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Photos and videos of empty grocery store shelves where toilet paper, paper towels, hand sanitizer and more would typically be stocked have circulated after people responded to COVID-19 fears with panic buying, or bulk buying. Some stores are enforcing quantity limits on certain items and asking people to leave stock for the next person, explaining that their supply chain has not been disrupted. During a time of stress and uncertainty, how do we ease our fears and avoid a counter-productive and potentially selfish bulk-buying response? Baylor University’s Jim Roberts, Ph.D., The Ben H. Williams Professor of Marketing in the Hankamer School of Business, is an internationally recognized expert on consumer behavior and the effects of consumerism and technology on individual happiness. During a brief Q&A, he gave insight to how panic buying content on social media can actually reinforce fear and gave advice on reducing anxiety. Q: Do you see a connection here between consumerism and safety or perceived safety? A: Yes, we call it mortality salience. When we are reminded of our own mortality, we search out products that give us comfort. We naturally buy more when we are threatened. We often seek comfort in our spending particularly in times like these. Some products have practical value, but a shopping cart full of toilet paper is addressing some deeper existential fears as well. Q: There have been a lot of photos floating around online of empty shelves in grocery stores. Is social media affecting panic buying? A: The media benefits from creating hysteria — more people watch and listen when they are frightened. There is something called the availability bias that can explain why we are so fearful. We view things that we have been recently exposed to as more prevalent than they really are. Q: How can people navigate social media during this time in a healthy way? A: Step away from it. Cut back on media exposure and distract yourself by trying to ease others’ burdens. If you turn off your TV and avoid social media you will reduce your anxiety level. Take the emphasis off yourself and you will reap psychological benefits. ABOUT JIM ROBERTS, PH.D. Jim Roberts, Ph.D., The Ben H. Williams Professor of Marketing in Baylor University’s Hankamer School of Business, is a nationally and internationally recognized expert on consumer behavior and has been quoted extensively in the media. He has appeared on CBS’ Early Show, ABC’s World News Tonight, ABC’s Good Morning America and NBC’s The Today Show. He has been quoted and/or featured in The New York Times, The Wall Street Journal, USA Today, National Public Radio, Cosmopolitan Magazine, Glamour and U.S. News and World Report, among many other newspapers, magazines, websites and television outlets. ABOUT BAYLOR UNIVERSITY Baylor University is a private Christian University and a nationally ranked research institution. The University provides a vibrant campus community for more than 18,000 students by blending interdisciplinary research with an international reputation for educational excellence and a faculty commitment to teaching and scholarship. Chartered in 1845 by the Republic of Texas through the efforts of Baptist pioneers, Baylor is the oldest continually operating University in Texas. Located in Waco, Baylor welcomes students from all 50 states and more than 90 countries to study a broad range of degrees among its 12 nationally recognized academic divisions. ABOUT HANKAMER SCHOOL OF BUSINESS AT BAYLOR UNIVERSITY At Baylor University’s Hankamer School of Business, integrity stands shoulder-to-shoulder with analytic and strategic strengths. The School’s top-ranked programs combine rigorous classroom learning, hands-on experience in the real world, a solid foundation in Christian values and a global outlook. Making up approximately 25 percent of the University’s total enrollment, undergraduate students choose from 16 major areas of study. Graduate students choose from full-time, executive or online MBA or other specialized master’s programs, and Ph.D. programs in Information Systems, Entrepreneurship or Health Services Research. The Business School also has campuses located in Austin and Dallas, Texas. Visit www.baylor.edu/business and follow on Twitter at twitter.com/Baylor_Business.
Replacing in-person events in the wake of COVID-19
As the world deals with the COVID-19 outbreak and normal activities are curtailed with social distancing and self-isolation, businesses and marketers are having to adapt quickly. Last week, IDC Canada hosted a webinar around "Digital Transformation and the Evolving Tech Buyer's Journey: What Canadian Marketers Need to Know". The question that was top of mind - "In the wake of Covid-19, what are some of the alternative ways of generating leads when live events are not possible?" Our experts suggested four key points during the webinar: 1. Explore virtual platforms - The experience can’t fully replace in-person events but virtual platforms can help you engage with your prospects and customers. 2. Alternatives to in-person events - Webcasts and audio podcasts designed to educate buyers and bring in customer and 3rd party perspective help you stay top of mind. 3. Interactive content – Buyers are demanding interactive and visually appealing content. Interactive tools and microsites that have been wrapped with analytics provide marketers with the performance insights needed to optimize impact. 4. Cut through the noise - Targeted industry or role specific messages will have more impact in uncertain times. Watch now the webcast on-demand If you are interested in learning more about these techniques - then let us help. Julie Tiley is the Vice President, Custom Solutions for IDC Canada. She is an expert in the areas of developing and delivering programs designed around on specific business goals, especially in a rapidly changing environment like the one we are facing today. Julie is available to speak with media or anyone interested in knowing more. Simply click on either expert’s icon to arrange an interview or email askidc@idccanada.com.
