Stop the Insanity: A Web Strategy Based on

Content and Technical Collaboration

Romana AmatoTommy Brassfield

Saint Xavier University

Romana Amato, Web Strategist

• Began her career at Saint Xavier as their Web Content Editor and is now their Web Strategist.

• Researches and implements best practices in design and content, reviews and edits submitted content, and maintains the website’s voice.

• Worked with Tommy on implementing OU Campus in 2011.

Tommy Brassfield, Webmaster

• Is SXU’s Webmaster, aka Lead Web Developer

• Specializes in Front-End– works in full-stack and systems administration

• Worked a lot with accessibility at UIC in 2009-11

• Implemented OU Campus in 2011 at SXU• Implemented WordPress for “microsites”

beginning in 2012

Saint Xavier University• Saint Xavier is a four-year institution

located on the southside of Chicago. Originally founded by the Sisters of Mercy in 1846, SXU now offers 43 undergraduate and 25 graduate programs. SXU continues to grow, teaching more than 4,300 diverse students today.

In This Session…• …we will discuss how we collaborate to

better facilitate the execution of content strategies and code solutions.

• …we will outline our team-building formula and how it allows us to achieve our web and marketing goals.

• …we will provide some tips so that you can begin implementing your own collaboration efforts.

Food for Thought• More than 50% of students said the Web

played a significant role in their decision to apply to a school. Among students with mobile devices, 52% said they viewed college websites on them; 20% did so via a tablet device. 46% have visited a college’s Facebook page, and 69% of those “liked” a college’s page.

--Noel-Levitz, 2012 E-Expectations Report, PDF

The First Steps1. Conduct Research

– sought after– stumbled upon

2. Discuss Informally– “how will we use it on the website?”– “is this best practice?”– “what is the ease of implementation vs

reward?”3. Implement Immediately (if minor)

The Next Steps4. Pitch to Executive Director of

Marketing and Communications (if larger in scope)

5. Split Work– establish timeframe and level of training needed– decide how will it be implemented– determine reusability– create documentation

6. Go Live

Team Formula

• T – Take Turns• E – Express Concerns• A – Acquire Patience• M – Make Compromises

Marketing EmailCons•no sense of branding•boring, plain•limited options•non-responsive•very difficult to code

Needs•complete overhaul

Marketing EmailResults•branded properly•matches website•responsive•modern and sleek•social media•easier to code

Gilhooley’sCons•functionality lost•old, unsupported CMS•not easily editable•not accessible

Needs•ease of maintaining•separate branding•responsive design•SEO

Gilhooley’sResults•purchased WordPress theme•created child theme•made responsive•reused media content•rewrote text•created searchable menu•incorporated best practices and trends•added social media

Social Media DirectoryCons•text heavy•simple•long list of links

Needs•more interaction--to mimic social media

Social Media DirectoryResults•more contextual•easier on eyes•user-friendly•interactive

Website Redesign• Our largest collaboration project to date.• Several months to research, design, and implement.

Needs• Sought to improve technical aspects.• Aimed to further pushed website into realm of

marketing.– branding brought to life– greater focus on recruitment, i.e. admission and

student life

Website Redesign: Old Websites

OU Campus 2011-13Serena Collage 2008-2011

Website Redesign: New Website

Results•new brand established•responsive•seamless launch and transition•implemented in OU Campus

• updated templates using bootstrap and new design/css

On the Horizon….Projects to close FY2014:

• Scholarship Directory• New Landing Pages• Admission Redesign

Take Aways• TEAM - take turns, express concerns, acquire

patience, and make compromises.• Meet weekly to brainstorm and problem

solve.• Set a common goal, i.e. get students to apply

via the website.• Communicate: Get IT to see beyond technical

and marketing to understand limitations.• Establish common jargon and terminology

early on.

Questions?•Romana Amatoamato@sxu.edu@romanaamato

•Tommy Brassfieldbrassfield@sxu.edu@tbrassf2

•Saint Xavier Universitywww.sxu.edu@SaintXavier