Cincinnati State Website Strategy
26
Hello CINCINNATI STATE
Transcript of Cincinnati State Website Strategy
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Nobody likes the website.“It’s too big.”“I can’t find anything.”“I didn’t know we had that.”“It’s out of date.”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
Questions
Thank You
