Marketing for the Whole Campus: Onsite and Online
Lorrie Jackson November 7, 2013
Your Speaker Lorrie Jackson Client Success Manager [email protected] 1-800-592-2469 ext. 0179 Finalsite.com
Today 10:00 – 10:15 Introductions/Overview 10:15 – 11:00 Big Picture/A Welcoming Campus 11:00 – 11:10 Break 11:10 – Noon A Welcoming Website Noon – 12:45 Lunch 12:45 – 1:30 User-Centered Strategies on Your Website 1:30 – 2:00 Beyond Your Website/ Final Suggestions
Big Picture Thinking
What No One Will Tell You
To Keep the Lights On
Recruit Students Retain Students
Raise Funds (Relate to Alumni)
Your Constituents • Parents • Students • Faculty • Staff • Alumni • Prospective Parents • Prospective Students
Marketing: Value Transaction
School’s Needs
Const. needs Recruit students Retain Students Fund-raise
Maslow’s Hierarchy
Give them what they need and
they will give you what you need.
A Welcoming Campus
Customer Service Stories Your Customer Service Stories
Draw Your Campus
Visitor’s First Impression • Where you park • Who greets you • Where you arrive • What you receive • And more
http://algetler.com/5-ways-to-make-a-first-impression-when-you-welcome-your-customers/
Security vs. Warm Welcome
http://www.securitymagazine.com/articles/print/84382-warm-welcome-safe-entry
A Welcoming Website
Recruit Raise $
Why Do People Visit Your Website?
Your Constituents • Parents • Students • Faculty • Staff • Alumni • Prospective Parents • Prospective Students
Micro - Messaging • What goes on the home page? • What goes behind a log-in? • Who communicates how to whom? • The “teacher-parent” phenonmenon
Web Trends
1994-1995
2002-2003 http://www.nngroup.com/articles/homepage-design-changes/
2011-2012
Trends to Watch • Infographics • Responsive Design • App • Imageless/Flat Design • Sticky Navigation • Parallax
Infographics
Responsive Design
Responsive Design
App
Flat Design
Flat Design
Sticky Navigation
Sticky Navigation
Parallax
Insert Your Home Page Here
User-Centered Content Strategy
To Keep the Lights On
Recruit Students Retain Students
Raise Funds (Relate to Alumni)
Recruit Students
Videos
Videos
QR Codes & PR
Public Portals
QR Codes & PR
Retain Students
Directories
Customized Emails
College Counseling
What We’re Planning: On Campus QR codes in & around campus
QR Codes
Spirit Store
Portals & Integration
View the weekend’s schedule on your smartphone.
Scan this barcode* or go to: http://bit.ly/pw2012agenda*Search for “barcode scanner” in your phone’s app market.
See Receptionist for details on connecting to WiFi. QR Codes
Athletics
Digital Signage
Mashup
Raise Funds
Videos
Videos
Videos
Videos
Public Portals
FAQs
Fundraising Thermometer
Fundraising Opportuni8es
FAQs
Relate to Alumni
Connect with Alumni Alumni Magazines & Reunion Invitations
Alumni
What We Do: Print QR codes that direct people to more information from their mobile devices.
Alumni Blogs
Emails
Beyond Your Site
School Website
Social Media
Blogs
News Sites
Media
SEO/PPC Ads
Other?
SOCIAL MEDIA
TOOLS
User-Centered Strategies
Forming a Plan
Mission
Strategic Goals
Communication Goals
FOCUS ON THE CALL
TOOLS
Ask Questions… • Where is my call to action? • What is my pathway to that call to action? • Whom am I trying to influence to act?
Funnel
How do folks get from your home page to the conversion?
PERSONALIZE INFO
TOOLS
MAKE IT EASY
TOOLS
Case Study
How Will You Welcome Your Community?
For More Lorrie Jackson Client Success Manager [email protected] 1-800-592-2469 ext. 0179 Finalsite.com
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