5 Tips to Host Seamless Hybrid Events

Tag: Articles

  • 5 Tips to Host Seamless Hybrid Events

    5 Tips to Host Seamless Hybrid Events

    In our post-pandemic world, the rules of engagement have changed. To adapt a Madonna lyric, we are living in a hybrid world. Marketers and event planners know that professional development didn’t disappear with the advent of COVID-19—it simply became more agile.

    People attending conferences expect to connect in-person and online. Attendees seek interactive experiences that boost their knowledge and further their careers, and they want easy, clear pathways to the content they crave.

    So, how can you ensure a seamless hybrid event experience for in-person and virtual attendees? After nearly two years attending and hosting hybrid events, we’ve put together five tips to ensure you treat your online and live participants equitably and equally.

    1. Start with a Firm Foundation

    Just as a conductor orchestrates the perfect blend of sounds, so too must your event software deliver a personalized experience to your audience. Hybrid events require a new perspective, a new set of operating instructions. The key is to connect the stakeholders.

    One way to do this is to provide virtual showrooms for participants. In 2020, Stamats built a flexible framework for the annual NeoCon commercial interior design conference in 2020 to showcase exhibitors’ products on display.

    The virtual showrooms included mouse rollovers that provided SEO-rich product descriptions on red hot spots, as well as a custom podcast and lead generation form for each virtual room.

    2. Set Clear Designations for “In-person” and “Virtual” Sessions

    Like the old axiom “measure twice, cut once,” you need to build in more pre-planning for hybrid vs. in-person-only events. As you upload your session descriptions, filter them into two discrete categories: in-person and virtual. It sounds simple, but you’d be surprised how many event planners don’t do this.

    Why does it matter? As attendees register on the fly or during a break, they should not have to search where or how the event is being held. That information should be front and center. Make it easy for them to select these sessions by providing a search-and-sort filter.

    In-person attendees probably don’t want to miss out on networking to listen to a virtual session in the lobby. And virtual attendees might get excited about a topic, only to find out the session is in-person only. Setting clear pathways reduces user frustration, allowing for less rescheduling and more networking.

    3. Create the Buzz

    Now that your logistical planning is complete, it’s time to get creative. Here are six effective ways to build excitement:

    • Determine the best channels for your brand and targeted demographic: your company website, YouTube, Facebook, Twitter, Instagram, or other social platforms.
    • Brainstorm a unique and snazzy hashtag. Publicize it several weeks before your event.
    • Set up event pages on your website and chosen social channels. These are useful spaces where attendees can connect before, during, and after the event.
    • Design a targeted email campaign for your specific audiences. For example, consider crafting different messages for virtual and in-person attendees, Gen Z and older attendees, and so on.
    • Detail your plans for building social communities and promoting interaction, no matter where the participants take part. Keep the messaging brief and include visuals and videos.
    • Mail swag bags or boxes to virtual attendees. Include event-branded items and other creative options. Encourage these folks to post social media selfies using your hashtag. Offer a prize for the most creative post to boost participation. In-person attendees may get excited and start commenting, too!

    4. Encourage Cross-platform Networking

    The beauty of hybrid events is that you can connect people across zip codes, time zones, and miles. To engage your attendees, we recommend the following five strategies:

    Digital business cards: Don’t expect that everyone will have business cards. Instead, encourage attendees to participate in a digital business card exchange. There are lots of apps available.

    Live social streams: Another great way to engage live and virtual attendees is through the smart use of live social media channels.

    Digital mixer: Give virtual and in-person attendees the chance to network digitally. For example, many event apps allow you to connect with each other regardless of attendee status. You might even consider a fun contest, like selecting the most creative cross-platform video or Instagram story (make sure they use your event hashtag).

    Interest-based communities: For a broader reach, build and promote communities that attendees can join before, during, and after the event, such as LinkedIn, Twitter, or Facebook groups. These might be based on work function, career goals, educational interests, or hobbies and passions. As people interact in these spaces, the lines between in-person and virtual will blur and disappear.

    Instant polls: Plan to release instant and dynamic polls throughout your event. These provide you with rich data and feedback and also engage participants, whether they’re sitting at home or sitting with others at the live event.

    5. Keep the Party Going

    Your event was a success—you provided a seamless hybrid experience. Now you are the proud owner of rich, evergreen, user-generated content.

    Think big. Think long-term. Consider one or all the following ideas:

    1. Provide on-demand speaker video recordings on your event site and through targeted emails to attendees. This is a great way for people to catch the sessions they couldn’t see during the event.
    2. Re-share user-generated tweets and photos on your social platforms.
    3. Choose two or three popular sessions (based on data from your dynamic polls) and write blogs or record podcasts about the content.
    4. Use new information to create infographics you can share on LinkedIn.

    Ready to navigate hybrid event planning? Request a consultation.

