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Communications Explainer

Here’s what we’ve built:

  • A one-stop-shop website that funnels students to resources based on their wants/needs.
  • A student-focused event calendar for all students that only shows events catered to student interests. Events here are also automatically in the main university calendar.
  • An ecosystem that feeds articles/blogs/videos into the myBoiseState website.
  • A categorized, opt-in feed in the Boise State app that only shows content students care about.

Our Philosophy: Embrace what works

Content Marketing:

  • Produce valuable content that students care about
  • Storytelling allows for deep connection with students
  • Potential deliverables: Articles, blogs, videos, explainers, 5 ½ Things, student spotlights, vlogs, podcasts, Instagram stories, Instagram takeovers

Traditional Advertising:

  • Pushing messages or promotions to a large number of students whether or not the students are interested in the message.
  • Potential deliverables: Posters, flyers, brochures, banners, digital screens.

Promoting the tools rather than programs/events/departments/colleges

  • Using a mix of traditional advertising and content marketing to promote the tools for students to find the resources they need or didn’t know about.
  • Using a mix of traditional advertising and content marketing to promote the student-focused event calendar.
  • Embedding the tools at orientation for students and new employees.

What traditional promotions used to look like:

Poster: “Come to the Outdoor Program, we have a climbing gym and go on fun trips! Get out of your comfort zone, get involved!”

  • Not effective for students not interested in the outdoors or climbing
  • Relies on students being on campus
  • Doesn’t harbor a connection with students as a story would
  • Not memorable, just another ad

What promotions look like now:

Climbing to a New Perspective” – A student story told in first person about how reluctantly trying out the climbing gym changed her life.

  • Engaging
  • Opt-in – you’re not forced to read it
  • Reduces the signal-to-noise ratio
  • Can be viewed anywhere
  • Memorable
  • Relatable
  • Persuasive
  • Shared on main university social media channels

This all sounds great, so how do I tap in?

  1. Rethink how you promote your programs and departments to be more engaging
  2. Sign up to become a contributor on the Student Life Essentials blogs and start creating engaging content with student-centered language
  3. Submit your student-focused events to our calendar
  4. Talk about Student Life Essentials to your colleagues and students
  5. Send your resources and ideas to us at studentlife@boisestate.edu
  6. Continue the conversation we started from Student Life Essentials on your own website