Download to read offline
Uploaded byMacKenzie Silvia
Intern Final Project - Keefe Tech
The document outlines a discovery process aimed at improving the website and communication strategies for Keefe Technical High School, identifying target audiences and key challenges. It discusses the importance of enhancing web organization, social media presence, and addressing barriers to enrollment while leveraging analytics for measuring engagement. Recommendations include a structured content management system, consistent branding, and an organized approach to digital content posting.
Intern Final Project - Keefe Tech
- 1.
- 2.
- 3.
- 4. 4 STAKEHOLDER INTERVIEWS REVIEW OF ONLINE ASSETS AUDIT OF LIKE-MINDED ORGANIZATIONS TARGET AUDIENCES SURVEYOF EXISTING MATERIALS ONLINE RESEARCH DISCOVERY PROCESS INTERNAL SOURCES EXTERNAL SOURCES DISCOVERY PROCESS
- 5. 5 OVERVIEW • Project Goals •Challenges • Measurements
- 6.
- 7. 7 • Create awebsite that directs target audiences to exactly where they need to go • Educate prospective parents on post-graduation opportunities at Keefe Technical High School • Implement an organized method for posting digital content • Establish more effective and efficient communication methods OVERVIEW PROJECT GOALS
- 8. 8 General Web Social Internalcommunication- based difficulties internally, involving lack of structured content creation and posting process. Interface that does not clearly display information relevant to different stakeholders. Lack of content management system. Outdated information, limited delegation of roles in managing channels. OVERVIEW CHALLENGES
- 9. 9 • More trafficto the shop pages • More overall engagement with the website • Increased enrollment from students outside of Framingham OVERVIEW MEASUREMENTS
- 10.
- 11.
- 12. 12 OVERVIEW ANALYTICS 72.74% 21.93% 4.76% 0.57% 0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% 70.00% 80.00% Organic SearchDirect Referral Social Online Website Traffic
- 13. 13 TARGET • Target Audiences •Primary • Secondary • Key Insights • Prospects • Targets
- 14. 14 PRIMARY TARGETS SECONDARYTARGETS Current students Current Teachers Community Prospective Students Prospective Parents Admins TARGET Administrators
- 15. 15 • Competition fromsurrounding schools • Out-of-district • Social pressures • Lack of awareness • Perception of Transportation and Accessibility • Societal stigma • Proof of success • Family connections • Incentives • Professional connections • Career path • Shop resources • Smaller student-to-teacher ratio • Facilities, Resources, and Certifications TARGET KEY INSIGHTS: PROSPECTS BARRIERS LEVERS What might prompt involvement/ contribution among prospects? What might deter prospective involvement/ contribution?
- 16. 16 • Need “push”to go out-of-district • Need proof of value and impact • Need accessible school resources and information • Need to know about potential career and higher education paths after Keefe TARGET Targets are looking for clearer information about school offerings and resources via the website. KEY INSIGHTS: TARGETS
- 17. 17 LIKE-MINDED ORGANIZATIONS • Existing Organizations •Competitive Analysis • Social Media
- 18. 18 Organization Focus UsabilityAesthetics Social Media Keefe Regional Tech Technical High School Low Medium Low Blackstone Valley Tech Technical High School Medium Low Medium Framingham High School Public High School High Medium Medium St. Johns Prep Private School High High High LIKE-MINDED ORGANIZATIONS
- 19. 19 • Organization andusability • Consistent in colors and branding • Newsfeed with current events and important dates • Alumni Information • Informative ’shops’ pages • Clear Resources • Aesthetics • Branding is of poor quality STRENGTHS WEAKNESSES COMPETITIVE ANALYSIS: BLACKSTONE VALLEY TECH LIKE-MINDED ORGANIZATIONS
- 20. 20 COMPETITIVE ANALYSIS: BLACKSTONE VALLEYTECH LIKE-MINDED ORGANIZATIONS
- 21. 21 COMPETITIVE ANALYSIS: BLACKSTONE VALLEYTECH LIKE-MINDED ORGANIZATIONS
- 22. 22 COMPETITIVE ANALYSIS: BLACKSTONE VALLEYTECH LIKE-MINDED ORGANIZATIONS
- 23. 23 COMPETITIVE ANALYSIS: BLACKSTONE VALLEYTECH LIKE-MINDED ORGANIZATIONS
- 24. 24 • Aesthetically appealing •Clear Resources • Clear Student Links and Social Media Links • Interactivity • Personal Pictures • Easily Accessible Drop Down Bar STRENGTHS COMPETITIVE ANALYSIS: FRAMINGHAM HIGH LIKE-MINDED ORGANIZATIONS WEAKNESSES • Cluttered • Dead links to Social Media
- 25.
- 26.
- 27.
