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Higher education web strategy reconceived

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Higher education web strategy reconceived

  1. 1. Recruitment, Engagement, & Retention in Higher Education Web Strategy & Practice
  2. 2. Web Presence Strategy. Summer 2013 Collaborators Sonni Mason, Roshinda Simpson, Miranda Shaffer Nima Moinpour, Aris Tzouflas, Phoebe Daroyanni Project Leader Matt Melucci
  3. 3. SMS WEB PRESENCE RE-STRATEGIZED •  •  •  New Web Design and Education Standards New Media New Types of Leadership GOALS •  •  •  Serve current students and build community among them Attract the best talent in prospective students Engage alumni
  4. 4. STAGES OF INVESTIGATION •  Needs Assessment •  •  •  •  •  Assets Assessment Competitive Analysis Architecture & UX Social Media Strategy Web Publication
  5. 5. Assessment Methods Internal Analysis Quantitative Survey/student body cohort Qualitative Interviews/class cohort Competitive Analysis •  • 
  6. 6. FINDINGS Assets: People, Technology, Legacy & Venues 1.  Flexibility of Future Career Path 2.  Resources: Faculty, Facility & Equipment 3.  New York as Learning Playground 4.  Theory, Research, Production and Management Balance 5.  Flexibility in Admission & Curriculum Requirements 6.  Focus on Forward Thinking Pedagogy 7.  Alumni of Various Focus Groups 8.  Legacy 9.  International Student Body 10. Projects: Past, Present, and Future Opportunities
  7. 7. FINDINGS Needs: Cohesion, Organization & Community 1. Easily accessible information. Better organization and architecture 2. Career support 3. Student portfolio support 4. Facilitation of partnerships 5. Cohesion of the fragmented, lacking, and overlapping SM groups
  8. 8. COMPETITIVE ANALYSIS Characteristics of successful sites: Economy, Efficiency, & Clarity •  •  •  •  Targeted admissions landing page for prospective students Different home page for current students with info and updates most relevant to them Engagement of prospective student visitors through interactivity and relevant info graphics Engagement of alumni through mapping their information, career support, and social media
  9. 9. COMPETITIVE ANALYSIS Characteristics of successful sites: Economy, Efficiency, & Clarity •  •  •  •  •  •  Philosophy, mission, culture, and brand demonstrated seamlessly throughout in architecture, UX, multimedia, and design choices Ease. speed, and accuracy of navigation that works intuitively Showcasing of personal profiles and student works Interactivity and crowd sourced material Efficient use of SM. SM office hours and insider’s peek Engagement increases social currency
  10. 10. UX & IA Assets - Good integration with NS wider website Needs - Redundant, non-intuitive, confusing use of tabs and menus - Unstable background-Fragmented menu - Fragmented organization of the various SM outlets - Unrewarding UX
  11. 11. RECOMMENDATIONS •  Develop a responsive design. •  Build one unified branded and inspiring message across •  •  •  platforms. Integrate platforms into one voice. Create a SM banner to facilitate navigation and engagement. Focus on authenticity and peer to peer communication. Don’t say, demonstrate.
  12. 12. RECOMMENDATIONS •  Support student portfolios derived from different sites. •  Invest on loyalty. Develop a blog that is maintained by •  •  •  enthusiastic students/staff. Generate traffic. Make sharing easy. Content relevance and quality are key. Highlight interactivity.
  13. 13. RECOMMENDATIONS •  Crowdsource questions and ideas. •  Materiality matters. Combine online communications •  •  with physical interactions for best engagement. Map data in real time through infographics and SM. Simplify IA and enrich UX by collapsing content containers and establishing a compact one page design (grid system plus primary left menu).
  14. 14. RECOMMENDATIONS Start small, experiment, evaluate, redesign: - Pilot the new web strategy through an integrative web publication platform. - Aim to achieve a dynamic integration of information and communication with an interface that is able to synthesize a wide range of media with micro and macro content and real time information of happenings, activities, classes, mappings.