This document discusses the University of Montreal's strategy to move from printing admission viewbooks to generating personalized online and print viewbooks from their content management system. They built a database of all program information, then used web technologies like CSS and PhantomJS to generate customized multi-page PDF viewbooks for students. This reduced production time from 4-5 months to 1-2 months and costs by $70,000 annually while allowing collection of student data. Over 16,000 accounts were created and 4,100 guides generated, with those interacting more likely to apply. Future plans aim to further automate production.
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Generate dynamic viewbooks from online content
1. Let your website do the work: create a
viewbook from your online content
Marc-Olivier Ouellet, coordinator
NAGAP April 2015
2. admission.umontreal.ca
How many of you:
â Print copies of your viewbook / catalogue?
â Consider that they spent too much resources on it?
â Feel confident that your effort is worth it?
â Can measure the effectiveness of this tool?
Questions
3. admission.umontreal.ca
Learn how to build a rich database to store all the
data about your programs from various sources,
including PeopleSoft
Determine innovation ways to leverage your online
content to build powerful tools
Create a dynamic and personalized
viewbook/catalogue that builds upon your online
database
Learning Objectives
9. admission.umontreal.ca
We produce annually our Guide dâadmission :
â Hybrid between University catalogue and a
Viewbook
â It contains descriptions of all undergraduate
programs offered at UdeM, including :
âą Admission Requirements
âą Program Structure (courses)
âą Career Prospective
âą And moreâŠ
Admission Guide
15. We had an opportunity:
â To reflect on our publications and consult with our
partners (high school counsellors)
â To build a strategy that would allow us to improve how
we push information to our prospective students and to
measure the impact of our communication tools
â To get up to speed with new technologies to simplify
the way we work internally
An opportunity
Analysis
Feedback
Trends &
Technology
Effective
strategy
Successful
change
17. admission.umontreal.ca
Program is the most important
factor for a prospective student
when choosing a university*
It is therefore important to keep
program information current and
attractive.
And distribute as widely as
possible:
â online
â mobile
â print
Key Factors in Decision-making
*EDge Interactive â SchoolFinder Group, « What
Students Want », Group Canadian Student Survey
2011
18. What types of communications do student prefer?
Students habits have changed
Via the 2014 Noel-Levitz E-Expectations Report
19. Transform our focus and activities
Traditional recruitment Inbound recruitment
Field activities
Travel
on the road
Web et
new
media
Promotion
and ads
Wrriting
content/
multimedia
Promotion
and ads
Analysis
Guidance,
follow-up
Field activities
New media
Web
20. Take control of our recruitment funnel
Public
âą I discover UdeM (notoriety)
Prospect
âą I am interested in programs at UdeM
Contact
âą I collect information on programs at UdeM
Candidate
âą I apply for admission at UdeM
(and possibly at other universities too)
Admitted
âą Iâm admitted at the UdeM
(and possibly at other universities too)
Enrolled
âą I enroll at UdeM
Conversions
Analysis
Need to develop
metrics and
dashboards
Reactivity
Proactivity
Business
Intelligence
21. admission.umontreal.ca
Make content about programs available on Web pages
Transform our viewbook into an online document
Capture information about our prospective students
when they come to get the online document
Develop a single platform for distributing the content
(Web and print)
Our goals
23. admission.umontreal.ca
We gathered all public content regarding our programs
â Current catalogue / viewbook
â Current websites, HTML pages, CMS, âŠ
â PeopleSoft: reports, tables, extractions, âŠ
â Legacy system, databases, web services, âŠ
â Publications: PDF, word documents, InDesign, âŠ
We made an inventory of all our content
We built a database and entered the content
Build a new website with rich database
26. admission.umontreal.ca
Export your database in a
special XML format, readable
by Adobe InDesign
Import your XML into an
Adobe InDesign file and map
your content elements with
design elements
Using Adobe InDesign XML Import Function
27. admission.umontreal.ca
Pros:
â Can produce great results because its flexibility. Once the
content is imported, you can design all elements as you wish
inside Adobe InDesign
Cons:
â Need to have a developer to export your content into the
Adobe XML file required (not as easy task!)