- 28. 28 • Great pagelayout • Statistics/Facts • Testimonials • Clear resources • Active social media accounts • Easy web navigation STRENGTHS COMPETITIVE ANALYSIS: ST. JOHNS PREP LIKE-MINDED ORGANIZATIONS WEAKNESSES • Costly maintenance • Specified social media person • Picture makes tabs difficult to read
- 29. 29 COMPETITIVE ANALYSIS: ST. JOHNSPREP LIKE-MINDED ORGANIZATIONS
- 30. 30 COMPETITIVE ANALYSIS: ST. JOHNSPREP LIKE-MINDED ORGANIZATIONS
- 31. 31 COMPETITIVE ANALYSIS: ST. JOHNSPREP LIKE-MINDED ORGANIZATIONS
- 32. 32 • Facts areimportant to note • Alumni information is key • Shop pages should include video tour, certifications, job opportunities, contact information, and career tree • Less is more in terms of design • Clear organization is essential • Pictures can emphasize a strong community LIKE-MINDED ORGANIZATIONS KEY INSIGHTS
- 33. 33 HEURISTIC REVIEW • SWOTAnalysis • Strengths • Weaknesses (Challenges) • Opportunities • Threats
- 34. 34 STRENGTHS • Offers opportunities outsideof a traditional high school • Certifications • Professional Connections • Individualized student experience • Real World Experience • Diversity • Versatility HEURISTIC REVIEW STRENGTHS
- 35. 35 WEAKNESSES (CHALLENGES) • ConsistentBranding • Stigma • Confusing Website Navigation • Information is updated inconsistently • Lack of information • No Search Data • Minimal Personalization WEAKNESSES (CHALLENGES)HEURISTIC REVIEW
- 36. 36 OPPORTUNTIES • Promote school offerings •Room to expand on social media • Expand reach into surrounding towns • Challenge stigma • Attract new students OPPORTUNITIESHEURISTIC REVIEW
- 37. 37 THREATS • Public Schools– Framingham High School • Stigma • Social pressures • Athletics • Familiarity with home district schools • Unclear information about resources THREATSHEURISTIC REVIEW
- 38.
- 39. 39 WEBSITE ORGANIZATION • Tour Keefe •Website Organization- Physical
- 40.
- 41.
- 42. 42 WEBSITE ORGANIZATION EVENTS • Events Calendarand Events Lists • https://www.valleytec h.k12.ma.us//site/Def ault.aspx?PageID=11 60 • https://www.valleytec h.k12.ma.us/Page/2 • https://www.framingh am.k12.ma.us/Page/2
- 43. 43 WEBSITE ORGANIZATION SHOPS • Option A:Student led videos tours of the shops • https://www.youtube.com/watc h?v=uBy2GEH6eCY • Option B: Alumni testimonials
- 44. 44 WEBSITE ORGANIZATION HOMEPAGE Clear Call toAction Well Organized Tabs Quick Links
- 45. 45 WEBSITE ORGANIZATION HOMEPAGE • Clean andsimple • Large photo (For personalization- highlight students) • Clear calls to action • Quick links for easy navigation • Important admissions information • Open houses • Apply Now • Etc. • Alternative language options (Portuguese, Spanish)
- 46. 46 WEBSITE ORGANIZATION STUDENT LIFE • EX:Student Spotlight: Diversity • Include resources and information on diverse student body and diversity initiatives at Keefe
- 47. 47 WEBSITE ORGANIZATION STUDENT LIFE • EX:Athlete Spotlight • Include student achievements on social media channels and website
- 48. 48 WEBSITE ORGANIZATION STUDENT LIFE • EX:Alumni Spotlight • Include highlights or brief interview from successful alumni
- 49. 49 SOCIAL MEDIA • Platforms •Facebook, Twitter, Instagram, Snapchat • Consistency • Restricted access given
- 50. 50 Facebook Twitter • Awards •Student Highlights and Profiles • Local Media • 3-4x/Week • Sport Schedules/Highlights • Emergency Updates • School “reminders” • Daily SOCIAL MEDIA CONTENT
- 51. 51 Instagram Snapchat • Student“profiles” • Shops/Tech Programs • 1-2x/week • Snapchat “takeover” • Student events • Weekly or Bi-Weekly SOCIAL MEDIA CONTENT
- 52. 52 SOCIAL MEDIA CONSISTENCY FacebookTwitter • Principal (Principals Note) • Admissions Staff • Few Teachers • Athletic Director • Main Office Staff/Administrator Instagram Snapchat • Admissions Staff • Athletic Director • Few Tech Teachers • Specific Tech Teacher • Give access on days of “student takeover” to Student
- 53. 53 SOCIAL MEDIA SCHEDULING FacebookTwitter • Post on Monday, Wednesday, Friday • ”Principals Note” – 1x per month • Post daily about games/relevant sporting news • Quick updates (when relevant) Instagram Snapchat • Tuesday & Thursday • On days of important school events/games • “Student Takeover”
- 54.
- 55.
- 56.
- 57. 57 ORGANIZATION/ PROCESS • Style Guide •Content Management System • Benefits
- 58. 58 ORGANIZATION/ PROCESS STYLE GUIDE • Whatis a style guide? A style guide is a set of standards for communication that is specific to the organization that it belongs to. • Why have a style guide? It keeps everyone on the same page in terms of how Keefe Tech should sound, look, and feel to stakeholders. A great style guide will… Provide a “rubric” for content creation Provide instructions for maintaining content Create an identity for the organization
- 59.
