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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. - The Commonwealth.

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The Next Generation: GoHigherKY Consumer Web Site Sue Patrick

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  1. The Next Generation: www.GoHigherKY.org Consumer Web Site Sue Patrick 2007 SHEEO / NCES - Network Conference

  2. - The Commonwealth 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.

  3. - 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

  4. Production-oriented marketplace Mass production Compliant consumers Homogenous marketplace Business-to-consumer Reign of mass media Market segments - Marketing Orientations 1950s 1980s 2000+ Information-agemarketing Industrial-agemarketing Consumer-driven, research based marketplace (data, data, data!) • Customized products & services • Informed consumers • Diverse marketplace • Customer-to-business • Personalization • Markets of one • Branding

  5. -CPE Web Sites

  6. - 1st Generation

  7. 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 - 1st Generation

  8. 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

  9. 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

  10. 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 team Engages all partners in the site development - Evolution

  11. The 2008 Goal: An effective outreach tool to underserved individuals not in the education pipeline.

  12. - Next Generation Target Audiences • GEAR UP and at-risk high school students • GED graduates • Potential transfer students • Returning adults

  13. 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

  14. r 2 e P i

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  17. - Research GoHigherKy.org • Web site audit • Usability study • Satisfaction surveys • Audience interviews

  18. - Research Audit • Environmental scan • Messaging • Content & tone • Traffic • Competition • Performance • Redundancy

  19. - Research Usability Test • Expectations • Navigation • Response • Accessibility

  20. - Research Audience Interviews • Face-to-face • Homework assignments • Emotional response • Recommendations

  21. - Research Targeted Surveys • Returning adults • Telephone survey • Program inventories • Transfer students • Program inventories • GED graduates • Mail survey • GEAR UP families

  22. - Planning Partner Collaboration • GHK Operations Team • Audience Committees • Identify the audience • Clarify the message • Establish goals • Map a path • Involve others

  23. - Implementation CPE Project Team • Communication director • Web usability and content expert • Project coordinator

  24. - Implementation Marketing • College Access Campaign • $1.1 million • Statewide partners • Distributed resources • Leverage existing programs

  25. - Implementation Marketing • General awareness • Releases • Features • Media events • ANR • PSA

  26. - Implementation Marketing • Targeted campaigns • Direct mail • TV/radio/newspaper • Print / brand placement • Local outreach • Sponsorships • Viral e-mail efforts • Cross promotion

  27. Challenges Staying future-minded Setting priorities Funding improvements Site management Political support Integrating CRM - Implementation

  28. Decision points Call center Site management Integrate audiences Integrate campaign Branding Vendor / in-house - Implementation

  29. - Evaluation • Web metrics • CRM tracking • Call Center analytics • Online feedback • Partner survey • Visitor survey • Simple phone survey

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