The Social Media Content Analysis served as a compilation of data, observations, and recommendations for local Private Schools in San Antonio, Texas. Our professor, Dr. Mario Gonzalez-Fuentes, used the reports from his Marketing and Business Research course to provide his Marketing Management students with content to aid them in their own projects: helping the Monte Vista Montessori School of San Antonio develop a sound set of marketing materials for print and the web. Report created using Adobe Illustrator and InDesign CC 2014.

1. Trinity University
Marketing and Business Research
Dr. Mario Gonzalez-Fuentes
Assignment One
Team D
Gabriella Montemayor, Victoria Mosqueda, J. Ademar Perez, and Hannah Zhou

2. CONTENT
1
jdoesn’t
utilize
social
media
non-mobile
friendly
website
utilizes
multimedia
F o P
Site Highlights
• Tabs are either overloaded with information on
miscellaneous topics or contain too little information.
• e.g. “How to deal with children’s birthdays” is
found in the School Policy tab
PDF tabs are convenient for
parents of current students
but can be presented in a
more appealing manner
• Content structure does not inform new website
vistors/target audience (prospective parents)
• Describes the Montessori program effectively, lacks
information about the school in the right places
• Written content itself is useful and helps visitors
through application, registration, tuition, and more.
Unfortunately, much of this information is
unorganized or presented unclearly in the tabs.
• Site content appeals to the internal community (e.g.
School policy information), but not suitable to
market to prospective student’s parents
Quotes that are unrelated to the page content are
present at the bottom of every page
www.montevistamontessori.com
Albeit plain to look at and not very
interactive, Monte Vista’s navigation
bar is a unique feautre when
compared to other websites. All of
the links are at the surface level, and
there are only a few of them.

3. USER EXPERIENCE
VISUALS
2
• Besides the videos, there is little interactive content
available for prospective parents
• Nothing entices the user to further explore the
website
• The home page, with its muted color scheme and
lack of graphics does not make visitors feel excited
about the school itself
• Images
• irrelevant to content present on the page
• moderate quality pictures, but the size is too
small
• image placement on bottom of page is easily
missed
• does not provide further information about
the school or the students
There are not enough pictures on the site, and
those that are present are repetitively used.
These two pictures are featured on numerous
pages as well as the “Home” page.
• Visuals used often do not relate to subject matter
on the page and are used at inappropriate times
• Videos
• Informative and entice visitors to learn more
about Montessori schools
• Brings interactivity to website and
encourages people to learn more about
Montessori schools and Monte Vista
Although these videos
make an appearance on the
“Home” page of the MV site,
they are poorly introduced
to visitors and bear little
relevance to the Monte
Vista school.
• Logo
• Placed in a highly visible spot that draws
attention to the eye
The MV site logo, although seemingly large, is
actually quite small, saved in a .jpg format and
features pixels. For easy scaling, it’s
recommended that logos be created and saved
as vectors rather than pixel-based images.
• Because of its simple format, it is easy to navigate
• The unprofessionalism of the page potentially gives
prospective parents and students a negative
perception of the institution
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The color scheme of the
MV site consists of several
greys, browns, and reds;
fairly limited and uninviting.
• Visual Design
• Page format is too narrow and font is small,
• Gray background does not emphasize the
creative nature and personality of the school

4. CONTENT
VISUALS
USER EXPERIENCE
3
www.keystoneschool.org
jutilizes
social
media
non-mobile
friendly
website
utilizes
multimedia
F o P
Site Highlight
The structure of the website allows for easy access and
searching for information regardless of the audience.
Separating the sources of information makes the
experience quick and simple, while still being exposed
to the visuals the school has spent effort on.
• Home page is more focused on visuals rather
than search process
• Information is separated by audience with
minimal clicks
• Conveyed message is long and points are often
repeated
• “Admissions” is clear and provides good
resources, makes applying easy
• My Keystone portal link for current student
• Structure of “News and Events” makes stories
• Student Life link leads to blank page
• Variety of visuals on the header and across the
website
• Images
•
selected tab
•
• Photos in “News and Events” are either
unlabeled or separated from related story
• Video
• “The Keystone Story” has own tab several
clicks away under “About Us” tab
• Repeated in front of “Admissions” tab
• Discusses history of school longer than
present standing
• Background music drowns narrator at times
• Logo
• Stays put while all website aspects change
•
to slideshow double the size
• Visual Design
•
• Home page and “News and Events” tabs are
haphazard
• Search bar available on home page
• Content is separated effectively
• Dropdowns narrow search beyond tabs
• Ordering of tabs does not entice additional
• Medium level of interaction
• Depends on the audience
• Contact information is easily accessible
• Website adapts to different screens
• May feel overwhelming for new site visitors at

