Image 1: The free cookie box (took some hits in the mail, but not too bad):

Image 2: Opened box, wrapped cookie:

Image 3: Kashi free cookie unwrapped:

This tactic of offering free cookies is clever. It’s nothing new in terms of ideas — just visit many grocery stores and sample the free food. If you like the taste, you’re likely (or more likely than not) to purchase the product. Usually, it is the first time you have tried the food.

I’ve recently been purchasing Kashi’s various products — pizza, meals, breakfast, etc…but, I never thought to try a snack product until this promotion. Regardless of the result, I am impressed with the care and effort that has gone into this campaign. It is a very integrated approach across web, TV, and print media. The final experience is fun, personal, and engaging. Who thought a free cookie could be something to look forward to in your inbox. When I saw this little green box in my mail slot at work, Kashi and I made a connection. We’ll see if it translates to me buying cookies from them, but it has already strengthened a connection I previously had with them, as I consume other Kashi products.

It makes me wonder and imagine how this tactic could be used in other industries. What “free cookie” experience would work in higher education, for instance? Something to think about.

Now, I need to look for a “free glass of milk” promotion to wash this down.

This has been an issue from time-to-time for me because I have not (until now) made a real effort to reach out and connect with other professionals in positions such as mine outside of Notre Dame. This changed a few months ago when I connected with a peer at an Ivy League school. We had so much in common, and I benefited greatly from the discussion. We both left the conversation wanting to connect more and to include others.

Where to network?

In order to get this started, I required a website that could help me reach out and connect with others, to get the word out virally, and to encourage the self-creation of a national roster of Web communicators in higher education. I chose LinkedIn. I already used this website for connecting with other professionals in my social and professional networks. It has a group feature. So, I tried it.

I created a group in LinkedIn, sent a link to one (yes, only one) other person in May 2008, and waited. Slowly, word got out, and now (June 3, 2008) there are over 80 people in the group. It was the first time (for me) that I actually got to experience the viral, social nature of the Web. As a new member joined the group, their group membership became known to their contacts — and so on, and so on. I noticed that when someone from a new school or university signed up, the next day several from that same organization asked to join. The list is creating itself.

Hopefully, over time, perhaps this list will reach all college and university professionals who are committed to Web communication. We can network, interact, and maybe someday gather. It is inspiring to me to witness the Web (thanks to LinkedIn) connect me to others in our industry via social networking itself. Ironic and cool.

LinkedIn Group

If you are a Web marketing communications professional in higher education, consider joining the LinkedIn Group at: http://www.linkedin.com/e/gis/95860/33A70D5DA57D

Yes, it takes many forms, but is most widely popular with videos. Websites such as iFilm and YouTube are flourishing this year because of videos created and uploaded by everyday people. These videos then travel fast via email links, blog posts, and word-of-mouth. The proliferation of video capture devices such as digital cameras and cell phones makes it simple to shoot, upload, and share video worldwide. It takes only a few minutes.

Users flock to these websites to view consumer generated video. These videos are authentic and usually unedited, and they are often referred to as “web junk” or “viral video.”

For example, I have this (old) video clip of me during high school playing football. I was the kicker, number 14. I want to share it with family and friends. This video is way to big to email. So, I uploaded it to YouTube, tagged it with some keywords, and instantly I can share it with anyone on the Web or a select group of family and friends. It’s good for some nostalgic laughs. YouTube even makes it easy for me to embed it into my own website, blog, or MySpace account.

YouTube is the Flickr of video. What makes it amazing is the speed at which video can be shared. No wonder why they are believed to spend a million dollars a month on bandwidth fees.

Consumer generated content can create a sense of authenticity and uniqueness for a website, but along with it comes the risks. It often makes copyright lawyers and judges cringe. However, when done responsibly, it can prove to be a tremendous marketing tactic on the Web.

A large group of us have been going to La E religiously every week since we started at Notre Dame—some even longer than that. As usual, when we entered the dining room today, the host directed us to the back room where they had already prepared our table with water, salsa, and dinnerware. They said welcome back and “we were waiting for you.” They asked if we needed menus or if we would like something to drink other than water. This usually means “orchata,” which is a very tasty-sugary-rice-drink.

The owner of the restaurant, Javier, waved and said “hello, guy.” He always makes sure things are going well, and if it gets busy, he helps out with the labor—always smiling. Our waiter is also prompt and courteous. We almost always get the same waiter, but he consistently is professional and business-like. The food always tastes great. We go back every week because we know the service is good and the food is always served fast. They obviously follow a standard or set of rules to ensure quality and consistency during development of the meal.

In a sense, our group is “La Esperanza.” That is, we do this same service for Notre Dame when it comes to supporting and growing the Web marketing communications of the University. We both run a business and have customers or clients. I guess that makes me “Javier,” our project managers the waiters, and the developers/designers/writers the chefs. When you put it all together, the customer gets a high-quality experience, great products, and encouragement to come back next time they are hungry.

Finally, since I have such big ideas and plans for the Web at Notre Dame and our team is so talented and productive, it makes me laugh that “La Esperanza” means “the hope.” Considering what we are going to do this year for Notre Dame’s marketing communications on the Web, I am full of hope—especially on Thursdays.