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  • The Positive Impact of Art in the Workplace

    The Positive Impact of Art in the Workplace

    I respectfully disagree. At Stamats and in the offices of so many of our clients, art is an essential part of the physical environment. Though the periods and styles may vary, art is a touchstone that adds dimension to the workday and connects people in powerful (and quite productive) ways.

    Artwork at Work: 5 Benefits

    When we talk about art in the workplace, it’s important to distinguish between original pieces by independent artists and the corporate “motivational art” that was so popular in the mid-1990s. We’ll cover the former here. The latter is best left to the annals of passé trends.

    So, let’s begin. If you think artwork and hard work don’t mix, give me a few minutes to try to change your mind. Here are five benefits of art in the workplace:

    1. Supports Brand and Organizational Values

    Compelling artwork can communicate volumes in mere seconds. Its immediate visual impact can be used to reinforce an organization’s brand, reflect its values, and convey the energy and emotion behind its mission.

    But beyond aesthetics, art in the workplace shows that management cares about the built environment and takes pride in what they do. In this way, art elevates both the employee and the client experience.

    2. Promotes Social Interaction

    Art often serves as a crossroads or gathering place, helping team members transcend organizational hierarchies and departmental divisions. These art-filled communal spaces encourage chance encounters, conversation, and collaboration.

    When Charles Schwab opened its new 50-acre Austin campus in 2018, employees that were scattered across the metro had a new home base. To help build community, the company commissioned a large-scale monofilament sculpture by Venezuelan artist Ender Martos.

    Entitled Graceful Celestial Vernal Equinox II, Martos’ sculpture isn’t merely a focal point in the new space, it’s a memorable shared experience for Schwab’s 1200 regional employees.

    3. Boosts Morale and Productivity

    Since so many of us spend the majority of our day at the office, it’s easy to understand how engaging art can enrich a space and in turn, energize our days.

    An article in The Guardian explores how Deutsche Bank leverages its 60,000-piece art collection to inspire employees. According to Friedhelm Hütte, global head of art at Deutsche Bank, “Art offers a window into the social, political and economic aesthetics around the world and this makes it a good inspirational fit for our business because we live on developing new ideas for clients and reacting to what is happening in the world.”

    4. Inspires Creative Thinking

    In all its forms, art offers us a pause — that rare mental and emotional respite in a harried and over-scheduled day. And aren’t some of our best ideas are born out of pauses?

    Painting, sculpture, fiber art, and kinetic pieces all challenge us to stop, to think in new ways, and approach challenges with an innovative spirit. Though we may not even register it consciously, creative spaces feed our individual creativity.

    5. Keeps Employees Engaged

    Of course, what we’re talking about here is the connection between environment and attitude. Organizations strive to create to offices that are safe, convenient, comfortable, and designed to bring out the very best in their people. Though the effects of art may seem intangible at times, they are no less fundamental to organizational success.

    Think of art as an interactive backdrop. Every innovation, conversation, strategy, and success happens around it (and sometimes because of it). Choose art carefully, invite conversations about it, and discover what it can add to your workplace.

    Interested in developing your brand and building high-performing marketing teams? Call or email to learn more about our services.

  • A/B Testing

    A/B Testing

    Essentially, A/B testing allows you to compare two versions something—an ad, webpage, or landing page—against each other to see which version works/performs best.

    Historically, A/B testing was done most often for magazine covers. To test audience preference, for example, one issue of Time might show a picture of Tom Selleck and the other a picture of Burt Reynolds or perhaps Diane Keaton and Sigourney Weaver. Of course, now you can test everything from homepages to email subject lines.

    Why A/B Test

    There are two reasons to conduct an A/B test. First, to reduce uncertainty. And second, to improve performance.

    For the digital marketer, for example, A/B testing can quickly help you:

    • Increase traffic to your website
    • Increase click-throughs
    • Improve conversion rates
    • Reduce bounce rates

    What Can You Test

    You can use A/B testing to evaluate, and improve, almost all facets of your print and digital marketing by testing such elements as:

    • Headlines and subheads
    • Body copy
    • Taglines and slogans
    • Email subject lines
    • Design and layout
    • Testimonies
    • Photo, image, or illustration choice
    • Directions to audience
    • Navigation
    • Content
    • Call(s) to action
    • Forms (arrangement, number of fields)
    • Pop-ups

    Let me give you a couple of examples of how you might use A/B testing. For our examples we will focus on the call-to-action (CTA) on your homepage.

    First, you might want to test how your audience responds to where the CTA button is located on the page. For one group you might leave the button in the traditional location (say the upper right corner). For another group you move the CTA button to the lower left. The test, of course, is which button in which location is “pushed” more often.

    In another test, you might simply test the color of the CTA button. If you traditionally use a green CTA button and the new version, say red in color, is pushed more often, then changing the button to red will improve your click rate.

    Performing an A/B Test

    Undertaking an A/B test is relatively straight forward. First, you need to prepare two versions of the item you wish to test: A, the control and B, the challenger.

    The control is the page or ad or subject line that you traditionally use.

    The challenger is the new/altered page, ad, or subject line.

