Insights

3 Big Ideas Higher Eds Must Know About Their Prospects

August 19, 2014

We’ve just completed some independent website user research with high school sophomores to understand how they research and create a short list of colleges. Over the past five years, we’ve spoken with hundreds of high school students, but it’s been a while since we interviewed high school sophomores at the very start of the college selection process. There were a number of actionable data points from the user research, but three big ideas emerged.

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What's Missing From the U.S. Digital Services Playbook (And What They're Getting Right)

August 13, 2014

This week, the U.S. government launched the U.S. Digital Service to improve the federal government’s digital interactions with citizens. Headed by an ex-Google executive, the Digital Service published a fantastic manifesto of 13 digital plays to guide their creation and development of new online systems.

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U.S. Digital Services Playbook Embraces User Research, Will Your Business?

August 13, 2014

The U.S. Federal Government officially got on board with user testing for digital experiences this week with the launch of the U.S. Digital Service. Their mission is to improve the federal government’s digital interactions with citizens.

User Research in The U.S. Digital Services Playbook

The Service announced 13 guiding points in their playbook. These will guide all projects and initiatives. The top three plays are rightly focused on user experience:

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3 Keys To Creating News Content That Matters

August 12, 2014

It shows up on a lot of sitemaps: a section called “News.” Therein lives Very Important Information about your organization and its myriad happenings. So important! Everyone’s gonna want to read this. Extra extra!

But will they? News is not implicitly valuable, simply because we call it such. Does our idea of “news” gibe with the members of our target audience?

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Proving The Value of Digital Marketing: Best Practices Guide Now Available

July 29, 2014

Higher education is in transition. Increasing competition and rising prices have forced students to become more selective in their school choice, and alternative methods of learning are having an impact on the pool of prospective students. Glossy brochures have been replaced by social media and the web to capture prospective student's attention.

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Explained in 60 Seconds: SEO vs SEM

July 09, 2014

SEO and SEM are two acronyms that are commonly referred to during online projects. We’ve found that they are sometimes confused for one another. Here’s a quick breakdown of the differences:

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After Your Website Redesign: Planning for Day Two -- and Beyond

July 07, 2014

From the outside, this is what the typical web project might look like: We have a kickoff meeting. We have a lot of meetings and do a lot of work. One day, the site launches. We celebrate and eat cake. Yay! Then, we move on. The project is done!

Or is it? What about Day Two -- when the crumbs have been swept away and the website is really, truly out there?

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Policeman or Partner? Making Website Governance Plans That Work

June 24, 2014

Website governance plans are an acknowledgment that the website is an organizational tool, and while typically the focus of governance is content and messaging, it can cover other areas as well. Governance generally has three components:

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“Holy Analytics, Batman” Webinar Recap

June 18, 2014

As a digital marketer, figuring out how to make Google Analytics work for you is an important first step toward leveraging data that will help you get the most out of your website. Being able to track your users from their first click to conversion provides valuable information as to how effective your marketing efforts are at pushing people through the funnel and allows you to think strategically about your users.

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Responsive Design 2.0: Dynamic Serving and The Future of Mobile Web Design

April 28, 2014

Back in 2010, it seemed to come out of nowhere – responsive web design (RWD) – a term coined by visionary designer Ethan Marcotte that would soon become a household name in web design and mobile strategy. For many, this was an entirely new concept: the idea that web content could be intelligently adapted to a variety of mobile form factors by using HTML and CSS alone.

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