ACPA Strategic Communication

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Staying relevant for new students:
Implementing a strategic communication plan
Nicole Craven @ncraven9878
Julie Schultz @jschultzie
Session outline
• Who are we and why we are talking about this
• Research and best practices
• Methods of delivery
• Using metrics and analytics
• Peer Leader expectations and training
• Questions
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Learning objectives
• Have increased knowledge of relevant
communication platforms
• Recognize how to utilize peer leaders to improve
communication efforts to new students
• Generate ideas to create or modify communication
strategies on your own campus with your own student
populations
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Ohio State and FYE overview
Columbus, OH
Class of 2018
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Average ACT/SAT: 28.8/1269
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95% in top 25% of H.S. class
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17.5% Minority
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8% International
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22% Domestic non-Ohio
residents
45,000 undergraduates
7,000 freshmen
2,600 transfers
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Ohio State and FYE overview
New student orientation
First Year Experience
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8 professionals, 1
administrative associate, 3
graduate assistants
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100 student
employees/volunteers
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Pre-enrollment programs,
common reading program,
First Year Success Series
28 2-day programs in June
and July
250 students and 325 family
members per program
27 student staff, 3.5
professionals
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Ohio State rebrand
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FYE brand
• Continuity from point of
admission through end of first
year
• Circles and dashed line path
Get Started.
Make Connections.
Get Answers.
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FYE strategic priorities
• Advancement and stewardship
• Assessment and analysis
• Communications and messaging
• Peer Leaders
• Retention
• Technology and systems-based solutions
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What the research tells us
• Peer Leaders benefit new students
Astin, 1993; Brissette, Scheier, & Carver, 2002
• Benefits to Peer Leaders
Harmon, 2006; National Resource Center, 2009; Wawrzynski
& Beverly, 2012
• Utilizing technology to build community
Ellison, Steinfield, & Lampe, 2007; Wohn et al., 2013
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What the research tells us
• Retention and sense of belonging
Tinto, 1993; Strayhorn, 2012
• ACPA Competencies
Human and Organizational Resources
• Ohio State Student Life Technology Survey
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Student Life 2013 technology survey
Social Media Use 5+ times daily
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Facebook (36.0%), Twitter (27.7%), Instagram (23.5%),
Snapchat (20.7%)
Access to technology
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•
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96.2% of students own a smartphone
95.7% own a laptop computer
32.3% own an iPad or Tablet
Find info via Google
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Methods of delivery
Guidebook
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Methods of delivery
Guidebook
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Methods of delivery
First Things First Blog
u.osu.edu/uofye
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Methods of delivery
Twitter
@OhioStateFYE
#new2osu
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Methods of delivery
Instagram
ohiostatefye
#100days100ways
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Methods of delivery
Vine
Ohio State FYE
#advicehaiku
Vine video
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Methods of delivery
Video clips
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Using metrics and analytics
• Guidebook – Guide metrics
• Twitter – Hootsuite
• Instagram – Iconosquare
• Blog – Google Analytics
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Peer Leader expectations
• Brainstorm relevant topics
• Develop content
• Utilize their own networks
• FYE oversight
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Peer Leader training
• Mechanics and logistics
• Using peer voice
• Representing FYE, Ohio State
• FYE oversight
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What we’ve learned
• Staffing resources
• Metrics and data
• Training
• Oversight, resilience
• Peer voice = relevant voice
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QUESTIONS?
u.osu.edu/schultz.173
Nicole [email protected]
Julie [email protected]
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