Presentation from 2013 EduWeb Conference by Jeff Johnson of Primacy.
Long-term web marketing strategies are important, but it often takes much time, discussion, and resources to impact meaningful changes to your digital marketing efforts. The effectiveness of your website can be improved significantly by identifying those pages that have the most impact on your target audience’s decision drivers. Originally presented at the 2013 eduWeb Conference, this presentation focuses on tactics that can immediately impact positive results directly around your school’s admission, advancement and academic reputation objectives. Learn strategies and tactics used by cross-industry digital marketers that you can apply today in driving meaningful outcomes on the web. Presented by: Jeff Johnson, SVP, Higher Education Practice Lead at Primacy. Jeff has worked with dozens of colleges and universities across the country to achieve meaningful results with their admission, advancement and academic reputation outcomes. Jeff is a creative catalyst intent on creating exceptional digital experiences. He serves as creative, design and digital strategist focusing on reaching target audiences effectively, with positive business outcomes as the primary objective.
From bland to bold: redefining an entire marketing strategy. Overnight.Primacy
Enrollment marketing campaigns targeted at working adults seem to hammer home the same messages. Some combination of affordability, convenience, online, and accelerated.
If it sounds familiar, it's because it is. We've all come to rely on a similar set of messages. But, what happens when we're all telling the exact same story? What ever happened to differentiation?
As marketers, it's our responsibility to tell stories that resonate and are unique – stories that impact people on a deeper level.
When Regis University, a Jesuit school in Denver, was faced with declining enrollment in their professional studies program – hampered by outdated messaging that wasn’t resonating with their target audience – they decided to shift directions. Rather than falling back on the same messaging consistently used by others, Regis decided to lead with a bold platform that is empathy-based and customer-centric
Launched in the spring of 2014, in just the first 8 weeks its outperformed aspects of what the previous campaign had achieved in a year.
This presentation was first given at the UPCEA Marketing and Enrollment Management Seminar in November, 2014.
Photography 101 - a introduction to photography and the basics of exposure. Learn techniques for shutter speed, aperture and ISO and how they relate to one another.
Majors, degrees and programs – these are the products that colleges and universities offer, and the act of earning a degree is a life-changing experience for most people.
Why, then, are so many major, program and degree pages on .edu sites so long, lackluster or lifeless?
This session – originally presented at HighEdWeb 2014 in Portland – focused on creating a better user experience in a place that matters to almost every prospective student: major, degree and program pages.
This presentation focuses on the importance of combining online and offline marketing strategies. It includes practical solutions on how to optimize and plan digital marketing strategies. It includes data from the two mystery shopper experiments conducted by Intead. The presentation also highlights the success of the University of Cincinnati in international recruitment.
Get with the Program (Swissnex Edition)Doug Gapinski
This deck was originally presented at a Swissnex Higher Ed Webinar in January 2015.
Majors, degrees, and programs ... these are the products that colleges and universities offer, and the act of earning a degree is a life-changing experience for most people. Why, then, are so many major, program, and degree pages on .edu sites so long, lackluster, or lifeless?
This session focused on the content needed to create better user experiences for prospective students browsing major, degree, and program pages. We looked at the assessment, planning, collaboration, and governance needed to get it done.
Kurogo Higher Ed Mobile Conference 2017 Executive Session: Make Your Institut...modolabs
Rebekah Dorn, Ph.D., Assistant Director of User Experience, Florida State University; and Kyle Gower-Winter, Associate Director of Custom Development, Florida State University
From bland to bold: redefining an entire marketing strategy. Overnight.Primacy
Enrollment marketing campaigns targeted at working adults seem to hammer home the same messages. Some combination of affordability, convenience, online, and accelerated.
If it sounds familiar, it's because it is. We've all come to rely on a similar set of messages. But, what happens when we're all telling the exact same story? What ever happened to differentiation?
As marketers, it's our responsibility to tell stories that resonate and are unique – stories that impact people on a deeper level.
When Regis University, a Jesuit school in Denver, was faced with declining enrollment in their professional studies program – hampered by outdated messaging that wasn’t resonating with their target audience – they decided to shift directions. Rather than falling back on the same messaging consistently used by others, Regis decided to lead with a bold platform that is empathy-based and customer-centric
Launched in the spring of 2014, in just the first 8 weeks its outperformed aspects of what the previous campaign had achieved in a year.
This presentation was first given at the UPCEA Marketing and Enrollment Management Seminar in November, 2014.
Photography 101 - a introduction to photography and the basics of exposure. Learn techniques for shutter speed, aperture and ISO and how they relate to one another.
Majors, degrees and programs – these are the products that colleges and universities offer, and the act of earning a degree is a life-changing experience for most people.
Why, then, are so many major, program and degree pages on .edu sites so long, lackluster or lifeless?