    It is important to make sure versions A and B are noticeably different. If the changes are so subtle they will likely be overlooked by the audience. Testing different shades of yellow is likely a waste of time. Testing audience preference for red or green is more likely to yield results you can use.

    Next, show these two versions to two similarly sized audiences and analyze which one version performed better over a specific period of time; a period of time long enough to make accurate conclusions about your results.

    A/B Testing, Sample, Randomness, and Confidence Levels

    Most A/B tests are relatively simple and not overly rigorous. However, if you are testing a critical element of your campaign and want a higher degree of confidence in your answer, it is important that your A/B test follows the same guidelines as a quantitative study when choosing the composition and size of the sample. Of course, issues of randomness are also involved.

    A Couple of Reminders

    As you think about A/B testing, remember:

    • Test only one variable at a time.
    • Don’t test elements of your marketing that are already performing well.
    • Make sure you test subjects (audience) match your target audience in critical areas.
    • Only test when you have time to implement any possible changes. If you test too close to launch date you won’t have to incorporate changes.
    • Give yourself time for a proper test. Typically, a test should run a week or more.
    • Always be testing something.

    When A/B tests are a routine part of your marketing protocol you will see continual improvement in your marketing performance.

    Ready to get started? Email us for a free consultation.

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  • Considering a New Academic Program? Use Our Checklist to Decide

    Considering a New Academic Program? Use Our Checklist to Decide

    To help reduce the risk, we offer a set of key questions to pose both inside and outside the institution for critical examination.

    New Academic Program Checklist

    Internally, consider this checklist of questions:

    1. Is the proposed program consistent with our mission and vision?
    2. Is the proposed program consistent with the strength and core competencies of the department? If not, can these be reasonably developed?
    3. Will the new program allow us to leverage existing faculty/curriculum/facility assets?
    4. Will this program require a lengthy and perhaps uncertain accreditation process?
    5. Is the proposed program sustainable on a long-term basis? If not, what is the projected life expectancy of the proposed program?
    6. Do faculty support the proposed program?
    7. Has a faculty leader (“champion”) with sufficient bandwidth been identified and associated with the proposed program?
    8. Can the proposed program serve as an anchor for other potential, corollary programs?
    9. In what format(s) will the proposed program be offered (e.g., traditional face-to-face, hybrid, online)?
    10. Are you confident we can deliver a top-quality program?
    11. Will the proposed program attract a type/cohort of student that we are well equipped to serve?
    12. Are the new student/cohort numbers and financial projections for the proposed program realistic?
    13. Are start-up costs affordable and sustainable?
    14. What are the realistic expectations for break-even and revenue generation for the proposed program and over what time frame?
    15. Will the proposed program offer us a clear point of compelling differentiation?
    16. Will the proposed program attract new students or compete with existing programs for students?
    17. Is the proposed program free from duplication or competition with a current or planned program within the institution?
    18. Does the proposed program have a high barrier to entry (e.g., if successful, will it be difficult for competitors to replicate)?
    19. If successful, can we easily enlarge capacity and grow the proposed program?
    20. Will the proposed program require excessive political capital to launch?
    21. Will the proposed program enhance our academic reputation in the marketplace?

    Externally, determine answers to these questions:

    1. Do we have clear marketplace data that the proposed program is in demand?
    2. Are graduates from the proposed program in demand by employers?
    3. Does the proposed program allow for co-branding opportunities with other entities?

    Making Your Decision

    Finally, here are three additional thoughts.

    First, no program will get a “thumbs up” on all these points. The goal is to identify those programs that receive many more yeses than nos.

    Second, use these questions to vet and score just a handful of potential programs so you can select the one with the greatest potential for success. This is much more effective and efficient than screening a single program, deciding, and then considering the next program. Choosing from a constellation saves time and heightens the likelihood for success.

    Finally, it is extremely important, regardless of the program selected for pursuit, to ask: Do we have sufficient funding to successfully launch and then aggressively recruit students to the program? If the answer is no, no matter how amazing the new program might be, success will be greatly hampered without strong marketing investment and support—for years (not weeks or months).

    If you need help addressing these questions (and/or determining how to launch a new program), please reach out to me at [email protected]. Stamats has a comprehensive set of insights and services to help clients identify and promote new academic programs.

    Read Next: Student Communication Plan Fundamentals for Higher Education

     

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  • NACAC Takeaway: Building Better Career Services

    NACAC Takeaway: Building Better Career Services

    Visit NACAC

    With such a robust turnout, I had the opportunity to meet casually with several VPs of enrollment and education enrollment consultants. Over the course of the event, and during one particular informal breakfast meeting, attendees kept returning to the same subject. Too many traditional and non-traditional students aren’t making strong career connections during their college years.

    As with most things, the cause of this career-readiness shortfall is multifaceted. Many colleges and universities are strapped for resources, faculty and staff are pulling double duty, and subsequently, career services are often viewed as peripheral to the educational experience.

