Using Creative to Drive Results

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An good creative process on any website relaunch follows a process: use best practices, explain why you're different, validate your creative through testing and analyze results, and then execute the majority of the work. This presentation focuses primarily on the web relaunch of Oakton Community College. It was presented at CASE V in Chicago, December 2009, by Doug Gapinski and Patrick DiMichele from mStoner and Bonnie Lucas and Julia Gray, Oakton Community College.

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Using Creative to Drive Results

  1. 1. Using Creative to Drive Results Presented by mStoner + Oakton Community College
  2. 2. Differentiate Validate Execute Analyze
  3. 3. Who are you?
  4. 4. Who are you trying to reach?
  5. 5. A few ideas: • Pull from existing research (or do your own) • Make it personal • Be specific • It’s ok for this to be aspirational • If stuck, start with who you aren’t
  6. 6. What do you want to say?
  7. 7. Why should they care?
  8. 8. Include, but move beyond: • Rich history • Academic excellence • Small classes and faculty that really care • Beautiful campus environment • Supportive campus environment
  9. 9. Mind Heart Soul
  10. 10. What are you trying to make happen?
  11. 11. How will you know if you’ve succeeded?
  12. 12. Measurements to consider: • Web analytics + traffic statistics • More qualified admission applications • Better yield • Increase in number of gifts • Anecdotal feedback from faculty + alumni • Conversions (traffic to specific areas)
  13. 13. Differentiate Validate Execute Analyze
  14. 14. Bethel University
  15. 15. Online testing with: • Prospective students • Current students • Faculty + Staff • Alumni + Parents Focus groups with: • Current students • Faculty + Staff
  16. 16. General Feedback What does this design tell you about Bethel? • It's about the student, the community and the transformation of a student as part of the community. • There is a plan and a place for me. • It tells me that Bethel is a process ... I really get a sense of a transformation journey. • Bethel helps you become who you are meant to be. What do you like best about this design? What do you like least about this design? • I like the pictures and the slogan, there are • It seems like this web page is a bit longer and Christian values here, and rigorous academics. requires me to scroll down further. • It gives you the feeling of what your life will be • Nothing really stands out.The words and the like attending Bethel...You feel that your Bethel pictures seem very old-school traditional. life will continue after you graduate. • It feels pretty young, if I was interested in a • I like what I would call the modern simplicity... Graduate program I might be concerned about It looks new but doesn't overwhelm you. the experience around me.
  17. 17. Prospective Students Total Responses: 223 Scores of 1–3: 6% Scores of 4–6: 22% Scores of 7–10: 72% Average Score: 7.6
  18. 18. Prospective Students Bethel offers rigorous academics, vibrant campus life, and Christ-centered spirituality. Bethel is defined by its core values. Bethel provides great academics that will better prepare me for the future. Bethel is defined by a sense of community. Bethel has depth that's defined by underlying values. This design makes me want to learn more about Bethel. This design makes it easy to find information about Bethel. This design makes me want to visit Bethel. This design has a positive impact on how I perceive Bethel. This design makes me want to apply to Bethel.
  19. 19. Prospective Students Current Students Scores of 1–3: 6% Scores of 1–3: 10% Scores of 4–6: 22% Scores of 4–6: 30% Scores of 7–10: 72% Scores of 7–10: 60% Average Score: 7.6 Average Score: 6.8 Faculty + Staff Alumni + Parents Scores of 1–3: 19% Scores of 1–3: 12% Scores of 4–6: 33% Scores of 4–6: 26% Scores of 7–10: 48% Scores of 7–10: 62% Average Score: 6.0 Average Score: 6.9
  20. 20. Differentiate Validate Execute Analyze
  21. 21. Oakton Community College
  22. 22. Conveying the brand: • Access • Flexibility • Support • Academic Excellence • Innovative Learning • Community
  23. 23. Transactional tools: • Usability • Cross-functional navigation • Rich content for new students • Information in translation • A robust events calendar
  24. 24. Usability
  25. 25. Cross-functional navigation
  26. 26. Cross-functional navigation
  27. 27. Rich content for new students
  28. 28. Rich content for new students
  29. 29. Information in translation
  30. 30. A robust events calendar
  31. 31. Special interest pages: • Academic departments • Academic resources • News + feature content
  32. 32. Results so far...
  33. 33. Differentiate Validate Execute Analyze
  34. 34. Questions?
  35. 35. Thanks! http://clients.mStoner.com/CASEV

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