This session – originally presented at HighEdWeb 2014 in Portland – focused on creating a better user experience in a place that matters to almost every prospective student: major, degree and program pages.
This presentation focuses on the importance of combining online and offline marketing strategies. It includes practical solutions on how to optimize and plan digital marketing strategies. It includes data from the two mystery shopper experiments conducted by Intead. The presentation also highlights the success of the University of Cincinnati in international recruitment.
Get with the Program (Swissnex Edition)Doug Gapinski
This deck was originally presented at a Swissnex Higher Ed Webinar in January 2015.
Majors, degrees, and programs ... these are the products that colleges and universities offer, and the act of earning a degree is a life-changing experience for most people. Why, then, are so many major, program, and degree pages on .edu sites so long, lackluster, or lifeless?
This session focused on the content needed to create better user experiences for prospective students browsing major, degree, and program pages. We looked at the assessment, planning, collaboration, and governance needed to get it done.
Kurogo Higher Ed Mobile Conference 2017 Executive Session: Make Your Institut...modolabs
Rebekah Dorn, Ph.D., Assistant Director of User Experience, Florida State University; and Kyle Gower-Winter, Associate Director of Custom Development, Florida State University
Canadian Innovation Landscape - Universities Chaper - 2017 BCWeNova Consulting
Canadian Innovation Landscape - Universities Chaper - 2017 BC
Does your University has a process to teach entrepreneurship and innovation for all students?
Does your University has a Entrepreneurship Centre to foster student´s innovation projects?
Does your University has a MakerSpace open to all students to design, develop and prototype their projects?
Do your teachers use, with their students, these spaces during classes and develop curriculum skills based on real industries challenges?
Does your University has a formal and continous entrepreneurship program for student´s ideas?
Does your University has formal and fruitful connections with innovation ecosystem (Industry, Venture Capital, Gov., etc)?
This deck was originally presented at Confab Higher Ed 2014.
Majors, degrees, and programs ... these are the products that colleges and universities offer, and the act of earning a degree is a life-changing experience for most people. Why, then, are so many major, program, and degree pages on .edu sites so long, lackluster, or lifeless?
This session focused on the content needed to create better user experiences for prospective students browsing major, degree, and program pages. We looked at the assessment, planning, collaboration, and governance needed to get it done!
The Only Time It’s Okay to Plagiarize in Higher Ed: Lessons in Communication ...Katie Santo
So, you’re redesigning your website and need to tell… everyone. When faced with the monumental task of communicating an important message, from website redesign to launching a new initiative, taking that first step may seem daunting. But fear not; we’ve been there and will let you copy our homework.
In August 2016, NYU launched a refreshed website to the community — a process that involved more meetings than we can count, several iterations of design, and lots of code. Our job within the Digital Communications Group was to create and execute a communication strategy for the launch. We’ve taken what we’ve learned from the redesign, applied similar strategies for projects of various size, and are here to share some of our best practices.
The pecha-kucha style winner presentations on November 3 were a big hit with the audience, consisting of service design practitioners, enthusiasts and professionals, revealing key insights into the process, learnings, challenges and outcomes of 5 award-winning, world class service design projects. We look forward to sharing the footage of these best practice cases in the coming weeks and are proud to congratulate and showcase the 9 finalists and the 5 winners for their exceptional projects.
Ologie presents "College Connected: How social media turned Capital University students into brand ambassadors" at the Columbus Chamber's event, "Getting Results with Social Media
ELI Annual Meeting 2019: Using Design Thinking to Enable Student Success and ...brightspot
Kelly Miller, University of Miami Libraries, and Adam Griff and Elliot Felix, brightspot strategy presented Using Design Thinking to Enable Student Success and Build Community at the 2019 ELI Annual Meeting. They answer the important question: How can disparate academic service providers come together – culturally, organizationally, physically, and digitally – to better support students?
CollabNet is a startup idea by me and the presentation is a marketing plan for the same as part of a final project in the summer internship under Professor Sameer Mathur, IIM Lucknow.
Student webcast presentation: Attracting the Next Generation of South African...LinkedIn Europe
Today, hiring top students and recent graduates is more critical for organizations than ever. However, many companies are using out-dated recruitment strategies and tactics. Don’t be one of them. Update your strategy today and connect with top graduates.
In this live webcast Matthew Gray, Account Executive and South African Market specialist, will take you through this introduction to student recruiting.
We will also have special guest Anna Cywinska, EMEA Talent Acquisition Partner – Growth Markets & DACH at LinkedIn. She will be here to answer any of your questions on recruiting and talent acquisition.
This free webcast will include:
Where do students fit into LinkedIn’s strategy?
