{"id":13258,"date":"2018-05-24T11:49:09","date_gmt":"2018-05-24T18:49:09","guid":{"rendered":"https:\/\/lumenlearning.com\/?p=13258"},"modified":"2019-03-30T05:11:23","modified_gmt":"2019-03-30T12:11:23","slug":"marketing-campaigns","status":"publish","type":"post","link":"https:\/\/lumenlearning.com\/marketing-campaigns\/","title":{"rendered":"MARKETING CAMPAIGNS"},"content":{"rendered":"<p><div class=\"fusion-fullwidth fullwidth-box fusion-builder-row-1 nonhundred-percent-fullwidth non-hundred-percent-height-scrolling\" style=\"background-color: #ffffff;background-position: center center;background-repeat: no-repeat;padding-top:0px;padding-right:22%;padding-bottom:0px;padding-left:22%;margin-bottom: 0px;margin-top: 0px;border-width: 0px 0px 0px 0px;border-color:#eae9e9;border-style:solid;\" ><div class=\"fusion-builder-row fusion-row\"><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-0 fusion_builder_column_1_1 1_1 fusion-one-full fusion-column-first fusion-column-last\" style=\"margin-top:0px;margin-bottom:20px;\"><div class=\"fusion-column-wrapper fusion-flex-column-wrapper-legacy\" style=\"background-position:left top;background-repeat:no-repeat;-webkit-background-size:cover;-moz-background-size:cover;-o-background-size:cover;background-size:cover;padding: 0px 0px 0px 0px;\"><div class=\"fusion-sep-clear\"><\/div><div class=\"fusion-separator fusion-full-width-sep\" style=\"margin-left: auto;margin-right: auto;margin-top:10px;margin-bottom:10px;width:100%;\"><\/div><div class=\"fusion-sep-clear\"><\/div><style type=\"text\/css\"><\/style><div class=\"fusion-title title fusion-title-1 fusion-sep-none fusion-title-text fusion-title-size-two\" style=\"margin-top:0px;margin-right:0px;margin-bottom:0px;margin-left:0px;\"><h2 class=\"title-heading-left fusion-responsive-typography-calculated\" style=\"margin:0;--fontSize:46;line-height:1.13;\">Use this play to:<\/h2><\/div><div class=\"fusion-text fusion-text-1\"><p><span style=\"font-weight: 400\">Raise awareness about your initiatives by targeting departments, faculty, and support staff with strategic messaging that promotes specific action.<\/span><\/p>\n<\/div><div class=\"fusion-sep-clear\"><\/div><div class=\"fusion-separator fusion-full-width-sep\" style=\"margin-left: auto;margin-right: auto;margin-top:10px;margin-bottom:10px;width:100%;\"><\/div><div class=\"fusion-sep-clear\"><\/div><div class=\"fusion-clearfix\"><\/div><\/div><\/div><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-1 fusion_builder_column_1_3 1_3 fusion-one-third fusion-column-first\" style=\"width:33.333333333333%;width:calc(33.333333333333% - ( ( 4% + 4% ) * 0.33333333333333 ) );margin-right: 4%;margin-top:0px;margin-bottom:20px;\"><div class=\"fusion-column-wrapper fusion-flex-column-wrapper-legacy\" style=\"background-position:left top;background-repeat:no-repeat;-webkit-background-size:cover;-moz-background-size:cover;-o-background-size:cover;background-size:cover;padding: 0px 0px 0px 0px;\"><div class=\"fusion-alignleft\"><style type=\"text\/css\">.fusion-button.button-1 {border-radius:1px;}<\/style><a class=\"fusion-button button-flat fusion-button-default-size button-default button-1 fusion-button-default-span fusion-button-default-type btn-scaling\" target=\"_self\" href=\"\/champion-playbook\/building-awareness\/\"><span class=\"fusion-button-text\">See More Plays<\/span><\/a><\/div><div class=\"fusion-clearfix\"><\/div><\/div><\/div><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-2 fusion_builder_column_1_3 1_3 fusion-one-third\" style=\"width:33.333333333333%;width:calc(33.333333333333% - ( ( 4% + 4% ) * 0.33333333333333 ) );margin-right: 4%;margin-top:0px;margin-bottom:20px;\"><div class=\"fusion-column-wrapper fusion-flex-column-wrapper-legacy\" style=\"background-position:left top;background-repeat:no-repeat;-webkit-background-size:cover;-moz-background-size:cover;-o-background-size:cover;background-size:cover;padding: 0px 0px 0px 0px;\"><div class=\"fusion-alignleft\"><style type=\"text\/css\">.fusion-button.button-2 {border-radius:1px;}<\/style><a class=\"fusion-button button-flat fusion-button-default-size button-default button-2 fusion-button-default-span fusion-button-default-type btn-scaling\" target=\"_self\" href=\"\/champion-playbook\/\"><span class=\"fusion-button-text\">Back to Playbook Home<\/span><\/a><\/div><div