Building Your Brand Online: Top Higher Education Webistes
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Building Your Brand Online: Top Higher Education Webistes Building Your Brand Online: Top Higher Education Webistes Presentation Transcript

  • Building Your Brand Online: Top Higher Education Website Examples ©Robert E. Johnson, Ph.D. 2010 eduWeb2010 July 27, 2010 Chicago, Illinois
  • 6 web tips to help your brand fly high…
    • People are impatient
    • People are impatient
    • People are impatient
    • People are impatient
    • People are impatient
    • People are impatient
  • People visit websites to… Complete a Task View slide
  • Your brand will soar or crash with… Experiences on your website View slide
  • Experience… more important than a brand claim
    • Attention to content and usability…
        • Can people easily find what they want?
          • Academic program list
        • Can they easily interact with you after they find it?
          • Options: phone, email, text?
  • Frustration points kill your brand…
    • Search engines that don’t work
    • Broken links
    • Links that don’t take people to what they expect
    • Out-of-date information
    • Content people can’t scan in 5-seconds
  • Distance learning students…
  • Parents & future students…
  • The brand image you want…
    • “ With my limited use of the Susquehanna University web-site I found many of the features quit appealing and I really have no complaints at all. I was able to find my information quickly and easily (with the use of the menus that are provided) and I'm able to get in contact with any of the professors that I might be learning from. The graphics are great, the information is up to date, I plan to visit even more in the future!”
  • Easy task completion…
  • Immediate brand impact…
  • Top tasks from the home page…
  • Search and site map together…
  • Make “online” easy to find…
  • Easy to scan academic page…
  • Integrating web site & social media…
  • Net cost calculator… quick, easy
  • No PDFs & “flip tech” for publications…
  • “ Right for the web” online viewbook…
  • Blog format for online magazine…
  • Simple forms to encourage inquries…
  • Another strong example…
  • Easy cost calculator…
  • A friendly registrar’s page…
  • Welcome input from visitors…
  • Real stories validate your brand…
    • Stories must have credibility…
      • Stories told by people in your programs build credibility better than anything else
      • For ongoing engagement, blogs and social networks are the best way to tell those stories
    • Build on the strength of what you are
    • Be relevant to your customers
  • Coping with family, work challenges…
  • The proverbial summary…
  • Summing up points to boost the brand…
    • Find and eliminate things that don’t work on your website
    • Make tasks easy to do…
      • Read your web pages
      • Find academic programs and courses
      • Contact people on your campus
      • Complete an inquiry form
      • Calculate costs
  • Thank You! Bob Johnson, Ph.D. President Bob Johnson Consulting, LLC Marshall, MI 49068 248.766.6425 [email_address] Customer Carewords Research for Online Marketing Success: