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All the Ads that are Fit to Print

All the Ads that are Fit to Print

EACE Blog contribution by Megan Wolleben, Assistant Director, Bucknell University’s Career Development Center

I’m going to kick it old school with this post and talk about an integrated campaign we do to promote our various paid resources using the school newspaper. Yes, the newspaper! Print is not dead…yet. In an increasingly online world it is easy to forget the tradition of the school newspapers and that they rely on advertising; that advertising can come from you. I know we all operate on tight budgets but typically, if you plan on running a certain amount of ads, the newspaper will give you a contract rate. You can also look into any sort of discounts offered to school offices.

I plot out our various resources before each semester. I keep in mind the benefits of each and try to highlight them when it’s relevant to where students may be in their job/internship journey. For instance the Vault, as we know, has a ton of great guides focusing on the financial industries. Knowing hiring cycles are early we advertise the Vault in the Fall. Majors need to be declared in late February here at Bucknell so we highlight “What Can I Do With This Major,” around December or January.

Once the ad is in we then coordinate our blog and social media to help cross promote. The ad can serve as an image for Facebook, Twitter, and/or Instagram while the blog post can drive students to more information. And of course, wherever possible, you can tag or reference the school newspaper’s social media accounts. Shown are examples of one campaign for Career Spots Videos, and here is the blog post.

instagramadcareerspotstweetApart from the benefit of promoting the use of subscriptions your office invests in, you also enjoy the benefit of supporting a student organization (at least in our case) and developing a positive relationship with students. This last benefit should not be looked over. We’ve found that the willingness to cover our career fairs and alumni panels in articles has increased since we have started advertising in the newspaper. This is good press we had tried to cultivate for years without luck. Showing that you are willing to invest in their newspaper can translate to a willingness to cover the good work your career center is doing.

Megan Wolleben

Megan Wolleben

Megan Wolleben has worked at the Bucknell University Career Development Center since 2007, where she is currently an Assistant Director. She is responsible for the marketing and communications of the office, as well as manages the department’s social media presence. She is the co-chair for EACE’s Technology Committee and a contributing writer to the National Association of Colleges & Employers (NACE) “Tech Talk” column as well as co-author of the “Career Counselor’s Guide to Social Media”. Megan earned her B.A. and Master’s in Communication from Fordham University. Feel free to connect with Megan on LinkedIn and Twitter

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One Comment
  1. Great reminders from Megan in our never ending attempts to “get their attention” and produce action!

    April 30, 2014

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