Baylor Expert Shares Tips to Help Kids Maintain, Improve Fitness During Time Out of School
Millions of children and teens throughout the United States are relegated to their homes in attempt to help “flatten the curve” and spread of COVID-19. As parents struggle to carve out a new normal for themselves and their children, a Baylor University professor says physical fitness should still be a priority. Paul Gordon, Ph.D., professor and chair of Baylor University’s department of health, human performance and recreation, is recognized nationally as a top expert in muscular fitness and health outcomes. His areas of expertise include physical activity and lifestyle-based research related to obesity. “Beyond improving your health, physical activity will also improve your mental state,” Gordon said. “A sense of accomplishment and satisfaction is often felt after exercise. Consequently, when you need a mood lift either from ‘cabin fever’ as a result of being shut in or the stress of our current health crisis, take an exercise break. It will help you keep your spirits up.” In the following Q&A, Gordon shares tips to help parents and children stay fit during the coronavirus pandemic. Q: With millions of kids now out of school due to coronavirus – and without the benefits of a gym class – what advice would you give parents and guardians about helping those kids maintain or improve fitness? A: With the onset of school closures and recommendations to limit groups, parents do find themselves challenged to figure out a new routine that encourages healthy living such as opportunities for exercise. Given the current challenges we are facing to prevent the spread of this dangerous disease, parents need to step up and actively oversee their children’s activities. The following points are important considerations: Engage in Active Parenting. Many children/adolescents will be engaging in remote learning formats through much, if not all, of the remaining school year. Consequently, parents will need to assist their kids, particularly the younger children, with access and supervise their work. We cannot expect teachers to have the same control as when they are in class. Similarly, opportunities for engaging in physical activity need to be planned and encouraged and where possible supervised. Some exercise is better than none. This concept is true for adults and kids alike. Don’t give up on getting exercise completely if you can’t plan a full workout. A little is good, and more is better. Remember, exercise is helpful for more than weight control. It improves cardiovascular and skeletal health as well. It can even bolster your immunity response. Q: Are there exercises that kids from kindergarten on up can do? What would you recommend in terms of time and style of exercise? A: Younger children are more likely to engage in activity if they have someone to play with. Parents should engage in active games with their children. If the parent is working from home, take short breaks and play with your child. Active games that involve running, skipping, jumping and climbing are perfect types of activities. Take them for walks in the park or neighborhood. Once children hit adolescence, they are more inclined to perform limited stationary exercises such as on a stationary bicycle or cross trainer. Throwing the ball and playing controlled games (tag, kickball, etc.) can be effective. Playing with your child is an excellent way to spend time and build memories that last a lifetime. Older children can also engage in regular calisthenics such as push-ups, jumping jacks, wall sits, etc. Make it a game or contest and you’ll likely get their involvement. Q: Do you recommend any online plans or resources for parents to follow? A: There are a number of online resources available. A few examples are listed below: GoNoodle KidsHealth.org BeActiveKids.org Q: What are the negatives associated with being sedentary – whether it’s in front of a television or sitting and spending too much time in front of a screen? A: A sedentary lifestyle has numerous untoward effects on health. In fact, even individuals who are meeting basic activity levels can be at increased risk for diseases if they are overly sedentary. Increased risk for cancer, cardiovascular disease and metabolic abnormalities (i.e., diabetes) occur from sedentary living. Obesity has reached epidemic levels in our society, and a primary factor is sedentariness. It’s important to take breaks from sitting and get up and walk around. ABOUT BAYLOR UNIVERSITY Baylor University is a private Christian University and a nationally ranked research institution. The University provides a vibrant campus community for more than 18,000 students by blending interdisciplinary research with an international reputation for educational excellence and a faculty commitment to teaching and scholarship. Chartered in 1845 by the Republic of Texas through the efforts of Baptist pioneers, Baylor is the oldest continually operating University in Texas. Located in Waco, Baylor welcomes students from all 50 states and more than 90 countries to study a broad range of degrees among its 12 nationally recognized academic divisions. ABOUT ROBBINS COLLEGE OF HEALTH AND HUMAN SCIENCES AT BAYLOR UNIVERSITY The Robbins College of Health and Human Sciences at Baylor University was established in 2014, a result of identified priorities for strengthening the health sciences through Baylor’s strategic vision, Pro Futuris, and the University’s Illuminate strategic plan. The anchor academic units that form Robbins College – Communication Sciences and Disorders; Family and Consumer Sciences; Health, Human Performance and Recreation; Public Health; and Division of Health Professions – share a common purpose: improving health and quality of life. The College’s curricula promotes a team-based approach to transformational education and research that has established interdisciplinary research collaborations to advance solutions for improving quality of life for individuals, families and communities. For more information, visit www.baylor.edu/chhs.