Strategies to attract and engage students
Q & A session with Matthew and Anna
Why is the college discovery process so broken? Our solution (1st pitch)George K
Education is at the core of who we are. Our closest friends and our future career path by enlarge depend on where we go to college, right? If the stakes are so high why should the burden of search be on high school students? With so much white noise how can teenagers find out what school matches their potential? Today students are making arguably the most important decision in their life based on US New rankings and perceptions of friends and family, leading to stress for students today and wasted potential down the line.
There has to be a better way. We want to change the way high school students interact with universities by enabling colleges to reach out directly to students based on their achievements, interests, and preferences
www.reachey.com
Optimize and Integrate International Offline and Online Enrollment MarketingMichael Waxman-Lenz
This presentation focuses on the importance of combining online and offline marketing strategies. It includes practical solutions on how to optimize and plan digital marketing strategies. It includes data from the two mystery shopper experiments conducted by Intead. The presentation also highlights the success of the University of Cincinnati in international recruitment.
Businesses expect new MBA hires to be performance-ready and globally knowledgeable professionals. Two faculty members and a graduate student collaborated to develop an MBA capstone course in India, involving a real business case.
Canadian Innovation Landscape - Universities Chaper - 2017 BCWeNova Consulting
Canadian Innovation Landscape - Universities Chaper - 2017 BC
Does your University has a process to teach entrepreneurship and innovation for all students?
Does your University has a Entrepreneurship Centre to foster student´s innovation projects?
Does your University has a MakerSpace open to all students to design, develop and prototype their projects?
Do your teachers use, with their students, these spaces during classes and develop curriculum skills based on real industries challenges?
Does your University has a formal and continous entrepreneurship program for student´s ideas?
Does your University has formal and fruitful connections with innovation ecosystem (Industry, Venture Capital, Gov., etc)?
This deck was originally presented at Confab Higher Ed 2014.
Majors, degrees, and programs ... these are the products that colleges and universities offer, and the act of earning a degree is a life-changing experience for most people. Why, then, are so many major, program, and degree pages on .edu sites so long, lackluster, or lifeless?
This session focused on the content needed to create better user experiences for prospective students browsing major, degree, and program pages. We looked at the assessment, planning, collaboration, and governance needed to get it done!
The Only Time It’s Okay to Plagiarize in Higher Ed: Lessons in Communication ...Katie Santo
So, you’re redesigning your website and need to tell… everyone. When faced with the monumental task of communicating an important message, from website redesign to launching a new initiative, taking that first step may seem daunting. But fear not; we’ve been there and will let you copy our homework.
In August 2016, NYU launched a refreshed website to the community — a process that involved more meetings than we can count, several iterations of design, and lots of code. Our job within the Digital Communications Group was to create and execute a communication strategy for the launch. We’ve taken what we’ve learned from the redesign, applied similar strategies for projects of various size, and are here to share some of our best practices.
The pecha-kucha style winner presentations on November 3 were a big hit with the audience, consisting of service design practitioners, enthusiasts and professionals, revealing key insights into the process, learnings, challenges and outcomes of 5 award-winning, world class service design projects. We look forward to sharing the footage of these best practice cases in the coming weeks and are proud to congratulate and showcase the 9 finalists and the 5 winners for their exceptional projects.
Ologie presents "College Connected: How social media turned Capital University students into brand ambassadors" at the Columbus Chamber's event, "Getting Results with Social Media
ELI Annual Meeting 2019: Using Design Thinking to Enable Student Success and ...brightspot
Kelly Miller, University of Miami Libraries, and Adam Griff and Elliot Felix, brightspot strategy presented Using Design Thinking to Enable Student Success and Build Community at the 2019 ELI Annual Meeting. They answer the important question: How can disparate academic service providers come together – culturally, organizationally, physically, and digitally – to better support students?
CollabNet is a startup idea by me and the presentation is a marketing plan for the same as part of a final project in the summer internship under Professor Sameer Mathur, IIM Lucknow.
Student webcast presentation: Attracting the Next Generation of South African...LinkedIn Europe
Today, hiring top students and recent graduates is more critical for organizations than ever. However, many companies are using out-dated recruitment strategies and tactics. Don’t be one of them. Update your strategy today and connect with top graduates.
In this live webcast Matthew Gray, Account Executive and South African Market specialist, will take you through this introduction to student recruiting.
We will also have special guest Anna Cywinska, EMEA Talent Acquisition Partner – Growth Markets & DACH at LinkedIn. She will be here to answer any of your questions on recruiting and talent acquisition.
This free webcast will include:
Where do students fit into LinkedIn’s strategy?
Strategies to attract and engage students
Q & A session with Matthew and Anna
Why is the college discovery process so broken? Our solution (1st pitch)George K
Education is at the core of who we are. Our closest friends and our future career path by enlarge depend on where we go to college, right? If the stakes are so high why should the burden of search be on high school students? With so much white noise how can teenagers find out what school matches their potential? Today students are making arguably the most important decision in their life based on US New rankings and perceptions of friends and family, leading to stress for students today and wasted potential down the line.
