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BRAND WEBHOW A SIMPLE WEBSITE REDESIGN SPARKED A CULTURAL
SHIFT AT ONE OF THE TOP BUSINESS SCHOOLS IN THE WORLD
>
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Introductions
Tony VP Strategy & Creative VisionPoint Marketing
@Aarford | @ahatony | #SmithBrand2web < < <> > >
Alissa Director of Online Strategy
University of Maryland’s Robert H. Smith School of Business
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> Top ranked business school > Comprehensive business school for Ugrad, MBA, MS, Exec Ed & PhD > 2,950 Undergrad, 230 full-time MBA, 820, PT MBA, 785 MS, 100 PhD, 230
Exec & EMBA > 57,000 worldwide alumni > 150 full-time faculty, 50 part-time > www.rhsmith.umd.edu
About UMD Smith School
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About VisionPoint> Established in March 2001 & located in Raleigh, NC with team of 20 > Specialize in marketing consultation and execution in higher ed > Serve: Large & Small; Public & Private; Grad, Post-Grad, Undergrad, CC > U Maryland, UVA, Virginia Tech, Johns Hopkins, Carroll CC, Boston College, etc. > Focus on what’s right for our clients (no ‘one size fits all’ approach) > Speak nationally & regionally on HE marketing at CASE, AMA, eduWeb, etc.
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Agenda
1. Brand in Higher Ed
2. UMD Smith School Story
3. Translating Brand > Web
4. How you can do this too
5. Q & A
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Brand in Higher Ed Websites
@Aarford | @ahatony | #SmithBrand2web
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Moving from Decentralized Web Solutions to One Technology Platform:
eduWeb Boston July 31, 2012
Why Now is Not the Time to Sit Back and Relax
Brand: a person’s perception of a product, service, experience or organization
What is a ‘brand’?
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VisionPoint Media. Copyright © 2012. All rights reserved.
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VisionPoint Media. Copyright © 2012. All rights reserved.
innovative
stylish
intuitive
cool
casual
easy-going
friendly
=
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VisionPoint Media. Copyright © 2012. All rights reserved.
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VisionPoint Media. Copyright © 2012. All rights reserved.
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VisionPoint Media. Copyright © 2012. All rights reserved.
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Brand in Higher Ed Websites
@Aarford | @ahatony | #SmithBrand2web
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THERE’S HOPE
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First, a look back . . .
@Aarford | @ahatony | #SmithBrand2web
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MarComm Efforts
@Aarford | @ahatony | #SmithBrand2web
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@Aarford | @ahatony | #SmithBrand2web
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@Aarford | @ahatony | #SmithBrand2web
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@Aarford | @ahatony | #SmithBrand2web
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@Aarford | @ahatony | #SmithBrand2web
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The website
@Aarford | @ahatony | #SmithBrand2web
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Finding help
@Aarford | @ahatony | #SmithBrand2web
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Why hire an outside vendor?> It was decided that we needed an outside firm to do this with us. > Why?
> Past experiences
> Internal team too busy
> Internal team not experts
> Internal team not built to do website redesigns
@Aarford | @ahatony | #SmithBrand2web
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What we looked for in an external partner> Deep experience in higher ed (Why is it important that they ‘get’
higher ed?) > Ability to manage large committees / many groups (we had 4
groups involved in this) > Ability to build consensus (from past experience we knew that
doing this early on was HUGE / VisionPoint gets this) > Ability to manage different personalities > Being completely transparent > Ability to tell us things we hadn’t thought of yet (VPM pushed for
IA and governance very early on) > Ability to make the right thing happen even in the face of politics
and ‘ignorance’ (ability to play the bad guy when needed) > People who our team ‘clicks’ with (friendly, good listeners, etc)
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It started as an innocent website redesign project
@Aarford | @ahatony | #SmithBrand2web
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Content & Website Audit
@Aarford | @ahatony | #SmithBrand2web
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Social Media Audit
@Aarford | @ahatony | #SmithBrand2web
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Moving from Decentralized Web Solutions to One Technology Platform:
eduWeb Boston July 31, 2012
Why Now is Not the Time to Sit Back and Relax
VisionPoint Media, Inc. Copyright © 2012. All rights reserved.
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Brand Audit
@Aarford | @ahatony | #SmithBrand2web
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Moving from Decentralized Web Solutions to One Technology Platform:
eduWeb Boston July 31, 2012
Why Now is Not the Time to Sit Back and Relax
VisionPoint Media, Inc. Copyright © 2012. All rights reserved.
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Competitor Analysis
@Aarford | @ahatony | #SmithBrand2web
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Stakeholder Interviews
@Aarford | @ahatony | #SmithBrand2web
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Who we spoke with
Students
Career Services
MarComm
Faculty
eMBA
DAR
Undergraduate
Smith IT
Masters Programs
Dean Anand
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Aggregate Themes
@Aarford | @ahatony | #SmithBrand2web
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Brand> We heard some common themes about the brand - scrappy,
entrepreneurial, access to Washington, sense of community, white glove treatment for employers/corporations, etc - but there is uncertainty about the overall brand of the school
> Various campaigns in use: Fearless Ideas; Impact Starts Here; The Smith Effect
> Some feel like Smith should leverage the University brand; others feel that Smith School should establish its own voice.
