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.
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
9. Include, but move beyond:
• Rich history
• Academic excellence
• Small classes and faculty that really care
• Beautiful campus environment
• Supportive campus environment
14. 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)
18. Online testing with:
• Prospective students
• Current students
• Faculty + Staff
• Alumni + Parents
Focus groups with:
• Current students
• Faculty + Staff
19. 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.
20. Prospective Students
Total Responses: 223
Scores of 1–3: 6%
Scores of 4–6: 22%
Scores of 7–10: 72%
Average Score: 7.6
21. 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.
22. 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
25. Conveying the brand:
• Access
• Flexibility
• Support
• Academic Excellence
• Innovative Learning
• Community
26.
27.
28.
29. Transactional tools:
• Usability
• Cross-functional navigation
• Rich content for new students
• Information in translation
• A robust events calendar