Ce diaporama a bien été signalé.
Nous utilisons votre profil LinkedIn et vos données d’activité pour vous proposer des publicités personnalisées et pertinentes. Vous pouvez changer vos préférences de publicités à tout moment.
Prochain SlideShare
3 Ways Online Learning Boosts Employee Engagement
Suivant
Télécharger pour lire hors ligne et voir en mode plein écran

95

Partager

Télécharger pour lire hors ligne

Case Study: Rebuilding an Admissions Web Presence

Télécharger pour lire hors ligne


From print-heavy communication plans to ad hoc social media efforts to an ever expanding number of web sites we are very good at building silos of content. In this session we'll discuss the data, tools, and strategy that West Virginia University used to pare down and better integrate their Admissions-related communication efforts.

Livres associés

Gratuit avec un essai de 30 jours de Scribd

Tout voir

Case Study: Rebuilding an Admissions Web Presence

  1. 1. WEST VIRGINIA UNIVERSITY UNIVERSITY RELATIONS - DIGITAL SERVICES Dave Olsen, Professional Technologist University Relations - Digital Services dmolsen@mail.wvu.edu WEST VIRGINIA UNIVERSITY UNIVERSITY RELATIONS - DIGITAL SERVICES CASE STUDY: REBUILDING AN ADMISSIONS WEB PRESENCE
  2. 2. WEST VIRGINIA UNIVERSITY UNIVERSITY RELATIONS - DIGITAL SERVICES A Stranger in a Strange Land
  3. 3. WEST VIRGINIA UNIVERSITY UNIVERSITY RELATIONS - DIGITAL SERVICES A SKETCH OF THE TALK • Our goals, timeline, & team • Our process & results • The project’s influence on other channels
  4. 4. WEST VIRGINIA UNIVERSITY UNIVERSITY RELATIONS - DIGITAL SERVICES Implement New Brand Get one of biggest properties utilizing the new brand elements. Goal #1
  5. 5. WEST VIRGINIA UNIVERSITY UNIVERSITY RELATIONS - DIGITAL SERVICES https://flic.kr/p/bBFZHK
  6. 6. WEST VIRGINIA UNIVERSITY UNIVERSITY RELATIONS - DIGITAL SERVICES Focus on People Err on the side of making it easier for external audiences to take action related to our content. Goal #2
  7. 7. WEST VIRGINIA UNIVERSITY UNIVERSITY RELATIONS - DIGITAL SERVICES Go Live in ~5 Months Project kick-off mid-March & launch July 1 Goal #3
  8. 8. WEST VIRGINIA UNIVERSITY UNIVERSITY RELATIONS - DIGITAL SERVICES OUR TEAM • Two reps from Admissions • Two designers • Two writers • One developer • One jack of all trades (me)
  9. 9. WEST VIRGINIA UNIVERSITY UNIVERSITY RELATIONS - DIGITAL SERVICES OUR PROCESS Design isn’t Photoshop. Design is the aggregate of all these different things we can do to make sure that our intentions are communicated... - Chris Cashdollar, @ccashdollar
  10. 10. WEST VIRGINIA UNIVERSITY UNIVERSITY RELATIONS - DIGITAL SERVICES OUR PROCESS • Research & discovery • Content & design – Develop structure – Migrate & develop content – Wireframe & design • Launch minimum viable product
  11. 11. WEST VIRGINIA UNIVERSITY UNIVERSITY RELATIONS - DIGITAL SERVICES Research & Discovery Where can we find insights regarding what users need & want? How does Admissions currently conduct business?
  12. 12. WEST VIRGINIA UNIVERSITY UNIVERSITY RELATIONS - DIGITAL SERVICES Traditional Research • 2014 E-Expectations Report from Noel-Levitz • Understanding WVU’s Brand from the Inside from Widmeyer Communications • 2014 WVU Competitor Analysis from Widmeyer Communications • 2013 Survey of Admitted Students from Eduventures • A Holistic Approach to Recruitment Planning & Programming from WVU VP of Enrollment • 2013 Admitted Student Questionnaire Plus Highlights Report from The College Board • Analysis of Admissions Website from WVU Director of Market Research
  13. 13. WEST VIRGINIA UNIVERSITY UNIVERSITY RELATIONS - DIGITAL SERVICES http://bit.ly/rebuild-admissions-ama Content Audit
  14. 14. WEST VIRGINIA UNIVERSITY UNIVERSITY RELATIONS - DIGITAL SERVICES Content Audit http://content-insight.com http://urlprofiler.com
  15. 15. WEST VIRGINIA UNIVERSITY UNIVERSITY RELATIONS - DIGITAL SERVICES Competitive Analysis What are our peer institutions doing? How do they compare to the research?
  16. 16. WEST VIRGINIA UNIVERSITY UNIVERSITY RELATIONS - DIGITAL SERVICES Customer Journey Map What does the user want to accomplish? At what stages of the process? How do we communicate with them? http://bit.ly/customer-journey-map-sm
  17. 17. WEST VIRGINIA UNIVERSITY UNIVERSITY RELATIONS - DIGITAL SERVICES Research & Discovery What were our results?
