Doug Burgett    Creative Director, Office of Communications for Enrollment Mgmt    Stacey Kostell    Director, Office of U...
WHAT IS THE MESSAGE?Tuesday, May 15, 2012
The message is...                             TEXTTuesday, May 15, 2012
The message is...                             IMAGETuesday, May 15, 2012
The message is...                            VISUALTuesday, May 15, 2012
The message is...         WHAT YOU WANT TO KNOWTuesday, May 15, 2012
The message is...           WHAT YOU SHOULD KNOWTuesday, May 15, 2012
The message is...          WHAT YOU NEED TO KNOWTuesday, May 15, 2012
The message is...                            SIMPLETuesday, May 15, 2012
The message is...                           COMPLEXTuesday, May 15, 2012
The message is...                        CONTEXT DEPENDENTTuesday, May 15, 2012
The message is...                        MULTI-DIMENSIONALTuesday, May 15, 2012
The message is...                        OFTEN BURIEDTuesday, May 15, 2012
The message is...         THE REASON WE COMMUNICATETuesday, May 15, 2012
belong                         Illinois Admissions Theme (2005-Present)Tuesday, May 15, 2012
PRINTTuesday, May 15, 2012
BURIEDTuesday, May 15, 2012
University Viewbook CoverTuesday, May 15, 2012
University Viewbook CoverTuesday, May 15, 2012
University Viewbook CoverTuesday, May 15, 2012
University Viewbook CoverTuesday, May 15, 2012
Illinois Viewbook Cover (2007)Tuesday, May 15, 2012
Illinois Viewbook Spread (2008)Tuesday, May 15, 2012
Illinois Viewbook Spread (2008)Tuesday, May 15, 2012
What’s this?                                           Where do I look first?                                        FACTUA...
FACTUAL VOICETuesday, May 15, 2012
WE ARE BROWSERSTuesday, May 15, 2012
Illinois Viewbook Spread (2010)Tuesday, May 15, 2012
Illinois Viewbook Spread (2010)Tuesday, May 15, 2012
Clear page header                                            Leads expand the                                         head...
PERSONAL CONTENT     Illinois Viewbook Spread (2010)Tuesday, May 15, 2012
FIRST-PERSON WRITINGTuesday, May 15, 2012
PULLOUT FACTSTuesday, May 15, 2012
EXPANDED CONTENTTuesday, May 15, 2012
BROWSER FRIENDLYTuesday, May 15, 2012
Illinois Visit Mailer (2011)Tuesday, May 15, 2012
Illinois Visit Mailer (2011)Tuesday, May 15, 2012
What I’m                          supposed to do                          Where I go for                         more info...
SUCCINCT WRITINGTuesday, May 15, 2012
EMAILTuesday, May 15, 2012
Header for                         priority message       SEARCH EMAIL       Call-to-action   List of profile factsTuesday,...
Intro with                        priority message         ADMIT EMAIL        Headers for       easy scanning             ...
ACCEPT EMAIL                            First-person                          student account        Call-to-action       ...
PRESENTATIONSTuesday, May 15, 2012
Illinois Admitted Student Presentation (2011)Tuesday, May 15, 2012
STUDENT VOICE                            Illinois Admitted Student Presentation (2011)Tuesday, May 15, 2012
WEBTuesday, May 15, 2012
Illinois Admissions Website (2011)Tuesday, May 15, 2012
CLEAR ORGANIZATION                                               STUDENT VOICE                        KEY MESSAGES        ...
RELATED BLOG CONTENT                                               Illinois Admissions Website (2011)Tuesday, May 15, 2012
BLOGGING                                               Candid advice from                                              adm...
CONTENT REFINEMENT  Before                      Illinois Admissions Website (2011)Tuesday, May 15, 2012
CONTENT REFINEMENT  After                       Illinois Admissions Website (2011)Tuesday, May 15, 2012
UTILIZING REAL ESTATE                              Illinois Admissions Website (2011)Tuesday, May 15, 2012
MOBILETuesday, May 15, 2012
KEY MESSAGES?                            Smaller screens                        warrant a different layout                ...
Illinois Admissions Website (2011)Tuesday, May 15, 2012
Illinois Admissions Website (2011)Tuesday, May 15, 2012
Illinois Admissions Website (2011)Tuesday, May 15, 2012
Illinois Admissions Visit Webpage (2011)Tuesday, May 15, 2012
ADMISSION DECISION ANNOUNCEMENTS                                     Illinois Admissions Website Mobile Statistics for 201...
WHAT’S THIS?                         How do I get to my                        admissions decision?                       ...
