Download this webinar for free: http://mstnr.me/2bvb0Bk
True story: by understanding the factors that drive decisions, as well as the thoughts and emotions that our target audiences experience, we can improve both promise and process for the groups that we serve.
Experience maps — graphical representations of the interactions individuals have with a product or service — are an effective tool for understanding our audiences. Based on both qualitative and quantitative research, experience maps can lead to numerous insights by illustrating what audiences think, feel, and do at various stages in a process. Experience maps also reveal existing gaps and potential opportunities in the overall user experience. We can harness these insights to educate stakeholders and drive positive changes and improvements across an entire engagement lifecycle.
In this Webinar:
• You’ll learn the principles behind experience mapping, as well as various techniques for collecting necessary data and information.
• You’ll explore an array of tools for illustrating experience maps.
• You’ll see examples of maps we’ve developed for a number of different institutions, and you’ll hear the insights from those maps that influenced content strategy and process change.
• You’ll discover approaches for using experience maps in your projects to ensure a positive user experience.
Benchmarking Your Initiatives: Findings from the 2016 Survey of Social Media ...mStoner, Inc.
For the past seven years, CASE, Huron Consulting, and mStoner have worked together on the Survey of Social Media in Advancement, the only longitudinal survey of its kind. In this section, you'll be the first to learn what respondents said about their social media activities in 2015.
Download this webinar for free: http://mstnr.me/2bmauto
What stories resonate with prospective students and their influencers? Using an undergraduate admissions experience map as our guide, we’ll review three examples of stories targeted specifically toward different stages in the admissions process.
What You Will Learn
• Stages in the admissions process, from exploration to transition.
• Effective elements in stories designed to recruit right-fit students for your institution.
• Ways to integrate best practices in inbound marketing to extend the reach and effectiveness of your storytelling efforts.
Converge 2014: Strike the Right Chord with Prospects: Lessons from Country Mu...Converge Consulting
Strike the Right Chord with Prospects: Lessons from Country Music
BARBARA COWARD AND KATHY HAGENS
Did you know that country music is a $2 billion-dollar industry? It all goes to show that tugging at the heartstrings of ordinary people about ordinary life is big business. While we're not suggesting that you incorporate messaging about heartache, pickup trucks, and on-stoplight towns in your marketing materials, there are a number of takeaways that can help you grow enrollments. For example, it's all about being authentic, a good storyteller, and developing an emotional connection with your candidates. We'll walk you through ways - and examples - to take your prospect messaging from gold to platinum!
If increasing enrollment is a mandate at your institution—step one is marketing, step two is recruitment. There is little point in doing one without the other. We hope you will join us for this workshop that focuses on putting the steps together!
KEY TAKEAWAYS:
Draw prospects closer to a Call to Action through messaging that shows that you understand their dreams and challenges.
Differentiate your program through personalized and targeted email campaigns.
Use analytics to measure the ROI of your marketing dollars.
Designing Customer Journeys - Entrepreneurship in the WildFelipe Massa
This PDF slide deck is designed to help instructors in universities and entrepreneurial support organizations teach design thinking in practice. It is part of a full suite of entrepreneurship teaching tools you can get access to when you purchase purchase "Entrepreneurship in the Wild: A Startup Field Guide" (MIT Press, 2021) where books are sold!
5 Tips for Growing inquiries by 50 percent - Enrollment Marketing 101 Part 2 ...Schola Inbound Marketing
Webinar presentation slides on using inbound marketing and SEO strategies to increase inquiries at your school. This slide deck was used by Ralph Cochran, President of Schola Inbound Marketing.
Benchmarking Your Initiatives: Findings from the 2016 Survey of Social Media ...mStoner, Inc.
For the past seven years, CASE, Huron Consulting, and mStoner have worked together on the Survey of Social Media in Advancement, the only longitudinal survey of its kind. In this section, you'll be the first to learn what respondents said about their social media activities in 2015.
Download this webinar for free: http://mstnr.me/2bmauto
What stories resonate with prospective students and their influencers? Using an undergraduate admissions experience map as our guide, we’ll review three examples of stories targeted specifically toward different stages in the admissions process.
What You Will Learn
• Stages in the admissions process, from exploration to transition.
• Effective elements in stories designed to recruit right-fit students for your institution.
• Ways to integrate best practices in inbound marketing to extend the reach and effectiveness of your storytelling efforts.
Converge 2014: Strike the Right Chord with Prospects: Lessons from Country Mu...Converge Consulting
Strike the Right Chord with Prospects: Lessons from Country Music
BARBARA COWARD AND KATHY HAGENS
Did you know that country music is a $2 billion-dollar industry? It all goes to show that tugging at the heartstrings of ordinary people about ordinary life is big business. While we're not suggesting that you incorporate messaging about heartache, pickup trucks, and on-stoplight towns in your marketing materials, there are a number of takeaways that can help you grow enrollments. For example, it's all about being authentic, a good storyteller, and developing an emotional connection with your candidates. We'll walk you through ways - and examples - to take your prospect messaging from gold to platinum!
If increasing enrollment is a mandate at your institution—step one is marketing, step two is recruitment. There is little point in doing one without the other. We hope you will join us for this workshop that focuses on putting the steps together!
KEY TAKEAWAYS:
Draw prospects closer to a Call to Action through messaging that shows that you understand their dreams and challenges.
Differentiate your program through personalized and targeted email campaigns.
Use analytics to measure the ROI of your marketing dollars.
Designing Customer Journeys - Entrepreneurship in the WildFelipe Massa
This PDF slide deck is designed to help instructors in universities and entrepreneurial support organizations teach design thinking in practice. It is part of a full suite of entrepreneurship teaching tools you can get access to when you purchase purchase "Entrepreneurship in the Wild: A Startup Field Guide" (MIT Press, 2021) where books are sold!
5 Tips for Growing inquiries by 50 percent - Enrollment Marketing 101 Part 2 ...Schola Inbound Marketing
Webinar presentation slides on using inbound marketing and SEO strategies to increase inquiries at your school. This slide deck was used by Ralph Cochran, President of Schola Inbound Marketing.
Parents as Ambassadors, Advocates and Word of Mouth Marketers, NAIS 2014Rick Newberry
This is a presentation given at the NAIS 2014 Conference by Rick Newberry, Shannon Drosky and Laura Murphy. During this presentation we discuss a framework for a word of mouth marketing campaign and show how it was implemented at The Out-of-Door Academy in Sarasota, FL.
This is a presentation I gave at Rocky Mountain Promotional Products Regional Association on networking at events as well as linkedin. The stories and details are delivered live but this is a good overview of the content.
A marketer's tool for helping generate leads, improve customer retention, and build loyalty. Forty questions you need to answer to have an effective thought leadership marketing program. Also presents research on the value of thought leadership marketing.
Strathclyde MBA: Social Media/Social Business Class Abu Dhabi and Malaysia, M...Hamill Associates Ltd
Slide Set 1 for my forthcoming Strathclyde MBA: Social Media/Social Business Class in Abu Dhabi and Malaysia, May 2013. The main focus of the slides is Social Media and Social Media/Social Business Strategy Development. The slides should be studied together with Slide Set 2 entitled 'From Social Media to Social Business'
A strong dental practice needs to generate 24-50 new patients each month. It's no secret that word of mouth referrals can't keep up, consumers are shopping online and there is more competition than ever before.
The fact is that people prefer to do business with businesses that they trust.
This presentation gives you the tools to enhance your marketing program to built trust and generate business.
Social Media Branding 2.0 presentation created by Grace Rodriguez (President, AYN Brand) for Diverseworks Creative Capital DW2 "Public Relations and Marketing Workshop" held at Spacetaker in Houston, TX (January 2009)
6 Steps to Building Your Professional Brandsuzetteconway
In today's job market building a brand is a requirement, not an option. In this presentation I offer a 6 step approach to building your brand and also review some truths about branding and I layout some of the components of your brand, including how to build an online presence.
Using Engagement Marketing to Build Trust and Generate Business for Your Dent...Dale "DataDale" Filhaber
The premise of marketing is remarkably simple: People buy from people they trust.
Effective marketing is all about creating that culture of trust and knowledge with your customers and prospects.
What makes people trust you?
Your marketing efforts need to build relationships that override basic features and price; your audience needs to feel that you are providing them with information and a service level they can’t get from anyone else.
With Engagement Marketing, you are creating that trust by
driving your interested audience towards these goals:
• Encouraging a dialogue with the individual to help them to make a purchase decision. An engaged customer is likely to become a loyal repeat customer.
• Cultivating the individual as an advocate of your thought leadership and market image. Advocates will recommend your products and services enthusiastically to their network of friends and business colleagues.
This program will explore different Engagement Marketing opportunities and provide actionable tips you can use to develop an Engagement Marketing Plan
Increase enrollment through Inbound Marketing - Presentation at Assocation of...Schola Inbound Marketing
How do you find more prospective students? What is the difference between inbound marketing and traditional marketing? Do you know the first steps to take in implenting an inbound marketing campaign? This presentation will answer all these questions. It was presented by Ralph Cochran at the 2013 Association of Classical Christian Schools Conference.
Storytelling is one of the most effective ways to communicate and connect. Faculty members — their research, scholarship, and teaching — offer some of the richest stories for an institution to share. Join mStoner CEO Voltaire Santos Miran and ExpertFile Director Deanne Taenzer as they talk about the use of story to engage mind and heart and the role of technology in managing and measuring that content.
What You Will Learn
• What makes the difference between a faculty CV and a compelling story.
• How to motivate faculty to engage with you on an ongoing basis.