    So, in the face of these challenges, how can schools respond? How can public and private institutions build career services programs that are accessible, effective, and beneficial to both students and employers?

    I touched on a related topic ― strategies for creating more successful internship programs ― in my post earlier this month. Let’s expand that topic by exploring ways in which schools can design and deliver a more effective career services program.

    Get Familiar with Handshake

    A few months ago, Stamats joined Handshake, a service that connects college students and recent graduates with employers. By eliminating the barrier between job-seekers, schools, and businesses, Handshake helps employers extend their geographic reach and recruit remote employees and interns who have specific skill sets.

    As you can imagine, tools like Handshake are particularly valuable to schools in rural areas or regions with limited employment opportunities. Through their college or university, students can explore available positions in their fields of study anywhere in the nation.

    Prioritize Partnerships

    Forging strong partnerships with regional and national employers is the first step toward building an effective career services program. Work study and internship opportunities help students establish the habits, the experience, and the professional network needed to land that important first job after college.

    Secondly, look for partners that value experiential learning and are willing to compensate students for their time in each phase of the relationship. While still valuable, unpaid internships and work study programs often eliminate a wide swath of otherwise willing students (e.g., those who simply cannot afford to forgo income for a semester or longer).

    Rally Faculty and Staff

    Additionally, inspire every faculty and staff member to become a career services “scout”. Engaging these broader networks makes it easier to learn about new employers coming to the area, businesses that are planning to hire, and the scores of local professionals who work remotely and have connections to national and international employers.

    Be Flexible and Solicit Feedback

    In our fast-moving world, every college or university program must be adaptable. Encourage open dialogue between students, career services staff, employers, and instructors. Answers to the following questions can help refine programmatic offerings:

    • What’s happening in the marketplace? Is there a shortage in a particular field?
    • What skill sets are in high demand by employers?
    • What services are used most often by students? Which ones can be retired or retooled?
    • How can we better prepare students for remote or hybrid work arrangements?
    • Are adult learners getting the support they need? What additional resources would provide the biggest benefit?

    Finally, understand that every student service is a work in progress. Embrace the mantra of Regroup, Review, and Revise to keep your career services department relevant, vital, and constantly improving.

    Today’s students are discerning consumers. At Stamats, we help colleges and universities meet the needs of a new generation of learners, adapt to a rapidly changing marketplace, and build more sustainable futures. Email us today to schedule a free consultation.

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  • 3 Gen Z Communication Tips for Marketers

    3 Gen Z Communication Tips for Marketers

    In my 2021 Content Marketing World co-presentation with Marcia Francis Horner, Web Strategic Development Manager of The University of Kansas Health System, we tackled this burning question: Since we can empathize with Gen Z, how can we better communicate with them?

    Marcia and I polled 50 Gen Zers we know and love, and we referenced the latest research into this generation’s social media, communication, and buying trends. Our research pointed to a marketing basic that is easy to forget when pursuing “business as usual.”

    To better connect with Gen Z through content and at work, we need to understand the people this generation comprises—not just kids born after 1997 but parents, professionals, executives, community leaders, doctors. They’re poised to be the most educated generation, and they’re the most racially diverse generation in U.S. history, according to Pew Research.

    And we must acknowledge their communication styles and respect their values without shoehorning ourselves into their channels and inboxes.

    Here’s a quick list of takeaways from our presentation, “Marketing Urban Dictionary:
    A Guide to Help Your Brand Communicate with Gen Z.”

    1. Time is Valuable: Get Right to the Point.

    Demonstrable value is the No. 1 reason Gen Z engages with a brand. Time is precious to them, and they will engage with long-form content that shows its worth in the first few seconds of audio/video (or 1-2 lines of text).

    A Marketing Dive survey found that more than half of Gen Z teens stopped buying or using brands they deemed unethical, and one-third are skeptical of brands’ claims of supporting causes. Two-thirds are more likely to buy from brands that support charities they value.

    Gen Z is the first generation to grow up with on-demand content technology, and thousands of channels clamor for their attention. They inherently can see through brand baloney, and they’ll bounce to a competitor if your content doesn’t prove valuable.

    Present resources in a way that is fun, entertaining, and aligned to their priorities. We found that Gen Z prefers to engage with organizations that authentically advocate for mental, physical, and financial health; social and climate issues; and education.

    Pro tip: In every piece of content you publish, show (don’t simply tell) the audience how your product or service can make life better or easier. Simple content changes—no development required—can make a big impact on how your content resonates with Gen Z.

    2. Mind What You Say and Where You Say It.

    Creating value-driven content is only half of the equation. Where you distribute your messaging is equally important. Gen Z is online almost constantly. Focus on four platforms to distribute your blog, audio/video, and infographic content:

    • YouTube, which delivers infinite content on every topic imaginable. Long-form content works well here if it’s helpful or entertaining.
    • TikTok is known for its algorithm, which customizes content to users’ preferences. Make content that is genuine, fun, and shareable.
    • Instagram, a hashtag-focused platform for pairing striking visuals with storytelling content. Keep your posts short and to the point, and use Linktree or a similar tool to direct users to long-form content.
    • Snapchat, another platform where users expect brands to be funny and clever—if you are also authentic. Keep in mind that content disappears after 24 hours.