There has to be a better way. We want to change the way high school students interact with universities by enabling colleges to reach out directly to students based on their achievements, interests, and preferences
www.reachey.com
Optimize and Integrate International Offline and Online Enrollment MarketingMichael Waxman-Lenz
This presentation focuses on the importance of combining online and offline marketing strategies. It includes practical solutions on how to optimize and plan digital marketing strategies. It includes data from the two mystery shopper experiments conducted by Intead. The presentation also highlights the success of the University of Cincinnati in international recruitment.
Businesses expect new MBA hires to be performance-ready and globally knowledgeable professionals. Two faculty members and a graduate student collaborated to develop an MBA capstone course in India, involving a real business case.
Macroeconomics- Movie Location
This will be used as part of your Personal Professional Portfolio once graded.
Objective:
Prepare a presentation or a paper using research, basic comparative analysis, data organization and application of economic information. You will make an informed assessment of an economic climate outside of the United States to accomplish an entertainment industry objective.
Unit 8 - Information and Communication Technology (Paper I).pdfThiyagu K
This slides describes the basic concepts of ICT, basics of Email, Emerging Technology and Digital Initiatives in Education. This presentations aligns with the UGC Paper I syllabus.
Introduction to AI for Nonprofits with Tapp NetworkTechSoup
Dive into the world of AI! Experts Jon Hill and Tareq Monaur will guide you through AI's role in enhancing nonprofit websites and basic marketing strategies, making it easy to understand and apply.
June 3, 2024 Anti-Semitism Letter Sent to MIT President Kornbluth and MIT Cor...Levi Shapiro
Letter from the Congress of the United States regarding Anti-Semitism sent June 3rd to MIT President Sally Kornbluth, MIT Corp Chair, Mark Gorenberg
Dear Dr. Kornbluth and Mr. Gorenberg,
The US House of Representatives is deeply concerned by ongoing and pervasive acts of antisemitic
harassment and intimidation at the Massachusetts Institute of Technology (MIT). Failing to act decisively to ensure a safe learning environment for all students would be a grave dereliction of your responsibilities as President of MIT and Chair of the MIT Corporation.
This Congress will not stand idly by and allow an environment hostile to Jewish students to persist. The House believes that your institution is in violation of Title VI of the Civil Rights Act, and the inability or
unwillingness to rectify this violation through action requires accountability.
Postsecondary education is a unique opportunity for students to learn and have their ideas and beliefs challenged. However, universities receiving hundreds of millions of federal funds annually have denied
students that opportunity and have been hijacked to become venues for the promotion of terrorism, antisemitic harassment and intimidation, unlawful encampments, and in some cases, assaults and riots.
The House of Representatives will not countenance the use of federal funds to indoctrinate students into hateful, antisemitic, anti-American supporters of terrorism. Investigations into campus antisemitism by the Committee on Education and the Workforce and the Committee on Ways and Means have been expanded into a Congress-wide probe across all relevant jurisdictions to address this national crisis. The undersigned Committees will conduct oversight into the use of federal funds at MIT and its learning environment under authorities granted to each Committee.
• The Committee on Education and the Workforce has been investigating your institution since December 7, 2023. The Committee has broad jurisdiction over postsecondary education, including its compliance with Title VI of the Civil Rights Act, campus safety concerns over disruptions to the learning environment, and the awarding of federal student aid under the Higher Education Act.
• The Committee on Oversight and Accountability is investigating the sources of funding and other support flowing to groups espousing pro-Hamas propaganda and engaged in antisemitic harassment and intimidation of students. The Committee on Oversight and Accountability is the principal oversight committee of the US House of Representatives and has broad authority to investigate “any matter” at “any time” under House Rule X.
• The Committee on Ways and Means has been investigating several universities since November 15, 2023, when the Committee held a hearing entitled From Ivory Towers to Dark Corners: Investigating the Nexus Between Antisemitism, Tax-Exempt Universities, and Terror Financing. The Committee followed the hearing with letters to those institutions on January 10, 202
Embracing GenAI - A Strategic ImperativePeter Windle
Artificial Intelligence (AI) technologies such as Generative AI, Image Generators and Large Language Models have had a dramatic impact on teaching, learning and assessment over the past 18 months. The most immediate threat AI posed was to Academic Integrity with Higher Education Institutes (HEIs) focusing their efforts on combating the use of GenAI in assessment. Guidelines were developed for staff and students, policies put in place too. Innovative educators have forged paths in the use of Generative AI for teaching, learning and assessments leading to pockets of transformation springing up across HEIs, often with little or no top-down guidance, support or direction.