• How to use ExpertFile tools to better engage and reach a wider audience
• Important things to measure in terms of content and audience engagement that generate actionable insights.
Download this webinar for free: http://mstnr.me/2cfgynt
Characters, conflict, and connection. What makes for a good story? In this webinar, we’ll dive into the foundational aspects of a story that engage imagination and spark emotion. We’ll also explore the ways in which you should use storytelling techniques to reveal and build your brand.
What You Will Learn:
• Essential content for constructing a compelling story.
• Principles for using storytelling to build your brand.
Learn more about mStoner: www.mstoner.com
Download this webinar for free: http://mstnr.me/2hPUamd
Technology is one of five essential components of the digital story. Analytics provide us with vital information to track and measure audience behavior, so we can extend the reach and impact of our storytelling efforts across all of our communications channels. What do you measure, and how do you use that data to refine your story? Join us for this webinar to get your analytics game on!
What You Will Learn
• Learn about the most important metrics for digital stories, and how analytics relate to the four other essential components of a digital story.
• Discover techniques for measuring those metrics on your sites and social media accounts, including testing different versions of content.
• Gain a framework for analyzing information and making smart, data-driven decisions about content and design.
Parents as Ambassadors, Advocates and Word of Mouth Marketers, NAIS 2014Rick Newberry
This is a presentation given at the NAIS 2014 Conference by Rick Newberry, Shannon Drosky and Laura Murphy. During this presentation we discuss a framework for a word of mouth marketing campaign and show how it was implemented at The Out-of-Door Academy in Sarasota, FL.
This is a presentation I gave at Rocky Mountain Promotional Products Regional Association on networking at events as well as linkedin. The stories and details are delivered live but this is a good overview of the content.
A marketer's tool for helping generate leads, improve customer retention, and build loyalty. Forty questions you need to answer to have an effective thought leadership marketing program. Also presents research on the value of thought leadership marketing.
Strathclyde MBA: Social Media/Social Business Class Abu Dhabi and Malaysia, M...Hamill Associates Ltd
Slide Set 1 for my forthcoming Strathclyde MBA: Social Media/Social Business Class in Abu Dhabi and Malaysia, May 2013. The main focus of the slides is Social Media and Social Media/Social Business Strategy Development. The slides should be studied together with Slide Set 2 entitled 'From Social Media to Social Business'
A strong dental practice needs to generate 24-50 new patients each month. It's no secret that word of mouth referrals can't keep up, consumers are shopping online and there is more competition than ever before.
The fact is that people prefer to do business with businesses that they trust.
This presentation gives you the tools to enhance your marketing program to built trust and generate business.
Social Media Branding 2.0 presentation created by Grace Rodriguez (President, AYN Brand) for Diverseworks Creative Capital DW2 "Public Relations and Marketing Workshop" held at Spacetaker in Houston, TX (January 2009)
6 Steps to Building Your Professional Brandsuzetteconway
In today's job market building a brand is a requirement, not an option. In this presentation I offer a 6 step approach to building your brand and also review some truths about branding and I layout some of the components of your brand, including how to build an online presence.
Using Engagement Marketing to Build Trust and Generate Business for Your Dent...Dale "DataDale" Filhaber
The premise of marketing is remarkably simple: People buy from people they trust.
Effective marketing is all about creating that culture of trust and knowledge with your customers and prospects.
What makes people trust you?
Your marketing efforts need to build relationships that override basic features and price; your audience needs to feel that you are providing them with information and a service level they can’t get from anyone else.
With Engagement Marketing, you are creating that trust by
driving your interested audience towards these goals:
• Encouraging a dialogue with the individual to help them to make a purchase decision. An engaged customer is likely to become a loyal repeat customer.
• Cultivating the individual as an advocate of your thought leadership and market image. Advocates will recommend your products and services enthusiastically to their network of friends and business colleagues.
This program will explore different Engagement Marketing opportunities and provide actionable tips you can use to develop an Engagement Marketing Plan
Increase enrollment through Inbound Marketing - Presentation at Assocation of...Schola Inbound Marketing
How do you find more prospective students? What is the difference between inbound marketing and traditional marketing? Do you know the first steps to take in implenting an inbound marketing campaign? This presentation will answer all these questions. It was presented by Ralph Cochran at the 2013 Association of Classical Christian Schools Conference.
Storytelling is one of the most effective ways to communicate and connect. Faculty members — their research, scholarship, and teaching — offer some of the richest stories for an institution to share. Join mStoner CEO Voltaire Santos Miran and ExpertFile Director Deanne Taenzer as they talk about the use of story to engage mind and heart and the role of technology in managing and measuring that content.
What You Will Learn
• What makes the difference between a faculty CV and a compelling story.
• How to motivate faculty to engage with you on an ongoing basis.
• How to use ExpertFile tools to better engage and reach a wider audience
• Important things to measure in terms of content and audience engagement that generate actionable insights.
Download this webinar for free: http://mstnr.me/2cfgynt
Characters, conflict, and connection. What makes for a good story? In this webinar, we’ll dive into the foundational aspects of a story that engage imagination and spark emotion. We’ll also explore the ways in which you should use storytelling techniques to reveal and build your brand.
What You Will Learn:
• Essential content for constructing a compelling story.
• Principles for using storytelling to build your brand.
Learn more about mStoner: www.mstoner.com
Download this webinar for free: http://mstnr.me/2hPUamd
Technology is one of five essential components of the digital story. Analytics provide us with vital information to track and measure audience behavior, so we can extend the reach and impact of our storytelling efforts across all of our communications channels. What do you measure, and how do you use that data to refine your story? Join us for this webinar to get your analytics game on!
What You Will Learn
• Learn about the most important metrics for digital stories, and how analytics relate to the four other essential components of a digital story.
• Discover techniques for measuring those metrics on your sites and social media accounts, including testing different versions of content.
• Gain a framework for analyzing information and making smart, data-driven decisions about content and design.
Download this webinar for free: http://mstnr.me/2bvbnf5
Everything starts with your brand — if you can’t articulate who you are, every communication is a wasted opportunity. Brand strategy begins with defining your institutional brand. Realizing that strategy and influencing how key audiences perceive your brand is the crucial next step.
This webinar will outline a practical approach to defining a brand strategy and executing that strategy in the real world. Put an end to wasted communication opportunities in 2016, and start the year with a plan to articulate and implement your brand.
What You Will Learn:
• The elements of a solid brand framework.
• How market research informs your messages to key audiences.
• How to implement your brand strategy in 2016 with content, editorial, and marketing plans.
Who Should View:
• Marketing and communications professionals responsible for brand development and/or messaging.
• Enrollment management, admission, alumni, and development managers, directors, and VP’s who need to translate the institutional brand into compelling audience-specific messages.
Storytelling to Nurture Loyalty and Increase SupportmStoner, Inc.
Download this webinar for free: http://mstnr.me/2bUOwuc
What stories raise pride among alumni and inspire donors to give? Using an active support experience map as our guide, we’ll review three examples of stories targeted specifically toward alumni relations and fundraising.
What You Will Learn
• The thoughts, feelings, and actions associated with different phases of an alum or donor’s journey
• Themes, plots, and techniques for developing stories that support that journey
Mythbusting Admissions: Where Prospects and Professionals Agree, and Disagree...mStoner, Inc.
Download this webinar for free: http://mstnr.me/2bMtwrb
We know that teens are connected, that they love their devices, and that they look at our websites on their smartphones. But does that mean that they want to be texted by a college? Are they creeped out when they’re followed on Facebook or Instagram by an admissions officer? What, exactly, are they looking for on your website: cool images or simple information about your majors?
Using data from surveys of teens engaged in the college search and choice process collected by Chegg and data from enrollment professionals collected by mStoner Inc., we’ll explore where the perspectives of these two groups converge — and where they differ. Then, we’ll discuss how marketers can leverage this knowledge in engaging with this critical audience.
What You Will Learn:
• What teens consider to be the top sources of information about colleges
• Effective ways to get in touch with teens
• Where to focus your time and energy in marketing to teens
Download this webinar for free: http://mstnr.me/2hDaQwW
One of the greatest benefits of digital storytelling is the ability to create an immersive experience for your audiences. Beautiful images, exciting and inspirational videos, motion and microinteractions, and audio all work together to bring a story alive. How do we create a captivating experience for people who are using screen readers and other assistive devices? Join us for this webinar to learn more about accessibility and storytelling.
What You Will Learn
• Accessibility requirements you must consider
• Challenges and solutions for creating accessible digital stories
• Tools, techniques, and best practices for accessible design and multimedia
Download this webinar for free: http://mstnr.me/2bG0hmf
How does strong visual design support storytelling? In this webinar, we’ll explore principles for creating visual interfaces that encourage reading, exploration, and interaction.
What You’ll Learn
• Current best practices and emerging trends in visual design for storytelling.
• Ways to develop clear visual hierarchies of photography and type.
• Planning considerations for optimizing visual design across mobile, tablet, laptop, desktop, and widescreen.
• Techniques for a creating a cohesive visual experience across social media channels
Introducing Experience Maps with Voltaire Santos MiranmStoner, Inc.
Session Description
Experience maps — graphical representations of the interactions an individual may have with a product or service — are invaluable tools in visitor-centered web design. Experience mapping can lead to numerous insights by illustrating what audiences think, feel, and do at various stages in a process.
The utility of an experience map stretches beyond web design. By revealing existing gaps and potential opportunities in the overall user experience, these maps can educate stakeholders and drive positive changes and improvements across an entire engagement lifecycle.
In this webinar:
• You’ll learn the principles behind experience mapping, as well as various techniques for collecting necessary data and information.
• You’ll explore an array of tools for illustrating experience maps.
• You’ll discover approaches for using experience maps in your projects to ensure a positive user experience.
Learn more about mStoner: http:/www./mstoner.com
Connect with other higher education professionals: http://www.EDUniverse.org
Using experience maps to improve the human experienceVoltaire Miran
Experience maps — graphical representations of the interactions an individual may have with a product or service — are invaluable tools in visitor-centered web design. Experience mapping can lead to numerous insights by illustrating what audiences think, feel, and do at various stages in a process.
The utility of an experience map stretches beyond web design. By revealing existing gaps and potential opportunities in the overall user experience, these maps can educate stakeholders and drive positive changes and improvements across an entire engagement lifecycle.
Passportfolio the free online careers plannerlucypeck
A presentation about www.passportfolio.com the free website to help young people and adults with planning for their future. The site includes information about learning and work options, skills quizzes, an e-Portfolio, CV builder and action plan.
Webinar Slides: Authentic v. Automated Communication - Yes, You Can Do BothConverge Consulting
Marketing automation is a huge buzzword in higher education today. Recruiters are busy. Marketers are busy. The need for some degree of automation in our communication processes is undeniable. But what’s the right balance? Can we make automation feel personalized? How?
The answer is yes – automated communications can (and should) feel personal. When it comes to authentic v. automated communication, you don’t have to choose one or the other. In this case, you can have your cake and eat it too! You’re probably wondering how that is possible.
Segmented messaging ensures that we create and deliver authentic personalized content, even when our communications are automated. User personas provide the benchmarks for segmentation and content strategy helps us plan, map and workflow our way to communication that is, in fact, both authentic and automated.
Organizing for Results - How to Build an Effective Marketing Function in an I...Jeffrey Rich
Higher ed has survived for hundreds of years without giving an ounce of thought to marketing since competition was stagnant due to the inability of new entrants into their markets. For-profit and online education changed all that. Now, competition is almost limitless, and many schools will go out of business if they don't take marketing seriously. Infusing marketing strategy and talent to differentiate your brand, academic programs and having a daily focus on inquiry generation are now requirements. Here are some tips on how to organize and what to focus on.
Map It Out: The Path to Better Digital Engagement with ProspectsmStoner, Inc.
No matter the size of your institution, digital enrollment marketing and communications comes with challenges: competing priorities, schedule and budget limitations, an abundance of (good and bad) ideas for digital next steps, and a variety of stakeholders and subject-matter experts who all want a say in what ends up on the website.
Wouldn’t it be great if there was one tool that could help you navigate all of these challenges? One living artifact you could point to and say: That’s why we’re doing it this way!
Enter the experience map.
Experience maps are graphical representations of the interactions individuals have with a product or service. They’re effective tools for developing empathy and understanding for your target audience by highlighting their thoughts, feelings, and actions as they seek to accomplish a task, such as applying to your institution.
The path to better digital engagement with your prospective student audience starts with an experience map. When you understand what information your target audience is looking for, when they’re looking for it, how they’re searching, and why, you’re able to identify areas needing improvement in engagement, content creation, and so much more.
Your website is your institution’s No. 1 recruiting tool and marketing channel. When it comes to planning a site redesign or implementing changes and enhancements to your site, an experience map will be your most valuable tool.
During the webinar, we’ll show you seven ways an experience map can improve engagement with prospective students. You’ll learn how to use an experience map to:
Create stakeholder alignment.
Develop user-centered content.
Capture institutional knowledge.
Prioritize your efforts.
Take your recruitment to the next level by determining which channels yield the best results, leveraging social media to expand your reach beyond your "fans," appropriately assessing results from each of your lead sources and identifying ways to efficiently allocate your resources. This session will delve into each stage of the recruitment funnel and discuss how you can collect your leads, engage them to inquire and apply and assess the results. Presentation by Marcus Hanscom, Associate Director of Graduate Recruitment and Outreach at the University of New Haven, at the NEGAP Annual Conference on November 18, 2011.
Crash Course in UX - Internet Week NY 2015sblecher
Define your mission, better understand your audiences, craft your story, create and organize your content, explore key design principles and understand the functional interactions to create engaging, modern and satisfying digital user experiences. Is that all?!
Connecting Social Media Efforts to Offline OutcomesCampus Sonar
Your social media work should not be solely focused on followers, likes, engagement rate, and reach. Learn how to connect your social media efforts to outcomes like admissions inquiries, alumni engagement, better media pitches, and effective marketing campaigns.
Presented at the 2019 Oklahoma College Public Relations Association conference.
As graduate admissions offices warm up to new technology, flashy CRM systems and social networking, the number of channels available to reach prospective students is immense. With a shaky economy and growing competition, growing the top of the recruitment funnel is crucial to boosting enrollments and deepening the applicant pool. Take your recruitment to the next level by determining which channels yield the best results, leveraging social media to expand your reach beyond your "fans," appropriately assessing results from each of your lead sources and identifying ways to efficiently allocate your resources. This session will delve into each stage of the recruitment funnel and discuss how you can collect your leads, engage them to inquire and apply and assess the results.
Presented by Marcus Hanscom, Associate Director of Graduate Recruitment and Outreach at the University of New Haven and President of the New England Association of Graduate Admissions Professionals (NEGAP)
Though it may go by different names - customer, user, or buyer’s journey - the goal is the same: to better understand the myriad interactions your potential customers and customers have with your brand. In this webinar, learn how to create an actionable map for your customers’ journey. Watch the on-demand presentation: http://www2.silvertech.com/webinar-how-to-map-the-customer-journey
The Candidate Journey Isn't Linear: How to Craft Content AccordinglySmashFly Technologies
People no longer want to work for a company, they choose to work with a company. Learn how you can create & curate recruiting content that is effective at each stage of the candidate journey.
TxGAP Webinar: Sizing Up A Monumental Task: Building Your Recruitment Funnel ...Marcus Hanscom
Presented on behalf of the Texas Association of Graduate Admissions Professionals on December 14, 2011.
As graduate admissions offices warm up to new technology, flashy CRM systems and social networking, the number of channels available to reach prospective students is immense. With a shaky economy and growing competition, growing the top of the recruitment funnel is crucial to boosting enrollments and deepening the applicant pool. Take your recruitment to the next level by determining which channels yield the best results, leveraging social media to expand your reach beyond your "fans," appropriately assessing results from each of your lead sources and identifying ways to efficiently allocate your resources. This session will delve into each stage of the recruitment funnel and discuss how you can collect your leads, engage them to inquire and apply and assess the results.
Presented by Marcus Hanscom, Associate Director of Graduate Recruitment and Outreach at the University of New Haven and President of the New England Association of Graduate Admissions Professionals (NEGAP)
Similar to Using Experience Maps to Improve Both Promise and Process (20)
A Mile in Their Shoes: Building Empathy Through Experience Maps and PersonasmStoner, Inc.
The process is highly emotional, fraught with anxiety, and influenced by many sources of information. As marketing and enrollment professionals, we must understand the factors that drive this important choice — as well as the thoughts and emotions our target audiences experience — in order to develop empathy for the groups that we serve.
mStoner and TargetX designed a survey focusing on how prospective teen students use a range of digital tools — social media, websites, email, and digital ads — during their college search and selection process, and what information is most helpful at each stage of the journey.
mStoner's 2019 Digital Admissions research with TargetX offers rich insights into the nuanced behavior of prospective teen students as they begin their college search and selection process
A Mile in Their Shoes: Building Empathy Through Experience MapsmStoner, Inc.
The college choice process is highly emotional, fraught with anxiety, and influenced by many sources of information. As marketing and enrollment professionals, we must understand the factors that drive this important choice — as well as the thoughts and emotions our target audiences experience — in order to develop empathy for the groups that we serve.
Would you like a tool to help navigate these challenges?
Enter the experience map — a powerful tool that: represents your, audience’s story, draws key stakeholders together, uncovers major process gaps, and guides your priorities and activities.
During this webinar, you’ll understand the basics of experience mapping, learn the seven benefits of an experience map, and discover how it can impact your enrollment and marketing strategy.
We’ll showcase examples from institutions that uncovered major process and content gaps as a result of experience mapping, causing them to lose their top applicants. We promise — the results will shock you.
Download the on demand presentation: http://offers.mstoner.com/a-mile-in-their-shoes-building-empathy-through-experience-maps
Making Your Mark: Unforgettable BrandingmStoner, Inc.
You know what you stand for. You feel it in your heart. Now what?
What’s the secret to building a bold brand that connects with your key audiences? Tune into this free webinar co-hosted by mStoner, a digital agency focused on higher education marketing and communications, and Zehno, a strategic branding and marketing firm for educational organizations.
Voltaire Santos Miran, mStoner’s CEO and Head of Client Experience and Shane Shanks, Zehno’s Senior Strategist and Editorial Director, team up to show you how to bring your institution’s brand to life. From smart strategy and bold creative to a beautiful web presence — we’ll use best-practice examples that deliver meaningful results.
Learn how to transform your message platform into compelling and captivating creative and how to make your website an integral part of your branding.
You will learn how to:
Translate brand messages into brilliant communications
Capture the heart and soul of an institution
Define the look, feel, and voice of your brand
Communicate a school's strengths and distinctions through its website
Create an optimal website structure for your target audiences
Marketing and Advancement: Colleagues and Partners or Direct ReportsmStoner, Inc.
This was presented at the 2018 AMA Higher Education Conference by Michael Stoner, co-founder and co-owner at mStoner, Inc. and Rob Zinkan, associate vice president, marketing, at Indiana University.
