Admit it: your institution sends millions of emails each year, and you have no idea what they look like. Are they mobile friendly? Are they easy to read? Do they get results? Gasp in horror and start building your to-do list as you see the results of a secret shopping experiment that involved 300 institutions, 2,000 emails, and the mother of all Excel spreadsheets. Using real emails from real universities, you’ll dive into email marketing, explore how it connects to your content, mobile and web strategies, and walk away with checklists and guides that you can use to make immediate improvements at your institution.
When Beloit College retooled its recruitment materials and positioning, the approach hinged on the college’s ability to showcase the accelerated pulse of what seemed, from the outside, to be a small and sleepy campus. Under the theme “Liberal Arts Amplified”, the communications and web team set out to illustrate this energy on the website and elsewhere, and found along the way that in this case, less was more (and more was more). Borrowing from new approaches (in HTML5) and best practices, we built a new site that serves to highlight campus life, offerings, and students, and to do so in a way that is more authentic, more powerful, and less time consuming than preparing video package after video package. Along the way, we found that we could easily and cheaply replicate this approach across campus, through retargeting, and even on livestreaming holding slides -- and do all that with a ¼ time videographer and a half dozen student workers. This session will provide an overview of how we implemented video across our site (the plan, process, and implementation) and what we’ve seen and heard as a result. We’ve discovered that while a picture might be worth a thousand words, a video is worth a million.
I won't sugarcoat it. Creating responsive email isn't easy. In fact it's hard. Like, harder-than-coding-for-IE6 hard. But everyone is saying how valuable email marketing is. Furthermore, having responsive email designs is just as important as having as having a responsive website when you consider that more than 50 percent of emails are opened on a mobile device. Multiply that by the millions of emails your institution delivers annually, and that adds up to a big problem. Or a big opportunity, depending on how you look at it. In this session, we'll roll up our sleeves and cover the best practices in responsive email. Like responsive web design, mastering responsive emails involves changes in how we write, design, and code. It's a dirty job, but somebody's gotta do it.
A website redesign can be a daunting proposition. It is a huge investment in time and money and something that you will live with for years to come. Even more importantly, it’s also often your first point of contact with potential students and parents. While there is a tremendous amount of work involved, the reward is a new site that will better meet your business objectives and communicate your institutions’ goals to your target audience, whether that is incoming students, new faculty, or alumni networks. This presentation will walk you through the entire web redesign process from research and planning to launch and post-launch analysis. Emphasis will be placed on understanding when and why to redesign your site. A redesign project is the perfect opportunity to examine your web strategy and how it aligns with the overall organizational strategy. It is also a great time to analyze your current operation approach to the web and how to build a site that is sustainable moving forward. There will also be an emphasis on user-centered design and how to balance user goals with business goals. Everyone wants a user-friendly site, and we will explore how to involve users in all phases of the redesign process, as well as how iterative testing throughout the project will save time and resources. Whether you are redesigning your website in-house or working with an agency, this webinar will provide you with a redesign framework that will streamline the process and position your higher education site for success. What You Will Learn: - The full redesign process from start to finish - How to keep your project on time and on track - How to utilize the experiences with you current site to inform decisions about the new site - How to plan for post launch - The common mistakes with a web redesign project and how to avoid them Who Should Attend: - Chief Marketing Officers - Digital Managers - Web Managers - Marketing and Communications Professions
Thanks to software like Google Analytics, New Relic, Crazy Egg, and others, data about your digital marketing efforts is available in excess. How can you display the information in a way that gives you leverage to act on the relevant data points? How do we use this data to make better design and strategic marketing decisions down the road? In this session we'll discuss successful case studies from the University of Notre Dame on how to take SEO, usability, and goal conversion data and make design decisions, set up A/B experiments, and improve search results to maximize the effectiveness of websites and applications.
