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The UBC Year in Headlines Project Randy Schmidt, Associate Director UBC Public Affairs

Leveraging the Value of Your Institution’s (traditional and new) Media Presence Part One: UBC’s Year in Headlines Project Part Two: Dalhousie University’s Social Media Strategies Discussion for CCAE 2009. The UBC Year in Headlines Project Randy Schmidt, Associate Director UBC Public Affairs.

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The UBC Year in Headlines Project Randy Schmidt, Associate Director UBC Public Affairs

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  1. Leveraging the Value of Your Institution’s (traditional and new) Media PresencePart One: UBC’s Year in Headlines ProjectPart Two: Dalhousie University’s Social Media StrategiesDiscussion for CCAE 2009

  2. The UBC Year in Headlines ProjectRandy Schmidt, Associate DirectorUBC Public Affairs

  3. Background • UBC PA began producing YIH three years ago • Explicit strategy to recycle media to build reputation • Project has resonated on campus, and beyond

  4. Purpose • To spark a conversation about how to extend the value of what we do with campus colleagues

  5. Related questions… • Are traditional media losing their reputational influence? • What is the reputational sway of social media? • What are the implications for monitoring and usage by campus colleagues?

  6. The reputational context at UBC • The Maclean’s factor: As late as 2003/04, focus on national position • UBC marketing comm. and media reputational strategies • Int’l rankings change the game by 2006

  7. Perception lags UBC growth • Michael Smith earns Nobel at UBC in 1993 • Between 1997 and 2007 research funding grows from $137 million to $469 million • UBC consistently ranks in top 40 best in the world • ….but doesn’t occupy that position among our audiences

  8. The conception of YIH • Can earned media help address the gap? • Typical reports include daily summary, and weekly In the News snapshots…hard earned coverage quickly lost • Thanks for the annual review idea, Yale

  9. Developing the YIH idea • Create a publication to profile position with many international media stories • A tool in a format that is usable by student recruiters, development, alumni, government relations • Use strategic mailing to replace national advertising

  10. Implementation • Draw on monthly reports • Package int’l stories in a strategic way: research and teaching plus faculty experts, students, alumni, campuses • Editorial strategy: keep editorial to a minimum • Digital version: www.ubc.ca/yih

  11. Strategy • Canadian academics – mailing plus ads • US academics – mailing plus ads • Gov’t officials – mailing plus ads • PLUS UBC Executive, Development, • Student Recruitment, Alumni Affairs, G.R.

  12. More bang for less bucks • YIH strategy • 2006 • 27,000 publications • = $32,000 • National Advertising • 2005 • Ingenious ad campaign = $100,000 plus

  13. Impact: Canadian / US academics • Few hard measurements • Several calls each year from counterparts • Some web site hits • Up slightly in Maclean’s reputational survey

  14. UBC international student recruitment • “We find it is helpful in establishing our reputation with parents who are skeptical about sending their son or daughter to a Canadian university.” • “We are including some YIH type highlights in our viewbook this year.” • “It does work to generate awareness and increased interest in what UBC has to offer. I just wish we could get more of it!”

  15. Domestic student recruitment • “I think the same issue exists in Canada where our academic excellence and overall reputation are not as well known across the country.” • “Earned media has a huge impact; others saying we’re good is much better that saying it ourselves. It would be great to get more of this messaging into the domestic viewbook.”

  16. Development and Alumni • “We distribute the YIH each fall in a mailing to members of our President’s Circle, Chancellor’s Circle, Heritage Circle and Wesbrook Society. That’s about 3,500 donors.” • “Instinctively, we think that YIH enhances the university’s reputation with donors, but we don’t know this for a fact.”

  17. Impact for UBC Public Affairs • A way to translate what we do into something of practical value for campus colleagues • A tool to demonstrate our PA role and success • Contributes to our departmental goal for best practices

  18. Randy Schmidt, Associate Director, UBC Public Affairs604.822.1266 or randy.schmidt@ubc.cawww.publicaffairs.ubc.ca

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