Stakeholders are the people or groups that have a vested interest in the success (or failure) of a project. Typically, a higher education website project is led by the marketing group. With increasing pressure on enrollment, most college or university website redesign projects are focused on reaching prospective students, making the key stakeholders for a website project the admissions groups — undergraduate, graduate, online, and continuing education.
Other stakeholders for higher education website projects typically include:
For the last four years, we’ve been developing and implementing website personalization campaigns for colleges and universities. The impact of these campaigns is two-fold — increased audience engagement and increased inquiries, applications, and deposits:
The marketing technology — or martech — stack refers to the integrated collection of software tools that digital marketers employ to deliver and optimize a comprehensive customer digital experience. The marketing technology stack typically spans across the website, email marketing, personalization, social media, and analytics.
As competition for students increases, universities and colleges need to consider implementing a higher education marketing technology stack to provide a full view of the prospective student journey and to optimize prospective student outreach.
Numerous lists across the internet simplify prospective Gen Z undergraduates into pithy attributes. Identifying these qualities might be helpful when thinking about how to shape messages for this audience, but they do little to help understand what Gen Z wants and expects from their online interactions.
We need to dig beyond the monikers to understand their desires.
As we head into 2018, it’s time for our fourth annual report on Google Analytics benchmarks for college and university websites. We reviewed traffic from a wide range of college and university websites — graduate programs, universities, liberal arts colleges, adult programs, and law schools — from January 1, 2017 to December 31, 2017. When available, we looked at only external traffic sources to get the best reads on how prospective students and alumni are experiencing the website.
When it comes to acquiring new patients, market research shows digital channels strongly topping referral and print acquistion strategies. One survey reports 76% of prospective patients use digital channels to select a care provider. If you want to improve conversion from your hospital website, streamlining your website to align to prospective patient needs is a necessary step.
In a quest to connect and engage with prospective students, college and university marketing teams are turning to student social media takeovers of official social media accounts. These first-person, student produced narratives help schools to tell stories from new angles, to present an authentic, unmoderated perspective, and to grow their audiences.
Three experts on the topic shared their experiences and processes for letting students take the reigns during a panel at the annual CCA conference:
It’s like a cluttered garage that you wish someone else would just clean out–get rid of the trash, sweep it out, and put anything of value back on some nice shiny shelves.
You could turn around, walk away, hire an agency, and tell them — fix it!
But, it’s your job to clean it out.
To help you dive in, we’ve outlined a seven-point action plan — if you follow it, you’ll end up with a good understanding of what’s in your “garage” and some first thoughts on all of the key areas for a new website.
Recently, in a kickoff meeting for a higher education website project, the vice president of marketing announced that to get the website done on schedule, she was informing the president that the internal marketing team would cancel an issue of the alumni magazine and some other annual projects from their schedule.
“It’s the only way the site will get done. We need to free up resources,” she said.
I appreciated this straightforward, no-nonsense approach to resource planning for a website.