The University of North Carolina’s Kenan-Flagler Business School recently deployed three new DPS apps: UNC Business, it’s alumni magazine, ROI, it’s faculty research journal, and a very innovative MBA recruiting app called, appropriately, The MBA App.
These digital publishing projects are part of a broader digital initiative focused on delivering “a connected customer journey” across all channels. Through these highly interactive apps, UNC Kenan-Flagler is creating an engaging, rich media experience, and measuring that engagement on the back end to track a host of metrics such as program inquiries, downloads and launches.
What should universities considering a digital publishing strategy do? The short answer is to look at what others are doing in mobile content development and implementation to learn from their experiences. Newspaper and magazine publishers have been embracing digital publications for a few years and enterprises are leveraging digital publishing as well.
Notably, businesses in financial services, life sciences, retail, and manufacturing are using digital content to build strong connections with their key constituencies.
I’d also encourage institutions to consider what other colleges and universities – like those mentioned above – are doing to maximize their mobile marketing strategies, and determine the best practices that could be reasonably adopted.
Bottom line, digital publishing ought to be part of a well-thought-out mobile marketing plan—one that leverages existing workflows, best practices and resources, benefits the school by expanding their reach and stakeholder’s engagement and delivers analytics that will help inform business decisions.
While a move to digital publishing can be done incrementally, the college or university that doesn’t start now will likely be playing catch up – a dicey proposition in today’s fast-paced, mobile world.
Karen McCavitt is the Worldwide Marketing Group Manager for Higher Education, Adobe Systems.
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