5. CONTENT
USER EXPERIENCE
VISUALS
4
jutilizes
social
media
mobile
friendly
website
utilizes
multimedia
F o P
Site Highlight
• Calls-to-action are effective - each are accompanied
by visuals
• Information is presented in a clear, concise manner,
and seems to be grammatically correct. Language is
written in a casual tone
• Content presented in multiple ways: videos, info
graphics, social media widgets, at-a-glance pages
• Content is organized and clean; doesn’t involve too
much scrolling
• Certain information is nested within drop-down
boxes making navigation easier
• Detailed information is given when required, e.g. in
the student handbook; it is not misplaced
• Navigation bars are present at the top and left-hand
sides. The top navigation bar has drop down menus
with relevant graphics.
• Landing pages contain call-to-action links, visuals,
etc., with a simple format
• Search bar feature is present: uses Google Custom
Search
• Logo is a link to the homepage
• Side Toolbar is present throughout much of
the user’s experience and allows quick
navigation to: “Calendar,” “Announcements,” “Lunch”
“Menu,” At A Glance” page, and “Contact Us” link.
• Log-in feature has different links for Parents,
Students, and Faculty.
Featured on the bottom
left-hand corner of pages
like “Academics,” “Student
Life,” “Admissions,” etc.,
these colourful buttons
provide links to closely
related content. The
buttons themselves offer
faster navigation and
entices a visitor to further
explore the site.
• Visuals include photos, videos, infographics and
high-quality logos, buttons, etc.
• Logo is ever present on site
• Consistent colour scheme
• Images present on individual pages are relevant to
subject matter: “Academics,” “Religion,” “Sports,” etc.
• Numerous graphics double as links to other
pages
• Videos and slideshows are relevant to subject
matter; for example, some show what students do in
the classroom
• Social media widgets are colourful, engaging, and
offer more insight into what the school offers, what is
done in the classroom, etc.
www.sles-sa.org

6. CONTENT
VISUALS
USER EXPERIENCE
5
www.montessorisa.org
j
THE MONTESSORI SCHOOL
OF SAN ANTONIO
utilizes
social
media
mobile
friendly
website
utilizes
multimedia
F o P
Site Highlight
• The information is effectively and clearly directed
to parents
• Explanation of what a Montessori school is could
be better introduced as a video
• Admissions made simple by including a step-by-
step guide for the process
• Although the quotes from parents provided on
each page enhance the believability of the
model, it would be helpful to have a professor’s
or student’s insight to create a diverse, more
reliable perspective
• Tabs are general, but are separated appropriately
• “Campus” tab, which includes expansion project,
seems misplaced
• Easily available contact information
• Images
• Tell a story of the enjoyable experiences
students of this school have
• Videos
• There are only videos to illustrate the
expansion plans
• Could utilize videos to further illustrate the
experience at the institution
• Logo
• Easily visible
• Stays put regardless of what page you are on
• Visual Design
• Text color does not contrast enough on some
pages
• Very innovative
• Links help keep pages from having too much
text, while still allowing information to be
available
• User is enticed to keep exploring
• Tabs are general, creating interest
• Tabs are arranged from a general explanation
about the Montessori School of San Antonio
• When you minimize the screen, the tabs are
condensed into one giant scroll down box, that
you cannot get out of unless you click on the
small icon (mobile version used for a desktop)
• Calendar is not helpful, no actual dates
• Low interaction
Professionally taken photos illustrate the enjoyable
experiences children will have at the Montessori School
of San Antonio, giving prospective parents another
reason to want to enroll their children. All of the photos
have a focus on the child, implying that children are the
focus of MSA.

7. CONTENT
VISUALS
USER EXPERIENCE
6
jutilizes
social
media
mobile
friendly
website
utilizes
multimedia
F o P
Site Highlight
• Content is useful and guides and informs visitors
about school events, history, curriculum, etc.
• Excessive information on each page makes
meaning harder to digest for visitors; content
•
catered to multiple audiences (internal users
and students themselves)
•
navigate school policies and events
• Image
• Photographs are high quality, large and
relevant to the page content
• Images portray classroom and school
activities which showcase student life on
almost each landing page
• Even more visual aids required to increase
interactivity and engagement for content
heavy pages; for instance, infographics
• Video
• The few videos on the site encourage
interactivity and display student experiences
to parents of current and prospective
students
• Visual Design
• Color scheme is aesthetically pleasing and
welcoming to visitors
• Design is straightforward and simple
• Tabs and links accurately display relevant
• Links under each tab are vertically oriented;
disorients the user
• Sidebar helps anchor the user while
navigating the site
• Site has little interaction outside of the
homepage, a few images and videos
• Information is presented in an exhausting
impeding user experience
• Search function is clean, customized to the
• Consistent formatting adds to navigational
ease
Featured on the homepage of Rowland Hall’s
website, these four interactive elements provide an
interesting, quick way to navigate to popular areas
of the site. Along with high quality photos, these
widgets act as a marketing tool to attract parents
going through the decision process.
www.rowlandhall.org