In this presentation, based on insights from the 2018 Benchmarking Digital Advancement research by CASE and mStoner, Inc., and interviews with senior advancement and marketing professionals, we explore the current relationship between the CMO and chief advancement officer. Are they colleagues and partners? And, more importantly, what
lies ahead for the CMO/CAO relationship as institutions seek to implement more effective engagement strategies with the entire range of an institution’s stakeholders?
Five reasons why the universal homepage happensmStoner, Inc.
Navigation, a carousel, request information, visit, apply, three news items, three event items, three profiles, a social media aggregator, and a fat footer. We know what you're thinking: That sounds awfully familiar.
You might be wondering why this happens. A lot.
mStoner identifies five roadblocks to watch out for so you can ensure your next homepage refresh or website redesign goes beyond the universal homepage template.
Break Up With Your Homepage, 'Cause I'm Bored: Moving Beyond the Universal Un...mStoner, Inc.
Two rows of navigation, a carousel, three news items, three events, three alumni profiles, a social media aggregator, and a fat footer. Look familiar? Ever hear someone say that you could take the logo off your website and it would look like every other institution out there? If you’re cringing or laughing nervously, this webinar is for you. (Ariana Grande said it best.)
We'll arm you with the tools you need to make your next website redesign, starting with your homepage, distinct and compelling.
What You'll Learn:
Why the universal university homepage phenomenon happens.
Five strategies for avoiding the “regression to the mean”.
The most important research and data to leverage in defending your decisions, educating your stakeholders, and dispelling popular myths about user experience (three-click rule, anyone?).
Key steps to take in between redesigns to set yourself up for longterm success.
The University of North Dakota has always been ahead of its time. But like many schools, UND initially built and grew its website piece by piece, without a unified vision. Without centralized management, the site eventually ballooned to more than 30,000 pages that varied in accuracy, timeliness, and presentation.
When it hired mStoner, UND’s needs were clear: create a cohesive site that could serve at least 13,000 students in more than 250 academic programs. Most important, UND wanted to reach an audience it hadn’t expressly prioritized before: prospective students. A major upgrade for UND’s new site was moving to a powerful search technology, powered by Funnelback.
Improving the Search Experience in Higher Ed: What's Next?mStoner, Inc.
Recent changes to website search are disrupting the way colleges and universities provide a fundamental website feature that impacts every key audience.
In this webinar, we will:
Review how the website search landscape has changed.
Discuss opportunities institutions have to use search to improve visitor experiences.
Examine how a major University tackled replacement of their former search solution, Google Search Appliance.
Look to the future at how search may unfold for colleges and universities.
In this five minute lightening talk, you'll get a crash course on the five step IMC (integrated marketing communications) process and learn ways education can leverage the model to integrate internal and external communications and accurately measure results.
Content Planning and Delivery for higher edmStoner, Inc.
Planning, organizing, and maintaining college and university web content is challenging. Competing priorities, resource limitations and siloed departments all have the potential to derail content projects.
Whether you’re preparing for a large-scale website redesign, a capital campaign microsite, or just refreshing a few key pages, you want to get the right content to the right audience on time and on budget.
During the webinar, we'll share practical examples and techniques that you can use to avoid common pitfalls of content delivery for your next project. You'll learn:
Which content questions to ask early in your project
What roles you need to consistently produce quality content
The pros and cons of centralized and decentralized content creation
How to prioritize when you have large amounts of content to create or review
How to plan for a workflow that incorporates faculty review
Storytelling and Integrated Marketing CommunicationsmStoner, Inc.
Storytelling is imperative if you want to build an enduring brand for your college or university.
The truth is, we could all be better at articulating who we are, what we’ve experienced, and why it matters. In order to tell better stories, institutions must first develop a true understanding of and empathy for target audiences, clarify brand messaging, and then develop staffing and skill sets to infuse storytelling into robust integrated marketing campaigns.
The digital space allows storytellers to immerse audiences even more fully in our stories with the opportunity to integrate and weave video, photography, user-generated content, and other rich media throughout the marketing campaign.
Are your readers at the heart of your institution’s story? Join mStoner and our branding partner BVK for the third webinar in our summer series. We’ll arm you with the knowledge you need — storytelling principles, concrete planning steps, and best-practice examples — to ensure storytelling is at the heart of your integrated marketing communication.
What You Will Learn:
How to develop an on-brand storytelling strategy
How to structure your stories
Traits of successful stories and how to measure impact
Ways to weave storytelling in your next integrated marketing campaign
Brand Architecture: Building an Enduring BrandmStoner, Inc.
Most brand efforts start with a bang, then soon fade away. Why? Because too many institutions continue to focus on features and benefits to tell their story. In today’s hypercompetitive environment, colleges and universities need to do more.
Institutions need to discover — or, for many, rediscover — their core values. Once that happens, there is an enormous opportunity for elevating your message beyond the statistics, beyond the rankings, and beyond the athletic accomplishments.
In part two of the Summer Webinar Series, we’ll provide you with important insights that can help transform your institution from enrollment to endowment.
What You’ll Learn:
What values-based marketing is.
How this approach (based on 10 years and 50,000 brands studied) has created incredible success both inside and outside of the higher education category.
The neuroscience of infusing emotion into your university’s brand messaging, leading to differentiation and increased engagement.
Insights into the Masterbrand approach and the necessary steps required to create brand consistency across the entire university.
How to discover, unite, inspire and unleash the power of your brand at each of your university’s touch points.
Higher Education Brand and Website Case StudiesmStoner, Inc.
What is one way you can help get senior leaders at your institution to understand and buy into the time and resources necessary for a branding initiative and website redesign done right?
Invoke the success of others.
Download six micro case studies from mStoner and BVK, our branding partner, to showcase successful higher education brand and web projects.
Pitch Perfect: How to Gain Internal Buy-InmStoner, Inc.
You know that what your institution calls a brand is actually a logo and a worn tagline. It’s time to get serious about your brand positioning. You need research, critical thinking, creative brilliance, and a digital-first strategy. And you need a website that serves as the flagship for your newly articulated brand.
How do you get your senior leadership to understand and buy into the time and resources necessary for a branding initiative and website redesign done right?
In this webinar, mStoner and our branding partner BVK arm you with the tools — the data, the stories, presentation approach and techniques — you’ll need to build and deliver a persuasive pitch to your decision-makers.
What You'll Learn:
The process, timeline, and potential costs involved in a brand-to-website project.
Options and alternatives for sequencing work, particularly in the face of institutional milestones or strategic planning process.
Ways to justify a large investment using data and information that will resonate with your institution’s decision-makers.
MAKE 2018 THE YEAR YOU REALLY OWN YOUR SITE AND ENSURE THE CONTENT AND DESIGN REFLECT THE QUALITY OF YOUR INSTITUTION.
In this webinar, we cover the six things you need to know to set up your redesign project for success. You’ll learn how to:
1. Use insights from data to justify a website redesign, and what to do while you’re waiting for budgetary approval.
2. Set your priorities by determining goals and success metrics around engagement, conversion, brand building, and internal efficiency and collaboration.
3. Identify blind spots. (Spoiler alert: We have a list of top 10 mistakes that institutions usually make, and how to avoid them.)
4. Create a strong RFP that great firms will want to respond to, and choose the best-fit partner for your needs.
5. Create realistic expectations internally around cost, process, and community engagement.
6. Move your website from a capital project to an ongoing process.
Have you ever wondered what prospective teens are thinking when they receive and read — or ignore —your institution's recruitment marketing?
Prospective teen students are the prime audience for many higher education marketers. To reach them, we rely on a set of best practices targeted to teen needs and interests when building marketing and recruitment plans.
This third study in the Mythbusting series is the first to focus on the complete enrollment marketing mix.
In partnership with NRCCUA® (National Research Center for College & University Admissions), we designed a survey asking prospective teens to share their frank opinions of tactics institutions use to reach and engage them. We administered an identical survey to higher ed enrollment and marketing professionals to find out what they know (or think they know) about what teens want.
The resulting presentation explores where these perspectives converge — and differ — and how marketers can leverage this knowledge. We uncover the best channels for boosting visibility among prospective teen students and identify what encourages them to apply to your institution.
People are wired for stories.
Digital media allows us to bring life to those stories through words, images, sounds, and moving pictures. Exploring the guiding philosophy, lifecycle, and elements of a digital story, this webinar reviews pace-setting examples drawn from news media, colleges, and universities.
If you’re looking for ways to become a better storyteller and extend the reach and impact of communications that you already produce, don’t miss this webinar.
What You Will Learn
• Why storytelling matters
• How excellent digital stories are constructed
• What roles are necessary for a story team
• How to create a smart, sustainable solution for digital story content
Personalization on Higher Education Websites – The New Competitive AdvantagemStoner, Inc.
Visitors increasingly expect a personalized experience from the website they interact with. This webinar explores personalization opportunities to help elevate your brand experience, increase key conversions, and provide specific content to your different audience segments. We’ll take a practical approach to planning for web personalization and identify the important prerequisites for getting it right.
What You Will Learn
• The connections between web personalization, content strategy, information architecture, and analytics.
• The benefits, opportunities, challenges, and risks of web personalization for education institutions.
• The technical infrastructure necessary to support web personalization.
• How to begin planning for web personalization on your website.
A Strategic Approach: GenAI in EducationPeter 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.
