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Lori Nidoh    Director of Marketing        CommunicationsThe University of Scranton
Today’s Discussion      The current mobile environment      Our internal assessment      Mobile initiatives      Early...
Today, it is completely unimaginable that a university would exist without a website. Bad, good, awesome, terrible – it do...
  Hand-held  devices like smartphones and  tablets are fast becoming the primary way  many people use the Internet.  Hal...
Morgan Stanley Research, December 2009
Nielsen Wire, October 14, 2010
  The     University of Scranton is a private, Jesuit and Catholic university located in Northeast PA  We    offer 61 un...
  November09 – we began to examine the mobile phenomenon and to question how and when we needed to respond.  Mobile     ...
 Summer  2010 - IT department began evaluating options for mobile solutions – build? buy? combination? Marketing/Communi...
  EDUCAUSE: Mobile        Apps on Campus  •  As of fall 2010 just 13% of institutions surveyed had    activated mobile ap...
Visits to The University of Scranton Website             from Smartphones
 Potential   impact on prospective students  •  What % of prospective students who see our   advertising or receive our d...
 Potential   impact on prospective students  •  What effect would a negative experience on   our full website when viewed...
Mobile Traffic – Visitors by Type                 Jan – Dec 2010                                      New Visitor         ...
 Impact   on current students  •  Teens and young adults increasingly rely on   mobile devices to obtain information - ar...
    Fall 2010 – we decided to take the     plunge!    Several initiatives were identified with     the initial focus on ...
     Mobile App vs Mobile Site        •  Each have different strengths/weaknesses     Mobile App                         ...
    Goal 1 – Identify a mobile app solution     and implement by March 31    Goal 2 – Build a mobile site that contains ...
 September  2010 – Mktg and IT began evaluation of mobile app solutions. Key criteria included cost, time to implement, ...
Requirement    Blackboard       Pocket           Macroview    Straxis U360               Mobile           Campus          ...
 Project   lead – Dir. of Marketing Comm. Teamincluded Dir. of Info Tech Dev and Web Designer/Developer from Mktg. 12/2...
  Modules   requiring most work •  Campus Map and Campus Tour     You will need good images and descriptions of      all...
  It WILL     take longer than you think          allow plenty of time          avoid hard deadlines  If    you are th...
 App   launched 3/26 15   features at launch Downloaded  over 2,200 times by 5/31  •  1,633 for iPhone  •  605 for Andr...
 Features    include  •  Campus News  •  Athletics  •  Events  •  Campus Map  •  Campus Tour  •  Multimedia
 Features       (cont.)  •  References  •  Courses  •  Bulletins  •  Checklists  •  Polls  •  Weather
 Features     (cont.)  •  Twitter  •  Links  •  Directory  •  Radio
 New build submitted to Apple 6/17, expected live by 6/24 •  Admissions module –  Find Your Counselor,  Events, Request I...
Tile on theUniversity’shome page
And in the lefthand navigationof key lower levelpages.
Mobile and fullsite versions ofmobile splashpage.
Billboards in secondary markets
Mall posters insecondarymarkets
On-Campus         Slide on   Introducing the                  tower in   Scranton Mobile App                             f...
Ad in Student Newspaper                Featured in                Royal News
Posted on Facebook                     and Twitter..
  Press release            Flyers                                 in info  Article in local                           p...
Steps we took1.  Identified top content currently being    accessed by mobile devices  •  Google Analytics Top Content rep...
10/1 – 10/31 Top Level      Sub-PagesPageviews (Index) Page1,269      About Us         Scranton Brand, Contact Us, Locatio...
2.  Review content on target pages and    decide what to include on mobile and    what needs to be modified.3.  Decide whi...
  Create mobile   templates  Establish a   priority for   mobile page   development.  Design and test   pages on target...
    Create mobile templates
    Create mobile templates
Best Practices for Mobile websites  Don’t    try and replicate your full site       Focus on key tasks people come to yo...
Best Practices for Mobile websites Keep       the layouts simple    •  Re-engineer copy, hide unnecessary text, images   ...