class=\"fusion-clearfix\"><\/div><\/div><\/div><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-3 fusion_builder_column_1_3 1_3 fusion-one-third fusion-column-last\" style=\"width:33.333333333333%;width:calc(33.333333333333% - ( ( 4% + 4% ) * 0.33333333333333 ) );margin-top:0px;margin-bottom:20px;\"><div class=\"fusion-column-wrapper fusion-flex-column-wrapper-legacy\" style=\"background-position:left top;background-repeat:no-repeat;-webkit-background-size:cover;-moz-background-size:cover;-o-background-size:cover;background-size:cover;padding: 0px 0px 0px 0px;\"><div class=\"fusion-alignleft\"><style type=\"text\/css\">.fusion-button.button-3 {border-radius:1px;}<\/style><a class=\"fusion-button button-flat fusion-button-default-size button-default button-3 fusion-button-default-span fusion-button-default-type btn-scaling\" target=\"_self\" href=\"\/contact\/\"><span class=\"fusion-button-text\">Ask a Lumen Expert<\/span><\/a><\/div><div class=\"fusion-clearfix\"><\/div><\/div><\/div><\/div><\/div><div class=\"fusion-fullwidth fullwidth-box fusion-builder-row-2 nonhundred-percent-fullwidth non-hundred-percent-height-scrolling\" style=\"background-color: #e6e6e6;background-position: center center;background-repeat: no-repeat;padding-top:30px;padding-right:22%;padding-bottom:20px;padding-left:22%;margin-bottom: 0px;margin-top: 0px;border-width: 0px 0px 0px 0px;border-color:#eae9e9;border-style:solid;\" ><div class=\"fusion-builder-row fusion-row\"><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-4 fusion_builder_column_1_1 1_1 fusion-one-full fusion-column-first fusion-column-last\" style=\"margin-top:0px;margin-bottom:20px;\"><div class=\"fusion-column-wrapper fusion-flex-column-wrapper-legacy\" style=\"background-position:left top;background-repeat:no-repeat;-webkit-background-size:cover;-moz-background-size:cover;-o-background-size:cover;background-size:cover;padding: 0px 0px 0px 0px;\"><style type=\"text\/css\"><\/style><div class=\"fusion-title title fusion-title-2 fusion-sep-none fusion-title-text fusion-title-size-two\" style=\"margin-top:0px;margin-right:0px;margin-bottom:0px;margin-left:0px;\"><h2 class=\"title-heading-left fusion-responsive-typography-calculated\" style=\"margin:0;--fontSize:46;line-height:1.13;\">Running the Play<\/h2><\/div><div class=\"fusion-text fusion-text-2\"><p><b>Step 1. Call the Play. What\u2019s your objective, what\u2019s your Call to Action (CTA), and, most importantly, what\u2019s in it for them? \u00a0<\/b><\/p>\n<ul>\n<li style=\"font-weight: 400\"><b>Objectives. <\/b><span style=\"font-weight: 400\">Identify the specific objectives your campaign seeks to accomplish.<\/span><\/li>\n<li style=\"font-weight: 400\"><b>Call-to-Action (CTA).<\/b><span style=\"font-weight: 400\"> Identify the action you\u2019d like recipients to take as a result (examples: attend an event, respond with your thoughts on a particular resource, rate your readiness for OER from 1-5, sign up to learn more, etc.). Thread this CTA throughout all communications. A specific call to action. <\/span><\/li>\n<li style=\"font-weight: 400\"><b>What\u2019s in it for them?<\/b><span style=\"font-weight: 400\"> Don\u2019t assume &#8212; state explicitly why your recipients should care. This will raise your chances of getting a response\u2026 and their support.<\/span><\/li>\n<\/ul>\n<p><b>Step 2. Plan the tackle.<\/b><span style=\"font-weight: 400\"> Campaigns are more than just emails! There are many ways to market your initiatives (see chart under Resources for more details):<\/span><\/p>\n<ul>\n<li style=\"list-style-type: none\">\n<ul>\n<li style=\"font-weight: 400\"><b>Digital\/virtual: <\/b><span style=\"font-weight: 400\">Email, website, webinar, sharing a success story on a blog or video,social media, presentation, forms, surveys, etc.<\/span><\/li>\n<li style=\"font-weight: 400\"><b>In Person: <\/b><span style=\"font-weight: 400\">Face-to-face meetings with faculty and administrative stakeholders, faculty development sessions, roundtable discussions, peer-sharing presentations, conference presentations, etc. \u00a0\u00a0\u00a0<\/span><\/li>\n<li style=\"font-weight: 400\"><b>Thought Leadership:<\/b><span style=\"font-weight: 400\"> public announcement, influencer article\/mention, hosting an OER day, media publication, journal article, etc. If they\u2019re good partners, you might also consider<\/span> <span style=\"font-weight: 400\">outsourcing some of the labor to your local campus bookstore affiliates, who are often looking to raise their reputation by promoting low cost options.