Check Yo Self(ie): Connecting with Students Through Engaging, Meaningful Social Media Campaigns (TIE5)
Gone are the days when we could get away with sending out a tweet to a news release or posting a mugshot of an award-winning faculty member on our Facebook page. Leadership demands results and, when it comes to students, we need to think outside the box to engage them and build our brands (and ambassadors). Learn how Indiana University-Purdue University Indianapolis went from a social media graveyard to a thriving online community thanks to creative campaigns such as "50 Things to Do Before You Graduate," "Positive Post-It Day," and an April Fools' Day prank that saw cats roaming the campus.
From MySpace to Mobile: How Ten Years of E-Expectations Research Informs Future Digital Strategies (TIE6)
Since 2005, the E-Expectations research project has tracked the online preferences of college-bound high school juniors and seniors. The e-recruitment and technology landscape has changed considerably in that time. Facebook and YouTube were just beginning to go public, Twitter had not yet launched, and the iPhone was still two years away. Over that time, how have the expectations of prospective college students changed? How will they continue to evolve? This session will examine ten years of E-Expectations research data, and will discuss how the identified trends might apply to the future development of websites, mobile, social media, and email. The presenters will also discuss how campuses can create an effective mix of online recruitment strategies that will both engage students and be manageable for those overseeing campus technologies. Participants will leave this session with a better understanding of how to increase the quality and consistency of their online content across multiple channels.
Now that the millennial generation has not only gone to college, but entered the workforce, what’s next on the horizon? Is the next generation about technology? The green movement? Self-serving? Career-driven? How do they define success? What traits does this generation have, and what impact will they have on the work you do? The presentation will review current research on the iGeneration and late millenials.
Techies and Writers Unite! Ohio State's New Content Aggregator Serves Coders, Marketers, Users (AIM10)
Ohio State's manifesto: Simplify the university’s bureaucratic structure and put users first! At a complex place, writers post web content; social media managers tweet; web geeks ponder digital strategy. Enter Media Magnet, a uniform content aggregation system and a joint venture between Interactive and Editorial. See how we’ve applied this system on osu.edu and beyond.
Web-Based Digital Signage System (DPA11)
The University of Tennessee Health Science Center has experience with Cisco DMS, a digital signage system that uses screens, media players, a media server, and proprietary software. However, they found a way to create their own DMS using only the existing screens and network, while swapping out the media players for Raspberry Pis. Attend this session to learn how a browser on a single-board computer, such as a Raspberry Pi, can be set to access tailored content for its location. Nic will show how to set up responsive web pages that contain common assets and unique content, and how to use the pages for horizontal or vertical screens of varying sizes. Attend to find out how to migrate signage into the web, so your displayed content is accessible, interactive, and easy to update.
For the past year and half, this simple innocent question has challenged friendships, hijacked whiteboards, and sparked heated happy-hour debates within our office. We were even able to tickle the fancy of Chris Hardwick during last year’s HighEdWeb keynote address. So why has this question become such an obsession to us? Because it’s not just about tacos. It’s about organization. Balance. As professionals in higher education, we work in systemic chaos every day -- from political posturing and institutional wrangling, to technology workarounds and daily droning maintenance. At Illinois State University, a recent redesign of our central news hub proved that this chaos could be tempered, dare we say controlled. It meant tackling the tricky balance of institutional marketing with distributed content creation. I will cover some of the tactics used to organize people, departments, and egos (both large and small) and how it lead to not only political victories, but new competitive ways to market the university.
Snapchat: More Than Selfies (MCS12)
Snapchat can be more than selfies. In fact, it can be a key recruiting and relationship-building tool for your university. We’ll take a look at Snapchat campaigns from West Virginia University and examples from other universities from around the country that are using the app successfully. For those already using Snapchat at their university, we’ll also talk about different strategies for overcoming some of the limitations of the app and discuss the future of the app in higher ed. In this session, you will learn: • Why you should be on Snapchat • How to use Snapchat as a University • Examples of successful Snapchat campaigns at universities • The future of Snapchat and how it could affect higher ed