Using Creative to Drive Results

Presented by mStoner + Oakton Community College

Differentiate

Validate

Execute

Analyze

Who are you?

Who are you trying to reach?

A few ideas:• Pull from existing research (or do your own)

• Make it personal

• Be specific

• It’s ok for this to be aspirational

• If stuck, start with who you aren’t

What do you want to say?

Why shouldthey care?

Include, but move beyond:• Rich history

• Academic excellence

• Small classes and faculty that really care

• Beautiful campus environment

• Supportive campus environment

Mind Heart Soul

What are you trying to

make happen?

How will you know if you’ve

succeeded?

Measurements to consider:• Web analytics + traffic statistics

• More qualified admission applications

• Better yield

• Increase in number of gifts

• Anecdotal feedback from faculty + alumni

• Conversions (traffic to specific areas)

Differentiate

Validate

Execute

Analyze

Bethel University

Online testing with:• Prospective students

• Current students

• Faculty + Staff

• Alumni + Parents

Focus groups with:• Current students

• Faculty + Staff

General FeedbackWhat does this design tell you about Bethel?

• It's about the student, the community and the transformation of a student as part of the community.

• There is a plan and a place for me.

• It tells me that Bethel is a process ... I really get a sense of a transformation journey.

• Bethel helps you become who you are meant to be.

What do you like best about this design?

• I like the pictures and the slogan, there are Christian values here, and rigorous academics.

• It gives you the feeling of what your life will be like attending Bethel...You feel that your Bethel life will continue after you graduate.

• I like what I would call the modern simplicity...It looks new but doesn't overwhelm you.

What do you like least about this design?

• It seems like this web page is a bit longer and requires me to scroll down further.

• Nothing really stands out. The words and the pictures seem very old-school traditional.

• It feels pretty young, if I was interested in a Graduate program I might be concerned about the experience around me.

Prospective Students

Total Responses: 223

Scores of 1–3: 6%

Scores of 4–6: 22%

Scores of 7–10: 72%

Average Score: 7.6

Prospective Students

Bethel offers rigorous academics, vibrant campus life, and Christ-centered spirituality.

Bethel is defined by its core values.

Bethel provides great academics that will better prepare me for the future.

Bethel is defined by a sense of community.

Bethel has depth that's defined by underlying values.

This design makes me want to learn more about Bethel.

This design makes it easy to find information about Bethel.

This design makes me want to visit Bethel.

This design has a positive impact on how I perceive Bethel.

This design makes me want to apply to Bethel.

Prospective Students

Scores of 1–3: 6%

Scores of 4–6: 22%

Scores of 7–10: 72%

Average Score: 7.6

Current Students

Scores of 1–3: 10%

Scores of 4–6: 30%

Scores of 7–10: 60%

Average Score: 6.8

Faculty + Staff

Scores of 1–3: 19%

Scores of 4–6: 33%

Scores of 7–10: 48%

Average Score: 6.0

Alumni + Parents

Scores of 1–3: 12%

Scores of 4–6: 26%

Scores of 7–10: 62%

Average Score: 6.9

Differentiate

Validate

Execute

Analyze

OaktonCommunity

College

Conveying the brand:• Access

• Flexibility

• Support

• Academic Excellence

• Innovative Learning

• Community

Transactional tools:• Usability

• Cross-functional navigation

• Rich content for new students

• Information in translation

• A robust events calendar

Usability

Cross-functional navigation

Cross-functional navigation

Rich content for new students

Rich content for new students

Information in translation

A robust events calendar

Special interest pages:• Academic departments

• Academic resources

• News + feature content

Results so far...

Differentiate

Validate

Execute

Analyze

Questions?

Thanks!http://clients.mStoner.com/CASEV