Keepin' It Real: Authentic Ways to Share Your Voice, Vision and Values Online-Recording

Video Transcription

Video Summary

In this webinar, Dr. Carrie Phillips and Rachel Putnam discuss best practices in marketing and communications for higher education institutions. They emphasize the importance of authenticity in messaging and storytelling. To achieve authenticity, they recommend framing messages within the institution's brand pillars, building trust with students and campus leaders, and having a seat at the table with key audiences. They also advise mapping content to align with brand pillars and using tools like Campus Sonar or Brandwatch to assess conversation volume and sentiment. Additionally, they suggest engaging with academic units and student-focused programs that consistently share narratives to amplify their stories. They encourage coaching students to become ambassadors by providing training, resources, and feedback. Lastly, they stress the need for regular measurement and assessment of content to ensure its effectiveness in reaching and engaging the target audience.

Keywords

webinar

marketing

communications

authenticity

brand pillars

trust

content mapping

student-focused programs

measurement