<\/span><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p><b>Step 3. Measure Results, Iterate Improvements. <\/b><span style=\"font-weight: 400\">Track results based on the objectives you identified in Step 1. Examine the campaign for holes, identifying root causes of problems and successes, and plan ways to further improve and boost success for the next play. <\/span><\/p>\n<p><span style=\"font-weight: 400\"><br \/>\n<\/span><\/p>\n<table>\n<tbody>\n<tr>\n<td colspan=\"5\"><b>Plan the Tackle: Activities to Promote Your Initiatives <\/b><\/td>\n<\/tr>\n<tr>\n<td><span style=\"font-weight: 400\">Activity<\/span><\/td>\n<td><span style=\"font-weight: 400\">Prep Time* (minimum)<\/span><\/td>\n<td><span style=\"font-weight: 400\">Key Components<\/span><\/td>\n<td><span style=\"font-weight: 400\">Average Cost<\/span><\/td>\n<td><span style=\"font-weight: 400\">Effort Level (typical)<\/span><\/td>\n<\/tr>\n<tr>\n<td><span style=\"font-weight: 400\">Email<\/span><\/td>\n<td><span style=\"font-weight: 400\">1-2 weeks<\/span><\/td>\n<td>\n<ul>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Contact list<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Schedule timing<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Email copy\/template<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Clear Call to action<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Follow-up workflow &#8212; what\u2019s next? How will you follow up with recipients?<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Approval to send<\/span><\/li>\n<\/ul>\n<\/td>\n<td><span style=\"font-weight: 400\">$0<\/span><\/td>\n<td><span style=\"font-weight: 400\">Low<\/span><\/td>\n<\/tr>\n<tr>\n<td><span style=\"font-weight: 400\">Website\/<\/span><\/p>\n<p><span style=\"font-weight: 400\">Landing Page<\/span><\/td>\n<td><span style=\"font-weight: 400\">3-10 days <\/span><\/p>\n<p><i><span style=\"font-weight: 400\">(more if net new content or heavy customization required)<\/span><\/i><\/td>\n<td>\n<ul>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Website content creation \/ customization<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Clear Call to Action<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Follow-up workflow &amp; related tools<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Website preview\/testing<\/span><\/li>\n<\/ul>\n<\/td>\n<td><span style=\"font-weight: 400\">$0<\/span><\/td>\n<td><span style=\"font-weight: 400\">Medium<\/span><\/td>\n<\/tr>\n<tr>\n<td><span style=\"font-weight: 400\">OER Day, Faculty Development Sessions<\/span><\/p>\n<p><a href=\"https:\/\/docs.google.com\/document\/d\/1RWP1hwgJpdshKPeL0acEmHvsL96DKNXvGoyZcDq8Du4\/edit?usp=sharing\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400\">See Sample OER Day Agenda Here<\/span><\/a><\/td>\n<td><span style=\"font-weight: 400\">1 month<\/span><\/td>\n<td>\n<ul>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Location, timing &amp; facilities<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Agenda<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Presenter invitations, confirmation<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Participant Invitations &amp; System for RSVP<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Pre-event email<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Sponsored meals\/refreshments<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Presentation prep<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Handouts \/ Giveaways<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Follow-up Plan<\/span><\/li>\n<\/ul>\n<\/td>\n<td><span style=\"font-weight: 400\">Varies based on size: $500-<\/span><\/p>\n<p><span style=\"font-weight: 400\">$1500 for sponsored or hosted meals<\/span><\/td>\n<td><span style=\"font-weight: 400\">Medium to high <\/span><\/td>\n<\/tr>\n<tr>\n<td><span style=\"font-weight: 400\">Roundtable Discussion, or Peer Sharing Session <\/span><\/td>\n<td><span style=\"font-weight: 400\">2-3 weeks <\/span><\/td>\n<td>\n<ul>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Confirm budget<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Select