    Start with one platform and see what performs well until you have a solid understanding of which types of content your viewers prefer. Then experiment with repackaging one piece of content to fit each platform’s strengths. You can cross-post content from these platforms, as well as repurpose it on your website, to reach more relevant audience members. Talk with a Stamats digital strategist today.

    Pro tip: At work, Gen Z colleagues may prefer to connect in a variety of ways, including chat messages (e.g., Slack, Skype), video calls, email, and meetings. They may be the most digitally savvy of us all, but that doesn’t mean they don’t value genuine connections, including face-to-face communication.

    Bonus tip: When knowledge sharing, avoid phrasing that emotes a “back in my day” or “you’re so young” tone. Though you might be trying to be funny, these comments minimize Gen Z’s perspectives and experiences. Show them how you think a process should be handled instead of telling them how things “should” be.

    3. Don’t Try to Sound Like Gen Z.

    Like each generation before them, Gen Zers have their own slang that comes and goes. If you misuse their exclusive phrases, they won’t take you seriously. Here are a few common terms Gen Zers use, what they mean, and which to avoid in your marketing and professional communications:

    • Alight, bet: It means, “Yes, I agree.” This phrase is relatable enough to Gen Z and Millennials, so you may be able to use it in your content.
    • Pog champ, poggers: It means “exciting or joyous.” Do not use this phrase—you likely will come off as a try-hard and potentially alienate grammar-sensitive Gen Xers and Millennials. Appropriate substitutes include “Yay!” or “Oh, snap” or even “Neat!”
    • Bussin’: It means “excellent.” Only use this term if your product is, in fact, bussin’—by Gen Z’s standards, not your own.
    • Oof: It means “a reaction to someone’s minor misfortune.” If you have pre-established banter with another brand (such as Burger King vs. McDonald’s) or you’re already “cool” by Gen Z standards, you can use this term—but not maliciously. Gen Z appreciates sarcasm but does not approve of tearing down others.

    Pro tip: If you aren’t sure how certain content might be received, ask your Gen Z colleagues, friends, and family members for feedback. Better yet, work with a focus group to ensure your intention is aligned with your audience. Message a Stamats researcher to discuss market research options

    Who’s Doing Gen Z Communication Right?

    Dropps: CEO Bares All & Addresses Sustainability

    In a two-minute ad titled “The Naked Truth About Laundry,” Dropps CEO Jonathan Propper disrobes and speaks to the sustainability and safety of the company’s laundry pods—in a bathtub. He has also posted TikTok-style dancing videos on Instagram. The content is funny and self-effacing, eliciting a must-watch vibe. It shows the CEO’s willingness to experiment with a new platform without trying too hard.

    UNM Hospital: TikTok-style Video Campaign

    The University of New Mexico Hospital embarked on a 10-to-100 campaign to encourage 100% of hospital staff to get vaccinated against COVID-19 in 10 days.

    Part of their campaign was a TikTok video recorded by a staff member’s 17-year-old daughter. The teen showed herself going to the appointment, getting her shot, and moving her arms around in a funny TikTok dance. They shared the video across social media and on their website. This firsthand account from a young person concerned for her family’s safety helped the university get closer to their vaccination goal.

    Carson King: Owning up & Giving Back

    In 2019, then 21-year-old Carson King appeared in ESPN’s Game Day with a homemade sign asking viewers to Venmo money for more Busch Light. He got a few hundred dollars, which he announced would go to the University of Iowa Stead Family Children’s Hospital. Thousands of dollars poured in, positioning King as a fundraising phenom.

    But three years earlier, King had tweeted hurtful comments that turned up in a local news profile. Instead of striking back, King thwarted “cancel culture” by owning up to his mistakes and apologizing for his poor behavior. He has now turned his football sign into a campaign that has raised over $3M for kids with cancer.

    Bottom Line: Be Mindful, Be Yourself

    Gen Z is committed to living their values, and they expect the same from organizations that want their business. They see your company, college, or healthcare institution not as a “brand” but as a reflection of the humans running it.

    To gain Gen Z’s trust and loyalty, you must earn it. Be real, be honest, and be flexible. Gen Z stands for a more honest and transparent marketing future, and all of us can get behind that.

    Ready to rethink your Gen Z communication strategies? Request a consultation with Stamats today.

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  • Student Communication Plan Fundamentals for Higher Education

    Student Communication Plan Fundamentals for Higher Education

    Some may feel they don’t have the resources in staff or technology to launch and maintain a basic communication plan. Others may not understand or recognize the importance of strategically communicating to students, current and potential. And sometimes, an organized method of a communication plan is not developed due to a lack of knowing how or where to start. When I started working with communication plans over 10 years ago, there were few to no resources available to extract from and synthesize into something to use for the school I was currently working for.

