audiences?•How can you justify the use of new media, which
many academics can be wary of?
#mpd6 #heweb12
Tuesday, October 9, 12
TONYA
Wrap it up
http://www.flickr.com/photos/jeremy_dennis/4217349446/#mpd6 #heweb12
Tuesday, October 9, 12
Duo
Get with us
Aaron Resterarester@uchicago.edu @aaronrester773.702.4782
Tonya Oaks Smithtosmith@ualr.edu@marleysmom501.324.9896
Tuesday, October 9, 12
DUO
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