Synthetic Fiber Construction in lab .pptxPavel ( NSTU)
Synthetic fiber production is a fascinating and complex field that blends chemistry, engineering, and environmental science. By understanding these aspects, students can gain a comprehensive view of synthetic fiber production, its impact on society and the environment, and the potential for future innovations. Synthetic fibers play a crucial role in modern society, impacting various aspects of daily life, industry, and the environment. ynthetic fibers are integral to modern life, offering a range of benefits from cost-effectiveness and versatility to innovative applications and performance characteristics. While they pose environmental challenges, ongoing research and development aim to create more sustainable and eco-friendly alternatives. Understanding the importance of synthetic fibers helps in appreciating their role in the economy, industry, and daily life, while also emphasizing the need for sustainable practices and innovation.
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.
Model Attribute Check Company Auto PropertyCeline George
In Odoo, the multi-company feature allows you to manage multiple companies within a single Odoo database instance. Each company can have its own configurations while still sharing common resources such as products, customers, and suppliers.
Safalta Digital marketing institute in Noida, provide complete applications that encompass a huge range of virtual advertising and marketing additives, which includes search engine optimization, virtual communication advertising, pay-per-click on marketing, content material advertising, internet analytics, and greater. These university courses are designed for students who possess a comprehensive understanding of virtual marketing strategies and attributes.Safalta Digital Marketing Institute in Noida is a first choice for young individuals or students who are looking to start their careers in the field of digital advertising. The institute gives specialized courses designed and certification.
for beginners, providing thorough training in areas such as SEO, digital communication marketing, and PPC training in Noida. After finishing the program, students receive the certifications recognised by top different universitie, setting a strong foundation for a successful career in digital marketing.
Executive Directors Chat Leveraging AI for Diversity, Equity, and InclusionTechSoup
Let’s explore the intersection of technology and equity in the final session of our DEI series. Discover how AI tools, like ChatGPT, can be used to support and enhance your nonprofit's DEI initiatives. Participants will gain insights into practical AI applications and get tips for leveraging technology to advance their DEI goals.
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.
Read| The latest issue of The Challenger is here! We are thrilled to announce that our school paper has qualified for the NATIONAL SCHOOLS PRESS CONFERENCE (NSPC) 2024. Thank you for your unwavering support and trust. Dive into the stories that made us stand out!
A review of the growth of the Israel Genealogy Research Association Database Collection for the last 12 months. Our collection is now passed the 3 million mark and still growing. See which archives have contributed the most. See the different types of records we have, and which years have had records added. You can also see what we have for the future.
How to Make a Field invisible in Odoo 17Celine George
It is possible to hide or invisible some fields in odoo. Commonly using “invisible” attribute in the field definition to invisible the fields. This slide will show how to make a field invisible in odoo 17.
2024.06.01 Introducing a competency framework for languag learning materials ...Sandy Millin
http://sandymillin.wordpress.com/iateflwebinar2024
Published classroom materials form the basis of syllabuses, drive teacher professional development, and have a potentially huge influence on learners, teachers and education systems. All teachers also create their own materials, whether a few sentences on a blackboard, a highly-structured fully-realised online course, or anything in between. Despite this, the knowledge and skills needed to create effective language learning materials are rarely part of teacher training, and are mostly learnt by trial and error.
Knowledge and skills frameworks, generally called competency frameworks, for ELT teachers, trainers and managers have existed for a few years now. However, until I created one for my MA dissertation, there wasn’t one drawing together what we need to know and do to be able to effectively produce language learning materials.
This webinar will introduce you to my framework, highlighting the key competencies I identified from my research. It will also show how anybody involved in language teaching (any language, not just English!), teacher training, managing schools or developing language learning materials can benefit from using the framework.
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.
2. Strategy. Research. Branding.
User Experience. Content Strategy.
Digital and Print Design. User Testing.
Technical Execution.
www.mstoner.com
773.305.0537 mallory.wood@mstoner.com @mStonerInc
4. 1. Principles of experience mapping
2. Examples of experience maps
3. Six things to do before you draw
4. Tools for creating experience maps
5. Using the maps to improve process and promise
7. An experience map is a visual
diagram to “illuminate the holistic
customer experience, demonstrating
the highs and lows people feel while
interacting with your product or
service.”
– Brandon Schauer,
Adaptive Path’s Guide to
Experience Mapping
8. An experience map is a visual
representation of the formal research,
informal conversations, and stories
that you’ve gathered about your
audiences.
9. Experience mapping
is the process you use
to create an experience map,
including . . .
10. augmenting the map
using the map for content and process strategy
drafting the experience map
conducting interviews + research
11. KEEP THESE THINGS IN MIND WHEN EXPERIENCE MAPPING:
PURPOSE, PEOPLE, PROCESS, PROMISE
13. Purpose: an experience map should visualize
a customer’s experience with a product or service
across locations, time, and channels. The focus is
your customer or audience, not your service or product.
14. Purpose: on a web project specifically, an experience map can be a
powerful tool for relating web content to different parts of the
customer journey … and to identifying areas for improvement that
aren’t about your online presence.
16. People: an experience map should lead you to a better
understanding of — and empathy with — your audiences.
We want to know not just the what, but the when and and
how and why.
17. People: experience mapping can draw stakeholders
together and give them a common point of
reference — especially important in higher education, where
people often work in silos.
23. Close-knit community? High-tech and high-touch?
Support to help you succeed? From here to your future?
How do individual experiences support those promises?
27. It’s an online booking system that unifies 35
different railway travel systems that connect
major cities throughout Europe.
28. This experience map shows the customer
journey from research and planning through
post-travel.
29.
30.
31.
32.
33.
34.
35. • Identifies steps in customer
journey, from travel research
to post-travel.
• Visualizes multiple methods /
devices for investigation.
• Focuses on customers’
feelings, thoughts, and
actions.
• Identifies opportunities for
improving the experience.
Recap!
37. This experience map example was created
for a broadband internet provider.
Let’s take a look!
38.
39.
40.
41.
42.
43. • Experience map begins with a
story and a person.
• Combines thoughts and feelings
into one category (they are
connected!).
• Identifies service gaps — places
where the customer may
experience emotional lows.
• Finishes with opportunities for
improving the experience.
Recap!
45. This experience map example
demonstrates what a person goes through
during a purchase at a Starbucks location.
46.
47.
48.
49.
50.
51. • Each touchpoint is described in
detail.
• Establishes customers’
baseline expectations.
• Identifies opportunities to
improve the experience.
• Identifies places – in the same
touchpoint – where some
customers might have a bad
experience.
Recap!
53. This experience map example
demonstrates the process of a
prospective graduate student
transitioning into a
current graduate student.
54. Don’t make them think.
The process of exploring and applying should be
clear and straightforward.
Allow freedom of process.
The experience of applying and deciding where to
go for graduate school isn’t linear.
Communicate the brand.
Users should experience you as engaging,
cosmopolitan, unpretentious, and enthusiastic.
Think beyond the website.
The website is one (but only one) of the major
touchpoints in what can be a lengthy process.
Stages NARROW CHOICES & APPLY DECIDE & ACCEPT TRANSITIONUNDERSTAND & EXPLORE
Principles
Thinking
Feeling
Opportunities
• Why do I want to do this?
• What programs are right for me?
• How do my options compare financially?
• What will my life be like?
• What are my short list of options?
• Who would I be working / studying with?
• Should I visit campus?
• How will I prepare for interviews?
• How many schools should I apply to?
• Is this the best fit for me in terms of goals?
Lifestyle? Location? Finances?
• If I get into multiple places and get similar offers,
how do I choose?
• How do I prepare for this transition?
• What do I need to know about next steps?
Doing
• Excitement: this is the next big step in my career!
• Frustration: comparing tuition costs is
complicated.
• Anticipation: this will be difficult, and may be fun.
• Excitement: to work with <specific professor>.
• Apprehension: I need to make sure I get my
applications in on time. And I don’t like
interviews.
• Excitement: I am closing in on a choice.
• Confidence: I’m making the right choice!
• Doubt: Am I making the right choice?
• Desire for reassurance: I want to know that I am
making the right choice.
• Relief: I’ve made it through an intense process
and am ready for the next step.
• Mixed feelings: there are big life changes ahead
and I’m feeling complex emotions.
• Anticipation: what may the future be like?
Visiting .edu sites
Reviewing rankings
Performing Google
searches, in-site
searches
Investigating jobs and pay
ranges possible with
specific degrees
Talking to peers,
family, and
influencers
Comparing of pros
and cons of each option in detail
Completing
applications
Reviewing financial
aid possibilities Making deposit
$
Accepting an
offer for admission
Talking to professors,
admissions counselors,
other graduates
Getting in touch
with incoming
classmatesRegistering for
classes
Reviewing research and
focus choices and
requirements
Likely
destinations
• Departments
• Request info
• Program pages
• Faculty bios
• Research/focus areas
• Labs and facilities
• Financial aid
• Deadlines
• Program requirements
• Costs & tuition
• Online application
• Contact info
• Student Services • Visit information
• Check Application
Status
• Financial Aid
• Office of the Dean
• Register for classes
• Living options
• Incoming class info
• Graduate Student
Handbook
Give them reasons to choose you.
• Emphasize brand differentiators.
• Data/infographics about outcomes and success.
• Improve program pages / add program filter.
Make transactions speedy.
• Confirmation online and in person about
acceptance, financial aid, deposit information.
Make post-admission steps painless.
• Provide a great post-application checklist.
• Make living options available.
• Facilitate interactions between incoming peers.
• Review in-site search data relevant to programs.
• Costs and financial aid should be intuitive.
• Faculty bios should be current and complete.
• Promote your location.
Deciding if now is the
right time for grad school
Moving in
investigating
neighborhoods and
housing
Engaging in social
Visiting campus
55. Don’t make them think.
The process of exploring and applying should be
clear and straightforward.
Allow freedom of process.
The experience of applying and deciding where to
go for graduate school isn’t linear.
Communicate the brand.