Illinois Admissions Check Application Status Webpage (2011)Tuesday, May 15, 2012
SOCIAL MEDIATuesday, May 15, 2012
Social Networks used by Illinois Admissions (2011)Tuesday, May 15, 2012
EASY                        Social Network Hub for Illinois Admissions (2011)Tuesday, May 15, 2012
FUN    Social Network Hub for Illinois Admissions (2011)Tuesday, May 15, 2012
HONEST                        University of Illinois Class of 2015 Facebook Page (2011)Tuesday, May 15, 2012
REAL                        University of Illinois Class of 2015 Facebook Page (2011)Tuesday, May 15, 2012
REALLY REAL                        University of Illinois Class of 2015 Facebook Page (2011)Tuesday, May 15, 2012
REALLY REAL                        University of Illinois Class of 2015 Facebook Page (2011)Tuesday, May 15, 2012
DUPLICATED                        Illinois Admissions Twitter Page (2011)Tuesday, May 15, 2012
ENGAGING                        Illinois Admissions YouTube Page (2011)Tuesday, May 15, 2012
ENGAGING                        Illinois Admissions YouTube Page (2011)Tuesday, May 15, 2012
QUESTIONS/COMMENTS?Tuesday, May 15, 2012
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B9 Delivering the Message: From Mobile to Magazine and Everything In-Between

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University brag points can all sound the same to a high school student. As university communicators we have the same delivery methods available, such as our website, mobile apps, e-mails, social networks, and print. So how do we set our institutions apart? The answer lies in how we choose to expand and present our messages. Discover how the University of Illinois produces fresh, vibrant, and memorable content for all of its marketing. See how they collect data and use it to determine where they focus their efforts and how they choose to uniquely craft their messages.

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B9 Delivering the Message: From Mobile to Magazine and Everything In-Between

  1. 1. Doug Burgett Creative Director, Office of Communications for Enrollment Mgmt Stacey Kostell Director, Office of Undergraduate Admissions Michelle Rice Editor, Office of Communications for Enrollment Mgmt 05.02.2012Tuesday, May 15, 2012
  2. 2. WHAT IS THE MESSAGE?Tuesday, May 15, 2012
  3. 3. The message is... TEXTTuesday, May 15, 2012
  4. 4. The message is... IMAGETuesday, May 15, 2012
  5. 5. The message is... VISUALTuesday, May 15, 2012
  6. 6. The message is... WHAT YOU WANT TO KNOWTuesday, May 15, 2012
  7. 7. The message is... WHAT YOU SHOULD KNOWTuesday, May 15, 2012
  8. 8. The message is... WHAT YOU NEED TO KNOWTuesday, May 15, 2012
  9. 9. The message is... SIMPLETuesday, May 15, 2012
  10. 10. The message is... COMPLEXTuesday, May 15, 2012
  11. 11. The message is... CONTEXT DEPENDENTTuesday, May 15, 2012
  12. 12. The message is... MULTI-DIMENSIONALTuesday, May 15, 2012
  13. 13. The message is... OFTEN BURIEDTuesday, May 15, 2012
  14. 14. The message is... THE REASON WE COMMUNICATETuesday, May 15, 2012
  15. 15. belong Illinois Admissions Theme (2005-Present)Tuesday, May 15, 2012
  16. 16. PRINTTuesday, May 15, 2012
  17. 17. BURIEDTuesday, May 15, 2012
  18. 18. University Viewbook CoverTuesday, May 15, 2012
  19. 19. University Viewbook CoverTuesday, May 15, 2012
  20. 20. University Viewbook CoverTuesday, May 15, 2012
  21. 21. University Viewbook CoverTuesday, May 15, 2012
  22. 22. Illinois Viewbook Cover (2007)Tuesday, May 15, 2012
  23. 23. Illinois Viewbook Spread (2008)Tuesday, May 15, 2012
  24. 24. Illinois Viewbook Spread (2008)Tuesday, May 15, 2012
  25. 25. What’s this? Where do I look first? FACTUAL LAYOUT I don’t want to read all this The personality is over here Illinois Viewbook Spread (2008)Tuesday, May 15, 2012
  26. 26. FACTUAL VOICETuesday, May 15, 2012
  27. 27. WE ARE BROWSERSTuesday, May 15, 2012
  28. 28. Illinois Viewbook Spread (2010)Tuesday, May 15, 2012
  29. 29. Illinois Viewbook Spread (2010)Tuesday, May 15, 2012
