New College Website Strategy
Business Objective:
Promote college and faculty expertise to improve national reputation.
Grow awareness of the field of public affairs and recruit diverse classes of students.
Marketing Strategy:
Meet changing technological expectations of target audiences and institutional standards (accessibility and brand). Review existing college website strengths and weaknesses. Gather audience insights and user analytics. Judge performance against college goals. Deliver data to leadership with proposed course of action.
Tactics and Operation:
Surveys, focus groups and listening tour
Competitive survey
Internal change management strategy
Content marketing strategy to incorporate student and alumni storytelling
Contract and budget management
Project management tools and plans
Brand management, copywriting, editing, photography and design
User experience design
Accessibility
Results:
A website that is easily navigated with important calls to action elevated on every page.
90% of incoming students say the website was a critical factor in their decision to attend the college.
Increased actions on page and audience retention across the site.
40% lift in organic search results.
“Kudos for a fantastic new website with impactful, intentional and responsive messaging that connects passion to opportunity and opportunity to positive change.”