    The following are steps when starting on the path of building and managing communication plans. These steps will help with the framework of how to make a great beginning communication plan. And of course, if you need more assistance, my services are available by contacting Stamats and starting the process toward a robust and dynamic communication plan resulting in engaged prospective students, families and influencers. A strategic communication plan will also increase the matriculation of students starting the first day of class. The students will start class happier and with less frustration because you establish timely and relevant messages for them to follow down the proverbial trail of obtaining higher education.

    Define Your Audience

    Each audience has a different message and call to action (CTA). To create a one-size fits all is disastrous. This method will result in extra phone calls, chats from confused students and family members trying to navigate through the message of steps one must take. Define your channel of who to talk to and keep to it. Later, messages may overlap, but ALWAYS keep one message–one channel approach.

    For instance, a message sent to seniors in high school that FAFSA (Free Application for Federal Student Aid) is open October 1 is a fantastic way to help students find their path toward attending your college. Supplying added helpful information in the message, such as your school code to input on the application is a great way to engage students in your school.

    Examples of audiences for recruitment may include:

    • high school seniors
    • high school juniors
    • high school sophomores
    • high school freshman
    • transfer students
    • online students

    Identify Key Dates for Students to Act

    In the beginning, it may be difficult to come up with dates. Most of the time the key dates are part of the lexicon of higher ed and are second-nature of internal business processes. Once dates for deadlines and events are cataloged, think in terms of dates that need reminder messages to also include.

    An example may include a college event for high school students to visit for a day. Decide how many messages and when to start the campaign leading up to the event.

    Examples of messages may include:

    • When it is time to apply for FAFSA
    • Foundation scholarships are open to apply
    • College event(s) for students to register and attend
    • Financial Aid assistance event

    Organize Messaging

    I usually use a spreadsheet format to organize my messaging. However, I have seen formats using a document. In the spreadsheet format, each column supplies the header of pertinent information, such as the title of the message and important notes to keep in mind when building the communication.

    Examples of headers can include:

    • Timing to send message
    • Title of message
    • Kind of message, e.g., SMS texting, email, social media
    • Audience, used to signify subcategories within an audience, such as on campus and online
    • Notes about the message

    These three steps will start you on your way toward a planned and strategic communication plan that will support recruitment and retention efforts. If you have these established and are looking for added assistance. We can meet and see what you are thinking and what your institution wants to achieve. Stamats is a great place to connect with, as we provide services that are scalable to meet you where your institution is functioning. We take what you are doing well and move it into doing great.

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  • 6 Content Strategy and Marketing Trends to Expect in 2022

    6 Content Strategy and Marketing Trends to Expect in 2022

    Visit Content Marketing World

    I was pleasantly surprised to meet people from so many different industries, including a large footprint of legal, financial, and B2B marketers, as well as healthcare and higher education. 

    Every industry—and several individual conversations and group workshops—addressed six key themes. These themes center around a shared set of challenges: connecting on a personal level with clients, prospective clients, and audiences at large without inundating people with unwanted marketing messaging. 

    And the way to achieve those relationships is to implement an audience-centered, micro-moment seizing, SEO long-game content strategy. 

    1. Get to the Point—Your Audience’s Time is Valuable.

    When you Google a recipe, do you want to first read the author’s entire “culinary journey,” from his first measured spoonful to his love for sourdough?  Of course not. In that moment, you just want to know how much baking soda to put in your cookies. 

    The same concept goes for website and blog content. If you deliver an eye-catching digital ad or social media teaser, only to drag readers through a six-paragraph intro, you’re going to frustrate your reader and tank your site relevancy scores over time. 

    That’s not to say readers and search engines don’t value long-form content. They do, but your content must prove its worth right away. According to Julian Shapiro of Demand Curve, readers don’t have short attention spans—they actually have short “consideration spans.” Time is valuable, and if they’re spending it on your content, it better be worth the attention they’ve invested.  

    Plus, Google and other search engines value relevant content higher than drawn out narratives. Give your reader the hook in the first few sentences, then elaborate with data and details.  

    2. Self-Service Buying Experiences Aren’t Going Away. In Fact, They’re Growing. 

    Marcus Sheridan covered this phenomenon, which is the basis of his successful business endeavors, River Pools and Marcus Sheridan International. Years before the pandemic, Sheridan practiced the “They Ask, You Answer” model of content marketing and buyer experiences. 

    Sheridan stated that 33% of buyers want a self-service solution to work with you. And Whatever your industry, empowering your audience with tools to contact you on their own timeline can increase sales because these tools speed up the conversion experience.  

    River Pools feeds prospective pool owners need-to-know information, entertaining and educational blogs, videos, and downloads; and even interactive tools that help their audience decide what type of pool they want and when it’s time to contact a salesperson. Users can get all the information they need without talking to a salesperson, that is, unless they want to. And if they do, Sheridan’s team is at the ready. 

