Developing An Effective Recruitment Campaign in an Multi-Channel World: The Workshop


Montreal Marriott Chateau Champlain, CA, 1050 de la Gauchetiere West Montreal, Quebec, Canada Toll free (Canada and US) 1-800-200-5909 Locally 514-878-9000, CA

Developing An Effective Recruitment Campaign in an Multi-Channel World: The Workshop

Michael Stoner, mStoner

CAUCE 2013 Conference • Montreal • May 22-25
Register at:

Room: Maisonneuve F

In 2013, social media is no longer a “nice to have” feature for college and university marketers, fundraisers, and communications staff: it must be an integral part of any campaign to recruit students, raise money, promote institutional awareness, or accomplish other goals for a college or university. “Developing An Effective Recruitment Campaign in an Multi-Channel World” takes a close look at how social media – and many other channels – can be incorporated into successful campaigns. Topics include:

Building a foundation for success: Making sure that staffing, budgets, policies, and other management factors are aligned
Planning a campaign: Elements that every institution should consider before launching a campaign
Determining channels: Looking at where you should invest time (and perhaps dollars) in laying the groundwork for your campaign
Evaluating success: Examining what successful campaigns do – and don’t do – and what you can learn from their examples
Case studies: A thorough, in-depth exploration of successful social media campaigns and how certain ones can be targeted to a non-traditional market

In the case studies, we’ll delve into examples from the book Social Works: How #HigherEd Uses #SocialMedia to Raise Money, Build Awareness, Recruit Students and Get Results (2013). It is the first book focusing on how colleges and universities use social media in campaigns and contains 25 case studies of successful campaigns from 27 institutions. The session will include a hands-on exercise in
which you’ll work through some of the basic elements of a social media campaign, based on what was discussed earlier. There will also be a discussion on attendees’ experience using social media as a platform for marketing. Conference materials include a copy of Social Works and a workbook with a presentation handout, worksheets, and other materials, including a planning worksheet that you can use to plan your own campaign.