Western Illinois University: Macomb Campus
Web Tools and Search Bar
Advancement & Public Services
Promotions and You: Integrated Marketing Using the WIU Web
Every day, our students, faculty, staff, organizations, and departments are doing amazing work that deserves recognition. This guideline can help you use the WIU web to market your;
- Contact University Relations News staff at (309) 298-1993 or your campus marketing web rep.
Writing for the Web - The Basics
Basic info submitted should include times, dates, locations, and contact info.
Whenever possible, items should be scannable, avoiding long paragraphs of text.
Additionally, info should include;
- names of faculty, staff, students involved
- programs of study involved
- departments &/or colleges sponsoring info
- quotes from participants
- relevant keywords to help push info up in search engine returns
A Note About Keywords
Keywords should be the basis of every marketing/promotional paragraph written about your event. Keywords are the building blocks of good integrated marketing policy.
Used correctly, they;
- help information rank higher in search engine returns
- strengthen your 'brand'
- strengthen association of your 'brand' with your professionals, staff, students, programs
- creates "breadcrumb marketing" that leads interested persons back to your department or program pages to learn more
- helps our students have a stronger 'professional web presence' when they graduate
Web-Based Marketing Resources
Process: All college marketing reps are emailed requesting items for this front page spotlight every two weeks.
- If you would like your program or event to be considered for a spotlight, send a request to email@example.com.
- Drives traffic to departmental webpages
- Managed by Web Services. Send requests to firstname.lastname@example.org or call (309) 298-1287 for more info.
Public Events Calendar (Webcal)
Note: Most users will look at an item they are interested in ONCE.
Descriptions left blank, 'tba,' or with only partial information may not be revisited.
It's better to submit only when all information is available.
- Process: Anyone may submit an event for possible
inclusion onto the public events calendar by using the public events
All departments and organizations may request their own calendar by sending a request to email@example.com.
- Followed by greatest possible audience
- Capability of being ‘shared’ via social media (viral marketing)
- Social media & mobile aggregating grabs (at least) name of event, date, description.
- Helps seed web search engines to rank names, departments, events higher in search engines
- Items entered into the calendar are used in 'feeds' and displayed to targeted audiences throughout the web
- Basic info submitted for events should be written using names of faculty, staff, students, & their specialties; as well as programs.
- Relevant keywords should be in copy as much as possible to help push info up in search engine returns
Questions? Contact Web Services, (309) 298-1287 or send a request to firstname.lastname@example.org.
- Every department, major, and academic support area can have a 'page'
- Ideally, pages should be updated once every two weeks
- Creates a potentially viral "breadcrumb trail" that can drive traffic to WIU websites
- Allows students, faculty, staff to promote programs and people
- Helps WIU, majors, and departments rank higher in facebook searches
- Creates networking opportunities for current students
- Helps seed 'search engine recognition' for vanity searches for alumni seeking jobs
For more info, contact area web representatives/marketing staff and Teresa Koltzenburg, University Relations, (309) 298-1993.
- Provides "breadcrumb trails" to link back for more info
- RAPID communication
- Helps seed search engines, social media with relevant WIU keywords
- Assume public can view all messages & write with that in mind
- Questions about twitter?
- Encourages collaboration
Contact Teresa Koltzenburg, University Relations, (309) 298-1993.
Campus Connection (University Relations)
- Faculty, staff, and many WIU alumni & retirees view connection
- Is the single greatest on-campus targeted audience
- Content is backed up regularly
Unews (University Relations News)
- Content disseminated to applicable news and media outlets
- RSS (Real Simple Syndication) compatible
- Greatly increases chances of news coverage
- Helps create ‘archival history’ of events
- Promotes faculty, staff, student, department names, specialties as ‘keywords’ that seed, promote, and display these in search engines
- Content backed up regularly and recoverable if necessary