Here’s practical advice for teaching online, from an expert at the IU Kelley School of Business
The Kelley Direct online MBA program at the Indiana University Kelley School of Business consistently is ranked No. 1 by U.S. News and other news organizations. Sarah Smith-Robbins, director of learning technologies at Kelley, can discuss the transition that many colleges and universities are having to make, from in-person to online instruction. She offers these tips: Don’t try to recreate your classroom: “Learning online is different, just as holding a virtual meeting is different from an in-person meeting. Both residential class meetings and virtual class meetings have their drawbacks and their benefits. Take advantage of those benefits. For example, in an online meeting, more than one student can ask a question at a time in the chat. They can even answer one another’s questions there without interrupting the instructor. It’s also far easier for students to get together as teams and collaborate when they’re all online. Encourage them to do so.” Let your hair down just a little: “Virtual class meetings allow you and your students to see one another in a different setting than in a classroom. Personalize the space that students see behind you when you’re on camera. Let them know a little bit about who you are that you wouldn’t typically be able to share. Login to live sessions a bit early to chat casually with students who are there. That informal communication matters.” Consider the wide range of student circumstances: “Some students may have gone home to a fast internet connection and a great computer. Others may have to park their car in a parking lot to access free WIFI on a borrowed laptop. In either circumstance, your students want to learn. Do what you can to meet them where they are. For example, if you’re posting a pre-recorded lecture to your course, record it in a few short videos rather than one long one. The file sizes will be smaller and students will still see the whole lecture. If you’re planning to host live class meetings, understand that not all students will have the bandwidth to attend or might lose their connection in the middle of class. Post a recording of the session afterwards so everyone can participate. If you can cut the recording into several small videos, even better.” Learn from other instructors: “It’s not often that faculty sit in on one another’s residential classes. In a typical semester, you may have little reason in to compare notes on teaching methods with other faculty. However, you now have a perfect reason to compare what you’re doing to ensure that your students continue to learn. Why not practice holding online meetings by meeting with fellow faculty to share ideas about converting your courses to online delivery? Make use of your department’s mailing list to ask questions and learn from one another. If you’ve taught online before, offer yourself as a resource to faculty in your department who haven’t.” Think of it as an adventure: “Though the situation that brought us to this point of teaching online at short notice is dire, we’re all in it together. No one expects your online course to be perfect. Consider it an adventure that you and your students are on together. They’ll forgive your mistakes and make a few of their own. Connecting with one another, even online with a few hiccups, will go a long way to ensuring that students still feel connected, considered, and cared for.” Smith-Robbins can be reached at 812-855-9310 (w), 317-985-7200 (m) or sabsmith@indiana.edu. She requests that people email her first to schedule an interview, due to her efforts assisting faculty.
