A new uncsa.edu site launched in early December. The University of North Carolina School of the Arts site needed to convey the incredible talent and passion for the arts that are apparent every day in an artist colony atmosphere in Winston-Salem, North Carolina. The site needed to make the complexity of a high school + a college + a graduate school + summer programs seem…less complicated.

Partnering with mStoner, the digital marketing team at UNCSA had these goals for the redesign project:

  1. Relaunch a responsive website that reflected the creative nature of a unique institution.
  2. Present a strong, unified brand and message.
  3. Spotlight five conservatories within one, all competing with nationally ranked competitors.
  4. Establish a content strategy that enables you effective communication with key audiences.
  5. Deploy an enterprise content management system to manage and publish the new site.

Join this live broadcast of Marketing Live to hear how the project came together. Guests will provide lessons learned and takeaways for every higher ed marketing pro.

 

Episode Host

Rob Zinkan

Rob Zinkan

Rob Zinkan is in his 14th year with Indiana University, currently in a system-wide role as associate vice president for marketing, serving as marketing liaison to the flagship campus leadership and marketing community; working to develop, champion, and deploy the university’s brand strategy; and leading IU’s internal marketing agency. Previously, he worked at the campus level as vice chancellor for external affairs at Indiana University East and assistant dean for advancement at Indiana University–Purdue University Columbus (IUPUC). Rob earned his bachelor's degree from Wabash College, master's from Xavier University, and doctorate from Creighton University. He authors the University Advancement blog and is past chair of CASE Indiana.
 

Guests

Claire Machamer

Claire specializes in building and maintaining digital presence for brands and organizations by implementing strategies to improve user experience and scale audience. She was recently hired as the Director of Digital Media to establish and lead the newly formed Digital Media team and strategy for the University of North Carolina School of the Arts.

Before UNCSA, she worked with the University of Alabama Health System managing their consumer-facing digital strategy. She also worked for nearly a decade as the Managing Digital Editor of the national magazine Southern Living. There she launched and supported the video strategy for SouthernLiving.com and oversaw record-breaking year-over-year audience growth (reaching 10MM unique users in a single month) across all platforms, media types, and social media channels.

 

Susan T. Evans

Susan is the vice president of client solutions at mStoner. Susan leads all consultants across the strategy, creative services, technology, and project management practices. Susan has 25+ years of communications and marketing experience in higher education, first on a campus, and now consulting with colleges and universities across the U.S.

Before mStoner, Susan spent 22 years at the College of William & Mary where she was director of creative services serving as a member of the senior strategic communication team. Susan is a regular speaker and faculty member at national conferences and events including UCDA, CASE, HighEdWeb, edUi, and the American Marketing Association. Susan writes about brand, marketing, communications, governance, social media, and digital strategy.

mStoner projects led by Susan won seven 21st Annual Communicator Awards and W3 Awards in 2015, and three Interactive Media Awards in 2014. Projects she led at William & Mary have earned many national industry awards, including a silver award and two design excellence awards from UCDA, and three gold and two bronze medals for the CASE Circle of Excellence Program.

 
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