Website Branding: Experience Counts

Building Respect for Your Brand Online: Experience, Experience, Experience ©Robert E. Johnson, Ph.D. 2008 Adult Students: You Best Option for Enrollment Growth The Aslanian Group Boston, MA November 29-30, 2008

Your brand is… What people think about you and say about you when they hear your name… Every organization has a brand… Even if it isn’t always what you want it to be

Sometimes you just know a brand… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Some colleges claim a brand position…

Experience… more important than the claim ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

8 tips for brand safety on the web… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Eliminate frustration points… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Your brand promise on the web… Create your promise by defining elements of what makes you special…

First, find your distinctive points… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Then create your brand promise… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Stories to validate your brand promise… ,[object Object],[object Object],[object Object],[object Object],[object Object]

Social networks expand the brand experience… http://mysocialnetwork.umaryland.edu/

Ohio State and University of Phoenix… http://www.osu.edu/features/2008/socialmedia/

Video story telling expands the brand… http://realpeople.waldenu.edu/video-tim.cfm http://www.kenan-flagler.unc.edu/programs/emba/advance/balance.cfm

K.I.S.S. Creating a friendly website… Keep the first page as clean as possible… Visitors want to quickly get someplace else

Peterson’s… old style website

Peterson’s new style website… http://www.petersons.com/

What we’ve just seen is… ,[object Object],[object Object],[object Object],[object Object],[object Object]

Creating your branding tools… Website examples that create brand impact

Quick exit from the front page…

Brand statement + clear audience paths… http://www.pfeiffer.edu/

Brand statement continues… a story begins

Video expands the onsite experience…

Another strong experience… http://www.stedwards.edu/future.htm

Blogs aren’t just for teens…

Blogs… especially for adults http://blogs.targetx.com/umbssw/

Easy to find academic programs…

10 high visibility program choices… http://admission.emerson.edu/graduate/

Clear academic program presentation…

Easy to scan for key points… http://www.worldcampus.psu.edu/iMBA.shtml

Inquiry form…easy to find and complete http://www.mbaregis.com/

Summing up points to boost the brand… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Thank You! Bob Johnson, Ph.D. President and Senior Consultant Bob Johnson Consulting, LLC 226 Chauncey Court Marshall, MI 49068 248.766.6425 [email_address] Customer Carewords Research for Online Marketing Success: http://www.bobjohnsonconsulting.com/customercarewords.html

Website Branding: Experience Counts

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