    Your organization can capitalize on this model, too, even if your business is services-based. Allow your audience to:

    Self-Schedule

    Make a health appointment. Ask a sales associate to contact you. Schedule time with Admissions. You can do this with easy, online tools, such as Acuity or Calendly (which UNM Department of Neurology uses), or through simple click-to-call or email links. 

    Self-Select

    What department, product, or area of study interests you? What do you need right now to get you to the next level of conversions? Quizzing tools such as Outgrow allow you to ask these questions seamlessly on your site. Like Sheridan, you can provide the user’s answer and a short description of why, then give a full report in exchange for the user’s email address. 

    Self-Price

    In many service and product industries, users have options for a low-to-high high investment. In more fixed industries such as healthcare or higher education, self-pricing might translate to, “What scholarships, grants, or financial aid services could reduce barriers to your care or education?” Banno is a tool that can help you do this. 

    3. Capitalize on “Owned” Channels. 

    Social media is excellent for distribution, but make sure your stories are housed on owned platforms (like your blog) for the longest-term impacts and “safekeeping” of your information. The content world held its collective breath on October 4, when Facebook, Instagram, and WhatsApp went down for several hours.  

    Companies that rely on non-owned platforms such as social media to store content, sell products, or place ads were handcuffed, whereas organizations that use social as a complement to a deeper content strategy were merely annoyed. 

    To paraphrase the point of the presentation by Joe Pulizzi, the Godfather of content marketing, don’t build on borrowed land. Put videos on your own site and YouTube. Put images and stories on your own site and Instagram. Put blog content on your site and on LinkedIn. 

    4. Watch What You Say and How You Say It.

    Use the language your audience speaks, not the language you want to use as a subject matter expert or brand. This is not a new idea. However, there are exceptions, and these were the subject of my co-presentation with Marcia Francis of The University of Kansas Health System. 

    Marcia and I presented on how to communicate with Gen Z—individuals born in 1997 or after. These people are not kids or youngsters—they’re colleagues, entrepreneurs, business leaders, parents, doctors…you get the idea.  

    As with every generation, Gen Z has a vernacular all their own. However, that doesn’t mean you should use every word they use. If your ads and videos are chock full of “sheesh,” “Pog champ,” and other Gen Z slang, you risk coming off as a try-hard at best and, at worst, alienating Gen Z and their older counterparts who might otherwise have been interested in your product or service.  

    Want to talk about content strategy with me? Schedule a time that works for you. 

    5. Align Your Brand with Your Audience’s Values, if You Can Do So Genuinely.

    Your story is not your products or services. Your story is your “why.” But remember: Your “why” only matters to your audience if it fills a need for them, a point reiterated by Ann Handley, Head of Content at MarketingProfs.  

    Sashaying across the fine line between marketing content and personal engagement is the importance, challenge, and art of storytelling. Yes, talking about yourself is important—but you need to do so in a way that touches and resonates with your audience. For example, according to Marketing Dive, approximately 66% of Gen Zers are more likely to spend money with a brand that donates to a charity that they support. And today’s audiences are savvy—they can see through brand bologna, so avoid virtue-signaling (disingenuous value representation) at all costs. 

    6. SEO is Your Golden Ticket for the Next Wave of Search Ranking. 

    No fewer than 10 SEO-focused groups staffed booths at Content Marketing World 2021. We’ve always known strong search engine optimization is crucial—but with the strong trend toward self-service and hands-off sales, SEO is your golden ticket to getting found, relevantly capturing mindshare, and converting users the moment they are ready. 

    SEO is deeper than backlinking and interlinking processes—it requires comprehensive content strategy to develop useful, governed site content that answers users’ questions and provides the detail they need to make informed decisions.  

    A Final Thought: Content is Your 24-hour Salesperson.

    When done right, your text, videos, infographics, and calls-to-action loyally work for you, day in and day out. Content drives relevant users at micro-moments throughout the conversion process.  

    According to Matt McCue, VP of Content at StudioID, senior executives expect to spend 67% more on content in 2022. Whether your next year’s focus is on your site content, marketing messaging, or both, make sure you are centering your efforts around your audience’s needs—and using long-game strategies to place your content front and center the moment your users are ready to convert. 

    Ready to set up your content for success? Schedule time with Mariah Obiedzinski to learn how Stamats can help make your content work smarter for you.

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    Reach out to us to talk about your strategy and goals.

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  • Internships Welcome: How Stamats Is Building Relationships to Creatively Recruit Interns

    Internships Welcome: How Stamats Is Building Relationships to Creatively Recruit Interns

    To answer those questions, I’d like to share a few recruitment strategies we’ve put into practice at Stamats. Collectively, our model is helping source talent for internships in:

    • Copywriting and content development
    • Social media
    • User experience design
    • Search engine optimization

    Though you may not follow our example, it could serve as a good starting point for crafting a more effective and reciprocal internship program where you work.