How to Find Quality Family Time During the Coronavirus Pandemic
Planning schedules, screen time and social connectedness during the coronavirus crisis can parents and children reduce stress, be productive and create meaningful family moments With many schools closed as a measure against the spread of coronavirus, and many parents working remotely, families can incorporate a variety of activities — including educational ones — to keep kids engaged and ready to continue learning when they return to school, say family experts at Baylor University. “Life will look a little different over the next few weeks” amid the social distancing recommend by the Centers for Disease Control and Prevention, said Karen K. Melton, Ph.D., assistant professor of child and family studies in Baylor’s Robbins College of Health and Human Sciences. “For the next few weeks, we are going to get to spend extra quality time with our loved ones at home, likely resulting in more laughs and tears. “A sense of routine can help us stay calm and keep moving forward,” she said. “As we all lean into the changes that surround us, we offer three S’s for being intentional while kids are home: schedules, screen time and social connectedness.” SCHEDULES Schedules can take time and effort to create, but once established, they will help reduce stress, Melton said. “You can create a full-day schedule or just a morning/afternoon schedule when you need to get other work done. By providing a family’s schedule, you will reduce boredom and anxiety while increasing a sense of belonging and competency. Some families may allow kids to watch TV in the morning and then work through their schedule. If they complete all their activities, then they can earn additional screen time in the late afternoon.” Some schedule suggestions: Art and/or music Outdoor play Free play Learning activities/educational worksheets Reading Chores Board games Screen time SCREEN TIME “Your kids will likely have more screen time than usual,” Melton said. “For older children, limit screen time so that it does not replace physical activity, sleep or other healthy behaviors. Parents also may want to consider that all screen time is not equal, not only by the ways we interact — smartphones, tablets, computers, gaming devices and televisions — but by different categories for screen time use.” Among those: Watching educational shows versus watching entertaining shows Playing educational games versus playing entertainment games Constructive social media versus destructive social media use SOCIAL CONNECTEDNESS Apps and other technology offer ways to stay connected with those outside the home. But each day of the week also provides opportunities for meaningful moments with family at home, said Nicole McAninch, Ph.D., clinical associate professor of child and family studies at Baylor, who co-directors the Intentional Family Project at Baylor. Some ideas: Dust off the board games. Teach your kids a family recipe. Have a family dance party. Play a video game as a family. Have a family movie night. “Life will be a little crazier than usual over the next few weeks,” Melton said. “Remember, we are all in this together. We will all need to sacrifice and be more flexible. If we spend a little time being intentional with schedules, screen time and social connections, then we can look back at this time, having created meaningful moments that help our family thrive.” ABOUT BAYLOR UNIVERSITY Baylor University is a private Christian University and a nationally ranked research institution. The University provides a vibrant campus community for more than 17,000 students by blending interdisciplinary research with an international reputation for educational excellence and a faculty commitment to teaching and scholarship. Chartered in 1845 by the Republic of Texas through the efforts of Baptist pioneers, Baylor is the oldest continually operating University in Texas. Located in Waco, Baylor welcomes students from all 50 states and more than 90 countries to study a broad range of degrees among its 12 nationally recognized academic divisions.
Baylor Sports Marketing Expert Discusses NBA, NCAA Coronavirus Decisions
On Wednesday, the NBA took the unprecedented step to suspend its season following the revelation that one of its players tested positive for coronavirus. In addition, the NCAA announced that the March Madness basketball tournaments will be played, but without fans present. Baylor University’s Dr. Kirk Wakefield is a nationally recognized expert on sports marketing, sports psychology and fan/consumer response. He has conducted research on the sports retail market – including the NBA and all major national organizations – for more than 20 years. In this brief Q&A, he shares his thoughts about these two decisions. Q: This was an unprecedented action by the NBA to suspend the season due to coronavirus. What does this mean for the teams? A: We’ve had work stoppage before with labor lockouts. Fans were angry then, but the majority won’t be now. Most won’t blame the league or the teams. We might see even more passion for the teams as fans are anxious for play to resume. Q: Based on your understanding of the decision-making process, does this seem to be an action that was done thoughtfully? A: It was carefully considered. No one wants to be the one who could have prevented a catastrophe and didn’t take prudent steps. Just like after lockout years, the leagues will recover. Q: The NCAA tournament will be played – but without fans. What does this mean for college sports teams and the NCAA? A: Obviously, viewership will increase – which is good for sponsors with heavy broadcast and digital assets. Sponsors and venues/teams who are reliant on gate revenue will be hit the hardest. ABOUT KIRK WAKEFIELD, PH.D. Kirk Wakefield, Ph.D., is the Edwin W. Streetman Professor of Retail Marketing and executive director of Sports Sponsorship & Sales at Baylor Unviersity's Hankamer School of Business. His research on retailing covers more than two decades and focuses primarily on sports psychology, team sports marketing, entertainment marketing, and fan and consumer response to pricing and promotional tools. He has conducted fan research in almost every venue in sports including the