Make Marketing A Campus-Wide Effort
Marianne Badurina Director of Marketing, MBA
27 March 2019
During difficult economic times marketing departments, once comprised of five or more employees, have whittled down to three or even fewer individuals. Often, the marketing staffers that remain oversee everything from content creation to print and digital media to PR and events and more. So, if hiring more marketing help isn’t in the cards for an institution, what can you do to leverage the resources that you already have? Here are five strategies to give your marketing department a bit of a lift.
1. Make Social Media More Social
Are you the only one who is creating content on your social media channels? Are your posts getting shared, getting liked, getting retweeted, or just not getting much of anything? If so, there is some good news. According to the software company Tableau, as of 2018, 77% of people in the US have at least one social media account and this statistic
2. Locate Hidden Marketers in Other Departments
The most successful organizations do not put restrictions on their employees’ ability to contribute. Along these same lines, the most successful employees look for new ways in which they can improve their organizations outside the scope of their job descriptions. Creative marketers can be found everywhere. Make it known that all ideas are welcome. In addition, if you can create a culture where marketing is a part of the employee mindset, others may see an opportunity to market your university in a unique way during their daily routines that you otherwise may have missed. One idea would be to create a marketing committee of employee volunteers which
3. Solicit Marketing Student Volunteers
If your university has marketing students, these students want and need real-world experience. If you cannot afford to pay students for an internship, consider asking the university for the ability to offer these students some tuition-based aid. If that’s not in the cards, maybe approach freshmen and sophomores who do not yet have any real-world marketing experience. Working for the university’s marketing department, even for free, would be a great resume builder for them to land that coveted first marketing internship position in their junior year. If you aren’t sure where to start in finding these student gems,
4. Identify the Brand Ambassadors in Your Alumni Community
Tap into the network of alumni who are passionate about your university and find out what their degrees have done and are currently doing for them. Ask them to share their favorite memories from their college experience and what they have done personally and professionally since graduation. Ask them if they remain in contact with their college friends and professors. Find out if your career services department helped them to land their first job. Potentially feature an alumni story of the month on your social channels. There are countless alumni that have great stories to tell and would be more than willing to share their insights for free if you just ask.
5. Get More Tools to Get More Automated
There are countless tools out there that help make marketers’ jobs easier and more automated – many of which don’t have too much of a learning curve and come with a relatively low-price tag.
Tools such as but definitely not limited to:
- Sprout Social and Hootsuite that allow you to preschedule your social posts for the week all in one fell swoop.
- Video creation tools like Biteable, Adobe Spark, and VideoMakerFX which help you to create professional looking videos right in-house.
- Constant Contact or Active Campaign for email distribution and email list building.
- Optinmonster or Thrive Leads for website lead captures
Make a list of your daily activities and overall marketing objectives. Then, identify the areas where automation will make the greatest impact and evaluate the cost and implementation of some of these great tools.