MC: You talked about this “apply, support, contribute” model to which all content should tie back in one way or another. So, I was wondering if you have any examples of ways that has come to fruition—tangible outcomes from this great content strategy approach.
Jones: Sure. So, we worked with our enrollment management folks sort of in the midst of this to really do a push for recruitment of out of state students, admitted out of state students to really try, we're a state funded school, so we have, I mean there's a limit to the number of out of state students we can take, but we're heavily in state and we're always working to change the mix of students who are here on campus without going any further into that. So, we're trying to recruit out of state students who had been admitted, so we worked with our enrollment management folks to come up with a sort of phased in, multi channel approach to encouraging that action, and instead of feeding them feature stories and saying this is a student who does this, we put together a series of things that answered the questions that students have about NC State and then gave them the opportunity to follow through on their application. It was very direct and very targeted, so the emails that we sent out were very specific. You know, join the Wolfpack, do this now kind of stuff. But all of the content we created on the homepage during that time also nudged people in that direction. It provided a sense of opportunity for students that they may not get anywhere else. It was sort of targeted to this out of state market, but also did a good job of showcasing the opportunity and the interesting things going on at NC State. And there was a subtle directive push at the ends of those things and in all of our content that sort of said, you know, learn more, follow through, join. You know, just sort of those nudges, calls to action. And that's sort of a really deliberate one. But we also do a lot with our, we work with university communications and advancement. So, we have a lot of interest in advancing our fundraising initiatives too. So, when we launched the 125th effort, we sent an email to all of our alums and we did some content on the homepage. We created a 125th site, all of which was designed to encourage contributions and memories. Just sharing memories and providing that content that we could use throughout the year. And at the same time we pointed to a donor who had offered $125,000 matching opportunity. So, pairing those two things together and just presenting them in the same context, playing on that same sort of emotion, that same sense of loyalty and nostalgia and pride in the institution and really building that through content, but also providing those opportunities to act and so knowing that influence is a process, requires you to raise awareness, and then to build, motivate, trust before you can actually inspire action. And to be honest, the 125th anniversary for us is leading up to ultimately a capital campaign, so we're trying to build the sense of community pride and this pride in the institution and a sense of attachment and loyalty to NC State, so that we're prepared to launch a capital campaign in the next school year. So, it's all sort of leading in that direction.