all together now: content & collaboration in a responsive redesign
DESCRIPTION
Harvard College knew it was time for a website overhaul: While prospective students who visited campus raved about the welcoming staff, those who only used the website said Harvard felt distant and formal. Users had to navigate three different but often near-duplicate websites—the College, Admissions, and Financial Aid—to get critical information. Amid it all, mobile visits were soaring—and the College needed to support those users equally. The answer? A single, responsive website that unified content from all three groups, brought the Harvard College experience to life online, and better communicated information about key topics like financial aid. But getting there took more than editorial revisions and layout decisions. It took changing how each department saw its content, transforming it from a departmental output into a student-centric resource. Hear how web design studio Happy Cog, Harvard, and a content strategist partnered to transform multiple websites into a single, student-centered system, and learn how leading with content can: - Help diverse departments embrace a single vision and shared roadmap - Keep projects on time and on budget - Ensure responsive design systems and CMS specs actually fit your content’s needsTRANSCRIPT
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All Together NowContent & Collaboration in a
Responsive RedesignAmy Lavoie Aura Seltzer Sara Wachter-Boettcher
C O N F A B C E N T R A L 2014
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C O N F A B C E N T R A L 2014
Amy LavoieDirector of Digital CommunicationsHARVARD COLLEGE ADMISSIONS & FINANCIAL AID
Sara Wachter-BoettcherContent StrategistCONSULTANT
Aura SeltzerDesignerHAPPY COG
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C O N F A B C E N T R A L 2014
1OneHarvard
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C O N F A B C E N T R A L 2014
Admissions
Financial Aid
Harvard College
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C O N F A B C E N T R A L 2014
Admissions Harvard CollegeFinancial Aid
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C O N F A B C E N T R A L 2014
11One PlaceOne MessageOne Source
One PlaceOne MessageOne Source
Admissions Financial Aid Harvard CollegeOne Website
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C O N F A B C E N T R A L 2014
from the StartContent
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C O N F A B C E N T R A L 2014
First, we got to know the team…
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C O N F A B C E N T R A L 2014
Shift perspectiveFoster collaboration
Create alignment
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C O N F A B C E N T R A L 2014
Shift perspectiveFoster collaboration
Create alignment
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Sketch from a student’s POV
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C O N F A B C E N T R A L 2014
Shift perspectiveFoster collaboration
Create alignment
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Brainstorm beyond departments
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C O N F A B C E N T R A L 2014
Shift perspectiveFoster collaboration
Create alignment
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Turn ideas into a strategic direction
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C O N F A B C E N T R A L 2014
Then, we listened to our audiences.
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C O N F A B C E N T R A L 2014
“It was a pain to use—not very intuitive and old-fashioned. It’s kind of drab and boring.
— Harvard Applicants
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C O N F A B C E N T R A L 2014
“There wasn’t a clear set of instructions. What do I need to do to apply?
— Harvard Applicants
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C O N F A B C E N T R A L 2014
“
— A Harvard Parent
It’s been really nice to find out that Harvard is inviting, warm, loving—not snobby and exclusionary as you often believe it to be.
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C O N F A B C E N T R A L 2014
“
— An Accepted Student
When I went to the campus, I really had the gut feeling at Harvard and nowhere else.
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C O N F A B C E N T R A L 2014
StrategyA Scalable
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C O N F A B C E N T R A L 2014
Turn talented, diverse prospects into confident applicants—and successful Harvard students—with content that makes Harvard feel within reach, creates a sense of belonging, and clarifies the path from application to graduation.
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C O N F A B C E N T R A L 2014
Turn talented, diverse prospects into confident applicants—and successful Harvard students—with content that makes Harvard feel within reach, creates a sense of belonging, and clarifies the path from application to graduation.
v
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C O N F A B C E N T R A L 2014
Turn talented, diverse prospects into confident applicants—and successful Harvard students—with content that makes Harvard feel within reach, creates a sense of belonging, and clarifies the path from application to graduation.
v
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C O N F A B C E N T R A L 2014
Turn talented, diverse prospects into confident applicants—and successful Harvard students—with content that makes Harvard feel within reach, creates a sense of belonging, and clarifies the path from application to graduation.
v
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C O N F A B C E N T R A L 2014
Turn talented, diverse prospects into confident applicants—and successful Harvard students—with content that makes Harvard feel within reach, creates a sense of belonging, and clarifies the path from application to graduation. v
220
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C O N F A B C E N T R A L 2014
Sounds nice. But how?
