The Next Generation: GoHigherKY Consumer Web Site Sue Patrick
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Transcript of The Next Generation: GoHigherKY Consumer Web Site Sue Patrick
The Next Generation: www.GoHigherKY.org
Consumer Web Site
Sue Patrick
2007 SHEEO / NCES - Network Conference
To reach the national average in educational attainment, we must roughly double the number of working age Kentuckians with a bachelor’s degree or higher, from 400,000 to 791,000.
- The Commonwealth
Return on Investment
• $5 billion cumulative increase in state revenue
• $71 billion cumulative increase in personal income
• Lower crime rates
• Higher civic participation
• Improved health/life expectancy
• A more engaged citizenry
- The Commonwealth
Production-oriented marketplace
• Mass production
• Compliant consumers
• Homogenous marketplace
• Business-to-consumer
• Reign of mass media
• Market segments
- Marketing Orientations
1950s 1980s 2000+
Consumer-driven, research based marketplace (data, data, data!)
• Customized products & services
• Informed consumers
• Diverse marketplace
• Customer-to-business
• Personalization
• Markets of one
• Branding
Industrial-age marketing Information-age marketing
- CPE Web Sites
- 1st Generation
- 1st Generation Goal: To make postsecondary education
information more accessible to high school students.
• GoHigherKy.org launched - June 2004 • $1 million in development• XAP site• Initial partners
– Kentucky Higher Education Assistance Authority– Kentucky Council on Postsecondary Education– Association of Independent Kentucky Colleges and
Universities – Kentucky Department of Education
• College planning information • Financial aid resources• School search & comparison• Testing information• Auto-populated applications• Institutional transfers• Interest inventory• Career search• Adult education centers & programs• Access to online programs
- 1st Generation
Initial success • Site traffic
– More than 47,000 student accounts created – More than 4,000 online college applications submitted
• Training
– More than 300 high school guidance counselors have been trained to use the site as an advising tool
• Marketing– More than $400,000 in promotion
- 1st Generation
Recent developments • NPEC’s $100,000 award• Electronic Individual Learning Plans (ILP)• Electronic transcripts • Expand reach to underserved groups• Deliverable for college access campaign
$800,000 provided by the Kentucky General Assembly
• GHK operations teamEngages all partners in the site development
- Evolution
The 2008 Goal:
An effective outreach tool to underserved
individuals not in the education pipeline.
Target Audiences
• GEAR UP and at-risk high school students
• GED graduates
• Potential transfer students
• Returning adults
- Next Generation
Objectives• Superior consumer interface• Relevant, engaging content • Role-based environments• Intuitive information architecture • Proactive site and message management • Integrated response technologies • Ongoing content review• Work smarter!
- Next Generation
rPie2
rPie2
rPie2
- Research
GoHigherKy.org
• Web site audit
• Usability study
• Satisfaction surveys
• Audience interviews
Audit• Environmental scan• Messaging• Content & tone• Traffic• Competition• Performance• Redundancy
- Research
Usability Test
• Expectations
• Navigation
• Response
• Accessibility
- Research
Audience Interviews
• Face-to-face
• Homework assignments
• Emotional response
• Recommendations
- Research
- Research
Targeted Surveys
• Returning adults– Telephone survey– Program inventories
• Transfer students– Program inventories
• GED graduates– Mail survey
• GEAR UP families
Partner Collaboration
• GHK Operations Team
• Audience Committees– Identify the audience– Clarify the message– Establish goals – Map a path– Involve others
- Planning
- Implementation
CPE Project Team
• Communication director
• Web usability and content expert
• Project coordinator
Marketing
• College Access Campaign– $1.1 million– Statewide partners– Distributed resources– Leverage existing programs
- Implementation
Marketing • General awareness
– Releases– Features– Media events– ANR– PSA
- Implementation
Marketing• Targeted campaigns
– Direct mail– TV/radio/newspaper– Print / brand placement– Local outreach– Sponsorships– Viral e-mail efforts– Cross promotion
- Implementation
Challenges• Staying future-minded• Setting priorities • Funding improvements• Site management • Political support• Integrating CRM
- Implementation
Decision points• Call center• Site management • Integrate audiences• Integrate campaign• Branding• Vendor / in-house
- Implementation
- Evaluation
• Web metrics
• CRM tracking
• Call Center analytics
• Online feedback
• Partner survey
• Visitor survey
• Simple phone survey