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Workshop Part I: Web Site Structure and Development

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Workshop Part I: Web Site Structure and Development Presented by: Integrated Marketing and Communications Jamie Ceman, Assistant Director, Multichannel Marketing and ... – PowerPoint PPT presentation

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Title: Workshop Part I: Web Site Structure and Development


1
Workshop Part IWeb Site Structure and
Development
Presented byIntegrated Marketing and
Communications
Jamie Ceman, Assistant Director, Multichannel
Marketing and Web Development March 25, 2010
Where excellence and opportunity meet.
2
Workshop Overview - Part I
  • 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?

3
Who We Are
  • 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
    Universitys 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.

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

Integration and support
5
The Purpose of a Web Site
  • 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

6
Where Does the Internet Fit in the Marketing Mix?
channels
channels
channels
channels
7
New University Brand Guidelines
8
Start with Goals and Research
  • 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)

then look at your current site
9
Ask the Right Questions
  • 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?

10
College Web site - Case Study
11
College Audiences
  • Current Faculty, Staff and Students
  • Prospective Students
  • Parents and Family
  • Alumni
  • Prospective Faculty and Staff
  • Community
  • Media
  • Partners
  • Donors

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

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

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

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

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

17
Create a Matrix
18
Evaluate the Results
19
What Is Working on Your Current Site?
  • Using information from Web analytics, you can
    determine the effectiveness of your Web site.

20
Web Analytics
  • 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

21
Web Analytics
  • 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 dont need more traffic
    you need the right traffic

22
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23
Pull the Pieces Together
  • Trend analysis
  • Goals/objectives by audience
  • Whats working and not working on the current Web
    site
  • What information NEEDS to be on the Web site

24
Establish Framework for Site Navigation
  • 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)

25
Mock it Up
26
New College Home Page
27
Web Site Template
28
Adding Imagery and Content
29
Photography and Imagery
  • Imagery should be relevant to your dept/unit -
    communicate what its 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)

30
Photography Guidelines
31
Writing for the Web
  • 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

32
Search Engine Optimization
  • 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

33
Keyword Research Tools
  • http//adwords.google.com
  • http//freekeywords.wordtracker.com
  • www.keyworddiscovery.com

34
Tracking the Results
35
Tracking the Results
36
Google Analytics
  • With each new site developed, a profile is set up
    to track using Google Analytics
  • Contact Jamie Ceman for a profile

37
For project requestswww.uwosh.edu/imc
Questions?
  • Jamie Ceman, Assistant Director, Multichannel
    Marketing and Web Development
  • cemanj_at_uwosh.edu
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