Starting a Mobile Web Presence<br />Lessons Learned from Rollins College<br />Nick Friend | Director of Marketing, Emergin...
AGENDA<br />BACKGROUND  |     DEVELOPMENT     |  METRICS  |  NEXT STEPS<br />BACKGROUND<br />METRICS<br />NEXT STEPS<br />...
BACKGROUND<br />BACKGROUND  |  DEVELOPMENT |  METRICS  |  NEXT STEPS<br />
About Rollins College<br />Located in Winter Park, FL (Orlando Area)<br />3,000 students (1,700 undergrad)<br />#1 Master’...
Why Mobile?<br />Source: Comscore, available at http://4.bp.blogspot.com/-0K6G6SGyAmQ/TZF1snnoiDI/AAAAAAAAWFs/XGGHWBmLFu8/...
Why Mobile?<br />Age 55+<br />Age 13-34<br />Age 35-54<br />Source: Comscore, available at http://3.bp.blogspot.com/-aXNtc...
The Status Quo: Rollins.edu<br />BACKGROUND  |  DEVELOPMENT |  METRICS  |  NEXT STEPS<br />
Prospective Students: What do they want to know?<br />Source: Noel-Levitz Survey, “E-Expectations 2010 Focusing Your E-Rec...
Prospective Students: What do they want to do?<br /><ul><li>91% want an online application</li></ul>APPLY NOW<br /><ul><li...
So what are our options?<br />Mobile Website<br />Native App<br />Native App<br />Vs.<br />BACKGROUND  |  DEVELOPMENT |  M...
App vs Web Site<br />Confidential and Proprietary  - © Rollins College<br />BACKGROUND  |  DEVELOPMENT |  METRICS  |  NEXT...
Source: April 20, 2011, “The Interactive Brand Ecosystem” Forrester report.<br />BACKGROUND  |  DEVELOPMENT |  METRICS  | ...
DEVELOPMENT<br />BACKGROUND  |  DEVELOPMENT  |  METRICS  |  NEXT STEPS<br />
Development<br />Step1<br />Step2<br />Step3<br />Ask the Right Questions<br /><ul><li>What will the site feature?
How will we select content?
Who are we focusing on?</li></ul>Confidential and Proprietary  - © Rollins College<br />BACKGROUND  |  DEVELOPMENT  |  MET...
Who are we doing this for?<br />Current Students<br />Prospective Students<br />-or-<br />BACKGROUND  |  DEVELOPMENT  |  M...
Separating Sites<br />Current Students<br />Prospective Students<br />BACKGROUND  |  DEVELOPMENT  |  METRICS  |  NEXT STEP...
Development<br />Step2<br />Step1<br />Step3<br />Look for Solutions<br />Ask the Right Questions<br /><ul><li>What will t...
Build through our own CMS?
How will we select content?
Use an agency?
Who are we focusing on?
Use a web-based vendor?</li></ul>Confidential and Proprietary  - © Rollins College<br />BACKGROUND  |  DEVELOPMENT  |  MET...
Vendor Solution<br />BACKGROUND  |  DEVELOPMENT  |  METRICS  |  NEXT STEPS<br />
Development<br />Step2<br />Step1<br />Step3<br />Look for Solutions<br />Ask the Right Questions<br />Build the site<br /...
What will the site feature?
Build through our own CMS?
How will we select content?
Used research the validate our choices
Use an agency?
Who are we focusing on?
Use a web-based vendor?
Gave prospects what they needed</li></ul>Confidential and Proprietary  - © Rollins College<br />BACKGROUND  |  DEVELOPMENT...
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Rollins College Mobile Presentation: Lessons Learned

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Presented by Nick Friend and Nick Georgoudiou at the EduWeb Conference in San Antonio, August 2011.

