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How to Build, Maintain, and Assess an Institutional Web Strategy

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CASE District II Conference...

CASE District II Conference
Monday March 23, 2009

In December, 2004, Gettysburg College’s president directed Information Technology and the Enrollment Division to collaboratively redesign the website. If the web is truly a reflection of who we are and who we want to be, an institutional unified web strategy is critical to all institutions. The project is a model of cooperation across divisions to maximize budget impact and broad based acceptance. The session includes key players in this cooperative strategy
and will review the strategy and decisions, their outcome and evaluation of their success, as well as future plans.

Barbara Fritze, Vice President of Enrollment and Educational Services
Gettysburg College

Paul Redfern, Director of Web Communications and Electronic Media
Gettysburg College

Rodney Tosten, Vice President for Information Technology
Gettysburg College

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    How to Build, Maintain, and Assess an Institutional Web Strategy How to Build, Maintain, and Assess an Institutional Web Strategy Presentation Transcript

    • How to build, maintain, and assess an institutional web strategy? CASE District II Conference Monday March 23, 2009
    • Collaboration is a key building block – Based on Enrollment Management Model – Builds consensus across campus – Informed by data and research – The VP of EES and CIO are partners – Different viewpoints enhance the final product
    • Strong governance structure helps to maintain for years to come • 2004 President and PC charged the Web Task Force with the developing and guiding the web strategy for the college • Since the redesign in 2006 it has continued as a collaborative group • Every division represented • Vice Presidents / Associate VP / Directors
    • Information Technology Web Support Structure • Combine Web and MIS departments to form Data Systems Department • Support Institutional ERP-Type Software Applications Web Site Related Systems • Two major Vendor ERPs, In-House Portal, Open- Source CMS Maintenance and Support • Data Movement, Upgrades, Custom Programming
    • Reshaping a traditional communications strategy into a web 2.0 model Shared Social Media Resources Online Print to Content Digital Video
    • gettysburg.edu Enhancement Timeline • December 2004 – Web Redesign Project Announced • April 2005 - Design Firm chosen • April 2006- Video/podcasting initiative begins • June 2006 – Hard Launch • November 2007 – CRM myGettysburg launch • August 2008 – Homepage enhanced • November 2008 - Web 2.0 News Center launch • January 2009 - Facts & Figures launch • June 2009 – Enhanced Academic Department sites • July 2009 – Online Alumni Magazine • April 2010 – Enhanced Online Catalog
    • E-communications as an integrated part of your strategy • Relevant • Timely • Segmented • Personalized
    • Social media’s role as a part of your overall web strategy
    • How to maintain momentum following a major redesign? - Keep structured organization strategic and operational • Web Task Force/Web Liaisons - Training • Multiple opportunities and methods • Build in-house expertise – Continue to leverage existing content – Continue EES/IT partnership – Systems Maintenance • Multiple instances • Upgrades – Continue to set priorities – Realize that your user both internal and external will become more web savvy
    • Setting Strategic Web Priorities Web Task Force Retreat- May 2008 • Audience landing pages • Social Networking • Events • myGettysburg
    • How we measure success • Google analytics • Admission data • Small focus groups • Alumni data trends • Faculty liaison group • Usability testing Unique Web Visitors 120000 100000 80000 # of Visitors 60000 40000 20000 0 June July Aug Sep Oct Nov Dec Jan Feb Mar Apr May 2006-07 52815 51167 59625 80610 84361 76765 55848 63873 80129 81554 86675 66754 2007-08 65943 58061 65124 98071 104511 91592 67345 76080 99802 92095 105235 68109 2008-09 63907 57659 57623 100021 100067 89009 75596 78464
    • Things to Ponder… • Who do I need at the table? • What/Who is driving our strategy? • What resources already exist? • What additional resources are needed? • How has our web audience changed? • In which areas can we be most creative? • What does success mean?
    • Questions – Barbara Fritze Vice President of Enrollment and Educational Services bfritze@gettysburg.edu – Rodney Tosten Vice President of Information Technology rtosten@gettysburg.edu – Paul Redfern Director of Web Communications & Electronic Media predfern@gettysburg.edu @coachfern http://highedwebmarketing.wordpress.com