This Gasta posits a strategic approach to integrating AI into HEIs to prepare staff, students and the curriculum for an evolving world and workplace. We will highlight the advantages of working with these technologies beyond the realm of teaching, learning and assessment by considering prompt engineering skills, industry impact, curriculum changes, and the need for staff upskilling. In contrast, not engaging strategically with Generative AI poses risks, including falling behind peers, missed opportunities and failing to ensure our graduates remain employable. The rapid evolution of AI technologies necessitates a proactive and strategic approach if we are to remain relevant.
Acetabularia Information For Class 9 .docxvaibhavrinwa19
Acetabularia acetabulum is a single-celled green alga that in its vegetative state is morphologically differentiated into a basal rhizoid and an axially elongated stalk, which bears whorls of branching hairs. The single diploid nucleus resides in the rhizoid.
Welcome to TechSoup New Member Orientation and Q&A (May 2024).pdfTechSoup
In this webinar you will learn how your organization can access TechSoup's wide variety of product discount and donation programs. From hardware to software, we'll give you a tour of the tools available to help your nonprofit with productivity, collaboration, financial management, donor tracking, security, and more.
Improving the Top Five High Value Pages of Your Website
1. 2013 EduWeb Conference | Boston
IMPROVING
FIVE HIGH-
VALUE PAGES
OF YOUR
WEBSITE
@thePrimacy | @bigbadjeff | thePrimacy.com 1
2. 2013 EduWeb Conference | Boston
Thank you for coming today!
@thePrimacy | @bigbadjeff | thePrimacy.com 2
Jeff Johnson
Education Practice Lead
Managing Director | Boston
Full Service Digital Agency:
Website Strategy, Design and
CMS Development
Mobile | Social | SEO | Digital
Marketing | Analytics
3. 2013 EduWeb Conference | Boston
If you are tweeting today…
@thePrimacy | @bigbadjeff | thePrimacy.com 3
@bigbadjeff
@theprimacy
#eduwebconf
4. 2013 EduWeb Conference | Boston
What’s today all about?
Long-term strategy is important
Takes a lot of time
Effectiveness improved significantly by identifying
critical impact pages
We will look at some "high-value" pages and
discuss effective approaches
Focus on tactics that can immediately impact
positive results
@thePrimacy | @bigbadjeff | thePrimacy.com 4
5. 2013 EduWeb Conference | Boston
Your incentive to
stay until the end…
@thePrimacy | @bigbadjeff | thePrimacy.com 5
…because who needs
another iPad!
6. 2013 EduWeb Conference | Boston
What do we mean
by “high-value”?
@thePrimacy | @bigbadjeff | thePrimacy.com 6
A page, or group of pages,
within the digital experience
that have influence over
some major need or
decision point that will
greatly impact the
relationship between you
and your key target
audiences.
7. 2013 EduWeb Conference | Boston
The Premise…
@thePrimacy | @bigbadjeff | thePrimacy.com 7
1.Making changes that
require “consensus”
among many people is
difficult
2.Many “stakeholders”
focus on the entry and
exit pages
3. The “middle” contains
pages that are highly
influential in the journey
and decision process
Is this even in
question?
Think: Home Page
and Apply/Give
Now buttons.
And, conveniently,
easier to impact!
8. 2013 EduWeb Conference | Boston
Why
High Value
Look in the middle
@thePrimacy | @bigbadjeff | thePrimacy.com 8
Home Page Final calls
to action
What How
The battleground areas
10. 2013 EduWeb Conference | Boston
See your life somewhere in here?
@thePrimacy | @bigbadjeff | thePrimacy.com 10
Website not
meeting
expectations
Plan for overhaul
Attempt to
accomplish
internally
Meet with groups
around campus
No one can
agree on
anything
Consider hiring
outside firm
Fight for budget RFP process
Put on hold to
wait for new
incoming VP of
Marketing
New VP hired
VP puts project
on hold to
assess overall
needs
Budget
reallocated to
pressing need
Admission and
Alumni teams
scream for help
with the website
New VP secures
the budget
RFP process
Outside firm
hired
11. 2013 EduWeb Conference | Boston
See your life somewhere in here?
@thePrimacy | @bigbadjeff | thePrimacy.com 11
Website not
meeting
expectations
Plan for overhaul
Attempt to
accomplish
internally
Meet with groups
around campus
No one can
agree on
anything
Consider hiring
outside firm
Fight for budget RFP process
Put on hold to
wait for new
incoming VP of
Marketing
New VP hired
VP puts project
on hold to
assess overall
needs
Budget
reallocated to
pressing need
Admission and
Alumni teams
scream for help
with the website
New VP secures
the budget
RFP process
Outside firm
hired
And
suddenly a
year has
gone by!
12. 2013 EduWeb Conference | Boston
Don’t get me wrong!
I love working on
complete redesign
engagements.