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Rollins College Mobile Presentation: Lessons Learned

  1. 1. Starting a Mobile Web Presence<br />Lessons Learned from Rollins College<br />Nick Friend | Director of Marketing, Emerging Media<br />Nick Georgoudiou | Director of Web Strategy<br />
  2. 2. AGENDA<br />BACKGROUND | DEVELOPMENT | METRICS | NEXT STEPS<br />BACKGROUND<br />METRICS<br />NEXT STEPS<br />DEVELOPMENT<br />
  3. 3. BACKGROUND<br />BACKGROUND | DEVELOPMENT | METRICS | NEXT STEPS<br />
  4. 4. About Rollins College<br />Located in Winter Park, FL (Orlando Area)<br />3,000 students (1,700 undergrad)<br />#1 Master’s Level University in the South<br />Over half of student body is from outside FL<br />BACKGROUND | DEVELOPMENT | METRICS | NEXT STEPS<br />
  5. 5. Why Mobile?<br />Source: Comscore, available at http://4.bp.blogspot.com/-0K6G6SGyAmQ/TZF1snnoiDI/AAAAAAAAWFs/XGGHWBmLFu8/s1600/mobile.png<br />BACKGROUND | DEVELOPMENT | METRICS | NEXT STEPS<br />
  6. 6. Why Mobile?<br />Age 55+<br />Age 13-34<br />Age 35-54<br />Source: Comscore, available at http://3.bp.blogspot.com/-aXNtcWxcotA/Tf9refWg-qI/AAAAAAAAXMQ/Ch4G6f1h9S8/s1600/Smartphone-Demographics_April-2011.jpg<br />BACKGROUND | DEVELOPMENT | METRICS | NEXT STEPS<br />
  7. 7. The Status Quo: Rollins.edu<br />BACKGROUND | DEVELOPMENT | METRICS | NEXT STEPS<br />
  8. 8. Prospective Students: What do they want to know?<br />Source: Noel-Levitz Survey, “E-Expectations 2010 Focusing Your E-Recruitment Efforts to Meet the Expectations of College-Bound Students”<br />BACKGROUND | DEVELOPMENT | METRICS | NEXT STEPS<br />
  9. 9. Prospective Students: What do they want to do?<br /><ul><li>91% want an online application</li></ul>APPLY NOW<br /><ul><li>77% Want a campus visit request form</li></ul>VISIT ROLLINS<br /><ul><li>68% want a cost calculator</li></ul>COST OF ATTENDANCE<br /><ul><li>67% want a course catalogue</li></ul>COURSE CATALOGUE<br />Source: Noel-Levitz Survey, “E-Expectations 2010 Focusing Your E-Recruitment Efforts to Meet the Expectations of College-Bound Students”<br />BACKGROUND | DEVELOPMENT | METRICS | NEXT STEPS<br />
  10. 10. So what are our options?<br />Mobile Website<br />Native App<br />Native App<br />Vs.<br />BACKGROUND | DEVELOPMENT | METRICS | NEXT STEPS<br />
  11. 11. App vs Web Site<br />Confidential and Proprietary - © Rollins College<br />BACKGROUND | DEVELOPMENT | METRICS | NEXT STEPS<br />
  12. 12. Source: April 20, 2011, “The Interactive Brand Ecosystem” Forrester report.<br />BACKGROUND | DEVELOPMENT | METRICS | NEXT STEPS<br />
  13. 13. DEVELOPMENT<br />BACKGROUND | DEVELOPMENT | METRICS | NEXT STEPS<br />
  14. 14. Development<br />Step1<br />Step2<br />Step3<br />Ask the Right Questions<br /><ul><li>What will the site feature?
  15. 15. How will we select content?
  16. 16. Who are we focusing on?</li></ul>Confidential and Proprietary - © Rollins College<br />BACKGROUND | DEVELOPMENT | METRICS | NEXT STEPS<br />
  17. 17. Who are we doing this for?<br />Current Students<br />Prospective Students<br />-or-<br />BACKGROUND | DEVELOPMENT | METRICS | NEXT STEPS<br />
  18. 18. Separating Sites<br />Current Students<br />Prospective Students<br />BACKGROUND | DEVELOPMENT | METRICS | NEXT STEPS<br />
  19. 19. Development<br />Step2<br />Step1<br />Step3<br />Look for Solutions<br />Ask the Right Questions<br /><ul><li>What will the site feature?
  20. 20. Build through our own CMS?
  21. 21. How will we select content?
  22. 22. Use an agency?
  23. 23. Who are we focusing on?