    Here’s how Stamats is using the power of relationships to creatively recruit interns across the country:

    Tapping into Technology

    A few months ago, Stamats joined Handshake, a site that connects college students and recent graduates with employers. By eliminating the barrier between job-seekers, schools, and businesses, Handshake helps employers extend their geographic reach and recruit remote interns with specific skill sets.

    Our team has used Handshake to connect with Kirkwood Community College in Cedar Rapids, Iowa and Portland State University — one of a few schools in the U.S. to offer a degree in search engine marketing. We outline the type of candidates we’re looking for and the schools act as an on-site search partner. It’s a win-win-win: Students secure paid employment, the college bolsters its internship placement rate, and finally, employers find the talent they need to grow.

    Linking Up on LinkedIn

    Additionally, Stamats is taking advantage of a LinkedIn offer that allows members to post one job opening free of charge. We’ve used LI’s freebie to connect with internship candidates and others interested in part-time work. Response has been immediate and encouraging. When one position is filled, the post can be edited to reflect a new opportunity.

    Putting Networks to Work

    Everyone develops dozens of formal and informal business relationships over the course of their careers. At Stamats, we’re taking a second look at those connections and exploring ways to activate them to increase our talent pool. Specifically, we’re reaching out to:

    • Clients: When it comes to innovative college programs (and the talented students within them), our higher education clients are subject matter experts. Social media, SEO/SEM, and communication internships can be shaped around the skills high-performing students bring to the table.
    • Partners: Many of our business and community partners have successful internship programs of their own. Subsequently, recommendations and referrals from these sources streamline our search for talent.
    • Competitors: Competition doesn’t preclude collaboration. Organizations that aren’t able to find a position for a well-qualified intern often share their resumes with others in the same field.
    • Freelance professionals: Stamats has established long-term relationships with skilled freelancers across the country. Their broad range of contacts helps us source interns from a variety of schools and backgrounds.

    Offering Fair Compensation

    The days of exchanging experience for free labor are waning. At Stamats, we believe compensating students for their time and talent is crucial to building a successful working relationship.

    Paid internships not only improve the quality of the candidate pool, they democratize opportunity. Think of it this way: Unpaid internships limit your candidate pool to only those individuals who can forgo a paycheck for a semester or two. That approach can limit socio-economic diversity and diversity of thought.

    For those launching a new internship program or revitalizing an existing one, I’d like to close by sharing two important tips from Amber White, Stamats Director of Human Resources.

    • Firstly, move quickly on well-qualified internship candidates. Today’s competitive hiring market means prospects are receiving multiple offers.
    • Secondly, fully integrate interns into your company culture. Inclusion, participation, and responsibility help interns refine their skills and build a portfolio of professional successes.

    Overall, new challenges demand new thinking. Stamats’ consulting and strategic planning services can help your organization thrive in an ever-changing marketplace. Call or email to learn more.

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  • Online Marketing Formulas You Need to Know

    Online Marketing Formulas You Need to Know

    Cost Per Click – Insights and Limitations

    First, a little background.

    Almost every business has, as one of its chief components, the use of Google’s search engine marketing platform which is part of a larger array of services called Google Ads.

    Launched some 18 years ago, Google Ads gives organizations the ability to purchase keywords that are searchable by their respective audiences. You can choose words based on common choice characteristics used by prospects, or you can target keywords that relate directly to your specific industry. When a prospect searches for these keywords, and clicks on your ad, they are directed to a landing page. In most cases, you only pay when a user clicks on your ad.

    For a pay-per-click campaign, you can set the maximum amount you’re willing to spend for each of those clicks. You can also adjust your bid for key words up or down based the time of day, which device they are using, or where they are physically located, or other variables.

    Cost per Click (CPC)

    Cost per click, or CPC, is the amount you pay for each click on that someone makes on platforms such as Google AdWords or Bing Ads.

    The formula looks like this:

    Total spend/Total number of clicks

    Let’s run through a demo.

    Suppose you invested $1,000 in a pay per click campaign and received 8,200 clicks.

    Your average CPC, or cost per click, would be 12 cents.

    The good thing about this calculation is that it is easy to conceptualize and perform.

    The challenge, of course, is that it doesn’t tell you the full story and may, in fact, be misleading.

    What It Means

    The danger is comparing one campaign with a CPC of 12 cents with another campaign that has a CPC of 48 cents.

    The unformed might think the lower CPC of the first campaign means that it was more effective.

    What is missing, however, is understanding how many of those “clicks” converted to become students or other customers.

    If the more expensive campaign did a better job landing customers, it might actually prove to be more cost effective than the campaign that had the lower initial CPC.

    The key, as with all measures of marketing performance, is actual (ROAS) return on ad spend, or cost per acquisition (CPA) rather than initial cost.

    Understanding how CPC works, and explaining its limitations, will guide leaders to better marketing decisions.

    Read Next: Brand Salience: Beyond Brand Awareness

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    Reach out to us to talk about your strategy and goals.

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