HelloCINCINNATI STATE

A New Website

The Problem

Nobody likes the website.“It’s too big.”“I can’t find anything.”“I didn’t know we had that.”“It’s out of date.”

Problem:

CAN’T MEASURE RESULTS

It isn’t user focused ortask focused.

Cause:

Is our front door to the worldPotential students primary research toolFulcrum of all marketingPrimary point for customer service

The Website

The SolutionSTRATEGY

VisionA website that reflects the

strategic goals of the college.

Recruitment Retention Business

Strategy

RetentionKitchen

RecruitmentLiving Room

BusinessHome Office

EMOTION: CREDIBILITY & TRUSTUSERS: PROSPECTIVE STUDENTS,

PARENTS, DONORS, VISITORS

ROOMS IN A HOUSE

EMOTION: PERSONAL & CONVERSATIONAL

USERS: STUDENTS, FACULTY, STAFF, ALUMNI, COMMUNITY

EMOTION: EFFICIENCYUSERS: FACULTY, STAFF

Values

User & Task FocusedROLES/AFFINITY GROUPS • JOB TO BE DONE

Values

CONTENT UX

FRONT-END

DESIGNBACK-END

Agile DevelopmentITERATION • ESTABLISH, SOLVE, REFINE.

SOURCE: BEN CALLAHAN, SPARKBOX

Values

Future FriendlyCONTENT FIRST IA • MOBILE FIRST UX • COPE

CREATE ONCE, PUBLISH EVERWHERE

SOURCE: FUTUREFRIENDLYWEB.COM

RESPONSIVE DESIGNCONTENT MARKETING

Values

Atomic DesignWE’RE NOT DESIGNING PAGES,

WE’RE DESIGNING SYSTEMS OF COMPONENTS.

SOURCE: BRAD FROST

RoadmapCOMMUNITY / RETENTIONPRE-LAUNCH MARKETING / RECRUITMENT BUSINESS / MICROSITES

LOW-HANGING FRUIT INTENSE CLIENT CYCLES

MARCH APRIL MAY JUNE AUGUST OCTJULY SEPT NOVFEB

50K 50K 50K

DA

Y 0

CALENDAR

HOME

STUDENT ACTIVITIES

ATHLETICS

STUDENT SERVICES

CO-OP

ACADEMICS

HOME

Digital Look Books

Adult LearnerVeteransInternationalAthletics

MISC

BookstoreDiningParkingCollege LifeNews

MISC

DirectorySpeak OutSocial MediaDirections

BUSINESS

AdministrationFinance/PurchasingFacilitiesSafety & SecurityProfit CentersHRTechnologyMedia CenterGiving

ADMISSION

LIBRARY

FINANCIAL AID

REGISTRATION

PUBLICATIONS

WDC

ONLINE

HOME

MCI

CAMPUSES

ABOUT US

SITEWIDE

IAUXTaxonomyGovernanceTemplate(s)Navigation

CONTRACT

Social MediaWeb Developer

A website that reflects the strategic goals of the college.

Result

Visual Concept

THE SUMMIT

Marketing Funnel

RachelStudent Segment: Adult LearnerRachel just returned from tour in the Air Force as a mechanic where she was taking classes on-base. She returned to a challenging job market and sees Cincinnati State as part of her calculated return to civilian life. She is applying while working two temp retail jobs. Rachel is pragmatic and wants to make sure she chooses the most employable major possible and that her credits transfer.

MarketingFunnel

Awareness

Consideration

Suspect

Prospect

Conversion

Loyalty

Advocate

Student

Retention

Alumni

http://dev.cincinnatistate.net/-/adult-learners/

Questions

Thank You