COMMUNICATION
CHANNELS INS & OUTS:
From Brand
Ambassadorship to
Contributing to a Positive,
Integrated Sauder
Footprint
Craig Kingsep Undergraduate Office (UGO)
Maddy Thenappan Commerce Undergraduate Society (CUS)
Kristina Baric Sauder Marketing & Communications (MarCom)
The Sauder Digital Ecosystem
Branded social
media
YouTube
channels
/video
Newsletters
Paid ads
Events
“The Brand” visuals
(logo use, digital signage,
ephemera)
Microsites
(discoverwith.sauder.ubc.ca,
welcometosauderb.com)
Websites
(Sauder & CUS)
Sauder
Footprint
Brand mentions
(earned media)
The Sauder Digital Ecosystem
Branded social
media
YouTube
channels
/video
Newsletters
Paid ads
Events
“The Brand” visuals
(logo use, digital signage,
ephemera)
Microsites
(discoverwith.sauder.ubc.ca,
welcometosauderb.com)
Websites
(Sauder & CUS)
Sauder
Footprint
Brand mentions
(earned media)
Websites sauder.ubc.ca
Websites mybcom.sauder.ubc.ca
Websites
cus.ca and internal.cus.ca
Websites:biz club/conference examples
Print media: The Cavalier
Print media: The Cavalier
• Three print editions
• Digital articles released bi-weekly
• How can I get on the print editions?
The editorial calendar will be are planned and consolidated by September.
Get in touch with the editor-in-chief Rachel Chan ([email protected]) to
be considered within the print copies.
• How do I get on the online editions?
Speak to editor in chief Rachel Chan ([email protected]) two weeks in
advance to have your event/subject featured.
The Sauder Digital Ecosystem
Branded social
media
YouTube
channels
/video
Newsletters
Paid ads
Events
“The Brand” visuals
(logo use, digital signage,
ephemera)
Microsites
(discoverwith.sauder.ubc.ca,
welcometosauderb.com)
Websites
(Sauder & CUS)
Sauder
Footprint
Brand mentions
(earned media)
Brand campaign
discoverwithsauder.com microsite
Admissions
welcometosauderb.com microsite
The Sauder Digital Ecosystem
Branded social
media
YouTube
channels
/video
Newsletters
Paid ads
Events
“The Brand” visuals
(logo use, digital signage,
ephemera)
Microsites
(discoverwith.sauder.ubc.ca,
welcometosauderb.com)
Websites
(Sauder & CUS)
Sauder
Footprint
Brand mentions
(earned media)
Social media official Sauder channels
Social media official Sauder channels
Social media – Get on our radar!
Best practices
• tag Sauder official accounts (@), use hashtags in posts to flag
posts to our offices for amplification/RTs
• like and follow official channels so you stay in the loop on what
we’re posting and use this content to push to your channels to
create engagement
• email [email protected] with links/uRL to your clubs
pages/profiles
CUS social media stream
@cusonline
Social media - Facebook
facebook.com/ubcbcom
Social media - Facebook
“Class of” groups
•
•
foster a community for incoming class
get in touch with peers
Social media - Twitter
@UBCSauderSchool (external)
@UBCSauderBCom | @CUSonline (student-facing)
Best Practices to increase your exposure
 to help extend reach, use these #’s to join existing conversations / contribute
to shared brand voice:
• Brand/UBC - #UBCSauder #SauderAlum #UBCGrad
• Students - #SauderCLC #SauderCoOp #SauderBCC #SauderLife #myBCom
• Conferences, trips – seasonal e.g., #TrekChina
(Don’t create new accounts every year!)
• Faculty, research - #SauderExperts #SauderInTheNews
Social media - Twitter
www.brightspark-consulting.com/how-to-craft-the-perfect-tweet
Social media - Instagram
@UBCSauderSchool | @CUSonline
Best Practices
• Use #UBCSauder and #SauderLife to tag tweets so we can find them
• @UBCSauderSchool for #SauderLife / student experience curation
• @CUSonline – Get to Know the CUS, meet the faces of the CUS, learn about
elections, service council members, clubs meetings.
Social media - YouTube / video
Best Practices
• Flag new video uploads to [email protected] so we can link to them
where/when appropriate, or add it to our BCom-related playlist(s)
• Pitch ideas to CUS Visual Media Team (2 videographers + 10 photographers)
and use them as a resource to create video assets to promote your activities
(contact them at internal.cus.ca/marketing/visual-media, [email protected])
Social media - LinkedIn
Company page vs Higher Ed. page
Social media - LinkedIn
Optimize your profile
Increase profile views!
• add Sauder to your profile
• engage on our company page/university page to be move visible to
employers/peers/alumni
• connect with faculty, alumni groups
Social media - Pinterest
Follow Sauder and BCC boards
Use Pinterest as a
personal tool
• mood boarding
• organize your ideas
• career resources,
interview/study tips
The Sauder Digital Ecosystem
Branded social
media
YouTube
channels
/video
Newsletters
Paid ads
Events
“The Brand” visuals
(logo use, digital signage,
ephemera)
Microsites
(discoverwith.sauder.ubc.ca,
welcometosauderb.com)
Websites
(Sauder & CUS)
Sauder
Footprint
Brand mentions
(earned media)
eNewsletters
What you need to know
• Know your eblasts
• CUSunday – Sundays: Club event or promotion? Fill out submission form
on internal.cus.ca (goes to VP Marketing)
• UGO In The Know (faculty) – Mondays: faculty news sent out by UGO
• BCom Career News (faculty) – Fridays: career news sent out by BCC
• clubs newsletters
• Sauder360 (MarCom) - Sent every month; school news/research
• Sauder In the News (MarCom) – Sent every month; media hits
eNewsletters
Canadian Anti-Spam Legislation (CASL)
The Canadian Anti-Spam Legislation is one of the world’s most stringent anti-spam
laws. Its primary purpose is to prohibit the sending of spam (unwanted Commercial
Electronic Messages, or CEMs).