@Aarford | @ahatony | #SmithBrand2web
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If you cannot describe yourself, your values, your offerings
consistently internally; imagine how you come across to your prospective students, donors, peers, corporate partners, etc.
@Aarford | @ahatony | #SmithBrand2web
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Stop the presses!
#betterCCwebsite @ahatony
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Why would we choose to stop a smooth process?1. Brand SHOULD inform many aspects of web development process 2. Importance of Brand in HE these days
@Aarford | @ahatony | #SmithBrand2web
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Reason #1 Your brand informs the
decisions you make when redesigning your website.
Information Architecture
Visual Design
Content Strategy
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Reason #2 Brand is REALLY important
in Higher Ed these days.
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Reason 1: Brand is REALLY important Higher Ed> A LOT of negativity about traditional HE institutions > Higher Ed is much more competitive these days > Prospective students & donors need to know what makes you YOU > … and what makes you different from your competition
> Having clearly defined offerings, benefits and differentiators helps make it easier for your audience to see the value you offer
@Aarford | @ahatony | #SmithBrand2web
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Institutions of higher ed are a lot like white sports cars.
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This is what you look like to your target audiences.
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Brand Workshop
@Aarford | @ahatony | #SmithBrand2web
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The workshop> Goal: Define Brand Attributes, Pillars and Positioning Statement > Format: 4-5 hours, 25 participants including:
> Leadership (Dean, Program Deans)
> Senior Staff (Academic Programs, Research Centers, Admin Groups, etc)
> Faculty
> Students
> MarComm
> Structure/agenda: > Pre-work
> Brainstorming
> Small group exercises
> LOTS of white boarding
> Plenty o’ heated debate
@Aarford | @ahatony | #SmithBrand2web
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Outcomes
POSITIONING STATEMENT: For hard-working, driven, problem-solving students, the University of Maryland's Robert H. Smith School of Business fosters opportunities for experiential learning and rigorous academics that launch extraordinary careers.
Determined
Supportive
Analytical
Inspired
ATTRIBUTES
World Class Faculty & Research
Experiential / Reality-based Learning
Entrepreneurial Spirit
Community
PILLARS
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BRAND as a driver for decisions in . . .
@Aarford | @ahatony | #SmithBrand2web
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Information Architecture1@Aarford | @ahatony | #SmithBrand2web
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VISIONPOINTMARKETING.COM 919-848-2018
CLIENT RH Smith School of Business PROJECT Website – Sitemap DATE February 28, 2013
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Visual Design2@Aarford | @ahatony | #SmithBrand2web
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Initial Exploration
@Aarford | @ahatony | #SmithBrand2web
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Determined
Supportive
Analytical
Inspired
ATTRIBUTES
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Final Design
@Aarford | @ahatony | #SmithBrand2web
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Determined
Supportive
Analytical
Inspired
ATTRIBUTES
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Content is KING
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Content Strategy3@Aarford | @ahatony | #SmithBrand2web
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What is content strategy?
@Aarford | @ahatony | #SmithBrand2web
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Content Strategy Planning for the creation,
delivery and governance of useful, useable content.
What do we create?Where do we put it?
How often do we publish?Who creates it?
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World Class Faculty & Research
Experiential / Reality-based Learning
Entrepreneurial Spirit
Community
PILLARS
At Smith, all content is now categorized by Pillar
@Aarford | @ahatony | #SmithBrand2web
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LinkedIn YouTube Twitter Facebook
Faculty & Research X X X
Experiential Learning X X X
Entrepreneurial Spirit X X X
Community X X
Best use of Social Media channels by pillar
@Aarford | @ahatony | #SmithBrand2web
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Results
@Aarford | @ahatony | #SmithBrand2web
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Cultural Shift
@Aarford | @ahatony | #SmithBrand2web
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How can YOU do this?
@Aarford | @ahatony | #SmithBrand2web
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How you can do this . . .> DEFINE YOUR BRAND: Make sure you have a defined brand (some do
this better than others, but frankly, many aren’t clear as to what their brand is, what their differentiators are, even what their core competencies are)
> GET BUY IN: from key stakeholders and leadership (SO important for them to be bought in and to take ownership)
> IA: Align navigation, nomenclature, hierarchy of IA with those brand pillars (are you all about research, innovation, technology, etc? If so, make sure to feature it prominently)
> DESIGN: Are you bold, prestigious, cutting-edge, etc? (Define what your personality is and make sure your design is true to that)
> CONTENT STRATEGY: Work the pillars into your publishing schedule; have rules about how frequently this content appears on your site, etc.
@Aarford | @ahatony | #SmithBrand2web
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Thank you! #SmithBrand2web
follow UMD Smith & VisionPoint: @SmithSchool | @Aarford
@vispoint | @ahatony