Users should experience you as engaging,
cosmopolitan, unpretentious, and enthusiastic.
Think beyond the website.
The website is one (but only one) of the major
touchpoints in what can be a lengthy process.
Stages NARROW CHOICES & APPLY DECIDE & ACCEPT TRANSITIONUNDERSTAND & EXPLORE
Principles
Thinking
Feeling
Opportunities
• Why do I want to do this?
• What programs are right for me?
• How do my options compare financially?
• What will my life be like?
• What are my short list of options?
• Who would I be working / studying with?
• Should I visit campus?
• How will I prepare for interviews?
• How many schools should I apply to?
• Is this the best fit for me in terms of goals?
Lifestyle? Location? Finances?
• If I get into multiple places and get similar offers,
how do I choose?
• How do I prepare for this transition?
• What do I need to know about next steps?
Doing
• Excitement: this is the next big step in my career!
• Frustration: comparing tuition costs is
complicated.
• Anticipation: this will be difficult, and may be fun.
• Excitement: to work with <specific professor>.
• Apprehension: I need to make sure I get my
applications in on time. And I don’t like
interviews.
• Excitement: I am closing in on a choice.
• Confidence: I’m making the right choice!
• Doubt: Am I making the right choice?
• Desire for reassurance: I want to know that I am
making the right choice.
• Relief: I’ve made it through an intense process
and am ready for the next step.
• Mixed feelings: there are big life changes ahead
and I’m feeling complex emotions.
• Anticipation: what may the future be like?
Visiting .edu sites
Reviewing rankings
Performing Google
searches, in-site
searches
Investigating jobs and pay
ranges possible with
specific degrees
Talking to peers,
family, and
influencers
Comparing of pros
and cons of each option in detail
Completing
applications
Reviewing financial
aid possibilities Making deposit
$
Accepting an
offer for admission
Talking to professors,
admissions counselors,
other graduates
Getting in touch
with incoming
classmatesRegistering for
classes
Reviewing research and
focus choices and
requirements
Likely
destinations
• Departments
• Request info
• Program pages
• Faculty bios
• Research/focus areas
• Labs and facilities
• Financial aid
• Deadlines
• Program requirements
• Costs & tuition
• Online application
• Contact info
• Student Services • Visit information
• Check Application
Status
• Financial Aid
• Office of the Dean
• Register for classes
• Living options
• Incoming class info
• Graduate Student
Handbook
Give them reasons to choose you.
• Emphasize brand differentiators.
• Data/infographics about outcomes and success.
• Improve program pages / add program filter.
Make transactions speedy.
• Confirmation online and in person about
acceptance, financial aid, deposit information.
Make post-admission steps painless.
• Provide a great post-application checklist.
• Make living options available.
• Facilitate interactions between incoming peers.
• Review in-site search data relevant to programs.
• Costs and financial aid should be intuitive.
• Faculty bios should be current and complete.
• Promote your location.
Deciding if now is the
right time for grad school
Moving in
investigating
neighborhoods and
housing
Engaging in social
Visiting campus
56. Don’t make them think.
The process of exploring and applying should be
clear and straightforward.
Allow freedom of process.
The experience of applying and deciding where to
go for graduate school isn’t linear.
Communicate the brand.
Users should experience you as engaging,
cosmopolitan, unpretentious, and enthusiastic.
Think beyond the website.
The website is one (but only one) of the major
touchpoints in what can be a lengthy process.
Stages NARROW CHOICES & APPLY DECIDE & ACCEPT TRANSITIONUNDERSTAND & EXPLORE
Principles
Thinking
Feeling
Opportunities
• Why do I want to do this?
• What programs are right for me?
• How do my options compare financially?
• What will my life be like?
• What are my short list of options?
• Who would I be working / studying with?
• Should I visit campus?
• How will I prepare for interviews?
• How many schools should I apply to?
• Is this the best fit for me in terms of goals?
Lifestyle? Location? Finances?
• If I get into multiple places and get similar offers,
how do I choose?
• How do I prepare for this transition?
• What do I need to know about next steps?
Doing
• Excitement: this is the next big step in my career!
• Frustration: comparing tuition costs is
complicated.
• Anticipation: this will be difficult, and may be fun.
• Excitement: to work with <specific professor>.
• Apprehension: I need to make sure I get my
applications in on time. And I don’t like
interviews.
• Excitement: I am closing in on a choice.
• Confidence: I’m making the right choice!
• Doubt: Am I making the right choice?
• Desire for reassurance: I want to know that I am
making the right choice.
• Relief: I’ve made it through an intense process
and am ready for the next step.
• Mixed feelings: there are big life changes ahead
and I’m feeling complex emotions.
• Anticipation: what may the future be like?
Visiting .edu sites
Reviewing rankings
Performing Google
searches, in-site
searches
Investigating jobs and pay
ranges possible with
specific degrees
Talking to peers,
family, and
influencers
Comparing of pros
and cons of each option in detail
Completing
applications
Reviewing financial
aid possibilities Making deposit
$
Accepting an
offer for admission
Talking to professors,
admissions counselors,
other graduates
Getting in touch
with incoming
classmatesRegistering for
classes
Reviewing research and
focus choices and
requirements
Likely
destinations
• Departments
• Request info
• Program pages
• Faculty bios
• Research/focus areas
• Labs and facilities
• Financial aid
• Deadlines
• Program requirements
• Costs & tuition
• Online application
• Contact info
• Student Services • Visit information
• Check Application
Status
• Financial Aid
• Office of the Dean
• Register for classes
• Living options
• Incoming class info
• Graduate Student
Handbook
Give them reasons to choose you.
• Emphasize brand differentiators.
• Data/infographics about outcomes and success.
• Improve program pages / add program filter.
Make transactions speedy.
• Confirmation online and in person about
acceptance, financial aid, deposit information.
Make post-admission steps painless.
• Provide a great post-application checklist.
• Make living options available.
• Facilitate interactions between incoming peers.
• Review in-site search data relevant to programs.
• Costs and financial aid should be intuitive.
• Faculty bios should be current and complete.
• Promote your location.
Deciding if now is the
right time for grad school
Moving in
investigating
neighborhoods and
housing
Engaging in social
Visiting campus
57. Don’t make them think.
The process of exploring and applying should be
clear and straightforward.
Allow freedom of process.
The experience of applying and deciding where to
go for graduate school isn’t linear.
Communicate the brand.
Users should experience you as engaging,
cosmopolitan, unpretentious, and enthusiastic.
Think beyond the website.
The website is one (but only one) of the major
touchpoints in what can be a lengthy process.
Stages NARROW CHOICES & APPLY DECIDE & ACCEPT TRANSITIONUNDERSTAND & EXPLORE
Principles
Thinking
Feeling
Opportunities
• Why do I want to do this?
• What programs are right for me?
• How do my options compare financially?
• What will my life be like?
• What are my short list of options?
• Who would I be working / studying with?
• Should I visit campus?
• How will I prepare for interviews?
• How many schools should I apply to?
• Is this the best fit for me in terms of goals?
Lifestyle? Location? Finances?
• If I get into multiple places and get similar offers,
how do I choose?
• How do I prepare for this transition?
• What do I need to know about next steps?
Doing
• Excitement: this is the next big step in my career!
• Frustration: comparing tuition costs is
complicated.
• Anticipation: this will be difficult, and may be fun.
• Excitement: to work with <specific professor>.
• Apprehension: I need to make sure I get my
applications in on time. And I don’t like
interviews.
• Excitement: I am closing in on a choice.
• Confidence: I’m making the right choice!
• Doubt: Am I making the right choice?
• Desire for reassurance: I want to know that I am
making the right choice.
• Relief: I’ve made it through an intense process
and am ready for the next step.
• Mixed feelings: there are big life changes ahead
and I’m feeling complex emotions.
• Anticipation: what may the future be like?
Visiting .edu sites
Reviewing rankings
Performing Google
searches, in-site
searches
Investigating jobs and pay
ranges possible with
specific degrees
Talking to peers,
family, and
influencers
Comparing of pros
and cons of each option in detail
Completing
applications
Reviewing financial
aid possibilities Making deposit
$
Accepting an
offer for admission
Talking to professors,
admissions counselors,
other graduates
Getting in touch
with incoming
classmatesRegistering for
classes
Reviewing research and
focus choices and
requirements
Likely
destinations
• Departments
• Request info
• Program pages
• Faculty bios
• Research/focus areas
• Labs and facilities
• Financial aid
• Deadlines
• Program requirements
• Costs & tuition
• Online application
• Contact info
• Student Services • Visit information
• Check Application
Status
• Financial Aid
• Office of the Dean
• Register for classes
• Living options
• Incoming class info
• Graduate Student
Handbook
Give them reasons to choose you.
• Emphasize brand differentiators.
• Data/infographics about outcomes and success.
• Improve program pages / add program filter.
Make transactions speedy.
• Confirmation online and in person about
acceptance, financial aid, deposit information.
Make post-admission steps painless.
• Provide a great post-application checklist.
• Make living options available.
• Facilitate interactions between incoming peers.
• Review in-site search data relevant to programs.
• Costs and financial aid should be intuitive.
• Faculty bios should be current and complete.
• Promote your location.
Deciding if now is the
right time for grad school
Moving in
investigating
neighborhoods and
housing
Engaging in social
Visiting campus
58. Don’t make them think.
The process of exploring and applying should be
clear and straightforward.
Allow freedom of process.
The experience of applying and deciding where to
go for graduate school isn’t linear.
Communicate the brand.
Users should experience you as engaging,
cosmopolitan, unpretentious, and enthusiastic.
Think beyond the website.
