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One system two homepages re imagining suny.edu

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How do you build a homepage that serves the competing needs of 64 campuses, millions of prospective and enrolled students and alumni, and more than 88,000 employees? Create two home pages. That's what SUNY and mStoner did for the nation's largest comprehensive public university system.

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One system two homepages re imagining suny.edu

  1. 1. mStoner RE-IMAGINING SUNY.EDU Thursday, 4 June 2015 Presented by: David Belsky, Director of Marketing & Creative Services, SUNY Taras Kufel, Web Design & Content Manager, SUNY Fran Zablocki, Strategist, mStoner
  2. 2. mm Project Partners 2
  3. 3. mm MSTONER’S ROLE Strategy Information Architecture Development Responsive HTML/CSS Development Usability Testing Content Development Analytics 3
  4. 4. mm TERMINALFOUR’S ROLE Implementation Testing Training Support 4
  5. 5. mm Bring it all together • Formulate a Narrative • Complete Implementation • User training • Create and Update Content SUNY’S ROLE 5
  6. 6. mm CORE GOALS 1. Tell the SUNY story more compellingly 2. Raise the SUNY brand profile 3. Showcase the depth and breadth of what SUNY offers 4. Meet the needs of both internal and external audiences 6
  7. 7. m CHALLENGE BUILD A HOME PAGE THAT MAKES A MILLION PEOPLE HAPPY 1
  8. 8. mm 8
  9. 9. mm 9 1stlargest state education system in U.S.
  10. 10. mm 10 64campuses
  11. 11. mm 11 460,000current students
  12. 12. mm 12 88,000 faculty and staff
  13. 13. mm 13 Tons of prospective student applicants.
  14. 14. m SOLUTION BUILD TWO HOME PAGES 1
  15. 15. mm SUNY.EDU for prospective students and external audiences. 15
  16. 16. m
  17. 17. mm System.SUNY.EDU For staff & administrators 17
  18. 18. m
  19. 19. m CHALLENGE CONVEY THE POSITIVE IMPACT THAT SUNY HAS ON THE WORLD 2
  20. 20. m SOLUTION PARALLAX FEATURES HOME PAGE 2
  21. 21. m
  22. 22. m
  23. 23. m CHALLENGE MAKE KEY INFORMATION AND TRANSACTIONS EASY TO USE 3
  24. 24. m SOLUTION LEAN, FOCUSED INFORMATION ARCHITECTURE 3
  25. 25. mm We minimized the number of paths that users could take. We didn’t want to overwhelm them, we wanted to present them with just the most important pieces of information and actions. 25
  26. 26. m Information Actions
  27. 27. mm SUNY.edu’s top navigation and content is meant to connect and lead into these actions. 27
  28. 28. m SOLUTION OFF-SCREEN AND HIDDEN NAVIGATION INTERACTION 3
  29. 29. mm The ‘Now at SUNY’ drawer introduces off-screen, sidebar content as a companion to the parallax experience. 29
  30. 30. m
  31. 31. mm The ‘Super Footer’ houses a great deal of information, but keeps overall screen real estate minimal. 31
  32. 32. m
  33. 33. mm It also provides further access to user tasks and actions of value. 33
  34. 34. m CHALLENGE ALLOW SHARED DATA AND ASSETS ACROSS SUNY 4
  35. 35. m SOLUTION A COHESIVE BACK END DATA ECOSYSTEM 4
  36. 36. m SYSTEM.SUNY.EDU
  37. 37. m
  38. 38. m RESEARCH FOUNDATION FOR SUNY
  39. 39. m
  40. 40. m OPEN SUNY 
 (Future T4 implementation)
  41. 41. m
  42. 42. mm T4 DATA ECOSYSTEM 42 SUNY MEDIA SUNY.EDU RFSUNY.ORG SYSTEM.SUNY.EDU OPEN SUNY
  43. 43. mm By using a shared data structure and TERMINALFOUR back-end, all four sites can share and publish from the same asset pool. This includes news stories, data points, photography, media and search results. 43
  44. 44. mm Content can be created once and used many times across sites for efficiency and consistency. 44
  45. 45. m
  46. 46. m SOLUTION DATA-RICH FEATURE STORIES 4
  47. 47. mm Predictive content strategy was used to introduce related stories and articles on the Features Page template. This behavior emulates modern online newsroom best practices. 47
  48. 48. m
  49. 49. mm 49
  50. 50. m CHALLENGE CHANGE CONTENT DEVELOPMENT STRATEGY FOR AN ON-THE-GO WORLD 5
  51. 51. m SOLUTION ANALYZE CONTENT FOR AUDIENCES AND TASKS 5
  52. 52. mm Analytics is your friend. 52 Know who you’re talking to and what you want to say.
  53. 53. mm Develop content that could build our reach through our existing strengths. 53
  54. 54. mm Renew focus on daily blog output to 
 connect users to tasks on SUNY websites. 54 Apply to SUNY Do Business with SUNY Work for SUNY Conduct Research with SUNY
  55. 55. mm 55
  56. 56. mm 56
  57. 57. m RESULTS
  58. 58. m
  59. 59. m
  60. 60. m
  61. 61. mm “I’m most proud that we rolled out a result that really reflected so many people’s input and ideas, yet still presented one, unified State University. We are 64 campuses strong, but there is no question at SUNY.edu that we are one system.” David Belsky Director of marketing and creative services at SUNY 61
  62. 62. m Further Resources mStoner Blog Posts on the project. SUNY.edu case study.
  63. 63. m THANKS! QUESTIONS? Fran Zablocki Strategist fran.zablocki@mStoner.com www.mstoner.com (585) 678-1169 @Zablocki

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