36: Current Student Communications at Temple University w/ Samantha Krotzer

ABOUT THIS EPISODE

Samantha Krotzer, Content Manager at Temple University discusses how their Nutshell Newsletter serves to fill the gap between enrollment and alumni communications and better engage current students.

Our goal with nutshow and its contentis to maintain students interest in campus life, and then we want them tobe engaged in the university you're. Listening to enrolment growth,university from helics education, the best professional development podcastfor higher education leaders looking to grow in Roman at their college oruniversity, whether you're looking for fresh and romant growth techniques andstrategies or tools and resources. You've come to the right place. Let'sget into the show, welcome back to anroman growthuniversity, a proud member of the connect Edu podcast network,Imericolson AVP of marketing at helicks education and were here today withSamantha Crotser content manager at Temple, University Samantta, welcome, Othe show. Thank so much super excited to talk with you today about how tobetter, communicate and engage with current students. But before we dig toodeep into that SMATHAC, can you get the listeners a little bit betterunderstanding of both Temple University...

...and your role there, of course, sotemple university is a large urban university. We are in NorthPhiladelphia, just a few minutes, a subway stop away from center city andwhen I say large, we have about fortysand students, which is a prettybig population, and our students are diverse. We have a vibrate and campus,so it it trually is an exciting place to be in higher education as anemployee, and I also studied at Temple. So I kind of had of a strong affinityanyways for the school, so to explain a little bit more about what I do atTemple. I work at the University Central Marketing and CommunicationsDepartment and what we do is we manage internal communications with theuniversity community as well as external things such as you know,marketing collateral for perspective students, add copy executivecommunications. All of that. So in a way we kind of think of ourselves asalmost a creative agency that supports...

...the university awesome, AwesomeSamantha, you noticed a gap in communications between where yourenromant team left off ten alumni service is picked up. Your currentstudent communications talk about one solution. Your team came up with with anutshell newsletter sure, so in two thousand and fifteen is when thenutshell newsletter came to be so just to bacxtup a little bit to understandhow we got to that decision. Prior to two thousand and fifteen. We had anewsletter that was sent to all temple faculty staff and students, includingundergraduate students andgraduate. So you can see how, if you're thinkingabout your audience, baccoty staff and students, they don't want to hear thesame things, but we want everyone to be engaged with the university. Sothinking of how to achieve that, in two thousand and fifteen, we made aseparate newsletter which is nutshow to speak directly to students. So thenewsletter is geared more towards...

...undergraduate students, but theinformation is still applicable for Grad students love it so so gearedtoward undergrads. What types of content are you creating for thenewsletter and what are your primary goals behind it? Yeah sure so I'llstart with the goal. Since you know we in marketing, you always think aboutthe goals first, so our goal with nut show and its content is to maintain students interest in campuslife, and then we want them to be engaged in the university allthroughout their academic er, not just from their first year. We want them tobe connected throughout their four years that they're here, because if youhave engaged students, then you're more likely to have e gauged alumni. So wecan't think or forget about that critical step of of the current studenexperience. Awesome yeah and I can speak more about the content that we'recreating to kind of support those goals. So what I do with my team is we kind ofmap out the year and you know in higher education? There are certain thingsthat we know were happening, for...

...example homecominn or when students canregister for classes, and we try to think of more creative ways to supportthose messages. For example, last semester, when it was nearing time forstudents regafor classes, we pull together a list of the coolest classesthat are going on at Temple, and it was one of the most engaged with storiesall year because it gave students the information that they need at the timethat they needed it. So we're always trying to think ahead and plan how wecan support these messages in a way that is easier for a student to digest andinteresting. They want to click on it, love it. Let's dig into results. Howare you and where are you promoting the newsletter today and what sort ofengagement are you seeing with its content? Yeah sure? So since two thousand and fifteen twonow we've had a pretty steady average open rate of forty percent were superhappy about that, because that is well...

...above industry, Standard Rigt and theclick through rate we're seeing kind of a steady increase there. I would saythis year it's averaging around, maybe five to six percent, but in the firstyear of that Shol, two thousand and fifteen, it was more around three tofour percent. So, just just to give a little bit more information there. Thegoal of nutshow isn't necessarily the click through rate because we're tryingto give all the information that they need in that email if they want toclick out to get more, that's fantastic, but ideally it's kind of you get theinformation you need within the email, so click through rate, it's great thatit's improving. It shows us that the content is meeting our audiences needs,but that open rate is a really prod point. What I consider to be a huge winis that not only our campus admans coming up to you and your team andasking for their content to be included in Natchell, but you have studentsdoing that as well, because they really believe the newsletter is one of thebest ways to reach their peers. How do you control content governance? Whatyou choose to include and not, and how...

...do you communicate those decisions backso when we're thinking about what content we can include and can'tinclude it all rolls back to those goals. So we need to make sure that theinformation we're putting in that show will enhance the student experience,though, have information that they need to be successful at temple to do thingsthat they might otherwise not know about so as long as content that iseither pitch to us or we're thinking about internally. As long as it'smeeting the goal of news you can use for students, then we're usually okay,promoting it and something that we're thinking about, of course, is ouraudience. So, for example, if a student wants to promote something that couldonly really apply to an extremely small population of student, then it mightnot work in thutshow and we just communicate. We communicate just that.You know W re. We try to be as transpiar as possible about what we canand can't include, and everyone has...

...been respectful at that. I think it'sclear nut shows, purpose and people understand what would work and whatwouldn't work, and I think we've done a good job. Communicating that and asolution can be if there isn't room in nhat show or that isn't the mostappropriate channel. Sometimes we can shift that over to our social mediateam and say hey. You know this event doesn't necessarily work for thischannel, but we're happy to support you in this way and that that's usuallysatisfies our campus partners and students as well love that approachSamanttha. Any final. Next deps advice for institutions who are looking touplevel their current communicate student communication strategy yeah.Well, I would hope everyone wants to up their level. I have so much fun with itand I encourage you to get your hands on nutchell and read it because we havea peer to peer voice and I think it's a fun read. So if you want to up yourcommunication or just start something that doesn't even exist yet, I wouldalways encourage everyone to start with research. You know that doesn't meanthat you have to go higher a consultant...

...agency just but dig around to see whatother schools are doing like nut show. I think a lot of schools are adopting anewsletter specificlly for students see what voice they use check out thecontent that they create try to connect with those people. You know, I thinkhigher ad is a great communicator community to share information, so justtry to have a conversation and see what other people are doing and, of course,if you're talking to students, your most valuable resource will be yourstudents. Try to do a small focus group talk to student workers. If youruniversity uses them just to see how do they want to be communicated with whatcontent do they feel like they're, not getting what content do they like, andI think that's the most critical starting point is just talking topeople and gathering information somathis such good stuff. What's thebest place for listeners to connect with you if they have ' any followedquestions yeah, I can share my email, so it would be sak at temple. Dot, EdouAwesome, thanks against so much for...

...joining us today, Samatha Yeah. Thankyou so much attracting today's new post, traditional learners means adopting newenrolmant strategies. Keelics educations data driven enterprise, wideapproach to enrollment growth is uniquely helping colleges anduniversities thrive in this new education, landscape and Helex has justpublished the second edition of their enrolment growth playbook. With fiftypercent brand new content on how institutions can solve today's mostpressing endromant growth challenges download it today for free at Heloks,Educationcom playbook you've been listening to enromentgrowth university from helicks education to ensure that you never missan episode subscribe to the show in Itunes or your favorite podcast player.Thank you so much for listening until next time.

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