The website is one (but only one) of the major
touchpoints in what can be a lengthy process.
Stages NARROW CHOICES & APPLY DECIDE & ACCEPT TRANSITIONUNDERSTAND & EXPLORE
Principles
Thinking
Feeling
Opportunities
• Why do I want to do this?
• What programs are right for me?
• How do my options compare financially?
• What will my life be like?
• What are my short list of options?
• Who would I be working / studying with?
• Should I visit campus?
• How will I prepare for interviews?
• How many schools should I apply to?
• Is this the best fit for me in terms of goals?
Lifestyle? Location? Finances?
• If I get into multiple places and get similar offers,
how do I choose?
• How do I prepare for this transition?
• What do I need to know about next steps?
Doing
• Excitement: this is the next big step in my career!
• Frustration: comparing tuition costs is
complicated.
• Anticipation: this will be difficult, and may be fun.
• Excitement: to work with <specific professor>.
• Apprehension: I need to make sure I get my
applications in on time. And I don’t like
interviews.
• Excitement: I am closing in on a choice.
• Confidence: I’m making the right choice!
• Doubt: Am I making the right choice?
• Desire for reassurance: I want to know that I am
making the right choice.
• Relief: I’ve made it through an intense process
and am ready for the next step.
• Mixed feelings: there are big life changes ahead
and I’m feeling complex emotions.
• Anticipation: what may the future be like?
Visiting .edu sites
Reviewing rankings
Performing Google
searches, in-site
searches
Investigating jobs and pay
ranges possible with
specific degrees
Talking to peers,
family, and
influencers
Comparing of pros
and cons of each option in detail
Completing
applications
Reviewing financial
aid possibilities Making deposit
$
Accepting an
offer for admission
Talking to professors,
admissions counselors,
other graduates
Getting in touch
with incoming
classmatesRegistering for
classes
Reviewing research and
focus choices and
requirements
Likely
destinations
• Departments
• Request info
• Program pages
• Faculty bios
• Research/focus areas
• Labs and facilities
• Financial aid
• Deadlines
• Program requirements
• Costs & tuition
• Online application
• Contact info
• Student Services • Visit information
• Check Application
Status
• Financial Aid
• Office of the Dean
• Register for classes
• Living options
• Incoming class info
• Graduate Student
Handbook
Give them reasons to choose you.
• Emphasize brand differentiators.
• Data/infographics about outcomes and success.
• Improve program pages / add program filter.
Make transactions speedy.
• Confirmation online and in person about
acceptance, financial aid, deposit information.
Make post-admission steps painless.
• Provide a great post-application checklist.
• Make living options available.
• Facilitate interactions between incoming peers.
• Review in-site search data relevant to programs.
• Costs and financial aid should be intuitive.
• Faculty bios should be current and complete.
• Promote your location.
Deciding if now is the
right time for grad school
Moving in
investigating
neighborhoods and
housing
Engaging in social
Visiting campus
59. Don’t make them think.
The process of exploring and applying should be
clear and straightforward.
Allow freedom of process.
The experience of applying and deciding where to
go for graduate school isn’t linear.
Communicate the brand.
Users should experience you as engaging,
cosmopolitan, unpretentious, and enthusiastic.
Think beyond the website.
The website is one (but only one) of the major
touchpoints in what can be a lengthy process.
Stages NARROW CHOICES & APPLY DECIDE & ACCEPT TRANSITIONUNDERSTAND & EXPLORE
Principles
Thinking
Feeling
Opportunities
• Why do I want to do this?
• What programs are right for me?
• How do my options compare financially?
• What will my life be like?
• What are my short list of options?
• Who would I be working / studying with?
• Should I visit campus?
• How will I prepare for interviews?
• How many schools should I apply to?
• Is this the best fit for me in terms of goals?
Lifestyle? Location? Finances?
• If I get into multiple places and get similar offers,
how do I choose?
• How do I prepare for this transition?
• What do I need to know about next steps?
Doing
• Excitement: this is the next big step in my career!
• Frustration: comparing tuition costs is
complicated.
• Anticipation: this will be difficult, and may be fun.
• Excitement: to work with <specific professor>.
• Apprehension: I need to make sure I get my
applications in on time. And I don’t like
interviews.
• Excitement: I am closing in on a choice.
• Confidence: I’m making the right choice!
• Doubt: Am I making the right choice?
• Desire for reassurance: I want to know that I am
making the right choice.
• Relief: I’ve made it through an intense process
and am ready for the next step.
• Mixed feelings: there are big life changes ahead
and I’m feeling complex emotions.
• Anticipation: what may the future be like?
Visiting .edu sites
Reviewing rankings
Performing Google
searches, in-site
searches
Investigating jobs and pay
ranges possible with
specific degrees
Talking to peers,
family, and
influencers
Comparing of pros
and cons of each option in detail
Completing
applications
Reviewing financial
aid possibilities Making deposit
$
Accepting an
offer for admission
Talking to professors,
admissions counselors,
other graduates
Getting in touch
with incoming
classmatesRegistering for
classes
Reviewing research and
focus choices and
requirements
Likely
destinations
• Departments
• Request info
• Program pages
• Faculty bios
• Research/focus areas
• Labs and facilities
• Financial aid
• Deadlines
• Program requirements
• Costs & tuition
• Online application
• Contact info
• Student Services • Visit information
• Check Application
Status
• Financial Aid
• Office of the Dean
• Register for classes
• Living options
• Incoming class info
• Graduate Student
Handbook
Give them reasons to choose you.
• Emphasize brand differentiators.
• Data/infographics about outcomes and success.
• Improve program pages / add program filter.
Make transactions speedy.
• Confirmation online and in person about
acceptance, financial aid, deposit information.
Make post-admission steps painless.
• Provide a great post-application checklist.
• Make living options available.
• Facilitate interactions between incoming peers.
• Review in-site search data relevant to programs.
• Costs and financial aid should be intuitive.
• Faculty bios should be current and complete.
• Promote your location.
Deciding if now is the
right time for grad school
Moving in
investigating
neighborhoods and
housing
Engaging in social
Visiting campus
60. Don’t make them think.
The process of exploring and applying should be
clear and straightforward.
Allow freedom of process.
The experience of applying and deciding where to
go for graduate school isn’t linear.
Communicate the brand.
Users should experience you as engaging,
cosmopolitan, unpretentious, and enthusiastic.
Think beyond the website.
The website is one (but only one) of the major
touchpoints in what can be a lengthy process.
Stages NARROW CHOICES & APPLY DECIDE & ACCEPT TRANSITIONUNDERSTAND & EXPLORE
Principles
Thinking
Feeling
Opportunities
• Why do I want to do this?
• What programs are right for me?
• How do my options compare financially?
• What will my life be like?
• What are my short list of options?
• Who would I be working / studying with?
• Should I visit campus?
• How will I prepare for interviews?
• How many schools should I apply to?
• Is this the best fit for me in terms of goals?
Lifestyle? Location? Finances?
• If I get into multiple places and get similar offers,
how do I choose?
• How do I prepare for this transition?
• What do I need to know about next steps?
Doing
• Excitement: this is the next big step in my career!
• Frustration: comparing tuition costs is
complicated.
• Anticipation: this will be difficult, and may be fun.
• Excitement: to work with <specific professor>.
• Apprehension: I need to make sure I get my
applications in on time. And I don’t like
interviews.
• Excitement: I am closing in on a choice.
• Confidence: I’m making the right choice!
• Doubt: Am I making the right choice?
• Desire for reassurance: I want to know that I am
making the right choice.
• Relief: I’ve made it through an intense process
and am ready for the next step.
• Mixed feelings: there are big life changes ahead
and I’m feeling complex emotions.
• Anticipation: what may the future be like?
Visiting .edu sites
Reviewing rankings
Performing Google
searches, in-site
searches
Investigating jobs and pay
ranges possible with
specific degrees
Talking to peers,
family, and
influencers
Comparing of pros
and cons of each option in detail
Completing
applications
Reviewing financial
aid possibilities Making deposit
$
Accepting an
offer for admission
Talking to professors,
admissions counselors,
other graduates
Getting in touch
with incoming
classmatesRegistering for
classes
Reviewing research and
focus choices and
requirements
Likely
destinations
• Departments
• Request info
• Program pages
• Faculty bios
• Research/focus areas
• Labs and facilities
• Financial aid
• Deadlines
• Program requirements
• Costs & tuition
• Online application
• Contact info
• Student Services • Visit information
• Check Application
Status
• Financial Aid
• Office of the Dean
• Register for classes
• Living options
• Incoming class info
• Graduate Student
Handbook
Give them reasons to choose you.
• Emphasize brand differentiators.
• Data/infographics about outcomes and success.
• Improve program pages / add program filter.
Make transactions speedy.
• Confirmation online and in person about
acceptance, financial aid, deposit information.
Make post-admission steps painless.
• Provide a great post-application checklist.
• Make living options available.
• Facilitate interactions between incoming peers.
• Review in-site search data relevant to programs.
• Costs and financial aid should be intuitive.
• Faculty bios should be current and complete.
• Promote your location.
Deciding if now is the
right time for grad school
Moving in
investigating
neighborhoods and
housing
Engaging in social
Visiting campus
61. Don’t make them think.
The process of exploring and applying should be
clear and straightforward.
Allow freedom of process.
The experience of applying and deciding where to
go for graduate school isn’t linear.
Communicate the brand.
Users should experience you as engaging,
cosmopolitan, unpretentious, and enthusiastic.
Think beyond the website.
The website is one (but only one) of the major
touchpoints in what can be a lengthy process.
