Case Study: Rebuilding an Admissions Web Presence

WEST VIRGINIA UNIVERSITY UNIVERSITY RELATIONS - DIGITAL SERVICES

Dave Olsen, Professional TechnologistUniversity Relations - Digital [email protected]


CASE STUDY: REBUILDING AN ADMISSIONSWEB PRESENCE

mailto:[email protected]


A Stranger in a Strange Land


A SKETCH OF THE TALK

• Our goals, timeline, & team• Our process & results• The project’s influence on

other channels


Implement New BrandGet one of biggest properties

utilizing the new brand elements.

Goal #1


https://flic.kr/p/bBFZHK



Focus on PeopleErr on the side of making it easier for

external audiences to take action related to our content.

Goal #2


Go Live in ~5 MonthsProject kick-off mid-March &

launch July 1

Goal #3


OUR TEAM

• Two reps from Admissions • Two designers• Two writers• One developer• One jack of all trades (me)


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


OUR PROCESS• Research & discovery• Content & design

– Develop structure– Migrate & develop content– Wireframe & design

• Launch minimum viable product


Research & DiscoveryWhere can we find insights

regarding what users need & want? How does Admissions currently

conduct business?


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


http://bit.ly/rebuild-admissions-ama

Content Audit

http://bit.ly/rebuild-admissions-ama


Content Audithttp://content-insight.com http://urlprofiler.com

http://bit.ly/10zaQAZ

http://urlprofiler.com


Competitive AnalysisWhat are our peer institutions

doing? How do they compare to the research?


Customer Journey MapWhat 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

http://bit.ly/customer-journey-map-sm


Research & DiscoveryWhat were our results?


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 Board2 - 2014 E-Expectations Report from Noel-Levitz


admissions.wvu.edu

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



Create Your Story

Welcome To TuitionMajors

Apply WVUGo2

admissions.wvu.edu


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:


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 Board2 - 2013 Survey of Admitted Students from Eduventures


• 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


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


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


OUR VALUE FORMULA

Academics / Cost = Value


• 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

OUR ANALYTICS

0%

10%

20%

30%

40%

Mar. 14 Oct. 14 Jan. 15/apply-wvu /life /opportunities /visit


OUR CONTENT / ACADEMICS


OUR CONTENT / COST


• 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


Setting GoalsTied them to “real world” actions like inquiries, app submissions,

deposits and enrollment.


https://flic.kr/p/qdkFQq



Content & DesignTwo paths that can be taken at the

same time yet inform one another. The priority should always go to content.


OUR PROCESS

We’re not designing pages, we’re designing systems of components.

- Stephen Hay, @stephenhay


CONTENT PRIORITY GUIDEhttp://bit.ly/10zaQAZ

courtesy of Emily Gray, Sparkbox

http://bit.ly/10zaQAZ


GATHERCONTENThttp://gathercontent.com

http://gathercontent.com


WVU BRAND PATTERNShttp://patterns.wvu.edu http://bit.ly/pages-to-patterns-ama

http://gathercontent.com

http://bit.ly/pages-to-patterns-ama


THE BEFORE


THE AFTER


OUR RESULTS / ANALYTICS

First two weeks in October 2014 vs 2015


OUR RESULTS / APPLICATIONS

UP YTY


OUR RESULTS / ACADEMICS


• 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


OUR RESULTS / COST


• 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


• 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


• Content audits for print & email• Sharing research knowledge• Integrated meetings• Buckets o’ content• Multi-channel editorial calendar

GOING BEYOND DIGITAL


Rebuilding a Web PresenceThe goals & process for rebuilding

West Virginia University’s admissions web presence.

The What


Guidance for Your EffortsHopefully the tools & techniques

we used can help you as you tackle your rebuilds.

So What


Go Forth & Do GoodNow What

Do your own researchBe an advocate for users

Edit with a critical eyeIntegrate your efforts


THANK YOU & QUESTIONSDave Olsen, Professional TechnologistUniversity Relations - Digital [email protected]

mailto:[email protected]

Case Study: Rebuilding an Admissions Web Presence

Marketing

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