How we built our mobile site Scranton   uses Hannon Hill’s CMS, Cascade Server. Used the “Sites” feature within our CMS ...
How we built our mobile site  End-users           can enter different content on their  mobile page using a “Mobile Conte...
Work in Progress Lots   of new content on the way  •  Working on mobile forms  •  Better interactive features (ex maps)  ...
90008000700060005000                                                           20104000                                   ...
iPhone   Android   Black   iPod     All                                  berry           VisitsVisits         16,244   10,...
Full Site                           Mobile Site        Page          Pageviews            Page        PageviewsExam Schedu...
Measurement        Full Site   MobileAvg. Pageviews             3.88       4.64Time on Site               2:47       3:44B...
Next Steps: New modules currently being developed  for 2nd and 3rd quarter 2011 •  Library – currently in development/tes...
Next Steps: Licensed         SunGard Higher Education’s Mobile Connection, a no fee mobile framework. Fall     2011 work...
The State of the Mobile Web in Higher Ed                                                                 April 2011  37% ...
Just when you thought you were  getting caught up with technology on  campus……
Tablet Computing   More than 70% of college students and    college bound high school seniors are    interested in owning...
 On   to the next challenge! Questions??            Thank you!
Going Mobile  an Opportunity and Challenge for Higher Education
Going Mobile  an Opportunity and Challenge for Higher Education
Going Mobile  an Opportunity and Challenge for Higher Education
Going Mobile  an Opportunity and Challenge for Higher Education
Going Mobile  an Opportunity and Challenge for Higher Education
Going Mobile  an Opportunity and Challenge for Higher Education
Going Mobile  an Opportunity and Challenge for Higher Education
Going Mobile  an Opportunity and Challenge for Higher Education
Going Mobile  an Opportunity and Challenge for Higher Education
Going Mobile  an Opportunity and Challenge for Higher Education
Going Mobile  an Opportunity and Challenge for Higher Education
Going Mobile  an Opportunity and Challenge for Higher Education
Going Mobile  an Opportunity and Challenge for Higher Education
Going Mobile  an Opportunity and Challenge for Higher Education
Going Mobile  an Opportunity and Challenge for Higher Education
Going Mobile  an Opportunity and Challenge for Higher Education
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Going Mobile an Opportunity and Challenge for Higher Education

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Faced with the exponential growth of traffic from mobile browsers to the University’s website, the increasing market dominance of smart phones and the growing percent of high school and college students that access the internet via mobile devices, The University undertook dual projects of developing a mobile app and a mobile website in late 2010. We will walk through the analysis of vendors, platforms, content, etc we went through in the planning stage as well as the implementation, launch and early results. We will share lessons we learned as well as offer some suggestions for schools considering mobile development at their institution.

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Transcript of "Going Mobile an Opportunity and Challenge for Higher Education"

  1. 1. Lori Nidoh Director of Marketing CommunicationsThe University of Scranton
  2. 2. Today’s Discussion   The current mobile environment   Our internal assessment   Mobile initiatives   Early results   What’s next?
  3. 3. Today, it is completely unimaginable that a university would exist without a website. Bad, good, awesome, terrible – it doesn’t matter, you have one. It is expected, demanded, and if you didn’t, it would have a devastating impact on the impression people have of your school. We are little more than a stone’s throw away from this same trend for mobile web.“Best of the Mobile Higher Ed Web”, Michael Fienen, Director of Web Marketing at Pittsburg State University in Pittsburg, KS, .eduguru, May 17, 2010
  4. 4.   Hand-held devices like smartphones and tablets are fast becoming the primary way many people use the Internet.  Halfof all college students used mobile gear to get on the Internet every day last year, compared with 10% of students in 2008, according to Educause, the educational- technology consortium.“As the Web Goes Mobile, Colleges Fail to Keep Up”, The Chronicle of Higher Education, January 23, 2011
  5. 5. Morgan Stanley Research, December 2009
  6. 6. Nielsen Wire, October 14, 2010
  7. 7.   The University of Scranton is a private, Jesuit and Catholic university located in Northeast PA  We offer 61 undergraduate and 25 graduate programs to approximately 6,070 students.   4,100 Undergraduate   2,149 Graduate (includes online programs)  Most of our students are from PA, NY and NJ  Secondary markets - CT, MD, VA & MA
  8. 8.   November09 – we began to examine the mobile phenomenon and to question how and when we needed to respond.  Mobile traffic, while still very low on our site compared to overall traffic, was increasing - 247% increase from 2008 to 2009.  Other projects underway were already utilizing resources that would need to work on mobile.  Decided to reevaluate in spring 2010.