Any messages that contain commercial content may constitute CEMS under CASL.
Many University-related activities do not fall within the scope of the legislation, but
regardless, best practice for any newsletters:
• ensure people have opted in to be on your mailing list
• ensure any email communications have clear sender contact information
• ensure any email communications have an opt-out/unsubscribe option
• only use mailing list for its intended purpose (i.e., nothing unrelated to
club/service)
Learn more about CASL at universitycounsel.ubc.ca/access-and-privacy/casl
The Sauder Digital Ecosystem
Branded social
media
YouTube
channels
/video
Newsletters
Paid ads
Events
“The Brand” visuals
(logo use, digital signage,
ephemera)
Microsites
(discoverwith.sauder.ubc.ca,
welcometosauderb.com)
Websites
(Sauder & CUS)
Sauder
Footprint
Brand mentions
(earned media)
Events
How to get the word out
Best Practices / Recommendations for promotions
• speak to faculty to promote it during a class
• work with other clubs to cross-promote, collaborate
• digital screen submissions
• send a PPT slide to [email protected]
• Guidelines at sauder.ubc.ca/Resources/Digital_Signage
• CUSunday submissions
• submit form on internal.cus.ca
• use existing social media channels and #s to get the word out
• boothing – consider location and timing to be most effective
Make your event last
Go for timeless, not just timely
Best Practices
• assign a brand ambassador to capture the day’s events for posterity, Storify
curation, live-tweeting
• don’t create new accounts for seasonal conferences/events unless you have a
long-term maintenance strategy for those profiles; opt to use hashtags instead
(#MeInc) - timeless not just timely
• create a Storify (storify.com) and share the link with us – easy way to tell the
story of your event – and send [email protected] the link for promotion
• see examples at storify.com/ubcsauderschool:
Photography
Best Practices
• post only images on social media that positively
reflect your self, your organization, and your community
• for events, include a message in event details if photographs will be taken and
posted
• be prepared to remove any images if requested
• use Consent to Use of Image form for nonprofessional, unpaid models
(e.g., students, faculty, staff) used in promotional materials like websites,
posters, flyers
• Free consent form templates available online. See UBC form as example:
universitycounsel.ubc.ca/files/2011/01/Final-Consent-to-use-of-Image-Nov23-10.pdf
• note: age of consent in BC is 19
Photography
A note on using your resources
• CUS Visual Media consists of a team of talented,
passionate photographers and videographers.
•
When working on videography and large event photography, the CUS VM team
should be your first resource to reach out to.
•
Ideation behind videography throughout Sauder tends to overlap (welcome to Sauder
videos, seasonal videos, etc.) and so keep CUS VM as the focal point so we can
produce one, high quality video on a topic.
•
Get in touch with CUS VM director Gracia Chua ([email protected]) or submit a
form through http://internal.cus.ca/marketing/visual-media/
The Sauder Digital Ecosystem
Branded social
media
YouTube
channels
/video
Newsletters
Paid ads
Events
“The Brand” visuals
(logo use, digital signage,
ephemera)
Microsites
(discoverwith.sauder.ubc.ca,
welcometosauderb.com)
Websites
(Sauder & CUS)
Sauder
Footprint
Brand mentions
(earned media)
Brand look and feel
Stay consistent for best impression
Best Practices
• follow logo use guidelines
• colour palette (know your hex codes!)
• Sauder green #abb400
• UBC/Sauder blue #002145
• Sauder BCom orange #ed8b00
• SWAG, business cards
• Legitimize your club/service through
consistent use of visuals, logos, colours
Sauder and CUS logo usage guidelines at
internal.cus.ca/marketing
The Sauder Digital Ecosystem
Branded social
media
YouTube
channels
/video
Newsletters
Paid ads
Events
“The Brand” visuals
(logo use, digital signage,
ephemera)
Microsites
(discoverwith.sauder.ubc.ca,
welcometosauderb.com)
Websites
(Sauder & CUS)
Sauder
Footprint
Brand mentions
(earned media)
When someone searches “Sauder
school”….what comes up?
Poor # use
Best Practices
• carefully research your hashtags
• don’t try to capitalize on trending topics without fully understanding them
• don’t trivialize news items
• know your audience - think about possible scenarios when asking your audience
to engage
Good examples of #engagement
#MeIncMoment
#UBCGrad
Contributing to a Positive Online
Footprint
•
•
•
•
•
•
•
Take responsibility for how you participate in online conversations.
You are a spokesperson for the school.
What you say speaks about the Sauder community at large.
Good intentions doesn’t always mean good impact.
Think about the image you evoke, the identity you express online.
Are you being authentic? Will people misinterpret what you’ve shared?
Social media content you post can be read out of context. It doesn’t provide
a full picture, so be mindful of what you share.
Be a brand champion and let’s make
Sauder the gold standard
Branded social
media
YouTube
channels
/video
Newsletters
Paid ads
Events
“The Brand” visuals
(logo use, digital signage,
ephemera)
Microsites
(discoverwith.sauder.ubc.ca,
welcometosauderb.com)
Websites
(Sauder & CUS)
Sauder
Footprint
Brand mentions
(earned media)
Questions? Contact us!
Craig Kingsep Undergraduate Office (UGO)
[email protected]
Maddy Thenappan Commerce Undergraduate Society (CUS)
[email protected]
Kristina Baric Sauder Marketing & Communications (MarCom)
[email protected]
Visnja Milidragovic Sauder Marketing & Communications (MarCom)
[email protected]