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C O N F A B C E N T R A L 2014
Show the real HarvardMake exploration easy
Design stories, not pages
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C O N F A B C E N T R A L 2014
Show the real HarvardMake exploration easy
Design stories, not pages
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C O N F A B C E N T R A L 2014
All of our financial aid is awarded on the basis of demonstrated financial need—there are no academic, athletic or merit-based awards, and we meet the demonstrated need of every student, including international students, for all four years. We invite you to explore our web site for a detailed description of all aspects of our aid program, including our Harvard Financial Aid Initiative for low and moderate income students…
All of our financial aid is awarded on the basis of demonstrated financial need—there are no academic, athletic or merit-based awards, and we meet the demonstrated need of every student, including international students, for all four years. We invite you to explore our web site for a detailed description of all aspects of our aid program, including our Harvard Financial Aid Initiative for low and moderate income students…
Before
Harvard-centricDistantPassive
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C O N F A B C E N T R A L 2014
All of our financial aid is awarded on the basis of demonstrated financial need—there are no academic, athletic or merit-based awards, and we meet the demonstrated need of every student, including international students, for all four years. We invite you to explore our web site for a detailed description of all aspects of our aid program, including our Harvard Financial Aid Initiative for low and moderate income students…
All of our financial aid is awarded on the basis of demonstrated financial need—there are no academic, athletic or merit-based awards, and we meet the demonstrated need of every student, including international students, for all four years. We invite you to explore our web site for a detailed description of all aspects of our aid program, including our Harvard Financial Aid Initiative for low and moderate income students…
Before
Harvard-centricDistantPassive
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C O N F A B C E N T R A L 2014
All of our financial aid is awarded on the basis of demonstrated financial need—there are no academic, athletic or merit-based awards, and we meet the demonstrated need of every student, including international students, for all four years. We invite you to explore our web site for a detailed description of all aspects of our aid program, including our Harvard Financial Aid Initiative for low and moderate income students…
All of our financial aid is awarded on the basis of demonstrated financial need—there are no academic, athletic or merit-based awards, and we meet the demonstrated need of every student, including international students, for all four years. We invite you to explore our web site for a detailed description of all aspects of our aid program, including our Harvard Financial Aid Initiative for low and moderate income students…
Before
Harvard-centricDistantPassive
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C O N F A B C E N T R A L 2014
The real Harvard is...Dignified, but not stuffyWarm, but not casualEnergetic, but not peppyPersonal, but not intimateIntellectual, but not boring
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C O N F A B C E N T R A L 2014
Your financial circumstances have never kept you from great achievement, and they will not keep you from Harvard. Applying for financial aid will not hinder your application, regardless of your citizenship. We provide the support you need to get here by working closely with you to understand your family’s individual circumstances.
After
Student-focusedDirect
Empowering
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C O N F A B C E N T R A L 2014
Your financial circumstances have never kept you from great achievement, and they will not keep you from Harvard. Applying for financial aid will not hinder your application, regardless of your citizenship. We provide the support you need to get here by working closely with you to understand your family’s individual circumstances.
After
Student-focusedDirect
Empowering
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C O N F A B C E N T R A L 2014
Show the real HarvardMake exploration easy
Design stories, not pages
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C O N F A B C E N T R A L 2014
Before
Admissions Financial Aid Harvard CollegeOverview
Net Price CalculatorProspective StudentsCurrent StudentsParentsResources
Forms and PublicationsContact Us
About Harvard College
AcademicsAdmissionsAdvising and CounselingDean of Harvard CollegeFinancial Aid
Harvard College DirectoryMap of the CampusMy.Harvard.eduOnline Publications
ParentsResourcesStudent Life
Today’s Harvard
About HarvardApplyingFinancial AidVisit Harvard
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C O N F A B C E N T R A L 2014
Before
Admissions Financial Aid Harvard CollegeOverview
Net Price CalculatorProspective StudentsCurrent StudentsParentsResources
Forms and PublicationsContact Us
About Harvard College
AcademicsAdmissionsAdvising and CounselingDean of Harvard CollegeFinancial Aid
Harvard College DirectoryMap of the CampusMy.Harvard.eduOnline Publications
ParentsResourcesStudent Life
Today’s Harvard
About HarvardApplyingFinancial AidVisit Harvard
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C O N F A B C E N T R A L 2014
After
Harvard CollegeAbout
AdmissionsFinancial AidAcademicsStudent &
Residential Life
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C O N F A B C E N T R A L 2014
Show the real HarvardMake exploration easy
Design stories, not pages
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W I R E F R A M E S – Harvard College, Admissions & Financial Aid Modi!ed: Mon Apr 8 2013 Page 11/28
AFFORDABILITY ( 1.2.1.1 )
Content & FeaturesSearch
About Financial Aid Academics Student & Residential Life
For Parents For Prospective Students For Current Students For School Counselors For Alumni
Admissions
Home > Admissions > Choosing Harvard >
Logo
AffordabilityAFFORDABILITY
ACADEMIC ENVIRONMENT
MEET US IN YOUR HOMETOWN
LIVING AT HARVARD
STUDENT ACTIVITIES
FACULTY ENGAGEMENT
ARTS & CULTURE
RESEARCH OPPORTUNITIES
LEADERSHIP & SERVICE
ROTC
<10% :The amount of their annual income families that make less than $150,000 are expected to contribute.