  30. 30. Clear page header Leads expand the headers and summarize main messages MAGAZINE LAYOUT Student-written articles introduce personality Quotes offer alternative entry points to the content Illinois Viewbook Spread (2010)Tuesday, May 15, 2012
  31. 31. PERSONAL CONTENT Illinois Viewbook Spread (2010)Tuesday, May 15, 2012
  32. 32. FIRST-PERSON WRITINGTuesday, May 15, 2012
  33. 33. PULLOUT FACTSTuesday, May 15, 2012
  34. 34. EXPANDED CONTENTTuesday, May 15, 2012
  35. 35. BROWSER FRIENDLYTuesday, May 15, 2012
  36. 36. Illinois Visit Mailer (2011)Tuesday, May 15, 2012
  37. 37. Illinois Visit Mailer (2011)Tuesday, May 15, 2012
  38. 38. What I’m supposed to do Where I go for more information SIMPLE Where the University of Illinois is located What the University of Illinois looks likeTuesday, May 15, 2012
  39. 39. SUCCINCT WRITINGTuesday, May 15, 2012
  40. 40. EMAILTuesday, May 15, 2012
  41. 41. Header for priority message SEARCH EMAIL Call-to-action List of profile factsTuesday, May 15, 2012
  42. 42. Intro with priority message ADMIT EMAIL Headers for easy scanning Calls-to-action Enticing imageTuesday, May 15, 2012
  43. 43. ACCEPT EMAIL First-person student account Call-to-action Brief article previewsTuesday, May 15, 2012
  44. 44. PRESENTATIONSTuesday, May 15, 2012
  45. 45. Illinois Admitted Student Presentation (2011)Tuesday, May 15, 2012
  46. 46. STUDENT VOICE Illinois Admitted Student Presentation (2011)Tuesday, May 15, 2012
  47. 47. WEBTuesday, May 15, 2012
  48. 48. Illinois Admissions Website (2011)Tuesday, May 15, 2012
  49. 49. CLEAR ORGANIZATION STUDENT VOICE KEY MESSAGES Illinois Admissions Website (2011)Tuesday, May 15, 2012
  50. 50. RELATED BLOG CONTENT Illinois Admissions Website (2011)Tuesday, May 15, 2012
  51. 51. BLOGGING Candid advice from admissions counselors Slice-of-life experiences from current students Illinois Admissions Blog (2011)Tuesday, May 15, 2012
  52. 52. CONTENT REFINEMENT Before Illinois Admissions Website (2011)Tuesday, May 15, 2012
  53. 53. CONTENT REFINEMENT After Illinois Admissions Website (2011)Tuesday, May 15, 2012
  54. 54. UTILIZING REAL ESTATE Illinois Admissions Website (2011)Tuesday, May 15, 2012
  55. 55. MOBILETuesday, May 15, 2012
  56. 56. KEY MESSAGES? Smaller screens warrant a different layout for more clarity Illinois Admissions Website (2011)Tuesday, May 15, 2012
  57. 57. Illinois Admissions Website (2011)Tuesday, May 15, 2012
  58. 58. Illinois Admissions Website (2011)Tuesday, May 15, 2012
  59. 59. Illinois Admissions Website (2011)Tuesday, May 15, 2012
  60. 60. Illinois Admissions Visit Webpage (2011)Tuesday, May 15, 2012
  61. 61. ADMISSION DECISION ANNOUNCEMENTS Illinois Admissions Website Mobile Statistics for 2010Tuesday, May 15, 2012
  62. 62. WHAT’S THIS? How do I get to my admissions decision? Illinois Admissions Check Application Status Webpage (2011)Tuesday, May 15, 2012
  63. 63. Illinois Admissions Check Application Status Webpage (2011)Tuesday, May 15, 2012
  64. 64. SOCIAL MEDIATuesday, May 15, 2012
  65. 65. Social Networks used by Illinois Admissions (2011)Tuesday, May 15, 2012
  66. 66. EASY Social Network Hub for Illinois Admissions (2011)Tuesday, May 15, 2012
  67. 67. FUN Social Network Hub for Illinois Admissions (2011)Tuesday, May 15, 2012
  68. 68. HONEST University of Illinois Class of 2015 Facebook Page (2011)Tuesday, May 15, 2012
  69. 69. REAL University of Illinois Class of 2015 Facebook Page (2011)Tuesday, May 15, 2012
  70. 70. REALLY REAL University of Illinois Class of 2015 Facebook Page (2011)Tuesday, May 15, 2012
  71. 71. REALLY REAL University of Illinois Class of 2015 Facebook Page (2011)Tuesday, May 15, 2012
  72. 72. DUPLICATED Illinois Admissions Twitter Page (2011)Tuesday, May 15, 2012
  73. 73. ENGAGING Illinois Admissions YouTube Page (2011)Tuesday, May 15, 2012
  74. 74. ENGAGING Illinois Admissions YouTube Page (2011)Tuesday, May 15, 2012
  75. 75. QUESTIONS/COMMENTS?Tuesday, May 15, 2012
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