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University brag points can all sound the same to a high school student. As university communicators we have the same delivery methods available, such as our website, mobile apps, e-mails, social networks, and print. So how do we set our institutions apart? The answer lies in how we choose to expand and present our messages. Discover how the University of Illinois produces fresh, vibrant, and memorable content for all of its marketing. See how they collect data and use it to determine where they focus their efforts and how they choose to uniquely craft their messages.
Citation preview
05.02.2012
Doug Burgett Creative Director, Office of Communications for Enrollment Mgmt
Stacey Kostell Director, Office of Undergraduate Admissions
Michelle Rice
Editor, Office of Communications for Enrollment Mgmt
Tuesday, May 15, 2012
WHAT IS THE MESSAGE?
Tuesday, May 15, 2012
The message is... TEXT
Tuesday, May 15, 2012
The message is... IMAGE
Tuesday, May 15, 2012
The message is... VISUAL
Tuesday, May 15, 2012
The message is... WHAT YOU WANT TO KNOW
Tuesday, May 15, 2012
The message is... WHAT YOU SHOULD KNOW
Tuesday, May 15, 2012
The message is... WHAT YOU NEED TO KNOW
Tuesday, May 15, 2012
The message is... SIMPLE
Tuesday, May 15, 2012
The message is... COMPLEX
Tuesday, May 15, 2012
The message is... CONTEXT DEPENDENT
Tuesday, May 15, 2012
The message is... MULTI-DIMENSIONAL
Tuesday, May 15, 2012
The message is... OFTEN BURIED
Tuesday, May 15, 2012
The message is... THE REASON WE COMMUNICATE
Tuesday, May 15, 2012
belong
Illinois Admissions Theme (2005-Present)
Tuesday, May 15, 2012
Tuesday, May 15, 2012
BURIEDTuesday, May 15, 2012
University Viewbook Cover
Tuesday, May 15, 2012
University Viewbook Cover
Tuesday, May 15, 2012
University Viewbook Cover
Tuesday, May 15, 2012
University Viewbook Cover
Tuesday, May 15, 2012
Illinois Viewbook Cover (2007)
Tuesday, May 15, 2012
Illinois Viewbook Spread (2008)
Tuesday, May 15, 2012
Illinois Viewbook Spread (2008)
Tuesday, May 15, 2012
FACTUAL LAYOUT
The personality is over here
Where do I look first?
What’s this?
I don’t want to read all this
Illinois Viewbook Spread (2008)
Tuesday, May 15, 2012
FACTUAL VOICE
Tuesday, May 15, 2012
WE ARE BROWSERS
Tuesday, May 15, 2012
Illinois Viewbook Spread (2010)
Tuesday, May 15, 2012
Illinois Viewbook Spread (2010)
Tuesday, May 15, 2012
MAGAZINE LAYOUT
Quotes offer alternative entry points to the content
Leads expand the headers and summarize
main messages
Clear page header
Student-written articles introduce personality
Illinois Viewbook Spread (2010)
Tuesday, May 15, 2012
PERSONAL CONTENT
Illinois Viewbook Spread (2010)
Tuesday, May 15, 2012
FIRST-PERSON WRITING
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PULLOUT FACTS
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EXPANDED CONTENT
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BROWSER FRIENDLY
Tuesday, May 15, 2012
Illinois Visit Mailer (2011)
Tuesday, May 15, 2012
Illinois Visit Mailer (2011)
Tuesday, May 15, 2012
SIMPLE
What the University of Illinois
looks like
Where I go for more information
What I’m supposed to do
Where the University of Illinois
is located
Tuesday, May 15, 2012
SUCCINCT WRITING
Tuesday, May 15, 2012
Tuesday, May 15, 2012
SEARCH EMAIL
Header for priority message
Call-to-action List of profile facts
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ADMIT EMAILIntro with
priority message
Headers for easy scanning
Calls-to-action
Enticing image
Tuesday, May 15, 2012
ACCEPT EMAILFirst-person
student account
Brief article previews
Call-to-action
Tuesday, May 15, 2012
PRESENTATIONS
Tuesday, May 15, 2012
Illinois Admitted Student Presentation (2011)
Tuesday, May 15, 2012
STUDENT VOICE
Illinois Admitted Student Presentation (2011)
Tuesday, May 15, 2012
WEB
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Illinois Admissions Website (2011)
Tuesday, May 15, 2012
KEY MESSAGES
STUDENT VOICE
CLEAR ORGANIZATION
Illinois Admissions Website (2011)
Tuesday, May 15, 2012
RELATED BLOG CONTENT
Illinois Admissions Website (2011)
Tuesday, May 15, 2012
Illinois Admissions Blog (2011)
Candid advice from admissions counselors
BLOGGING
Slice-of-life experiences from current students
Tuesday, May 15, 2012
Before
CONTENT REFINEMENT
Illinois Admissions Website (2011)
Tuesday, May 15, 2012
After
CONTENT REFINEMENT
Illinois Admissions Website (2011)
Tuesday, May 15, 2012
Illinois Admissions Website (2011)
UTILIZING REAL ESTATE
Tuesday, May 15, 2012
MOBILE
Tuesday, May 15, 2012
Illinois Admissions Website (2011)
KEY MESSAGES?Smaller screens
warrant a different layout for more clarity
Tuesday, May 15, 2012
Illinois Admissions Website (2011)
Tuesday, May 15, 2012
Illinois Admissions Website (2011)
Tuesday, May 15, 2012
Illinois Admissions Website (2011)
Tuesday, May 15, 2012
Illinois Admissions Visit Webpage (2011)
Tuesday, May 15, 2012
Illinois Admissions Website Mobile Statistics for 2010
ADMISSION DECISION ANNOUNCEMENTS
Tuesday, May 15, 2012
Illinois Admissions Check Application Status Webpage (2011)
WHAT’S THIS?How do I get to my
admissions decision?
Tuesday, May 15, 2012
Illinois Admissions Check Application Status Webpage (2011)
Tuesday, May 15, 2012
SOCIAL MEDIA
Tuesday, May 15, 2012
Social Networks used by Illinois Admissions (2011)
Tuesday, May 15, 2012
Social Network Hub for Illinois Admissions (2011)
EASY
Tuesday, May 15, 2012
FUN
Social Network Hub for Illinois Admissions (2011)
Tuesday, May 15, 2012
University of Illinois Class of 2015 Facebook Page (2011)
HONEST
Tuesday, May 15, 2012
University of Illinois Class of 2015 Facebook Page (2011)
REAL
Tuesday, May 15, 2012
University of Illinois Class of 2015 Facebook Page (2011)
REALLY REAL
Tuesday, May 15, 2012
University of Illinois Class of 2015 Facebook Page (2011)
REALLY REAL
Tuesday, May 15, 2012
Illinois Admissions Twitter Page (2011)
DUPLICATED
Tuesday, May 15, 2012
Illinois Admissions YouTube Page (2011)
ENGAGING
Tuesday, May 15, 2012
Illinois Admissions YouTube Page (2011)
ENGAGING
Tuesday, May 15, 2012
QUESTIONS/COMMENTS?
Tuesday, May 15, 2012
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