  18. 18. WEST VIRGINIA UNIVERSITY UNIVERSITY RELATIONS - DIGITAL SERVICES THE IMPORTANCE OF THE WEB • 96% of our admitted students in 2012 used our websites.1 • 77% of college seniors rated college websites the most influential resource in their search. 69% of parents.2 • 67% of all students and parents say a college website affected their perception of an institution.2 1 - 2013 Admitted Student Questionnaire Plus Highlights Report from The College Board 2 - 2014 E-Expectations Report from Noel-Levitz
  19. 19. WEST VIRGINIA UNIVERSITY UNIVERSITY RELATIONS - DIGITAL SERVICES admissions.wvu.edu ADMISSIONS WEB PRESENCE
  20. 20. WEST VIRGINIA UNIVERSITY UNIVERSITY RELATIONS - DIGITAL SERVICES ADMISSIONS WEB PRESENCE Adventure Orientation WVU Veterans Financial Aid One Global Graduate Visit WVU Student Life Virtual Tour Retention Registrar About WVU Housing Orientation Create Your Story Project Me Decide WVU Days Dining Services Undergraduate Scholarships Welcome To TuitionMajors Honors Course Catalog Course Listing Apply WVU Undergraduate Academic Affairs Go2 Student Insurance Social Media Emails Print Pieces In-person Events admissions.wvu.edu
  21. 21. WEST VIRGINIA UNIVERSITY UNIVERSITY RELATIONS - DIGITAL SERVICES ADMISSIONS WEB PRESENCE Create Your Story Welcome To TuitionMajors Apply WVUGo2 admissions.wvu.edu
  22. 22. WEST VIRGINIA UNIVERSITY UNIVERSITY RELATIONS - DIGITAL SERVICES THE CONTENT TO FOCUS ON • Academics • Cost & financial aid • Our location To get on a student’s list of schools we must answer these key points so they can compare & consider:
  23. 23. WEST VIRGINIA UNIVERSITY UNIVERSITY RELATIONS - DIGITAL SERVICES THE RESEARCH / ACADEMICS • 72% of our admits ranked academic reputation as “very important” when selecting a school.1 • While 75% of enrolling students rated us as “very good” or “excellent” for academic reputation only 43% of non-enrolling did.1 • Eduventures said only 24% of non-enrolling students described WVU as having a good academic reputation.2 1 - 2013 Admitted Student Questionnaire Plus Highlights Report from The College Board 2 - 2013 Survey of Admitted Students from Eduventures
  24. 24. WEST VIRGINIA UNIVERSITY UNIVERSITY RELATIONS - DIGITAL SERVICES • 82% of our admits ranked cost as “very important” when selecting a school.1 • 68% of our enrolling students said aid or cost was significant when they chose WVU. 75% for those who received aid.1 1 - 2013 Admitted Student Questionnaire Plus Highlights Report from The College Board THE RESEARCH / COST
  25. 25. WEST VIRGINIA UNIVERSITY UNIVERSITY RELATIONS - DIGITAL SERVICES THE IMPORTANCE OF BOTH Reflecting the audience’s preferences, messaging is most convincing when it exists in an academic context, an economic context, or, ideally, both. “Understanding WVU’s Brand from the Inside” from Widmeyer Communications
  26. 26. WEST VIRGINIA UNIVERSITY UNIVERSITY RELATIONS - DIGITAL SERVICES 86% of prospects ranked “provides high-quality education at an affordable price” as “very important” versus 74% ranking “cost” on its own as “very important.” “Understanding WVU’s Brand from the Inside” from Widmeyer Communications THE IMPORTANCE OF BOTH
  27. 27. WEST VIRGINIA UNIVERSITY UNIVERSITY RELATIONS - DIGITAL SERVICES OUR VALUE FORMULA Academics / Cost = Value
  28. 28. WEST VIRGINIA UNIVERSITY UNIVERSITY RELATIONS - DIGITAL SERVICES • Enrolling and non-enrolling students share the same perceptions about life on campus. 89% and 82% respectively agree it’s “fun.” 82% and 74% feel it’s a “‘spirit’ school.” 2013 Admitted Student Questionnaire Plus Highlights Report from The College Board THE RESEARCH / CAMPUS LIFE
  29. 29. OUR ANALYTICS 0% 10% 20% 30% 40% Mar. 14 Oct. 14 Jan. 15 /apply-wvu /life /opportunities /visit
  30. 30. WEST VIRGINIA UNIVERSITY UNIVERSITY RELATIONS - DIGITAL SERVICES OUR CONTENT / ACADEMICS
  31. 31. WEST VIRGINIA UNIVERSITY UNIVERSITY RELATIONS - DIGITAL SERVICES OUR CONTENT / ACADEMICS
  32. 32. WEST VIRGINIA UNIVERSITY UNIVERSITY RELATIONS - DIGITAL SERVICES OUR CONTENT / COST
  33. 33. WEST VIRGINIA UNIVERSITY UNIVERSITY RELATIONS - DIGITAL SERVICES • Expand & integrate core decision-related content like majors & cost. • Avoid dead ends for users. Be clear how they can take action on their interest. • Merge duplicative properties like Welcome To, Go2, & Create Your Story. WHAT WE NEEDED TO FIX
