Integrated Marketing and
Communications
Workshop Part I:
Web Site Structure and Development
Presented by:
Integrated Marketing and Communications
Jamie Ceman, Assistant Director, Multichannel Marketing and Web Development
March 25, 2010
Where excellence and opportunity meet.™
Integrated Marketing and
Communications
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Workshop Overview - Part I
Web site project update
Who we are
Purpose and role of a Web site
How to establish Web site structure
Writing content for the Web
Tracking the results
Web Site Process on campus
Questions?
Who We Are
Integrated Marketing and
Communications
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The Integrated Marketing and Communications Web team is responsible for
developing and implementing an online brand that best represents the
University of Wisconsin Oshkosh in support of recruitment, retention,
outreach and our University’s academic mission
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Working extensively with all areas of campus, the team is tasked with
assisting in the creation of an effective Web presence for the University.
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The Web team also provides guidance and expertise in the area of emarketing, online/new media and Web copy writing.
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In a close partnership with Information Technology, we are leading a rollout of
a campus-wide content management system to offer Web site editing tools to
those that maintain and update their Web sites.
Integration and support
Academy
• Faculty contribution/expertise
• Polk Library
• Research
• College sub-branding
• Research
• Student successes
•LLCE
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Academy
Administration
Communications
• Emergency
• Mass
• Safety
• Media relations
Advancement
Admissions
• Touchpoints
• Recruiting cycle
• Summer sessions
• Graduate
Services
• Career Services
• Women’s Center
• CCP./CCDET/Bookstore/EAP
• Parking
External
Outreach
Media
Community
Admissions
Administration
• Financial Services
• Fundraising/campaign
• Alumni relations
• Sustainability
The Purpose of a Web Site
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Communications
• Depending on the unit/department, the purpose
of the site might be very different.
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Lending academic support
Recruiting students, faculty or staff
Fundraising
Supporting University business functions
Providing information to varying audiences
Promoting a service
General marketing and/or communications
Where Does the Internet Fit in the Marketing Mix?
channels
channels
channels
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New University Brand Guidelines
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Start with Goals and Research…
• Before you start to analyze your current site and
determine what your department wants in a site:
– DEFINE YOUR AUDIENCE
– ESTABLISH GOALS BASED ON AUDIENCE
– DO RESEARCH (AND BE METHODICAL)
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then look at your current site
Ask the Right Questions…
Integrated Marketing and
Communications
• Who is the audience?
• Is the audience broken down into distinct
sub-groups?
• What is the dept/unit trying to accomplish?
How does this fit in with the University
framework?
• What are the actions you want a person to
take on the Web site?
College Web site - Case Study
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College Audiences
Integrated Marketing and
Communications
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Current Faculty, Staff and Students
Prospective Students
Parents and Family
Alumni
Prospective Faculty and Staff
Community
Media
Partners
Donors
Audience Breakdown
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Prospective Students
Traditional Undergraduate
Adult Nontraditional Undergraduate
Transfer Students
Graduate Students
International Students
Continuing Education (Non-Degree Seeking)
High School Students
What Are You Trying to Accomplish?
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Communications
Prospective Students
• Increase inquiries from prospective
students
• Increase student applications
• Increase enrollment
• Improve student retention
What Actions Are Desired?
Prospective Students
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Communications
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Apply to the University/college/program
Request information
Schedule a campus visit
Experience campus - virtually
Check application status
Define Goals for Each Audience
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• Repeat the process of evaluating goals for
each defined audience
Research and More Research
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• Conduct research on:
– Competitors
– Regional comparable sites
– National comparable sites
• Be methodical with research
• Investigate trends and best practices
Create a Matrix
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Evaluate the Results
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What Is Working on Your Current Site?
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• Using information from Web analytics, you
can determine the effectiveness of your
Web site.
Web Analytics
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• The original Web analytics tools looked at
server log files and gave very basic
information such as:
– Hits
– Browser
– Referring site
• With a lack of more data, the goal became
GET MORE TRAFFIC
Web Analytics
Integrated Marketing and
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• Track visitor information
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Where they came from
How they found your site
What areas of the site they visited
How long they stayed on your site
• The more you understand your traffic, the more it
becomes clear that you don’t need more traffic –
you need the right traffic
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Pull the Pieces Together…
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• Trend analysis
• Goals/objectives by audience
• What’s working and not working on the
current Web site
• What information NEEDS to be on the Web
site
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Establish Framework for Site Navigation
• Structure site navigation around the audience
• Have a clear “call to action” on each page
• Consider multiple ways to access the same
information (Future Students versus Admissions)
Mock it Up
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New College Home Page
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Web Site Template
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Adding Imagery and Content
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Photography and Imagery
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• Imagery should be relevant to your
dept/unit - communicate what it’s like to be
here
• Be authentic and genuine - do not use stock
photos
• Consider the width of the page
• Request photography services if needed
(IMC web site)
Photography Guidelines
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Writing for the Web
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• Write to different audiences with different
“voices”
• Be concise and brief where appropriate
• Make main points scanable (bullet points)
• Web users want “actionable” content
• Incorporate search engine optimization
Search Engine Optimization
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• No cost to optimize your Web site
• A larger percentage of traffic comes from
natural results than paid results
• Perform keyword research
• Incorporate keywords into navigation, links
and copy
Keyword Research Tools
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• http://adwords.google.com
• http://freekeywords.wordtracker.com
• www.keyworddiscovery.com
Tracking the Results
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Tracking the Results
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Google Analytics
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• With each new site developed, a profile is
set up to track using Google Analytics
• Contact Jamie Ceman for a profile
Questions?
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For project requests:
www.uwosh.edu/imc
Jamie Ceman, Assistant Director, Multichannel Marketing and Web Development
cemanj@uwosh.edu