Theme<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Location\/timing &#8211; virtual or in person? <\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Participant Invitations<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Manage invitations \/ RSVPs<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Reminders<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Follow-up Message\/Plan<\/span><\/li>\n<\/ul>\n<\/td>\n<td><span style=\"font-weight: 400\">Varies based on size: $50-$500+ <\/span><\/td>\n<td><span style=\"font-weight: 400\">Medium<\/span><\/td>\n<\/tr>\n<tr>\n<td><span style=\"font-weight: 400\">Conference\/<\/span><\/p>\n<p><span style=\"font-weight: 400\">Event Presentations (see Playbook Section: <\/span><span style=\"font-weight: 400\">Conference Presentations<\/span><span style=\"font-weight: 400\">)<\/span><\/td>\n<td><span style=\"font-weight: 400\">Varies depending on, event<\/span><\/td>\n<td><span style=\"font-weight: 400\">Conference Session Proposals<\/span><\/p>\n<p><span style=\"font-weight: 400\">(1-2 weeks lead time)<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Verify proposal deadline Secure co-presenters <\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Brainstorm topic ideas<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Draft and review proposal according to submission form<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Submit proposal <\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400\">Event Presentations<\/span><\/p>\n<p><span style=\"font-weight: 400\">(1-2 weeks lead time)<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Schedule coordinating call with co-presenters to discuss content, outline timing and roles<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Co-presenters draft, review and finalize materials<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Runthru (ideally in person)<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Deliver presentation<\/span><\/li>\n<\/ul>\n<\/td>\n<td><span style=\"font-weight: 400\">Varies, depending on event<\/span><\/td>\n<td><span style=\"font-weight: 400\">Low to Medium<\/span><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<h3><\/h3>\n<h3><\/h3>\n<\/div><div class=\"fusion-clearfix\"><\/div><\/div><\/div><\/div><\/div><div class=\"fusion-fullwidth fullwidth-box fusion-builder-row-3 nonhundred-percent-fullwidth non-hundred-percent-height-scrolling\" style=\"background-color: #ffffff;background-position: center center;background-repeat: no-repeat;padding-top:30px;padding-right:22%;padding-bottom:20px;padding-left:22%;margin-bottom: 0px;margin-top: 0px;border-width: 0px 0px 0px 0px;border-color:#eae9e9;border-style:solid;\" ><div class=\"fusion-builder-row fusion-row\"><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-5 fusion_builder_column_1_1 1_1 fusion-one-full fusion-column-first fusion-column-last\" style=\"margin-top:0px;margin-bottom:20px;\"><div class=\"fusion-column-wrapper fusion-flex-column-wrapper-legacy\" style=\"background-position:left top;background-repeat:no-repeat;-webkit-background-size:cover;-moz-background-size:cover;-o-background-size:cover;background-size:cover;padding: 0px 0px 0px 0px;\"><style type=\"text\/css\"><\/style><div class=\"fusion-title title fusion-title-3 fusion-sep-none fusion-title-text fusion-title-size-two\" style=\"margin-top:0px;margin-right:0px;margin-bottom:0px;margin-left:0px;\"><h2 class=\"title-heading-left fusion-responsive-typography-calculated\" style=\"margin:0;--fontSize:46;line-height:1.13;\">Helpful Resources<\/h2><\/div><div class=\"fusion-clearfix\"><\/div><\/div><\/div><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-6 fusion_builder_column_1_3 1_3 fusion-one-third fusion-column-first\" style=\"width:33.333333333333%;width:calc(33.333333333333% - ( ( 4% + 4% ) * 0.33333333333333 ) );margin-right: 4%;margin-top:0px;margin-bottom:20px;\"><div class=\"fusion-column-wrapper fusion-flex-column-wrapper-legacy\" style=\"background-position:left top;background-repeat:no-repeat;-webkit-background-size:cover;-moz-background-size:cover;-o-background-size:cover;background-size:cover;background-color:#e6e6e6;padding: 20px 20px 20px 20px;\"><style type=\"text\/css\"><\/style><div class=\"fusion-title title fusion-title-4 fusion-sep-none fusion-title-text fusion-title-size-two\" style=\"margin-top:0px;margin-right:0px;margin-bottom:0px;margin-left:0px;\"><h2 