NBA, NFL, MLB, MLS, NHL and NASCAR. ABOUT BAYLOR UNIVERSITY Baylor University is a private Christian University and a nationally ranked research institution. The University provides a vibrant campus community for more than 18,000 students by blending interdisciplinary research with an international reputation for educational excellence and a faculty commitment to teaching and scholarship. Chartered in 1845 by the Republic of Texas through the efforts of Baptist pioneers, Baylor is the oldest continually operating University in Texas. Located in Waco, Baylor welcomes students from all 50 states and more than 90 countries to study a broad range of degrees among its 12 nationally recognized academic divisions. ABOUT HANKAMER SCHOOL OF BUSINESS AT BAYLOR UNIVERSITY At Baylor University’s Hankamer School of Business, integrity stands shoulder-to-shoulder with analytic and strategic strengths. The School’s top-ranked programs combine rigorous classroom learning, hands-on experience in the real world, a solid foundation in Christian values and a global outlook. Making up approximately 25 percent of the University’s total enrollment, undergraduate students choose from 16 major areas of study. Graduate students choose from full-time, executive or online MBA or other specialized master’s programs, and Ph.D. programs in Information Systems, Entrepreneurship or Health Services Research. The Business School also has campuses located in Austin and Dallas, Texas. Visit www.baylor.edu/business and follow on Twitter at twitter.com/Baylor_Business.
On average, teachers across the U.S. spend approximately $479 on classroom supplies each year, according to a 2018 study by the National Center of Education Statistics. The Institute for Interdisciplinary STEM Education (i2STEMe) at Georgia Southern University is helping reduce this burden for teachers in southeast Georgia with the School Outreach Program, a lending membership program that provides STEM and social studies materials for K-12 classrooms. i2STEMe, housed in the College of Education, serves as an outreach center for the university, regional educators and the broader community. The School Outreach Program provides STEM and social studies supplies, including consumable and non-consumable materials, equipment, and teaching aids to member teachers, schools and districts. Members can request items and materials that will be delivered to and picked up from their school location. Annual membership for the program can be purchased by entire school districts, schools or individual teachers. The project was recently featured on WTOC 11 where viewers were given a first-hand look at how local teachers and students are benefitting from the program. Alisa Leckie, Ph.D., the interim assistant dean of Partnerships and Outreach at Georgia Southern was on hand to explain how Georgia Southern is making sure students have access to the resources they need to further their learning in areas like STEM. Are you a journalist looking to learn more or cover the School Outreach Program and how institutions like Georgia Southern University are helping teachers, students, and schools across the state? If so – then let our experts help. Leckie's research is focused in the areas of education of language minority students, and analyzing policies impacting education. She is available to speak with media regarding this program – simply click on her icon to arrange an interview.
Interested in the Ethics of EdTech Apps? Let our Experts Help with Your Coverage
There’s been a lot of talk lately about EdTech apps. There’s a long list of benefits and advantages for students looking to succeed in these modern and digital times. However, with anything app-related – user privacy and what’s being done with all of your data that’s collected always comes to the forefront of the conversation. EdTech apps are a billion-dollar industry, and recently the experts from the University of Mary Washington were asked their opinions on the industry, the apps and privacy. Jesse Stommel, senior lecturer of Digital Studies at the University of Mary Washington, said that EdTech providers had a responsibility to do more than just legally protect themselves with terms and conditions. “The onus has to be on the tech companies themselves to educate the users about data security and data monetisation…say ‘here’s why I’m collecting it, here’s what I hope to do with it, here’s why it should matter to you’,” he said. For Dr. Stommel there was also still a danger when technologies were adopted widely across campuses and every student or lecturer was required to use them. “When certain companies become universal, staff and students don’t have a way to say ‘I won’t use it because I don’t want them to have my data’,” he said. The fact that certain products had become so widely adopted, such as plagiarism tracking software Turnitin, was another reason to be cautious about data protection, he said. Turnitin, which was sold last year for $1.8 billion (£1.4 billion), has been accused of monetising students’ intellectual property, since it works by checking submitted papers against an ever-growing database of previously submitted essays and detecting any similarities. “Companies can start off small and they say ‘we will be good stewards of this data, we’re small, we talk to each other,’ but then that company achieves more and more success and it doesn’t necessarily have the standards in place to maintain that,” said Dr. Stommel, speaking generally. “Then what happens when they are bought out? What are the ethics of the company that has purchased them? What happens to the student data then?” Dr. Stommel said that the most “moral” thing to do was for companies to collect as little data as possible but admitted “no company is approaching it in that way”. January 14 - TimesHigherEducation.com Are you a journalist covering how EdTech is now becoming a regular part of modern-day higher education? Then let our experts help with your stories. Jesse Stommel is a senior lecturer of Digital Studies at the University of Mary Washington and is an expert in faculty development, digital education and modern learning. He is available to speak with media regarding EdTech apps – simply click on his icon to arrange an interview.