@thePrimacy | @bigbadjeff | thePrimacy.com 12
13. 2013 EduWeb Conference | Boston
Advancement
Academic
Reputation
Admissions
Brand
Community
Influence
Outcomes
But
Here’s
What
Matters:
13
YOUR BUSINESS
GOALS
Get them to
• Be interested
• Visit
• Apply
• Deposit Get them to
• Engage and
connect
• Attend events
• Give
You need to
showcase
• Programs
• People
• Proof
@thePrimacy | @bigbadjeff | thePrimacy.com
15. 2013 EduWeb Conference | Boston
No other category of
website has a
greater range of
relevant target
audiences than a
college or university.
@thePrimacy | @bigbadjeff | thePrimacy.com 15
Feel free to tweet this.
16. 2013 EduWeb Conference | Boston
Its easy to oversimplify
@thePrimacy | @bigbadjeff | thePrimacy.com 16
http://xkcd.com/773/
Quote just heard from the
audience…
“Ugh, if I have to see that
graphic one more time in
a presentation!”
17. 2013 EduWeb Conference | Boston
And…
also easy
to spoof!
@thePrimacy | @bigbadjeff | thePrimacy.com 17
18. 2013 EduWeb Conference | Boston
Let’s look at the
customer journey
@thePrimacy | @bigbadjeff | thePrimacy.com 18
19. 2013 EduWeb Conference | Boston
Audience Prioritization
@thePrimacy | @bigbadjeff | thePrimacy.com 19
Category Segment
Prospective Students
and Influencers
Prospective Undergrad - Local
Prospective Undergrad – Out of State
Prospective Undergrad - International
Prospective Graduate Student
Parents of Prospective Student
Guidance Counselors
Current Students
Current Undergrad Student
Current Graduate Student
Parent of Current Student
Alumni
Donors
Faculty
Prospective Faculty
Current Faculty
Other Site Users
Media
Community Members
Job Seekers
Other Monmouth Staff
Key
HIGH PRIORITY
MODERATE
PRIORITY
LOWER PRIORITY NOT A PRIORITY
Prioritization Criteria
Volume of site visitation
Business objective
alignment
Site role alignment
Implications
Budget and effort is
aligned to priority
20. 2013 EduWeb Conference | Boston
Develop
personas
@thePrimacy | @bigbadjeff | thePrimacy.com 20
21. 2013 EduWeb Conference | Boston
The Prospective Student Journey
Stage 1 – First impressions
Stage 2 – Fact-finding
Stage 3 – Visiting
Stage 4 – Applying
Stage 5 – Final decision
Stage 6 – Validation and transition
@thePrimacy | @bigbadjeff | thePrimacy.com 21
Helps illuminate
high value
moments in the
process
22. 2013 EduWeb Conference | Boston
1
PROGRAMS OF STUDY
MAJORS AND MINORS
@thePrimacy | @bigbadjeff | thePrimacy.com 22
23. 2013 EduWeb Conference | Boston
Initial priority for prospective students
Prospective Students and Parents
search for programs early in the
process, and often throughout.
Organizational structure forces
programs to be buried when
organized on the website
Current Students are shuffled off to
underserved Intranet.
Surveys / interviews* reflect
sentiment that student
intranet/portals are woefully under
performing.
Students want public-facing site to
serve them as well.
@thePrimacy | @bigbadjeff | thePrimacy.com 23
*Noel-Levitz and Primacy primary research
24. 2013 EduWeb Conference | Boston
Make it easy to find
Majors and Minors
and Programs of
Study
@thePrimacy | @bigbadjeff | thePrimacy.com 24
25. 2013 EduWeb Conference | Boston @thePrimacy | @bigbadjeff | thePrimacy.com 25
Don’t forget the
“undecided”
26. 2013 EduWeb Conference | Boston
Don’t forget the undecided
@thePrimacy | @bigbadjeff | thePrimacy.com 26
31. 2013 EduWeb Conference | Boston
…and help them learn more,
connect the dots!
@thePrimacy | @bigbadjeff | thePrimacy.com 31
32. 2013 EduWeb Conference | Boston
Narrowing the search via filters…
@thePrimacy | @bigbadjeff | thePrimacy.com 32
33. 2013 EduWeb Conference | Boston
…and easy-to-decode groups
@thePrimacy | @bigbadjeff | thePrimacy.com 33
34. 2013 EduWeb Conference | Boston
Did I mention “celebrate” the program?
@thePrimacy | @bigbadjeff | thePrimacy.com 34
The global
navigation
recedes in
importance.
