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Intelligence
Making People Notice

Intelligence

Making People Notice

Feb 22, 2008By Voltaire Santos Miran

As marketing and communication specialists for colleges, universities and independent schools, we always want more for our clients. In particular, we want their website, print publications and advertising to work together as seamless whole, and we want the rest of the world to sit up and take notice. Too often though, our desires go unrealized. At the very least, when a new website goes live, we want some traffic-driving fanfare around it. We want those things not just because they’re good for business, but because they’re good for our clients.

Our work for the Mercersburg Academy is a perfect example. Though it started, as some mStoner projects still do, as “just a website,” the work quickly grew to include a suite of enrollment publications and a profoundly successful banner ad and Search Engine Marketing campaign. The result? Mercersburg’s inquiries and applications are up, and alumni and parents are very excited about the new energy the campaign communicates.

Among our takeaways from the project:

  • Be creative in considering how the website and viewbook can work together. Beyond just design, there are a number of ways to use each vehicle to enhance the other.
  • Think about the world your audience lives in. Whether it’s FaceBook, mySpace, YouTube or Flickr, the people you’re trying to reach already have a home online. Consider how your projects fit into that world.
  • How will you find your visitors? Launching a website or printing a viewbook is just the first step in your integrated process. Think about new ways to reach new audiences, and be thoughtful about how to execute your ideas.
For much more on this topic, we invite you to join us for a Mercersburg case study at noon central time on Friday, February 22nd. Along with Heather Sullivan, Mercersburg’s Director of Marketing & Strategic Communication, we’ll walk you through the steps in the process, from triaging content for print and web, to generating compelling student profiles, to launching a banner ad and Search Engine Marketing campaign that tied everything together and drove an enormous amount of traffic to the site. We’ll also be able to share the latest results.

Enrollment in the Learning Over Lunch session is free, but seats are limited. Please contact .(JavaScript must be enabled to view this email address) to attend.


  • Voltaire Santos Miran EVP, Web Strategy I've developed and implemented communication strategies in education for more than 20 years now. I think my team at mStoner is the smartest, funniest, and coolest group of colleagues ever, and I can't imagine being anywhere else. Except Barcelona. Or Paris. Or Istanbul. To quote Isak Dinesen, "the cure for everything is salt ... tears, sweat, and the sea."