Sault College marketing team wins awardWednesday, July 11, 2012 by: SooToday.com Staff
Sault College marketing team wins award
SAULT STE. MARIE - It was an exciting evening last night as Sault College’s marketing team won the Innovation Centre’s SSMart Innovation Award in the category of Innovation in Web and Social Media.
The award acknowledges the individuals/organizations within the Algoma District responsible for developing effective use of web and/or social media for campaigns and/or ongoing promotion.
The award category is open to both organizations and web design/media companies.
“At Sault College, we don’t use social media to sell, we use social media to be present in our students’ and applicants’ lives and develop relationships with them,” states Susan Hunter, director, Marketing and Communications. “We speak in the language of our customers and listen to what they have to say and respond in a language that speaks conversationally in all facets of communication.”
The College continually seeks permission to share students’ testimonials, photos and personal accounts to encourage others to “see themselves here” and speak to what a College education has done for them.
“The voice we use in our web and social media communications and content is warm, welcoming and engaging using an interesting, personal and respectful tone at all times,” adds Hunter.
The unique design and tagline on the website: “We answer your calling,” shows a line of students entering a vintage red phone booth.
At any time, if a student has a question while navigating the site, the red phone booth image can be clicked on and contact information to a member of the College’s recruitment team immediately appears.
The innovative marketing campaign features an actual vintage red phone booth located in the recruitment area of the College that is unique and easily identifiable.
“Our relationships with students are real, they are current and they are dynamic, with the best people in the business wanting the best for those we serve so a greater number of students’ lives can be transformed in ways we have not yet imagined,” notes Hunter of the strategic direction of their team that aligns with the College’s larger strategic plan.
In an effort to expand and reach a greater number of online communities, social media tools such as the College’s Twitter and Facebook accounts have allowed the team to provide access to target markets.
Since 2010, the @SaultCollege Twitter account has grown to over 700 users and the College’s Facebook page reaches well over 1,000 potential students.
This strong presence has increased brand awareness, built overall trust and has allowed the College to tap into local and global markets to increase visible market presence, generate leads, and increase search engine optimization.
“The fact that key staff members are continually having conversations with our customers and potential customers online helps us to form strong bonds that then become real when we meet those students and their families in person as they arrive to campus and seek us out. We then see them return when the school year begins as they choose to study here and begin their academic journey with us. That’s the most impactful part of the interaction that makes our organization worthy of this win,” states Hunter.
Sault College would like to thank the Sault Ste. Marie Innovation Centre for this award, Lucidia for the College’s initial website design, the Information Technology web team at Sault College and all those who have helped the College impact lives.
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About Sault College
Sault College transforms the lives of students through providing innovative education and training, and granting Ontario College certificates, diplomas, advanced diplomas, graduate certificates, and degrees to its graduates.
The College is the largest deliverer of apprenticeship training in all of Northern Ontario.
Sault College has ranked 82.8 percent in Student Satisfaction, the highest score for a Northern College and second highest score overall in the province.
Educating over 4,500 students each year, Sault College has a significant economic impact on the community, with spin-offs in excess of $100 million.
Over $2 million dollars in scholarships, bursaries and awards are distributed annually to students at the College.
Located on the border to the United States and situated in the middle of three of the largest great lakes on the planet, Sault College is one of 24 publicly-funded colleges in the province of Ontario.
Visit our website at www.saultcollege.ca to learn more.
Pictured left to right: Ray Escasa and Shelby McClelland, student recruiters at Sault College; and Tessa Pino, communications officer at Sault College.