35. 2013 EduWeb Conference | Boston
This gets more complex as you consider
an entire university
@thePrimacy | @bigbadjeff | thePrimacy.com 35
Sorts programs
by College and
alphabetically…
36. 2013 EduWeb Conference | Boston
This gets more complex as you consider
an entire university
@thePrimacy | @bigbadjeff | thePrimacy.com 36
…with visual cues
for degree and
format type
37. 2013 EduWeb Conference | Boston
Program Finders allow for broad and
narrow searches
@thePrimacy | @bigbadjeff | thePrimacy.com 37
Enables (prospective) students
to search for programs across
all Colleges based on their
status, criteria and interest
38. 2013 EduWeb Conference | Boston
Program Finders allow for broad and
narrow searches
@thePrimacy | @bigbadjeff | thePrimacy.com 38
Enables (prospective) students
to search for programs across
all Colleges based on their
status, criteria and interest
39. 2013 EduWeb Conference | Boston
An ambitious effort
@thePrimacy | @bigbadjeff | thePrimacy.com 39
40. 2013 EduWeb Conference | Boston
Show me. Not sure. Surprise me.
@thePrimacy | @bigbadjeff | thePrimacy.com 40
41. 2013 EduWeb Conference | Boston
Aligned with
the schools
“7 skills for
success”
@thePrimacy | @bigbadjeff | thePrimacy.com 41
42. 2013 EduWeb Conference | Boston
Guiding thoughts
Don’t make “them” have to figure “you” out.
They don’t care which college, school or department the
program of study resides.
Include one page on your website that lists every major,
minor, program of study.
Good for SEO (internally and externally).
Sets stage to celebrate programs.
Sets stage for “connecting the dots”.
@thePrimacy | @bigbadjeff | thePrimacy.com 42
44. 2013 EduWeb Conference | Boston
The campus visit is
a primary inflection
point for selecting
a school
@thePrimacy | @bigbadjeff | thePrimacy.com 44
Long understood by every Admissions
Director is the clear fact that getting a
prospective student on campus for a tour
significantly increases the likelihood of
enrollment.
Yet, many websites do little to incent a
campus visit.
A missed opportunity is in building the
excitement around the campus visit before
they arrive.
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A few thoughts
Quick Rant!
Why are Apply and Give
buttons everywhere, but
not Visit?
Most Visit pages do a good job at
the “what” and “how”
Serve geo-coded content when
possible
Expand the concept of “the
campus visit”
Don’t assume they are here to only
schedule an appointment or get
directions
Use opportunity to differentiate
the campus visit
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Informational
Experiential
Transactional
@thePrimacy | @bigbadjeff | thePrimacy.com 46
Ideally the “Visit” page
is all three
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Elevate the right content
@thePrimacy | @bigbadjeff | thePrimacy.com 51
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A Visit section,
versus one long page
@thePrimacy | @bigbadjeff | thePrimacy.com 52
Note how they
visually break
up the content.
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Campus
Visit page
example:
before
@thePrimacy | @bigbadjeff | thePrimacy.com 53
Informational
Experiential
Transactional
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Campus
Visit page
example:
after
@thePrimacy | @bigbadjeff | thePrimacy.com 54
Informational
Experiential
Transactional
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Woven into overall experience
@thePrimacy | @bigbadjeff | thePrimacy.com 55
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Make the form GREAT!
@thePrimacy | @bigbadjeff | thePrimacy.com 56
And
make it
mobile!
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Help the planning process
@thePrimacy | @bigbadjeff | thePrimacy.com 57
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How does one “visit” an online school?
@thePrimacy | @bigbadjeff | thePrimacy.com 58
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Visit Page
Primary inflection point for college selection
Increase experiential nature on website
Balance between enticing visitors to tour campus
and providing experience for those that cannot
Don’t forget mobile
Find a way to differentiate
Add “Visit” to the footer
@thePrimacy | @bigbadjeff | thePrimacy.com 59
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Social landscape
challenges
@thePrimacy | @bigbadjeff | thePrimacy.com 61
Multiple channels
Some get traction, some
don’t
How many “chicklet” icons
can one page fit?
Value of driving someone
away from your website?
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Got social icons on my website? Check.
@thePrimacy | @bigbadjeff | thePrimacy.com 62
Are we sending this message?
“Thanks for coming, now please leave”
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Pulling feeds in, not pushing away
@thePrimacy | @bigbadjeff | thePrimacy.com 63
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Pulling feeds in, not pushing away
@thePrimacy | @bigbadjeff | thePrimacy.com 64
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What a difference a year makes
65@thePrimacy | @bigbadjeff | thePrimacy.com
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Social
Hashboard
@thePrimacy | @bigbadjeff | thePrimacy.com 66
Pulls real-time feeds from
social media channels
(Facebook, Twitter, YouTube)
into one aggregated
destination.
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Knowing when not to follow the masses
@thePrimacy | @bigbadjeff | thePrimacy.com 67
After scouring
this site this is
the ONLY social
element found.
