Kogod School of Business Art Project - eduWeb 2013
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Kogod School of Business Art Project - eduWeb 2013
Editor's Notes
- Thanks for coming.
- Before we dive in let me tell you a little bit about myself and where I work.Hi, I’m Laura. Although my title is web designer, like all web professionals in higher ed, I wear many hats. One a day-to-day basis you can find me working on one of Kogod’s websites, or occasionally serving as a graphic designer, one stop print shop, photographer, social media guru… the list goes on.
- This is where I work – the Kogod School of Business at American University in Washington, DC. I’ve been at AU and Kogod for a little over two years and work on a marketing and communications team of six talented women.
- As far as business schools go, we are probably smaller of the road when it comes to size, so this fosters a close, tight-knit community. It’s one of the unique and defining aspects of Kogod.
- So, what we’re going to talk about… I hope to provide a little background about the art collection, an explanation of how the project came about and how we executed our ideas, results since the launch, and some ideas for the future.
- So about the collection --
- Developed by the school’s benefactor, Robert Kogod, the collection contains more than 200 original prints of modern and contemporary art. (An original print is a work of art created by hand by an artist and printed either by the artist or by a professional printer who works with him.)
- Acquisition of the works began in 2001, many of which were installed in 2011 after the opening of the new section of the building.
- The works are located throughout the three floors of the Kogod School of Business – in hallways, student lounges, and classrooms.
- The collection includes many of the most significant post-World War II art movements such as Pop Art and Minimalism. But there really is something for everyone in the collection.
- I think the most surprising thing is that this is something that the Kogod community is very proud of. Students and visitors frequentlyask our front desk attendantsabout the collection and how they can obtain more information about the works. It is a special and irreplaceable part of Kogod.
- We have all this great content throughout the building, so… How do we make the collection more accessible? In what ways can add value to the Kogod experience? Ultimately, what do we want to achieve?
- After some brainstorming, we decided on a set of goals surrounding the art collection and the great content it inherently provided. In 2010, one of our interns began working on a website which featured the entire art collection. This task was a huge undertaking, much larger than originally anticipated, so it was never finished. This was the first step in the process. Second, we wanted to provide something new and fun for our audiences to take part in. We wanted to add value to this unique aspect of the business school. And finally, we wanted to offer more information about the works than what was available at the time.
- There really isn’t much information here. Just a print on a wall. I know many of the students are curious about the art (some even have nicknames), so it made sense to open up and share.
- Our resources (human and time) and budget were very limited, so we needed… Something that I could do on my own without researching and bidding vendors, wouldn’t become a time suck, and could be used across multiple platforms. At the time, I wasn’t sure what this platform looked like, so I started looking into what other institutions (museums) were doing.
- I gained inspiration from the Museums and the Web Conference,“Best of the Web” nominations (mobile category), specifically an audio tour created by National Museums Scotland.
- After extensive research, we decided on the following project: a virtual tour of featured works.
- Like most projects in higher ed, they need to be completed in a short period of time. Started project during August 2012. Our charge was to launch the finished productduring AU’s reunion weekend.All-American Weekend is a shiny, happy event where students, alums, and parents visit campus (in lieu of homecoming).
- So with my goals and timeframe in hand, we started planning and building our website and self-guided tour.
- We took some time to map out our content and break down the tasks and information that our audiences could choose from. First, starting with the self-guided tour, and then adding additional information about the collection, and art treasures which I’ll talk about in a bit.
- jQuery was our framework of choice. It was very easy to implement and customize right off the bat.
- With the website framework in place, we created two points of access for our audiences to take the tour and view the information.
- #1 is through the homepage, m.kogodart.com.
- We installed two plaques in prominent lobbies in the Kogod building dedicated to the art collection. Under which we placed two brochures detailing the new accessible information. The one of the right is a complete listing of the collection and on the left is the printed tour guide.
- This brochure contains basic instructions and information about the collection, QR codes, etc.
- Users are able to access the m. site by scanning the QR code or typing in the URL into their smartphones.
- Once the users hit the homepage they have the option to take the self-guided tour and view the works by floor (depending on where they are located in the building).
- Once they select an option, the users are able to view which works are on that specific floor.
- The second point of access is through a set of QR codes. We didn’t want to compromise the integrity of the art, so we decided to use QR codes.
- Each featured art work on the tour has a code placed next to it printed on clear vinyl stickers.
- These codes are located throughout the business school, and are indicated on the map of the tour guide. Labels on classrooms and student lounges were added to help orient users in Kogod.
- Once the users scan the code, they are directed to an individual art page. This is where the meat of the information lives and where we added the most value to the collection.
- These pages provide a quick snapshot of the artist and the work on demand. Using both the printed tour guide and the website, the users are able to get a deeper view into the collection.
- In order to make the tour more fun, we decided to provide some incentive to complete the tour and reward the most dedicated users.
- On each individual art page, there are code words related to the piece. So, if the users learn more about the collection by visiting and reading the individual art pages, they are able to obtain more code words. The code words are redeemed at the front desk in the Kogod lobby.These rewards included a custom printed book of the collection or notecards.
- We never made any formal announcements on the Kogod website or on social media, so traffic to the website has been very modest.
- Other includes referral and organic search traffic. ~350 visits total, 188 unique visitors. QR codes the chosen point of entry.
- Anecdotal feedback = good
- 81% bounce rate.This is pretty high, but not necessarily a bad thing? 1.75 avg page visit. TOS
- 15 pieces of art, better location feature on the website,