Stages NARROW CHOICES & APPLY DECIDE & ACCEPT TRANSITIONUNDERSTAND & EXPLORE
Principles
Thinking
Feeling
Opportunities
• Why do I want to do this?
• What programs are right for me?
• How do my options compare financially?
• What will my life be like?
• What are my short list of options?
• Who would I be working / studying with?
• Should I visit campus?
• How will I prepare for interviews?
• How many schools should I apply to?
• Is this the best fit for me in terms of goals?
Lifestyle? Location? Finances?
• If I get into multiple places and get similar offers,
how do I choose?
• How do I prepare for this transition?
• What do I need to know about next steps?
Doing
• Excitement: this is the next big step in my career!
• Frustration: comparing tuition costs is
complicated.
• Anticipation: this will be difficult, and may be fun.
• Excitement: to work with <specific professor>.
• Apprehension: I need to make sure I get my
applications in on time. And I don’t like
interviews.
• Excitement: I am closing in on a choice.
• Confidence: I’m making the right choice!
• Doubt: Am I making the right choice?
• Desire for reassurance: I want to know that I am
making the right choice.
• Relief: I’ve made it through an intense process
and am ready for the next step.
• Mixed feelings: there are big life changes ahead
and I’m feeling complex emotions.
• Anticipation: what may the future be like?
Visiting .edu sites
Reviewing rankings
Performing Google
searches, in-site
searches
Investigating jobs and pay
ranges possible with
specific degrees
Talking to peers,
family, and
influencers
Comparing of pros
and cons of each option in detail
Completing
applications
Reviewing financial
aid possibilities Making deposit
$
Accepting an
offer for admission
Talking to professors,
admissions counselors,
other graduates
Getting in touch
with incoming
classmatesRegistering for
classes
Reviewing research and
focus choices and
requirements
Likely
destinations
• Departments
• Request info
• Program pages
• Faculty bios
• Research/focus areas
• Labs and facilities
• Financial aid
• Deadlines
• Program requirements
• Costs & tuition
• Online application
• Contact info
• Student Services • Visit information
• Check Application
Status
• Financial Aid
• Office of the Dean
• Register for classes
• Living options
• Incoming class info
• Graduate Student
Handbook
Give them reasons to choose you.
• Emphasize brand differentiators.
• Data/infographics about outcomes and success.
• Improve program pages / add program filter.
Make transactions speedy.
• Confirmation online and in person about
acceptance, financial aid, deposit information.
Make post-admission steps painless.
• Provide a great post-application checklist.
• Make living options available.
• Facilitate interactions between incoming peers.
• Review in-site search data relevant to programs.
• Costs and financial aid should be intuitive.
• Faculty bios should be current and complete.
• Promote your location.
Deciding if now is the
right time for grad school
Moving in
investigating
neighborhoods and
housing
Engaging in social
Visiting campus
62. • This map draws heavily from
Adaptive Path’s railway model
with variations to suit the
application of the information.
• Icons in the Doing section help
visualize customer actions.
• We connect each phase to
likely destinations on the web
to help make the strategy
actionable.
Recap!
Don’t make them think.
The process of exploring and applying should be
clear and straightforward.
Allow freedom of process.
The experience of applying and deciding where to
go for graduate school isn’t linear.
Communicate the brand.
Users should experience you as engaging,
cosmopolitan, unpretentious, and enthusiastic.
Think beyond the website.
The website is one (but only one) of the major
touchpoints in what can be a lengthy process.
Stages NARROW CHOICES & APPLY DECIDE & ACCEPT TRANSITIONUNDERSTAND & EXPLORE
Principles
Thinking
Feeling
Opportunities
• Why do I want to do this?
• What programs are right for me?
• How do my options compare financially?
• What will my life be like?
• What are my short list of options?
• Who would I be working / studying with?
• Should I visit campus?
• How will I prepare for interviews?
• How many schools should I apply to?
• Is this the best fit for me in terms of goals?
Lifestyle? Location? Finances?
• If I get into multiple places and get similar offers,
how do I choose?
• How do I prepare for this transition?
• What do I need to know about next steps?
Doing
• Excitement: this is the next big step in my career!
• Frustration: comparing tuition costs is
complicated.
• Anticipation: this will be difficult, and may be fun.
• Excitement: to work with <specific professor>.
• Apprehension: I need to make sure I get my
applications in on time. And I don’t like
interviews.
• Excitement: I am closing in on a choice.
• Confidence: I’m making the right choice!
• Doubt: Am I making the right choice?
• Desire for reassurance: I want to know that I am
making the right choice.
• Relief: I’ve made it through an intense process
and am ready for the next step.
• Mixed feelings: there are big life changes ahead
and I’m feeling complex emotions.
• Anticipation: what may the future be like?
Visiting .edu sites
Reviewing rankings
Performing Google
searches, in-site
searches
Investigating jobs and pay
ranges possible with
specific degrees
Talking to peers,
family, and
influencers
Comparing of pros
and cons of each option in detail
Completing
applications
Reviewing financial
aid possibilities Making deposit
$
Accepting an
offer for admission
Talking to professors,
admissions counselors,
other graduates
Getting in touch
with incoming
classmatesRegistering for
classes
Reviewing research and
focus choices and
requirements
Likely
destinations
• Departments
• Request info
• Program pages
• Faculty bios
• Research/focus areas
• Labs and facilities
• Financial aid
• Deadlines
• Program requirements
• Costs & tuition
• Online application
• Contact info
• Student Services • Visit information
• Check Application
Status
• Financial Aid
• Office of the Dean
• Register for classes
• Living options
• Incoming class info
• Graduate Student
Handbook
Give them reasons to choose you.
• Emphasize brand differentiators.
• Data/infographics about outcomes and success.
• Improve program pages / add program filter.
Make transactions speedy.
• Confirmation online and in person about
acceptance, financial aid, deposit information.
Make post-admission steps painless.
• Provide a great post-application checklist.
• Make living options available.
• Facilitate interactions between incoming peers.
• Review in-site search data relevant to programs.
• Costs and financial aid should be intuitive.
• Faculty bios should be current and complete.
• Promote your location.
Deciding if now is the
right time for grad school
Moving in
investigating
neighborhoods and
housing
Engaging in social
Visiting campus
64. 1Revisit the stories and conversations that you know.
Remember and review notes from one-on-ones that
you’ve had with people from your target audiences or
with people who work with your target audiences.
65. 2Review any brand, marketing studies or research your
institution has performed with the audience group
you’re mapping.
Market research often has a shelf life of five to 10 years,
depending on the methodology.
Reviewing past market research may give you insight
into how your audiences think.
66. 3Talk to the people who answer the phones and calls.
Get anecdotal information from the people on the front
lines — those who answer the phones and respond to
emails from your constituents every day.
67. 4Talk to leadership in different areas.
Talk to subject matter experts in your institution.
For example, deans or department chairs might have a
different point-of-view than leadership in admissions.
68. 5Review any relevant site and microsite analytics.
Site analytics and search logs give you insight into what
your audiences find valuable – and may help identify
weak areas on your current site.
69. 6See what else is out there.
What are other leaders in education are saying about the
audience (current students, prospective students, alumni)
that you’re trying to reach? What external research on
usability or user experience can you tap?
70. 7Plan some personas.
Persona work makes doing experience maps easier.
Experience maps are a kind of quick reference for what
someone goes through, and personas are a quick reference
for who goes through the process.
72. CAREER CLIMBER
Mary Vazquez
Attended Northeastern University
29 years old
Mary works full-time for a government agency in Boston. She was born and
raised in Boston, and plans to stay. She would like to move into a manager-
level position at her current agency or next job and she believes that a
graduate degree will help her move to the next level.
GOALS
•Wants to be able to move to the next level of her
career.
•Wants to be recognized as an employee with
potential for further advancement throughout her
career.
ATTITUDES
•“I want to advance to the next level of my career,
and a graduate degree will help me do that.”
•“I work full-time, so I need a graduate program that
will work with my schedule.”
•“My agency will pay for part of my tuition, but I will
be paying for the rest of it out of my salary, as I
don’t have much savings.”
DECISION FACTORS
•Job and placement statistics
•Convenience
•Cost
•Location
CONCERNS
•How long will this take me to complete, and how
can I shorten the time without killing myself?
•How will this degree be valuable to my current
employer?
•How have other graduates found this degree
valuable?
•How much are graduates being paid?
IN AN IDEAL EXPERIENCE, MARY WOULD ...
•See videos of alumni who have been promoted as a
result of getting their degree
•See videos of happy employers
•Easily find and understand cost and financial aid
information
•See course requirements and schedule information
•Find campus information, such as parking,
directions, and likely commute times
INFLUENCERS
•Alumni
•Colleagues
•Supervisor
•Senior leadership at next potential job
75. How we picked these tools:
1) It has to be easy to create an experience map with the tool.
2) The tool has to be affordable.
3) The tool has to be vetted / widely accepted in the industry.
76. Tool Platform Cost
Keynote OSX Free with all macs
PowerPoint OSX or Windows $5 / month
Sketch OSX $79
Illustrator OSX or Windows $19.99 / month with more
robust plans
78. Search “free icons” on
smashingmagazine.com.
More than 2000 results – many
are multi-icon sets.
Sets are important because they
usually contain multiple icons you
can use.
80. During content production: the experience map can
be a reference for using appropriate voice and tone, as well as
for creating editorial calendars.
The process of experience mapping
During design: the experience map can be a reference for how
to enable and empower the customer to complete tasks.
During strategy, the experience map can inform
information architecture and content models.
During testing: the map can be a reference for
making sure a site delivers a premium experience.
81. Sign up for mStoner's monthly newsletter
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