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YouTube: know the changes
68@thePrimacy | @bigbadjeff | thePrimacy.com
Key Attributes:
• Brand channel
• Well segmented top
banner
• Well structured playlists
• Asset naming and meta
data
• Closed-captioning
• Integration across
digital properties
Major SEO
opportunity
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See our blog post: http://ow.ly/kTYGp
@thePrimacy | @bigbadjeff | thePrimacy.com 69
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Look outside education for inspiration
71@thePrimacy | @bigbadjeff | thePrimacy.com
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Blogs: still alive and well… and effective
72@thePrimacy | @bigbadjeff | thePrimacy.com
Key Attributes:
•Home page
prominence
•Blogger profiles
•Well categorized
•Effective use of
video
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Social Media Landing Page
(the Voice of your school)
Embrace channels; test and learn
Integrate with a social strategy, not randomly
Create dynamic feeds with official channels
Include student and faculty blogs
@thePrimacy | @bigbadjeff | thePrimacy.com 73
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Eschew
organizational
boundaries
@thePrimacy | @bigbadjeff | thePrimacy.com 75
All schools have topics and
themes that make them
distinctive.
Topics/themes transcend
any one part of the
organization.
Consider ways in which to
“celebrate” your school,
topically/thematically.
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Identify unifying topics across campus
@thePrimacy | @bigbadjeff | thePrimacy.com 76
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…and then celebrate them
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I mean really celebrate them
@thePrimacy | @bigbadjeff | thePrimacy.com 78
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Another robust approach
@thePrimacy | @bigbadjeff | thePrimacy.com 79
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Which leads to this…
@thePrimacy | @bigbadjeff | thePrimacy.com 80
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But where’s the main navigation?
@thePrimacy | @bigbadjeff | thePrimacy.com 81
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Create your own topic mash-up
@thePrimacy | @bigbadjeff | thePrimacy.com 82
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Topic Pages
@thePrimacy | @bigbadjeff | thePrimacy.com 83
Tear down the
organizational barriers.
Create pages that address
key topics.
Use to aggregate access to
content found throughout
the website.
84. 2013 EduWeb Conference | Boston @thePrimacy | @bigbadjeff | thePrimacy.com 84
5
NUTS AND BOLTS
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Not really acceptable today…
@thePrimacy | @bigbadjeff | thePrimacy.com 86
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At least they have something…
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Don’t make them go somewhere else
@thePrimacy | @bigbadjeff | thePrimacy.com 88
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Use as a branding opportunity
@thePrimacy | @bigbadjeff | thePrimacy.com 89
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Footer
@thePrimacy | @bigbadjeff | thePrimacy.com 90
Add high-value page links
for Programs of Study, Visit,
Apply
Reward users that have
come this far
SEO impact
Easy place to tuck your new
topic/aggregator links?
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“Let me get this
straight. You want
me to scroll all the
way back to the top
of the page?”
@thePrimacy | @bigbadjeff | thePrimacy.com 91
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Straightforward and organized
@thePrimacy | @bigbadjeff | thePrimacy.com 92
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Icons for visual cues
@thePrimacy | @bigbadjeff | thePrimacy.com 93
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High value tasks prominent
@thePrimacy | @bigbadjeff | thePrimacy.com 94
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Help with the home page battles?
@thePrimacy | @bigbadjeff | thePrimacy.com 95
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Robust but lightweight in code
@thePrimacy | @bigbadjeff | thePrimacy.com 96
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And we haven’t
even talked much
about mobile!
@thePrimacy | @bigbadjeff | thePrimacy.com 97
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Mobile
Contact / Inquiry
Pages and Forms
@thePrimacy | @bigbadjeff | thePrimacy.com 98
Easy to make one-off
mobile versions.
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Quick Tangent
Before Finishing…
@thePrimacy | @bigbadjeff | thePrimacy.com 100
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Using high-value “tasks” as organizing
principle
@thePrimacy | @bigbadjeff | thePrimacy.com 101
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FINAL THOUGHTS
@thePrimacy | @bigbadjeff | thePrimacy.com 102
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Think about…
@thePrimacy | @bigbadjeff | thePrimacy.com 103
Program Pages
• Celebrate core of what
you offer
• Help them connect the
dots
The Campus Visit
• Inflection point of
selecting a school
Social Media
• Why do we
keep telling
people to go
away?
Topics
• Tear down
organizational
walls
Nuts and
Bolts
• The unsung
heroes
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Why
High Value
Look in the middle
@thePrimacy | @bigbadjeff | thePrimacy.com 104
Home Page Final calls
to action
What How
The battleground areas
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THE
HOMEPAGE IS
DEAD!
LONG LIVE THE
HOMEPAGE!
@thePrimacy | @bigbadjeff | thePrimacy.com 105
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Avoid the home page battleground
@thePrimacy | @bigbadjeff | thePrimacy.com 106
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THANK YOU
@thePrimacy | @bigbadjeff | thePrimacy.com 107
@thePrimacy
@bigbadjeff
Jeff.Johnson@theprimacy.com
Editor's Notes
Pepsi’s home page is the ultimate social mash up. Nike’s social community is on the home page, but below a strong product feature.