  9. 9.  Summer 2010 - IT department began evaluating options for mobile solutions – build? buy? combination? Marketing/Communications monitored •  The use of mobile apps and the development of mobile sites in higher-ed. •  The continued rise of mobile traffic on our web site. •  Research on use of smartphones by teens.
  10. 10.   EDUCAUSE: Mobile Apps on Campus •  As of fall 2010 just 13% of institutions surveyed had activated mobile apps. •  10% expect to activate mobile apps in the coming academic year. •  25% indicated that the mobile app strategy at their institution is currently under review.  Datafrom the EDUCAUSE Campus Computing Survey suggests that the % of campus that have deployed mobile apps could increase by 50% or more between fall 2010 and 2011.
  11. 11. Visits to The University of Scranton Website from Smartphones
  12. 12.  Potential impact on prospective students •  What % of prospective students who see our advertising or receive our direct mail pieces will try to access our website via mobile devices?   Noel-Levitz 2010 E-Expectations survey of more than 1,000 college bound high school seniors found that 23% have searched college websites from their smartphones.
  13. 13.  Potential impact on prospective students •  What effect would a negative experience on our full website when viewed via a smartphone have on their perception of the University?   The E-Expectations report also found that 1 in 4 students reported removing a school from their prospective list because of a bad experience on that school’s website.
  14. 14. Mobile Traffic – Visitors by Type Jan – Dec 2010 New Visitor Returning Visitor 46.7% 53.3% Full Site: New 38% Returning 62%Avg Time on Site 2:11 Bounce Rate 50.5% Pages per Visit 2.8 Full Site 2.58 43.4% 4.4
  15. 15.  Impact on current students •  Teens and young adults increasingly rely on mobile devices to obtain information - are the channels we currently use becoming less effective?   Our weekly e-newsletter Royal News gets around 1,600 visits and 2,300 page views, low considering over 10,000 students, faculty and staff.   Events and news are also featured on the home page of our website but the user might not have a good viewing experience on a mobile phone.
  16. 16.   Fall 2010 – we decided to take the plunge!  Several initiatives were identified with the initial focus on recruitment  Functionality requiring authentication, such as registration for courses, grades, etc., was deferred to phase II.
  17. 17.   Mobile App vs Mobile Site •  Each have different strengths/weaknesses Mobile App Mobile Site •  More immersive •  Easier to add/change content •  More responsive interface •  Easier to support multiple BUT platforms •  No download required – use •  Requires install redirects from full site •  Multiple apps / platforms •  Longer to deploy updates or BUT changes •  Can lack “slickness” of apps “The Many Faces of Mobile”, Erik Runyon, CASE Indiana, 4/15/11 “Mobile Trends & Opportunities”, mStoner, College of William and Mary webinar
  18. 18.   Goal 1 – Identify a mobile app solution and implement by March 31  Goal 2 – Build a mobile site that contains key content from full site optimized for mobile browsers. Also due March 31.  Goal 3 - utilize QR codes to point users to mobile content that supplements the messaging of our recruitment materials.
  19. 19.  September 2010 – Mktg and IT began evaluation of mobile app solutions. Key criteria included cost, time to implement, number of modules, flexibility, frequency of new feature releases, higher-ed clients. Demo’s continued through October and a vendor, Straxis Technologies, was chosen in early November.
