converge 2014: web strategy - campbell
DESCRIPTION
Converge 2014: Web Strategy - JULIE CAMPBELL Amidst the buzzwords and concepts of interactive marketing (content strategy, inbound marketing, search engine marketing,and google analytics to name a few), it's important to remember that your institutional web is one very important part of an integrated marketing strategy. As such, we must use the web to tell a cohesive and compelling brand story, and to move our audiences to action. In order to do so, there are questions and concepts to consider. KEY TAKEAWAYS: Do you know who your website is really serving? Is your website telling your story, and telling it well? How do you know? How do you define success with your interactive marketing efforts? Are you proactive about protecting your business goals on the website? Why or why not?TRANSCRIPT
Web StrategyJulie Campbell
Ball State University
Consonance
Case for Governance
November 5, 2012
BALL STATE UNIVERSITY
BALL STATE UNIVERSITY
Structure
• Ignorance. • Arrogance. • Resourcing. • Politics.• One, many, all of the
above.
BALL STATE UNIVERSITY
Buzz
BALL STATE UNIVERSITY
BALL STATE UNIVERSITY
Dischord
• Ignorance. • Arrogance. • Resourcing. • Politics.• One, many, all of the
above.• Ignorance.• Arrogance. • Resourcing.• Politics.
BALL STATE UNIVERSITY
Dischord
• Ignorance. Educate.• Arrogance. Intimidate.
Collaborate.• Resourcing. Allocate.• Politics. Negotiate.
BALL STATE UNIVERSITY
Muncie, Indiana
About
BALL STATE UNIVERSITY• Predominantly an
undergraduate institution(15,000) undergrad
students (2,000) graduate
students• Out of state students
comprise 13% of enrollment
• 180 undergraduate degrees, 100 masters and doctoral programs
• State assisted residential university
Ball State’s website should help the university:
• Attract high quality, bright, passionate students
• Build advocates in alumni, donors, legislators, and business leaders
• Raise money
Vision
BALL STATE UNIVERSITY
• Prospective undergraduate students and parents
• Prospective graduate students• Prospective online/distance students• Prospective international students• Prospective faculty and staff• Alumni/Influencers• Donors• Current students• Current faculty and staff• Business/community partners• Government• Media• Peer faculty and staff
Audiences
BALL STATE UNIVERSITY
• Infuse the new website with branding messages that help to build the argument “Why Ball State?”
• Design a new look and feel that’s aligned with the visual essence of the brand.
• Increase online applications to the University by helping to promote the value of a Ball State education.
• Increase giving by building a strong case for support of the University.
Goals
BALL STATE UNIVERSITY
• Increased online & overall inquiries and applications
• Increased click-through rates for critical paths
• Increased engaged traffic from key audiences on landing pages and gateways
• Website validation with accessibility engines
• Higher rankings in search engine results
• Decrease in tasks that can be web-automated
Measurement
BALL STATE UNIVERSITY
Investment in Website
$X,XXX,XXX
Investment
BALL STATE UNIVERSITY
Traffic Sources
Nearly half of all traffic to website is from on campus. This suggests that the majority of all audiences we are reaching are current students, faculty, and staff.
Consonance?
BALL STATE UNIVERSITY
Traffic Sources – By City
The above graphic shows that nearly 70% of visits to Ball State website come from Muncie.
Consonance?
BALL STATE UNIVERSITY
Top 10 Search Terms:
Consonance?
BALL STATE UNIVERSITY
Revelation
BALL STATE UNIVERSITY
Revolution
BALL STATE UNIVERSITY
Storytelling
BALL STATE UNIVERSITY
REFERENCE: http://contentmarketinginstitute.com/2014/09/ancient-archetypes-brand-storytelling-should-use/
Chronicles
BALL STATE UNIVERSITY
Telling the story?
BALL STATE UNIVERSITY
Questions?
BALL STATE UNIVERSITY