Websites and Brand Strength: Achieving a 90% Positive Rating

Websites & Brand Strength: Achieving a 90% Positive Rating © Robert E. Johnson 2011 J.Boye Philadelphia11 - #jboye11 Philadelphia, PA May 3-5, 2011 Bob Johnson Consulting, LLC

Major reason people go to a website… Complete a task Bob Johnson Consulting, LLC

6 key truths about task completion…
People are impatient
Bob Johnson Consulting, LLC

The Golden Rule… 5 seconds to connect Bob Johnson Consulting, LLC

Susquehanna University CCI Survey Responses… Future students… 182 responses Parents… 114 responses Bob Johnson Consulting, LLC

Few negative votes in any category…

15 higher education results…

Content areas…

Social areas…

Information Architecture areas…

“ If there is one improvement you could make to our site, what is it and why would you make it?” Bob Johnson Consulting, LLC

From 109 future students… Bob Johnson Consulting, LLC

Selected future student comments…
“ Can't think of anything to change, on other college sites it's difficult to find the courses but here it’s easy, everything is simple to find.”
“ Make the ‘ majors and minors ’ link on the Admissions… page more prominent.”
“ It would be nice to see some of the things that each of the majors does in their programs.”
“ An area on the website where current students rate & describe their experiences with Susquehanna from all aspects of the school.”

From 53 parents… Bob Johnson Consulting, LLC

Selected parent comments…
“ It is the best of all the colleges we have researched for our son this year, who will be coming as a freshman in the fall.”
“ Drop-down menus make navigating the website easier.”
“ One thing that should be easier to find in all web-sites -- is the student profile of the freshman class”
“ More details on dates and information for accepted students…”

Exploring the website… Bob Johnson Consulting, LLC

Starting with a Google search…
“ Admissions & Financial Aid” is a first choice click point
“ Susquehanna is a selective college that prepares students for achievement, leadership and service”

First impression at Admissions… http://www.susqu.edu/admissions/default.asp Bob Johnson Consulting, LLC

Lower on the admissions page… Bob Johnson Consulting, LLC

A mix of student stories… Bob Johnson Consulting, LLC

The “Susquepedia” feature… http://www.susqu.edu/Susquepedia.htm Bob Johnson Consulting, LLC

Clean, if long, inquiry form… http://www.susqu.edu/admissions/21880.asp Bob Johnson Consulting, LLC

My favorite inquiry form… http://email.blueoxmailbox.com/content/28818/RequestMoreInfo.html Bob Johnson Consulting, LLC

Easy-to-scan list of majors, restrained use of top-page photo… Bob Johnson Consulting, LLC

Individual academic major pages with consistent navigation… Bob Johnson Consulting, LLC

Scholarships, financial aid… http://www.susqu.edu/admissions/FinancialAid.asp Bob Johnson Consulting, LLC

Wrapping up…
Strong websites have marketing impact on future students and their parents
Easy access to consistent academic program information
Content is clearly presented, with high use of bullet points and sub-heads
Language is for “normal human beings”
If asked, visitors suggest improvements

Special thanks to… Paul M. Novack, Jr. Director of Web Communications Susquehanna University [email_address] Bob Johnson Consulting, LLC

Who is Bob Johnson, Ph.D.? www.bobjohnsonconsulting.com
Website research… partner w/Gerry McGovern at Customer Carewords, Ltd
“ Your Higher Education Marketing Newsletter”… 4,100 subscribers
@highedmarketing… 3,600 Twitter followers
“ Higher Education Marketing” blog
Symposium for the Marketing of Higher Education… chair, 1994 to 2003
Ph.D. UMass Amherst… political science

Bob Johnson Consulting, LLC Thank You! Bob Johnson, Ph.D. President Bob Johnson Consulting, LLC Marshall, MI 49068 248.766.6425 [email_address] Customer Carewords Website Research www.bobjohnsonconsulting.com

Websites and Brand Strength: Achieving a 90% Positive Rating

by Bob Johnson on May 02, 2011

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