Introducing AiMOS, The Most Powerful Supercomputer at a Private University
The most powerful supercomputer to debut on the November 2019 Top500 ranking of supercomputers, also the most powerful supercomputer in New York State, was recently unveiled at the Rensselaer Polytechnic Institute Center for Computational Innovations (CCI). Part of a collaboration between IBM, Empire State Development (ESD), and NY CREATES, the eight petaflop IBM POWER9-equipped AI supercomputer is configured to help enable users to explore new AI applications and accelerate economic development from New York’s smallest startups to its largest enterprises. AiMOS is: The most powerful supercomputer housed at a private university. The 24th most powerful supercomputer in the world. The third-most energy efficient supercomputer in the world. Named AiMOS (short for Artificial Intelligence Multiprocessing Optimized System) in honor of Rensselaer co-founder Amos Eaton, the machine will serve as a test bed for the New York State-IBM Research AI Hardware Center, which opened on the SUNY Polytechnic Institute (SUNY Poly) campus in Albany earlier this year. The AI Hardware Center aims to advance the development of computing chips and systems that are designed and optimized for AI workloads to push the boundaries of AI performance. AiMOS will provide the modeling, simulation, and computation necessary to support the development of this hardware. “The established expertise in computation and data analytics at Rensselaer, when combined with AiMOS, will enable many of our research projects to make significant strides that simply were not possible on our previous platform,” said Christopher Carothers, director of the CCI and professor of computer science at Rensselaer. “Our message to the campus and beyond is that, if you are doing work on large-scale data analytics, machine learning, AI, and scientific computing, then it should be running at the CCI.” Built using the same IBM Power Systems technology as the world’s smartest supercomputers, the US Dept. of Energy’s Summit and Sierra supercomputers, AiMOS uses a heterogeneous system architecture that includes IBM POWER9 CPUs and NVIDIA GPUs. This enables AiMOS with a capacity of eight quadrillion calculations per second. You can watch Rensselaer President Shirley Ann Jackson talk about AiMOS here: Chris Carothers is the director of the Center for Computational Innovations (CCI) at Rensselaer. He is available to speak with media about AiMOS and what it can enable – simply click on his icon to arrange an interview.