  34. 34. WEST VIRGINIA UNIVERSITY UNIVERSITY RELATIONS - DIGITAL SERVICES Setting Goals Tied them to “real world” actions like inquiries, app submissions, deposits and enrollment.
  35. 35. WEST VIRGINIA UNIVERSITY UNIVERSITY RELATIONS - DIGITAL SERVICES OUR PROCESS • Research & discovery • Content & design – Develop structure – Migrate & develop content – Wireframe & design • Launch minimum viable product
  36. 36. WEST VIRGINIA UNIVERSITY UNIVERSITY RELATIONS - DIGITAL SERVICES https://flic.kr/p/qdkFQq
  37. 37. WEST VIRGINIA UNIVERSITY UNIVERSITY RELATIONS - DIGITAL SERVICES Content & Design Two paths that can be taken at the same time yet inform one another. The priority should always go to content.
  38. 38. WEST VIRGINIA UNIVERSITY UNIVERSITY RELATIONS - DIGITAL SERVICES OUR PROCESS We’re not designing pages, we’re designing systems of components. - Stephen Hay, @stephenhay
  39. 39. WEST VIRGINIA UNIVERSITY UNIVERSITY RELATIONS - DIGITAL SERVICES CONTENT PRIORITY GUIDE http://bit.ly/10zaQAZ courtesy of Emily Gray, Sparkbox
  40. 40. WEST VIRGINIA UNIVERSITY UNIVERSITY RELATIONS - DIGITAL SERVICES GATHERCONTENT http://gathercontent.com
  41. 41. WEST VIRGINIA UNIVERSITY UNIVERSITY RELATIONS - DIGITAL SERVICES WVU BRAND PATTERNS http://patterns.wvu.edu http://bit.ly/pages-to-patterns-ama
  42. 42. WEST VIRGINIA UNIVERSITY UNIVERSITY RELATIONS - DIGITAL SERVICES OUR PROCESS • Research & discovery • Content & design – Develop structure – Migrate & develop content – Wireframe & design • Launch minimum viable product
  43. 43. WEST VIRGINIA UNIVERSITY UNIVERSITY RELATIONS - DIGITAL SERVICES THE BEFORE
  44. 44. WEST VIRGINIA UNIVERSITY UNIVERSITY RELATIONS - DIGITAL SERVICES THE AFTER
  45. 45. WEST VIRGINIA UNIVERSITY UNIVERSITY RELATIONS - DIGITAL SERVICES OUR RESULTS / ANALYTICS First two weeks in October 2014 vs 2015
  46. 46. WEST VIRGINIA UNIVERSITY UNIVERSITY RELATIONS - DIGITAL SERVICES OUR RESULTS / APPLICATIONS UP YTY
  47. 47. WEST VIRGINIA UNIVERSITY UNIVERSITY RELATIONS - DIGITAL SERVICES OUR RESULTS / ACADEMICS
  48. 48. WEST VIRGINIA UNIVERSITY UNIVERSITY RELATIONS - DIGITAL SERVICES OUR RESULTS / ACADEMICS
  49. 49. WEST VIRGINIA UNIVERSITY UNIVERSITY RELATIONS - DIGITAL SERVICES • 21,000 uses of “major search” since July 22. • 3,500 unique keywords. Users search for careers & majors. • Top five keywords: Nursing, Engineering, Business, Physical Therapy**, and Biology. OUR RESULTS / ACADEMICS
  50. 50. WEST VIRGINIA UNIVERSITY UNIVERSITY RELATIONS - DIGITAL SERVICES OUR RESULTS / COST
  51. 51. WEST VIRGINIA UNIVERSITY UNIVERSITY RELATIONS - DIGITAL SERVICES OUR RESULTS / COST
  52. 52. WEST VIRGINIA UNIVERSITY UNIVERSITY RELATIONS - DIGITAL SERVICES OUR RESULTS / COST
  53. 53. WEST VIRGINIA UNIVERSITY UNIVERSITY RELATIONS - DIGITAL SERVICES • Ohio Reciprocity on major pages. • Tuition customized to major on each major page. • Want to add Academic Common Market & unique scholarship information to each major page. INTEGRATING CONTENT
  54. 54. WEST VIRGINIA UNIVERSITY UNIVERSITY RELATIONS - DIGITAL SERVICES • Lack of a taskmaster • Content gone bad: requirements, international students, & keywords • Underestimating upkeep time • Lack of cross-dept. reporting • Real user testing tough to get going OUR MISSTEPS
  55. 55. WEST VIRGINIA UNIVERSITY UNIVERSITY RELATIONS - DIGITAL SERVICES • Content audits for print & email • Sharing research knowledge • Integrated meetings • Buckets o’ content • Multi-channel editorial calendar GOING BEYOND DIGITAL
  56. 56. WEST VIRGINIA UNIVERSITY UNIVERSITY RELATIONS - DIGITAL SERVICES Rebuilding a Web Presence The goals & process for rebuilding West Virginia University’s admissions web presence. The What
  57. 57. WEST VIRGINIA UNIVERSITY UNIVERSITY RELATIONS - DIGITAL SERVICES Guidance for Your Efforts Hopefully the tools & techniques we used can help you as you tackle your rebuilds. So What
  58. 58. WEST VIRGINIA UNIVERSITY UNIVERSITY RELATIONS - DIGITAL SERVICES Go Forth & Do Good Now What Do your own research Be an advocate for users Edit with a critical eye Integrate your efforts
  59. 59. WEST VIRGINIA UNIVERSITY UNIVERSITY RELATIONS - DIGITAL SERVICES THANK YOU & QUESTIONS Dave Olsen, Professional Technologist University Relations - Digital Services dmolsen@mail.wvu.edu
  • sagarsahil

