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Designing for the Widening Web: HighEdWeb Conference 2018

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Websites are your most important marketing tool, but the function of and expectations for higher ed websites have changed in the last 5-10 years.

To be successful in your website redesign effort, you need to think about your site in the context of your entire digital ecosystem in order to create a simple, seamless experience for you site visitors.

This presentation covers the critical steps you can take to make your website successful - today and into the future.

Published in: Marketing
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Designing for the Widening Web: HighEdWeb Conference 2018

  1. 1. #HEWEB18
  2. 2. © 2018 Primacy | Proprietary & ConfidentialTHEPRI MACY. CO M Higher Education Expertise PAG E 4 • THEPRI MACY. CO M Matt Cyr, VP, Strategic Practices & Higher Education Practice Lead • Worked at Northeastern University in Boston, MA, as Director of Digital Strategy • Also at Clark University in Worcester, MA, as Director of Digital Marketing; led comprehensive website redesign Matt.Cyr@theprimacy.com @mattcyr https://www.linkedin.com/in/matthewfcyr/ #HEWEB18
  3. 3. For What’s Next Full Service Agency Solving Marketing, Branding and Technology Challenges Primacy 101
  4. 4. © 2018 Primacy | Proprietary & ConfidentialTHEPRI MACY. CO M Higher Education Expertise PAG E 3 • THEPRI MACY. CO M #HEWEB18
  5. 5. © 2018 Primacy | Proprietary & ConfidentialTHEPRI MACY. CO M Many Higher Ed Websites PAG E 3 • THEPRI MACY. CO M #HEWEB18
  6. 6. © 2018 Primacy | Proprietary & ConfidentialTHEPRI MACY. CO MPAG E 5 • THEPRI MACY. CO M Websites Have Changed #HEWEB18
  7. 7. © 2018 Primacy | Proprietary & ConfidentialTHEPRI MACY. CO M Websites Have Changed PAG E 6 • THEPRI MACY. CO M 1996 #HEWEB18
  8. 8. © 2018 Primacy | Proprietary & ConfidentialTHEPRI MACY. CO M Websites Have Changed PAG E 7 • THEPRI MACY. CO M 2001 #HEWEB18
  9. 9. © 2018 Primacy | Proprietary & ConfidentialTHEPRI MACY. CO M Websites Have Changed PAG E 8 • THEPRI MACY. CO M 2006 #HEWEB18
  10. 10. © 2018 Primacy | Proprietary & ConfidentialTHEPRI MACY. CO M Websites Have Changed PAG E 9 • THEPRI MACY. CO M 2012 #HEWEB18
  11. 11. © 2018 Primacy | Proprietary & ConfidentialTHEPRI MACY. CO M Websites Have Changed PAG E 10 • THEPRI MACY. CO M 2018
  12. 12. © 2018 Primacy | Proprietary & ConfidentialTHEPRI MACY. CO M So Have the Decision-Makers PAG E 11 • THEPRI MACY. CO M Used to be… • Marketing / Communications / Public Affairs • Admissions • Academics • IT Now … • Marketing / Communications / Public Affairs • Undergrad Admissions • Grad Admissions • Academics • IT • Alumni Relations • Financial Services • Student Services • Corporate Relations • Research • Registrar • Career Services • Board of Trustees • Etc. #HEWEB18
  13. 13. © 2018 Primacy | Proprietary & ConfidentialTHEPRI MACY. CO M Technology Landscape, Too PAG E 12 • THEPRI MACY. CO M
  14. 14. © 2018 Primacy | Proprietary & ConfidentialTHEPRI MACY. CO MPAG E 13 • THEPRI MACY. CO M So what does this all mean for you? #HEWEB18
  15. 15. Lead Gen Paid Search Organic Search Display Ads Events & Tours Blogs and Other Content Social Media Earned Media Etc. Lead Nurture Email Nurture Stream Admissions Communications Webinars Events E-newsletters Retargeting Ads Print Etc. ANALYTICS, TESTING AND ITERATION THROUGHOUT Website/ CMS Marketing Automation Online Learning Platform Social Channels CRM Planning & Execution Throughout the Ecosystem A Different Perspective on Website Redesigns Website/CMS
  16. 16. STEP #1 Focus on the Why & the Who