  20. 20. Requirement Blackboard Pocket Macroview Straxis U360 Mobile Campus Labs MobileBlackberry Yes No Yes NoiPhone Yes Yes Yes YesAndroid In development 1.5 yrs away Yes YesEasy to No Yes Yescustomize?Course Yes Majors & Yes YesCatalog ProgramsTime to 90 days, 6 60 days, 6 – 8 weeks,implement features approx 10 15 featuresCMS No In development Yes YesSocial Media No – use Links FB & Twitter Integrated Twitter, links for others
  21. 21.  Project lead – Dir. of Marketing Comm. Teamincluded Dir. of Info Tech Dev and Web Designer/Developer from Mktg. 12/21/10 - Kick-off conference call. Weekly calls with our team and Straxis Pervendor, average implementation time is 6 - 8 weeks, largely dependent on us.
  22. 22.   Modules requiring most work •  Campus Map and Campus Tour   You will need good images and descriptions of all your campus buildings, AND GPS locations •  Directory   Needed a clean file with distinct fields to be imported. •  RSS feed for weekly e-newsletter
  23. 23.   It WILL take longer than you think   allow plenty of time   avoid hard deadlines  If you are the project lead – It will take LOTS of your time.   many, many details to manage   need to constantly monitor progress of vendor   Testing takes lots of time – and should involve as many people and devices as possible  Developyour promotion plan and get materials in the works as early as possible.
  24. 24.  App launched 3/26 15 features at launch Downloaded over 2,200 times by 5/31 •  1,633 for iPhone •  605 for Android
  25. 25.  Features include •  Campus News •  Athletics •  Events •  Campus Map •  Campus Tour •  Multimedia
  26. 26.  Features (cont.) •  References •  Courses •  Bulletins •  Checklists •  Polls •  Weather
  27. 27.  Features (cont.) •  Twitter •  Links •  Directory •  Radio
  28. 28.  New build submitted to Apple 6/17, expected live by 6/24 •  Admissions module – Find Your Counselor, Events, Request Info •  “Share” events and news via Facebook, Twitter, Text and Email
  29. 29. Tile on theUniversity’shome page
  30. 30. And in the lefthand navigationof key lower levelpages.
  31. 31. Mobile and fullsite versions ofmobile splashpage.
  32. 32. Billboards in secondary markets
  33. 33. Mall posters insecondarymarkets
  34. 34. On-Campus Slide on Introducing the tower in Scranton Mobile App for iPhone and Android campus center Show your Royal Pride! Get Scranton app for your smartphone and always have the latest news, events and information at your fingertips. Features include: News Social Media Events WUSR radio feed Catalog Campus Map Directory Campus Tour Athletics Royal News Videos And more! Dining Cards Photosand Table Tents Posters
  35. 35. Ad in Student Newspaper Featured in Royal News
  36. 36. Posted on Facebook and Twitter..
  37. 37.   Press release   Flyers in info  Article in local packets at paper and student   Accepted Students Preview Day (3/31) newspaper   Reunion (6/11)  Campus   Orientation (July) presentations   Recruitment   Student Affairs brochures   Data Technology (starting 6/1) Coordinators   Undergraduate   Alumni Board viewbook (Aug.)
  38. 38. Steps we took1.  Identified top content currently being accessed by mobile devices •  Google Analytics Top Content report with Advanced Segment “Smartphones” applied. •  Based on this review a site structure was created consisting of eight top-level pages and 29 sub- pages.
  39. 39. 10/1 – 10/31 Top Level Sub-PagesPageviews (Index) Page1,269 About Us Scranton Brand, Contact Us, Location, Campus Map, Jesuit Tradition, Directions1,030 Academics Undergrad Programs, Grad Programs, Academic Calendar, Library789 Admissions Visit, Apply, Request Info, Events, Contact290 Alumni News, Events1,321 Athletics News, Schedules, Scores, Teams219 Financial Aid Checklist, Contact info312 Human Resources Vacancy List Social Media Links to social media hub page News Add to top navigation of mobile site Events Add to top navigation of mobile site
  40. 40. 2.  Review content on target pages and decide what to include on mobile and what needs to be modified.3.  Decide which mobile operating systems your site will support. •  Use Google Analytics “Mobile Devices” report under Visitors section.
  41. 41.   Create mobile templates  Establish a priority for mobile page development.  Design and test pages on targeted devices.