    May. 17, 2020
  • jerryshiveley

    Apr. 18, 2019
  • Vhjkjh

    Jul. 26, 2018
  • kaesac

    Jul. 12, 2018
  • PaulHelmick

    Oct. 7, 2017
  • MartaColeman1

    Aug. 25, 2017
  • muhammadfaiqishak

    Aug. 3, 2017
  • PragatiSharma41

    Jul. 4, 2017
  • JadaBroussard1

    Jun. 30, 2017
  • cungcpgiovinncngoi

    Jun. 24, 2017
  • fbarlawyer

    Jun. 1, 2017
  • theirslawyerexpert

    May. 24, 2017
  • DubaiEscortBunniesUAE

    May. 19, 2017
  • omaruriel

    Apr. 8, 2017
  • AlvinaAmber

    Apr. 7, 2017
  • therealestatelawyer

    Mar. 11, 2017
  • AnthonyMorrisonLearn

    Mar. 8, 2017
  • TheCBService

    Mar. 6, 2017
  • krntelevisionorg

    Feb. 26, 2017
  • mclaren1shaw

    Dec. 22, 2016

From print-heavy communication plans to ad hoc social media efforts to an ever expanding number of web sites we are very good at building silos of content. In this session we'll discuss the data, tools, and strategy that West Virginia University used to pare down and better integrate their Admissions-related communication efforts.

Vues

Nombre de vues

7 273

Sur Slideshare

0

À partir des intégrations

0

Nombre d'intégrations

308

Actions

Téléchargements

171

Partages

0

Commentaires

0

Mentions J'aime

95

×