Optimizing Expertise in the Higher Education Sector: Southern Utah University
Higher education institutions are amongst the wealthiest knowledge-based organizations when it comes to expert resources. While many of these organizations acknowledge the value of their in-house experts, they often struggle to harness their expertise and communicate their strengths to external audiences. But when higher education institutions do take steps to market their expertise, the payoff is exponential. Here’s how Southern Utah University (SUU) leveraged expertise marketing to celebrate their staff, grow their digital presence and drive close to a 10x increase in media inquiries. Embracing Expertise SUU has been acknowledged as a leading university in the U.S. Most recently, the U.S. News and World Report’s 2019 Best Colleges list ranked SUU as one of the top Regional Universities in the West and the highest-ranked public school in all of Utah. Southern Utah University President, Scott L. Wyatt, attributes these accolades to the people within his organization: “Our faculty and staff have dedicated themselves to creating the best educational experience at Southern Utah University,” said Wyatt. “This recognition acknowledges their success and the wonderful learning community they have created!” In fact, SUU is so proud of their people that their initial motivation for expertise marketing was to show their experts exactly how much they were valued. SUU’s faculty and staff bring a wealth of expertise in their professional disciplines, but they’re also deeply immersed in the university’s culture and surrounding environment – including the region’s breathtaking national parks. With this in mind, SUU set out to celebrate their experts’ professional and personal achievements through expertise marketing. Optimizing Expert Content While SUU had expert content on their website, they didn’t have a great process for structuring, organizing and publishing. “We had an Expert Directory, but it just didn’t have background structure we needed to nimbly change profiles and deliver up-to-date content,” said Kenzie Lundberg, Internal Communications Specialist at SUU. ExpertFile’s Platform gave SUU the tools they needed to manage their content, but they still needed a bit of help optimizing their expertise marketing program. They reached out to our customer success team to see how they could better leverage the ExpertFile tool and implement best practices for expertise marketing. After auditing their digital presence, we identified three main areas for SUU to focus on: Showcasing Faculty with Relevant Stories: While SUU had some expert content on their website, it wasn’t structured in a user-friendly way. ExpertFile suggested that Spotlight posts would help them make their content more accessible and encourage audiences to get in touch with their organization. Unlike a standard blog post, ExpertFile’s Spotlights enable users to connect with experts or media relation teams directly from the post while simultaneously distributing the post to the Associated Press, Dejero and ExpertFile Search. By using Spotlights in multiple areas of their website, SUU would be able to drastically improve their visibility and gain better traction with media outlets. Highlighting Specialized Areas of Expertise within SUU: SUU used the ExpertFile Platform to organize and attribute areas of expertise in their expert profiles, but our audit revealed that the topics needed to be more specific to garner audience engagement. ExpertFile recommended that SUU add areas of niche expertise to their expert profiles. For example, a biology professor might list topics like “Invertebrate Evolution” or “Cardiovascular Physiology” in addition to the term “biology.” This optimization would make it easier for audiences like journalists and media outlets to find experts on specific topics. Expanding SUU’s Digital Footprint: One of the key advantages of the ExpertFile Platform is how easy it is for organizations to improve their digital presence. For example, the ExpertFile Design Lab allows marketers to quickly create, publish and manage Expert Directories and Spotlights across various pages on their website (click links for examples). To help SUU better utilize this feature, we suggested linking to their Expert Directory and Spotlights directly from the homepage. This would make it easier for audiences to find their expert content and increase opportunities for engagement. SUU’s Results SUU took the ExpertFile Customer Success team’s advice and their results reflected just how valuable expertise can be to the bottom line. From Q1 in 2018 to Q1 in 2019, SUU went from 3,030 views and 12 media inquiries to 11,949 views and 115 media inquiries. And their success didn’t end there. SUU’s latest analysis of their expertise marketing program revealed some truly impressive results: CALmatters Feature: David Berri, professor of economics, was requested for an interview on equal pay in sports in September 2018. From the interview and stories that followed, SUU received the equivalent of $112,500 in publicity value and 25.3 million unique views. The State Journal Feature: Michael Mower, executive director of SUU Aviation, was asked to be featured in a story highlighting SUU’s partnership with Marshall University in March 2019. The story was published on The State Journal’s website and had the potential to be seen by 800,000 unique visitors. Qualtric’s X4 Conference: Ravi Roy, assistant professor of political science, was asked to join the ranks of the visionaries and leaders behind the world’s most iconic organizations and present at the 2019 X4 conference. Other presenters included President Barack Obama, Oprah Winfrey, and Sir Richard Branson. Over 15,000 people attended the conference. “I really enjoy using the ExpertFile Platform,” said Lundberg. “It’s great that I’ve been able to learn about our experts’ backgrounds – we have some really fascinating people. It’s so unique to be able to see all of their talents and to be able to highlight that for them.” Kenzie Lundberg – Internal Communications Specialist SUU The team at ExpertFile is thrilled that SUU has seen so much success from the optimization of their expertise marketing program. We can’t wait to see what the future holds for their organization and their experts. Download the Complete Guide to Expertise Marketing For a comprehensive look at how expertise marketing benefits the entire organization and drives measurable return on investment, follow the link below to download a copy of ExpertFile’s Complete Guide to Expertise Marketing: The Next Wave in Digital Strategy or download one of our tailored Guides for Corporate & Professional Services, Higher Education Institutions, Healthcare Institutions or Association & Not-for-Profits.