  17. 17. © 2018 Primacy | Proprietary & ConfidentialTHEPRI MACY. CO M Focus on the Why & the Who PAG E 16 • THEPRI MACY. CO M § Start with strategy – and stick with it § Goal, audience and success measures above all else § Choose a primary audience and goal § Create personas and journeys § Think like your audience One Thing You Can Do Use simple tools to learn from your audience and community (surveys, drop-in conversations, phone calls, etc.) 1 #HEWEB18
  18. 18. STEP #2 Resist the Urge to Go it Alone
  19. 19. © 2018 Primacy | Proprietary & ConfidentialTHEPRI MACY. CO M Resist the Urge to Go ItAlone PAG E 18 • THEPRI MACY. CO M § Think broadly about who’s on “the team” § Start with leadership § Maximize efforts & share resources when possible § Be a good partner § Communicate early and often One Thing You Can Do Over-communicate, but don’t over-commit. 2 #HEWEB18
  20. 20. STEP #3 Map Your Ecosystem
  21. 21. © 2018 Primacy | Proprietary & ConfidentialTHEPRI MACY. CO M MapYour Ecosystem PAG E 20 • THEPRI MACY. CO M § Right people in a room with a whiteboard § Think expansively § Make journey match your scope § Plan for technical, tracking and reporting challenges § Identify key handoff points between dept.'s, schools, outside organizations, etc. § Look for places where brand and creative will be impacted § Understand status of key technologies along the path One Thing You Can Do Map your own ecosystem. 3 #HEWEB18
  22. 22. STEP #4 Plan for the Short & Long Term
  23. 23. © 2018 Primacy | Proprietary & ConfidentialTHEPRI MACY. CO M Plan for the Short & Long Term PAG E 22 • THEPRI MACY. CO M § Understand budget cycles § Think print! § Consider all possible areas of associated cost § Move away from idea of “big bang” redesign One Thing You Can Do Put in a system of measurement and reporting that will help prove the ROI of your work. 4 #HEWEB18
  24. 24. STEP #5 Create a Single, Seamless Experience
  25. 25. © 2018 Primacy | Proprietary & ConfidentialTHEPRI MACY. CO M Plan a Single, Seamless Experience PAG E 24 • THEPRI MACY. CO M • UX elements • CTAs • Navigation (where possible) • Information architecture and taxonomy • Brand & Creative Impact • Visual consistency across tactics and device types • Logo usage • Photo selection and messaging – how does it play at the size of a banner ad vs a hero image? • Impacting tools you don’t own – CRM, social, etc. One Thing You Can Do Keep a visual documentation of all aspects of your user’s journey – ads, landing pages, emails, etc. 5 #HEWEB18
  26. 26. STEP #6 Always Think About Content
  27. 27. © 2018 Primacy | Proprietary & ConfidentialTHEPRI MACY. CO M Always ThinkAbout Content PAG E 26 • THEPRI MACY. CO M § Develop your own content strategy § Use personas & journeys as your guide § Plan for current and new work § SEO/organic search as a lens § Start small, but start now! One Thing You Can Do Use your website as a publishing platform and social accounts as distribution channels, not the other way around. 6 #HEWEB18
  28. 28. © 2018 Primacy | Proprietary & ConfidentialTHEPRI MACY. CO M To Recap PAG E 27 • THEPRI MACY. CO M Don’t Go It Alone Map Your Ecosystem Plan for Short & Long Term Create a Single, Seamless UX Focus on the Who & the Why Always Think About Content 1 2 6543 #HEWEB18
  29. 29. © 2018 Primacy | Proprietary & Confidential 29 Stop by booth #4 for your chance to win a free ecosystem evaluation for your institution in one of these areas: • Accessibility • Analytics & Reporting • Brand Articulation • GDPR • Prospective Student Journey • SEO • User Experience Questions?
  30. 30. Thank You!

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