KSU Digital Marketing Strategies and Focus Areas

Introduction to the Meeting

  • Facilitators Tammy and Becca employed microphones for recording.
  • Purpose of the meeting was to gather reports efficiently within a twenty-minute time frame.

Overview of Jo Mayhan's Presentation

  • Position: Associate Director of Digital Marketing for Administration and Finance Division.
  • Scope of Work: Oversee marketing for various campus services including:
    • Housing
    • Dining
    • Parking and transportation
  • Continuing and Professional Education (CPE): Non-degree seeking students pursuing certification or skill enhancement.

Key Takeaways from Jo Mayhan's Group

  1. Identifying Brand Enemies: Recognizing differing challenges faced by campus services and CTE.
  2. Leveraging Proximity to Atlanta: Importance of utilizing access to local employers to enhance CTE's outreach.
  3. Establishing KSU's Niche: Discussion of categorizing KSU properly within the higher education market.
    • Example: Using car categories to differentiate universities.
  4. Action Plan Initiatives:
    • Identify brand enemies for non-degree programs.
    • Develop unique value statements for various offerings (e.g., meal plans vs. certificate programs).
    • Focus future branding efforts for a sharper, narrower market appeal.

Insights from Laura

  • Encouraged focus and clarity in communications and branding efforts.
  • Used metaphor of cooking at a Mexican restaurant:
    • Different cooks (departments) use the same ingredients (branding elements) but must tailor their "cooking" (marketing strategies) to specific audiences.
    • Need for a unified brand, with each department retaining individuality while fitting into the overarching strategy.

Discussion from Coles College Group

  • Focus on enhancing the experiential aspect of tours for prospective students.
  • Highlight the need for networking and real-world experiences to improve employability.
  • Emphasis on understanding demographics:
    • Noted a significant percentage of first-generation college students (data yet to be verified).

Key Observations from Group

  • Students are primarily seeking rewarding, actionable education rather than superficial experiences.
  • Importance of connecting student stories to marketing messaging, particularly emphasizing jobs and networking.

Khadija Horton's Presentation

  • Position: Senior Project Manager in Strategic Communications.
  • Highlighted the appeal of Atlanta living for students.
  • Action Plan:
    • Use local highways (e.g., I-75) for advertising KSU to increase visibility.

Vision for KSU's Communication Strategy

  • Use emotional appeal to resonate with students and show KSU as an attractive choice.
  • Understanding identity among various colleges in KSU to communicate cohesive messaging.

Reflections on Market Positioning

  • Recognizing the perception of KSU as a commuter school.
  • Exploring ways to overcome negative perceptions:
    • Maintaining on-campus experiences.
    • Elevating unique offerings that distinguish KSU from smaller institutions.

Dave's Summary and Takeaways

  1. Distinctive Branding: Identifying what sets KSU apart in the marketplace.
  2. Counteracting Commuter School Perceptions: Strategies to showcase campus life and experiences.
  3. Messaging Consistency: Underlining the importance of unified messaging across promotions and initiatives.

Plan of Action issued by Dave

  • Promote student achievements.
  • Implement bold marketing campaigns (caution advised against vandalism proposals).

Final Thoughts from Various Groups

  • Need for student focus in marketing and storytelling. Current students can serve as powerful brand ambassadors.
  • Advocated for continuous engagement of current students as role models, emphasizing their experiences and achievements.
  • Discussion on how colleges can promote emotional connections to their environments and offerings, using soft skills development as a selling point.

Concluding Remarks by Facilitators

  • Importance of persistence in outreach efforts.
  • Emphasizing the need for an adaptable brand and staying on message despite changing demographics and perceptions.
  • Reminder to actively promote the unique aspects of KSU across all channels while continuously reinforcing those key messages.
  • Call to appreciate the efforts of facilitators, specifically Laura.