- 60. 60 ORGANIZATION/ PROCESS CONTENT MANAGEMENT SYSTEM •A content management system (CMS) is a software that facilitates creating, editing, organizing, and publishing website content.
- 61. 61 ORGANIZATION/ PROCESS CONTENT MANAGEMENT SYSTEM Benefitsof Content Management System -No Technical Knowledge Necessary -Allows for Multiple Users -Allows for Task Scheduling and Task Assignment -Improves Site Maintenance -Mobile Optimization -Easy to Implement Design Changes
- 62. 62 ANALYTICS • Mobile • WebsiteOrganization- Physical • hfjsdlkf
- 63. 63 ANALYTICS • Mobile • WebsiteOrganization- Physical • hfjsdlkf
- 64. 64 ANALYTICS • Mobile • WebsiteOrganization- Physical • hfjsdlkf
- 65. 65 ANALYTICS GOOGLE ANALYTICS •44.79% of all sessions occur on mobile devices • 65% of all mobile sessions occur on iphones Keefe Tech, IPhone
- 66. 66 ANALYTICS GOOGLE ANALYTICS •44.79% of all sessions occur on mobile devices • 65% of all mobile sessions occur on iphones Keefe Tech, IPhone
- 67. 67 ANALYTICS GOOGLE ANALYTICS •44.79% of all sessions occur on mobile devices • 65% of all mobile sessions occur on iphones Keefe Tech, IPhone
- 68. 68 NEXT STEPS • Selectappropriate CMS • Add information to the shop pages • Reorganize website tabs • Redesign home page • Optimize Google Analytics • Assign clear roles/schedule for posting digital content
Editor's Notes
- #2 Liz
- #3 Liz
- #4 Liz
- #5 Liz
- #6 liz
- #7 Aaron
- #8 Macken
- #9 Erin What other marketing efforts do they do? Website issue vs. other issues: Lack of updating General, Web, Social Admissions Page is extremely important to fix
- #10 Aaron ***Aaron includes analytics? Move the slides around Success measures Downloads, online applications, submissions Measurements
- #11 Aaron ***Aaron includes analytics? Move the slides around Success measures Downloads, online applications, submissions Framingham: 41.95% of sessions Natick: 5.31% of sessions Ashland: 3.79% of sessions Holliston: 2.69% of sessions Hopkinton: 1.26% of sessions
- #12 Aaron ***Aaron includes analytics? Move the slides around Success measures Downloads, online applications, submissions Desktop: 50.13% of sessions Mobile: 44.79% of sessions Tablet: 5.07% of sessions Other: 0.01% of sessions
- #13 Aaron ***Aaron includes analytics? Move the slides around Success measures Downloads, online applications, submissions Organic Search: 72.74% of sessions Direct: 21.93% of sessions Referral: 4.76% of sessions Social: 0.57% of sessions
- #14 liz
- #15 Liz Need to edit Current Contributors: Need to edit Prospective Contributors Need to edit all the bubbles of Secondary Targets Change to Target Audience Administrators instead
- #16 Erin
- #17 Erin
- #18 Liz
- #19 Liz
- #20 have monica talk about this slide reword personalization - lack of custom content
- #21 monica
- #22 monica
- #23 monica
- #24 monica
- #25 Julia
- #26 Community aspect - happy place to be Julia
- #27 Julia
- #28 Julia
- #29 Liz
- #30 Liz
- #31 Liz
- #32 liz
- #33 Erin Redo this page Facts are important Alumni information Shop pages Facts - not extra resources
- #34 Julia
- #35 Julia
- #36 Julia Information is updated infrequently Capitilization Delete stigma lack of information - shop pages
- #37 Julia
- #38 Julia
- #39 Monica
- #40 Monica
- #41 Julia
- #42 Liz
- #43 Liz
- #44 Monica Certifications, Tree, Teacher profile, 2 year and 4 year career paths
- #45 Julia Target Audience Clear calls to action Admissions page Highlight Open houses
- #46 Julia Target Audience Clear calls to action Admissions page Highlight Open houses
- #47 Target Audience Clear calls to action Admissions page
- #48 Target Audience Clear calls to action Admissions page
- #49 Target Audience Clear calls to action Admissions page
- #50 Mackenzie
- #51 Mackenzie
- #52 Mackenzie
- #53 Mackenzie Schedules slide
- #54 Mackenzie Schedules slide
- #55 Mackenzie seperate them Add St Johns prep insta
- #56 Mackenzie seperate them Add St Johns prep insta
- #57 Mackenzie seperate them Add St Johns prep insta
- #58 Erin
- #59 erin
- #60 erin
- #61 move these slides around style guide
- #62 move these slides around style guide
- #63 Aaron
- #64 Aaron
- #65 Aaron
- #66 Aaron
- #67 Aaron
- #68 Aaron