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Workshop Part I: Web Site Structure and Development

Workshop Part I: Web Site Structure and Development. Presented by: Integrated Marketing and Communications. Jamie Ceman, Assistant Director, Multichannel Marketing and Web Development March 25, 2010. Where excellence and opportunity meet.™. Web site project update Who we are

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Workshop Part I: Web Site Structure and Development

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  1. Workshop Part I:Web Site Structure and Development Presented by:Integrated Marketing and Communications Jamie Ceman, Assistant Director, Multichannel Marketing and Web Development March 25, 2010 Where excellence and opportunity meet.™

  2. Web site project update Who we are Purpose and role of a Web site How to establish Web site structure Writing content for the Web Tracking the results Web Site Process on campus Questions? Workshop Overview - Part I

  3. The Integrated Marketing and Communications Web team is responsible for developing and implementing an online brand that best represents the University of Wisconsin Oshkosh in support of recruitment, retention, outreach and our University’s academic mission Working extensively with all areas of campus, the team is tasked with assisting in the creation of an effective Web presence for the University. The Web team also provides guidance and expertise in the area of e-marketing, online/new media and Web copy writing. In a close partnership with Information Technology, we are leading a rollout of a campus-wide content management system to offer Web site editing tools to those that maintain and update their Web sites. Who We Are

  4. Communications • Emergency • Mass • Safety • Media relations • Academy • Faculty contribution/expertise • Polk Library • Research • College sub-branding • Research • Student successes • LLCE • Admissions • Touchpoints • Recruiting cycle • Summer sessions • Graduate • Services • Career Services • Women’s Center • CCP./CCDET/Bookstore/EAP • Parking • Administration • Financial Services • Fundraising/campaign • Alumni relations • Sustainability Integration and support

  5. Depending on the unit/department, the purpose of the site might be very different. Lending academic support Recruiting students, faculty or staff Fundraising Supporting University business functions Providing information to varying audiences Promoting a service General marketing and/or communications The Purpose of a Web Site

  6. Where Does the Internet Fit in the Marketing Mix? channels channels channels channels

  7. New University Brand Guidelines

  8. Before you start to analyze your current site and determine what your department wants in a site: DEFINE YOUR AUDIENCE ESTABLISH GOALS BASED ON AUDIENCE DO RESEARCH (AND BE METHODICAL) Start with Goals and Research… … then look at your current site

  9. Who is the audience? Is the audience broken down into distinct sub-groups? What is the dept/unit trying to accomplish? How does this fit in with the University framework? What are the actions you want a person to take on the Web site? Ask the Right Questions…

  10. College Web site - Case Study

  11. Current Faculty, Staff and Students Prospective Students Parents and Family Alumni Prospective Faculty and Staff Community Media Partners Donors College Audiences

  12. Traditional Undergraduate Adult Nontraditional Undergraduate Transfer Students Graduate Students International Students Continuing Education (Non-Degree Seeking) High School Students Audience BreakdownProspective Students

  13. Increase inquiries from prospective students Increase student applications Increase enrollment Improve student retention What Are You Trying to Accomplish?Prospective Students

  14. Apply to the University/college/program Request information Schedule a campus visit Experience campus - virtually Check application status What Actions Are Desired?Prospective Students

  15. Repeat the process of evaluating goals for each defined audience Define Goals for Each Audience

  16. Conduct research on: Competitors Regional comparable sites National comparable sites Be methodical with research Investigate trends and best practices Research and More Research

  17. Create a Matrix

  18. Evaluate the Results

  19. Using information from Web analytics, you can determine the effectiveness of your Web site. What Is Working on Your Current Site?

  20. The original Web analytics tools looked at server log files and gave very basic information such as: Hits Browser Referring site With a lack of more data, the goal became GET MORE TRAFFIC Web Analytics

  21. Track visitor information Where they came from How they found your site What areas of the site they visited How long they stayed on your site The more you understand your traffic, the more it becomes clear that you don’t need more traffic – you need the right traffic Web Analytics

  22. Trend analysis Goals/objectives by audience What’s working and not working on the current Web site What information NEEDS to be on the Web site Pull the Pieces Together…

  23. Structure site navigation around the audience Have a clear “call to action” on each page Consider multiple ways to access the same information (Future Students versus Admissions) Establish Framework for Site Navigation

  24. Mock it Up

  25. New College Home Page

  26. Web Site Template

  27. Adding Imagery and Content

  28. Imagery should be relevant to your dept/unit - communicate what it’s like to be here Be authentic and genuine - do not use stock photos Consider the width of the page Request photography services if needed (IMC web site) Photography and Imagery

  29. Photography Guidelines

  30. Write to different audiences with different “voices” Be concise and brief where appropriate Make main points scanable (bullet points) Web users want “actionable” content Incorporate search engine optimization Writing for the Web

  31. No cost to optimize your Web site A larger percentage of traffic comes from natural results than paid results Perform keyword research Incorporate keywords into navigation, links and copy Search Engine Optimization

  32. http://adwords.google.com http://freekeywords.wordtracker.com www.keyworddiscovery.com Keyword Research Tools

  33. Tracking the Results

  34. Tracking the Results

  35. With each new site developed, a profile is set up to track using Google Analytics Contact Jamie Ceman for a profile Google Analytics

  36. Jamie Ceman, Assistant Director, Multichannel Marketing and Web Development cemanj@uwosh.edu Questions? For project requests:www.uwosh.edu/imc

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