Title: Workshop Part I: Web Site Structure and Development
1Workshop 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.
2Workshop 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?
3Who 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
5The 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
6Where Does the Internet Fit in the Marketing Mix?
channels
channels
channels
channels
7New University Brand Guidelines
8Start 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
9Ask 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?
10College Web site - Case Study
11College Audiences
- Current Faculty, Staff and Students
- Prospective Students
- Parents and Family
- Alumni
- Prospective Faculty and Staff
- Community
- Media
- Partners
- Donors
12Audience BreakdownProspective Students
- Traditional Undergraduate
- Adult Nontraditional Undergraduate
- Transfer Students
- Graduate Students
- International Students
- Continuing Education (Non-Degree Seeking)
- High School Students
13What Are You Trying to Accomplish?Prospective
Students
- Increase inquiries from prospective students
- Increase student applications
- Increase enrollment
- Improve student retention
14What Actions Are Desired?Prospective Students
- Apply to the University/college/program
- Request information
- Schedule a campus visit
- Experience campus - virtually
- Check application status
15Define Goals for Each Audience
- Repeat the process of evaluating goals for each
defined audience
16Research and More Research
- Conduct research on
- Competitors
- Regional comparable sites
- National comparable sites
- Be methodical with research
- Investigate trends and best practices
17Create a Matrix
18Evaluate the Results
19What Is Working on Your Current Site?
- Using information from Web analytics, you can
determine the effectiveness of your Web site.
20Web 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
21Web 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(No Transcript)
23Pull 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
24Establish 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)
25Mock it Up
26New College Home Page
27Web Site Template
28Adding Imagery and Content
29Photography 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)
30Photography Guidelines
31Writing 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
32Search 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
33Keyword Research Tools
- http//adwords.google.com
- http//freekeywords.wordtracker.com
- www.keyworddiscovery.com
34Tracking the Results
35Tracking the Results
36Google Analytics
- With each new site developed, a profile is set up
to track using Google Analytics - Contact Jamie Ceman for a profile
37For project requestswww.uwosh.edu/imc
Questions?
- Jamie Ceman, Assistant Director, Multichannel
Marketing and Web Development - cemanj_at_uwosh.edu