class=\"title-heading-left fusion-responsive-typography-calculated\" style=\"margin:0;--fontSize:46;line-height:1.13;\"><\/h2><\/div><div class=\"fusion-text fusion-text-3\"><h3>Coming Soon<\/h3>\n<\/div><div class=\"fusion-clearfix\"><\/div><\/div><\/div><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-7 fusion_builder_column_1_3 1_3 fusion-one-third\" style=\"width:33.333333333333%;width:calc(33.333333333333% - ( ( 4% + 4% ) * 0.33333333333333 ) );margin-right: 4%;margin-top:0px;margin-bottom:20px;\"><div class=\"fusion-column-wrapper fusion-flex-column-wrapper-legacy\" style=\"background-position:left top;background-repeat:no-repeat;-webkit-background-size:cover;-moz-background-size:cover;-o-background-size:cover;background-size:cover;background-color:#e6e6e6;padding: 20px 20px 20px 20px;\"><div class=\"fusion-clearfix\"><\/div><\/div><\/div><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-8 fusion_builder_column_1_3 1_3 fusion-one-third fusion-column-last\" style=\"width:33.333333333333%;width:calc(33.333333333333% - ( ( 4% + 4% ) * 0.33333333333333 ) );margin-top:0px;margin-bottom:20px;\"><div class=\"fusion-column-wrapper fusion-flex-column-wrapper-legacy\" style=\"background-position:left top;background-repeat:no-repeat;-webkit-background-size:cover;-moz-background-size:cover;-o-background-size:cover;background-size:cover;background-color:#e6e6e6;padding: 20px 20px 20px 20px;\"><div class=\"fusion-clearfix\"><\/div><\/div><\/div><\/div><\/div><div class=\"fusion-fullwidth fullwidth-box fusion-builder-row-4 nonhundred-percent-fullwidth non-hundred-percent-height-scrolling\" style=\"background-color: #e6e6e6;background-position: center center;background-repeat: no-repeat;padding-top:30px;padding-right:22%;padding-bottom:20px;padding-left:22%;margin-bottom: 0px;margin-top: 0px;border-width: 0px 0px 0px 0px;border-color:#eae9e9;border-style:solid;\" ><div class=\"fusion-builder-row fusion-row\"><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-9 fusion_builder_column_1_1 1_1 fusion-one-full fusion-column-first fusion-column-last\" style=\"margin-top:0px;margin-bottom:20px;\"><div class=\"fusion-column-wrapper fusion-flex-column-wrapper-legacy\" style=\"background-position:left top;background-repeat:no-repeat;-webkit-background-size:cover;-moz-background-size:cover;-o-background-size:cover;background-size:cover;padding: 0px 0px 0px 0px;\"><div class=\"fusion-text fusion-text-4\"><p>Attributions:<\/p>\n<p>Photo by\u00a0<a href=\"https:\/\/unsplash.com\/photos\/J0NHH72yduM?utm_source=unsplash&amp;utm_medium=referral&amp;utm_content=creditCopyText\" target=\"_blank\" rel=\"noopener\">rawpixel<\/a>\u00a0on\u00a0<a href=\"https:\/\/unsplash.com\/search\/photos\/marketing?utm_source=unsplash&amp;utm_medium=referral&amp;utm_content=creditCopyText\" target=\"_blank\" rel=\"noopener\">Unsplash<\/a><\/p>\n<\/div><div class=\"fusion-clearfix\"><\/div><\/div><\/div><\/div><\/div><\/p>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":32,"featured_media":13340,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[202,199],"tags":[216,209,139,64,56,205],"class_list":["post-13258","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-building-awareness","category-playbook","tag-campaigns","tag-champion","tag-marketing","tag-oer","tag-open-educational-resources","tag-playbook"],"acf":[],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/lumenlearning.com\/wp-json\/wp\/v2\/posts\/13258","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/lumenlearning.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/lumenlearning.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/lumenlearning.com\/wp-json\/wp\/v2\/users\/32"}],"replies":[{"embeddable":true,"href":"https:\/\/lumenlearning.com\/wp-json\/wp\/v2\/comments?post=13258"}],"version-history":[{"count":0,"href":"https:\/\/lumenlearning.com\/wp-json\/wp\/v2\/posts\/13258\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/lumenlearning.com\/wp-json\/wp\/v2\/media\/13340"}],"wp:attachment":[{"href":"https:\/\/lumenlearning.com\/wp-json\/wp\/v2\/media?parent=13258"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/lumenlearning.com\/wp-json\/wp\/v2\/categories?post=13258"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/lumenlearning.com\/wp-json\/wp\/v2\/tags?post=13258"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}