  24. 24. Use a web-based vendor?</li></ul>Confidential and Proprietary - © Rollins College<br />BACKGROUND | DEVELOPMENT | METRICS | NEXT STEPS<br />
  25. 25. Vendor Solution<br />BACKGROUND | DEVELOPMENT | METRICS | NEXT STEPS<br />
  26. 26. Development<br />Step2<br />Step1<br />Step3<br />Look for Solutions<br />Ask the Right Questions<br />Build the site<br /><ul><li>Put ourselves in customer’s shoes
  27. 27. What will the site feature?
  28. 28. Build through our own CMS?
  29. 29. How will we select content?
  30. 30. Used research the validate our choices
  31. 31. Use an agency?
  32. 32. Who are we focusing on?
  33. 33. Use a web-based vendor?
  34. 34. Gave prospects what they needed</li></ul>Confidential and Proprietary - © Rollins College<br />BACKGROUND | DEVELOPMENT | METRICS | NEXT STEPS<br />
  35. 35. Site Implementation<br />Marketing / Web Strategy<br />ADMISSIONS<br />UNDERGRAD<br />GRADUATE<br />Confidential and Proprietary - © Rollins College<br />BACKGROUND | DEVELOPMENT | METRICS | NEXT STEPS<br />
  36. 36. Building the Site<br />BACKGROUND | DEVELOPMENT | METRICS | NEXT STEPS<br />
  37. 37. Best Practices<br />BACKGROUND | DEVELOPMENT | METRICS | NEXT STEPS<br />
  38. 38. Getting Approval<br />BACKGROUND | DEVELOPMENT | METRICS | NEXT STEPS<br />
  39. 39. Confidential and Proprietary - © Rollins College<br />BACKGROUND | DEVELOPMENT | METRICS | NEXT STEPS<br />
  40. 40. Potential Barriers<br />Low understanding of the importance of mobile technologies<br />Not everyone may be receptive<br />Fear of loss of control of content/process<br />BACKGROUND | DEVELOPMENT | METRICS | NEXT STEPS<br />
  41. 41. MEASURING SUCCESS<br />BACKGROUND | DEVELOPMENT| METRICS | NEXT STEPS<br />
  42. 42. Measuring Success<br />Currently looking at three performance factors*:<br />Time spent per visit<br />Number of pages visited<br />Bounce rate<br />* A significant amount of traffic (>50%) continues to visit the existing site via a mobile device.<br />BACKGROUND | DEVELOPMENT| METRICS | NEXT STEPS<br />
  43. 43. Measuring Success<br />Prospective student site results:<br />Time spent per visit down 51%<br />Number of pages visited down 8%<br />Bounce rate up 1%<br />Confidential and Proprietary - © Rollins College<br />BACKGROUND | DEVELOPMENT| METRICS | NEXT STEPS<br />
  44. 44. Measuring Success<br />Current student site results:<br />Time spent per visit down 26%<br />Number of pages visited up 32%<br />Bounce rate down 30%<br />Confidential and Proprietary - © Rollins College<br />BACKGROUND | DEVELOPMENT| METRICS | NEXT STEPS<br />
  45. 45. WHAT’S NEXT?<br />BACKGROUND | DEVELOPMENT| METRICS | NEXT STEPS<br />
  46. 46. Issues/Opportunities<br />Straighten out event feeds<br />Create additional forms<br />Reassess content on prospective student site<br />Additional success factors (% new visits, types of devices used, etc)<br />Dedicated mobile landing pages with or without QR codes<br />Confidential and Proprietary - © Rollins College<br />BACKGROUND | DEVELOPMENT| METRICS | NEXT STEPS<br />
  47. 47. Confidential and Proprietary - © Rollins College<br />BACKGROUND | DEVELOPMENT| METRICS | NEXT STEPS<br />
  48. 48. Prospective Students: What do they want to know?<br />Source: Noel-Levitz Survey, “E-Expectations 2010 Focusing Your E-Recruitment Efforts to Meet the Expectations of College-Bound Students”<br />BACKGROUND | DEVELOPMENT| METRICS | NEXT STEPS<br />
  49. 49. Questions??<br />Nick FriendDirector of Marketing, Emerging Medianfriend@rollins.edu<br />Nick GeorgoudiouDirector of Web Strategyngeorgoudiou@rollins.edu<br />
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