Stamats Insights | June 2024

Analytics & Industry Insights

Summer Checklist

This is a great time to check those maintenance tasks off your list.?

1. Broken list report to correct any links
2. List of oversized images
3. List of old PDFs to clean up (read last month’s newsletter that unlinking doesn’t make them go away)
4. Baseline accessibility report for your records. As a reminder, the DOJ says 2.1 AA is now the ADA standard (minimum accessibility requirement).
5. Review your Looker Studio Dashboard for trends over the last school year

If you would like free broken links, image size, or PDF list reports, email Cory Cozad ([email protected]). Need an accessibility report or Dashboard? We can help with that, too.?

Social Is the New Search Medium

Recent data continues to show that social search is the preferred platform for Gen Zs. While there is a lot to consider with engaging and converting this traffic, the Stamats team has the following recommendations:

• Consider a unique entrance/landing page for this traffic
• Feature real students and authentic experiences in your videos. Make sure videos have text overlay captions
• Evaluate new advertising channels; Google TV launched its TV Advertising Network

Syncing Google Ads & Microsoft Advertising

Soon you will be able to sync your Google Ads and Microsoft Advertising workflows, with the potential to accomplish more with less work on each platform. Microsoft may even import your campaign’s bid strategy to the newly supported strategy. For example, if your Google Ads campaign uses a Maximize conversions bid strategy, Microsoft will begin using your intended Maximize conversions bid strategy instead of Enhanced CPC.

What's Changing

Google announced that they will no longer be accepting credit cards after July 31st and require invoices only.

Research Insights

Transfer Student Web Activity

Did you know that July through mid-September is the lowest traffic point of the year for transfers? Interest in transferring begins as the first semester ends and hits its peak in May. Analytics is a great tool to track transfer activity as we know they have their own unique rhythm. Make sure your communication plans and budget align for the best optimization.

Questions to Ask Recent Grads to Develop Short Term Certificates

Recent interviews with graduates show how widespread self-guided learning is outside of higher education. Many who recently earned their bachelor's degree also completed courses, badges, workshops, certifications, and self-study while on the job.

And though employers paid for some, most students completed this on their own without going to a college/university setting to gain the skill. Interviewing recent graduates can help you understand what skills and tools are needed, allowing your institution to create more compelling academic programs, update course content, add necessary certificates, and market to working professionals.

Ask your alumni:

• What courses, certifications, certificates have you completed for your job in the last 12 months?
• What organization offered the course, certification, certificate?
• How long did it take you to complete it?

Email Cory Cozad ([email protected]) to get started on your alumni interviews.

Shout Outs!

Congratulations to our three partners who recently won 2024 Digital Health Awards:?

• UT Southwestern Medical Center, Gold for Digital Health Media / Publications: Blog Post
• Houston Methodist, Gold for Digital Health Media / Publications: Newsletter
• BeWell, New Mexico's Health Insurance Marketplace, Silver for Web-based Digital Health: Website

Your hard work and dedication to community health is being noticed!

Recently, two of our favorite people met up for an inspiring episode of the “Leading with Body Intelligence” video podcast. Jennifer Zach, author and founder of Zach Coaching LLC talks with our good friend Toni Hobbs, Director of Digital & Brand Strategy at Morehead State, about how she integrates somatic awareness into her leadership toolkit.

Trending Topics & Hot Takes

In our new podcast, Did I Say That Out Loud?, Stamats experts Stu Eddins and Mariah Obiedzinski Tang explore topics our clients are asking about and their take on the trend. The first six episodes are out now. Get actionable tips from Mariah and Stu on why we still do SEO and why you should, too.

Speaking Engagements & Conferences

Media Growth AI Council?| June 25, 2024: Sabra Fiala, AVP Marketing at Stamats, will speak on AI Implementation: Strategies to Integrate AI with Confidence.

Thought Leadership Stories

• Ban These Words from Your Higher Ed Content: You’ve done your best on your landing page, using words you believe to be relevant and timely. But when you step back from your copy, all you see is word salad! This happens to the best of us, usually because we’re using the wrong vocabulary.
• Triple Advantage: Pro Tips to Leverage SEO, PR, & Content Marketing: The roles of content marketing and public relations are narrowing, and this is a good thing. PR and content teams are working smarter, teaming up in hospitals and research institutions nationwide to deliver more SEO-charged, relevant, and compelling stories targeted intentionally to specific audiences—prospective students, trainees, patients, donors, and journalists.
• How PR and Content Marketing Can Streamline Superpowers to Achieve Business Goals: A transformative shift is happening, and it’s not AI. The aisle between public relations and content marketing is rapidly narrowing. If you’re smart about the convergence, you can forever enhance your brand’s storytelling.

Stamats is a leading marketing and communications agency with expertise in brand strategy, creative solutions, digital marketing, public relations, social media, data management, research, and website solutions. Visit stamats.com to explore how we can help you achieve your marketing goals.