â Not a lot of documentation online
â Not a lot of developers that master this technique, and not a
lot of designers know how to manage this type of document
â Adobe Import function is picky and somewhat buggy
â Does not handle HTML properly
Pros and cons for using this technique
28. Return on our first attempt
2 to 3 months to accomplish
We produced our Guide dâadmission 2014-2015 using
this technique
We saved 1 to 2 months, and 20 000$ doing it
29. admission.umontreal.ca
Make content about programs available on
Web pages
Transform our viewbook into an online
document
Capture information about our prospective
students when they come to get the online
document
Develop a single platform for distributing the
content (Web and print)
Did we meet our goals ?
30. admission.umontreal.ca
Create a print version of our guide for high school
counsellor only
Create a personalized online version for students
â Students would come to our site to build their guide
and choose the content they wanted
â Allow students to order a customized print copy of their
guide that the University would ship them for free
Our refined strategy
33. Create Web page template dedicated for print
Create a specific style sheet for print (CSS file)
â @media print { ⊠}
Adjust the styles of your Web elements (fonts, images,
colors, texts) to show nicely in print
â You can hide elements, like videos, headers, footers,
menus using special CSS code
âą Ex: .video { display: none; }
How to â Step 1: Create print-specific page
35. Convert your HTML directly to PDF using open-source
library like PhamtonJS (http://phantomjs.org/)
â Programmatically capture web contents and create web
site screenshots in PDF.
â You can specify paper format (Letter, A4, âŠ), margins,
orientation (portrait, landscape)
â You can have custom footers and headers
â You can have page numbers
Learn more: http://jsreport.net/learn/phantom-pdf
How to â Step 2: Convert HTML to PDF
36. How to â Step 2: Convert HTML to PDF
HTML page PDF document
37. To make our print Guide dâadmission publication, we
had to create a âlight versionâ of our PDF
â Full PDF contains too many pages
We created a light version of our HTML print-specific
page with only the content that we wanted in our
print publication
â No header
â No footer
We converted these light HTML pages into single PDF
documents
We assembled them into a larger InDesign document
How to â Step 3: Create light-version PDF
39. Return on our second attempt
1 to 2 months to accomplish
We produced our Guide dâadmission 2015-2016 using
this technique
We saved another month doing it, and 10 000$
41. Our plan to create a personalized guide
PDF
PDF
Guide
configuration
stored in a
user profile
Cover page
Other documents
Generated PDF from the
Web with PhamtonJS
(http://phantomjs.org/)
Merge of all PDF files
with PDFtk Server
(https://www.pdflabs.com/)
Need to
automate this
step
PDF
42. In order to create the personalized version, we need
to build a system to allow students to create a profile
Creating the online version â Step 1
43. Allow students to add programs to their guide
Creating the online version â Step 2
44. Allow students to customize their guide
Creating the online version â Step 3
45. Allow 20 programs by guide
No limit on the number of guides
Mandatory and optional documents
Description of all courses inside the programs selected
Content based on type of students (foreign vs local
student), cycle (undergrads or grads), etc.
Allow to name the guide, delete, modify
Allow to order a print copy
Options for students
47. Let students from Canada order a print copy
We created a form to collect their postal address
We built a daily batch process that generated all
personalized guides
â with a special front page
â merged them into a zip file
â sent an email notification
Order a print copy at home
48. To encourage students
to create a guide, we launched
a contest
Simple rules:
1. Create an account
2. Create a guide
3. Submit an application
Get a chance to be reimburse your application fees
Contest « Collect your possibilities »
51. admission.umontreal.ca
Make content about programs available on
Web pages
Transform our viewbook into an online
document
Capture information about our prospective
students when they come to get the online
document
Develop a single platform for distributing the
content (Web and print)
Did we meet our goals ?
53. admission.umontreal.ca
Reduce time to produce our admission guide
Reduce our cost of producing our guide
Maintain good relation with our high school counsellor
Collect data about our prospective students
Open our publication to foreign and graduate students
Measure our recruitment efforts
Outcomes
55. Period of September 15th 2014 to March 31st 2015 :
â 23% of students who created an account filled out an
application
âą Compared to 3,5% of our Website visitors
â 38% of students who created an online viewbook filled out
an application
âą Compared to 19% who did not
â 43% of students who created an online viewbook and
downloaded it in PDF filled out an application
âą Compared to 36% who did not
â 35% of students who created an online viewbook and
ordered a print copy filled out an application
Analysis
56. Plans for our 2016-2017 guide
2 weeks to accomplish
This summer, we will produce the Guide dâadmission 2016-2017
using the same technique, with automated merge
We can generate about guide in less than 10 min!