Last week Donna Talarico and I had the pleasure of spending an hour with a number of our higher education colleagues who were interested in learning how to engage accepted students with an integrated marketing campaign. We presented a brand new case study from Elizabethtown College, the Share Your Moment campaign.
We kicked off the webinar with a definition of integrated marketing from @ducttape: Integrated Marketing is the combination of marketing tactics to help deliver one marketing strategy and more quickly build know, like, and trust.
We identified that our goal should be to create a seamless experience for our audiences and present them with a similar tone and style that reinforces our institutional brand’s core messages. How is this achieved? By having a marketing strategy that blends online and offline tools and tactics, is consistent, and connects everything in a systematic way across multiple channels.
Elizabethtown College transformed its traditional acceptance letter into a unique, tangible, and multimedia experience. Donna shared how she and E‑town’s marketing and admissions team joined forces to create a “moment” for accepted students, and then encouraged them to share that moment — right then — on social media. We followed the team through conception to production to delivery — to a near-year full of sharing.