  42. 42.   Create mobile templates
  43. 43.   Create mobile templates
  44. 44. Best Practices for Mobile websites  Don’t try and replicate your full site  Focus on key tasks people come to your website to do  Use analytics to identify what mobile users are doing Redirect mobile users to a mobile version of your site Keep forms minimal“Design: Best Practices”, sixrevisions.com, August 18, 2010
  45. 45. Best Practices for Mobile websites Keep the layouts simple •  Re-engineer copy, hide unnecessary text, images or media Use large, easy to press links and clickable objects. Reduce the resolution & dimensions of images“Design: Best Practices”, sixrevisions.com, August 18, 2010
  46. 46. How we built our mobile site Scranton uses Hannon Hill’s CMS, Cascade Server. Used the “Sites” feature within our CMS to publish mobile pages to m.scranton.edu destination (multiple publishing targets). Used jQuery Mobile for the framework and cross-device compatibility.
  47. 47. How we built our mobile site  End-users can enter different content on their mobile page using a “Mobile Content” WYSIWYG text field.  Orthey can leave the text field empty and the default will be the same content as the full site.  Built or used existing RSS feeds for University News, Athletics News, Events, Library Blog
  48. 48. Work in Progress Lots of new content on the way •  Working on mobile forms •  Better interactive features (ex maps) •  Grades, class schedules, etc. (authentication) •  New web calendar and athletics sites going live with better mobile interfaces •  Working on deep links to online catalog
  49. 49. 90008000700060005000 20104000 2011300020001000 0 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
  50. 50. iPhone Android Black iPod All berry VisitsVisits 16,244 10,542 5,536 4,075 971,530% of Mobile 45% 29% 15% 11% n/aVisitsPages/Visit 2.76 3.07 2.84 2.99 4:08Avg. Time on 1:35 2:01 1:46 1:43 2:50Site% New Visits 47% 47% 44% 53% 39%Bounce Rate 46% 46% 50% 48% 43%
  51. 51. Full Site Mobile Site Page Pageviews Page PageviewsExam Schedule 2,587 Home Page 1,464Academic Calendar 1,467 Academics Home 1,243HR Vacancy List 1,250 PageAthletics Home Page 971 Admissions Home 710 PageHR Home Page 898 Athletics Home Pg 665Athletics – Men’s 867Baseball Campus Contacts 559Admissions Home 831 Undergrad Programs 533Page About Us 514Tuition / Fees 693 Events 492
  52. 52. Measurement Full Site MobileAvg. Pageviews 3.88 4.64Time on Site 2:47 3:44Bounce Rate 45% 26%% New Visits 39% 50%Region: PA 56% 38%Region: NY 13% 28%Region: NJ 12% 7%Region: CT, MD, VA, MA 8% 7%
  53. 53. Next Steps: New modules currently being developed for 2nd and 3rd quarter 2011 •  Library – currently in development/test •  Alumni – estimated for later this summer •  “Audiences” feature being developed. Self- identify, “pick your path”, fall 2011 •  Foursquare integration with campus map and campus tour planned for later this year.
  54. 54. Next Steps: Licensed SunGard Higher Education’s Mobile Connection, a no fee mobile framework. Fall 2011 working on building features for current students, faculty and staff Features requiring authentication Integrate with current mobile app & site
  55. 55. The State of the Mobile Web in Higher Ed April 2011  37% provide a mobile solution  Most target Current Students (89%) or Prospective Students (86%)  Goals include Supporting Campus Life (81%) and Marketing & Branding (50%+)  58% implemented dedicated mobile sites  Only 22% implemented native apps “The State of the Mobile Web Report”, Karine Joly, www.higheredexperts.com
  56. 56. Just when you thought you were getting caught up with technology on campus……
  57. 57. Tablet Computing   More than 70% of college students and college bound high school seniors are interested in owning their own tablet devices.   Nearly 20% intend to purchase a tablet in the next six months.   iPad traffic to our site 5/31 YTD > AndroidMay 2011, Pearson Foundation Survey on Students and Tablets
  58. 58.  On to the next challenge! Questions?? Thank you!
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