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22st Annual OLC International Conference
November 16-18, 2016 | Orlando, Florida | Walt Disney World Swan/Dolphin Resort

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April 20-22, 2016 | New Orleans, LA | Sheraton New Orleans Hotel

Leveraging the 3 Cs of Content Marketing to Attract Prospective Students and Engage Your Student Population

Aaron Edwards (Keypath Education, USA)
Additional Authors
Camille Campbell (Keypath Education, USA)
Session Information
October 15, 2015 - 11:15am
Institutional Strategies & Innovations
Major Emphasis of Presentation: 
Practical Application
Institutional Level: 
Universities and Four Year Institutions
Audience Level: 
Session Type: 
Discovery Session
Atlantic Hall
Session Duration: 
45 Minutes
Discovery Session 2

Confused about content? Let's discuss opportunities to blog, email, text, tweet, post and pin - all while keeping the content on your .EDU site up-to-date.

Extended Abstract

As new generations of prospective students expand their desire for digital content in a variety of formats, simply having and promoting a Web site and a few television ads is no longer an option. Younger generations are spending less time watching TV and are used to consuming their content via photos and videos, rather than reading long blocks of text. As a result, as recruiting competition grows and marketing budgets shrink, universities are faced with the challenge of creating timely, compelling content that provides the information that prospective students are seeking. Add to that the complexity of managing multiple channels; including Email, SMS text messaging, Facebook, Twitter, YouTube, Instagram and Pinterest and marketing professionals are facing a multi-channel dilemma. Too many channels and a high demand for content place a strain on resources. In this presentation, we'll discuss options to embrace the content economy and opportunities to not only create content, but curate it from other, reputable sources and crowdsource it from your students. We'll share examples of universities who are playing the content game successfully and provide some proven tips for managing your content and social media strategies.

Lead Presenter

Aaron Edwards, Senior Vice President of Enrollment Partnerships, Keypath Education

Aaron has 10 years of experience in higher education, focusing on developing high-impact enrollment strategies and solutions. Aaron has managed several aspects of education marketing and student life cycle solutions. His drive and focus for developing and implementing solutions has positioned both Keypath and his clients for long-term, sustainable success. During his tenure at Keypath he has held several positions, including Vice President of Account Management, Director of Client Services, Associate Director, Account Executive and Media Buyer.

Education: Bachelor of Science in Strategic Communication, University of Kansas

Credentials & Certifications: Aaron has served the higher education sector in various capacities during his tenure with PlattForm, including board positions, committee memberships, volunteer work and ongoing strategic consultation.