Statistics and Facts
90% of American families would pay the same or more to send their children to a state school.
More facts about Financial Aid >
We are dedicated to making Harvard affordable, no matter your family’s situation. If you are accepted, we pledge to meet your demonstrated financial need—without loans.
In fact, for 90 percent of American families, Harvard is less expensive than a state school. If you are an exceptional student but concerned about costs, we can help.
For Faculty
MyHarvard Directory FAQs College Events
1 “Financial Aid” Propeller Video (60 sec) 1.1 Optional video caption
2 Crosslink to “Assessing Need” (1.3.1.2)
3 Crosslink to “Cost of A!endance” (1.3.1.1)
4 Statistics and Facts Module A highly visual area featuring distinguishing facts and !gures will demonstrate how Harvard strives to make every student’s education accessible and a"ordable.
4.1 Crosslink to “Fact Sheet” (1.3.1.3)
4.2 Crosslink to “Fact Sheet” (1.3.1.3)
5 Crosslinks to “Net Price Calculator” (1.3.2)5.1 Module includes the !rst two dropdowns of
the calculator to lower barriers to entry and show visitors how easy it is to start using the calculator. The options in the second drop-down should change depending on the user’s !rst selection. The full calculator should prepopulate with the user’s already-complet-ed answers and pick up where the user le# o".
6 Mini Apply Module A repeatable module that calls prospectives to begin the application process. Crosslinks to “Appli-cation Process” (1.2.4).
6.1 Crosslinks to “What We Look For” (12.4.3), “Application Requirements” (1.2.4.1), and “Application Timeline” (1.2.4.2)
The A"ordability page emphasizes (from an Admissions perspective) Harvard’s dedication to making sure
that anyone who is accepted can a$end. The content needs personal appeal and warmth, to make use of
great facts, and to link to the appropriate sections of Financial Aid for details.
Content & Features
Caption for video: Ehendit que veliquos pa plitate cullesti a qui nobit, simagnim eicia vollige-nis nus apicien ducimai Iquodis evelit que.
Financial Aid
1
4
2
3
1.1
4.1
4.2
“Our doors have long been open to talented students regardless of financial need but many students simply do not know or believe this. We are determined to change both the perception and the reality.”– President Emeritus Lawrence H. Summers
Cost of Attendance
Determining your needAll of Harvard’s financial aid is awarded on the basis of demonstrated financial need. We consider many factors such as your/family income, assets, size of family, and unusual ex-penses to determine your financial aid package—which is carefully designed to ensure you can afford your education.
A private college education is a significant endeavor for any family to undertake. We break down all the parts to help your planning: from tuition to Health Services fees, even with additional estimations for things like personal expenses.
NPC Screenshot
Start the Calculator
Calculate Your Net Price
Start Your Application
Our Net Price Calculator will give you a quick estimate of the net cost of a year at Harvard and help you understand how Harvard can help. Begin here:
We outline what we look for in our applicants, tell you what you’ll need to submit, and will help you stay on track so your application best represents you.
5.1
6.1
USA
-- select --
What is your primary place of residence?
What is your primary country of citizenship?
5
6
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C O N F A B C E N T R A L 2014
…but content patterns aren’t content.
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C O N F A B C E N T R A L 2014
OwnershipSharing
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C O N F A B C E N T R A L 2014
Balance the load
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C O N F A B C E N T R A L 2014
Make it feel achievable
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Make space for participation
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C O N F A B C E N T R A L 2014
Deliverables became tools
Opinions became objectives
Training became practice
Rules became habits
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C O N F A B C E N T R A L 2014
UnityKeeping
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C O N F A B C E N T R A L 2014
Remind, realign, reassure
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C O N F A B C E N T R A L 2014
How do we bring all these parts together?
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C O N F A B C E N T R A L 2014
ContentDesigning for
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C O N F A B C E N T R A L 2014
Art directionHierarchy & priority
Responsiveness & modularity
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C O N F A B C E N T R A L 2014
Art directionHierarchy & priority
Responsiveness & modularity
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C O N F A B C E N T R A L 2014
Art directionHierarchy & priority
Responsiveness & modularity
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C O N F A B C E N T R A L 2014
Art directionHierarchy & priority
Responsiveness & modularity
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C O N F A B C E N T R A L 2014
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C O N F A B C E N T R A L 2014
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Design for possibilities
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Build with purpose
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We did it!
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C O N F A B C E N T R A L 2014
Mobile matters, more than ever.
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C O N F A B C E N T R A L 2014
More visitors from mobile devices
November 2012 – April 2013
17.8%November 2013 – April 2014
7.1%
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C O N F A B C E N T R A L 2014
Content strategy drives success.
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C O N F A B C E N T R A L 2014
Turn talented, diverse prospects into confident applicants—and successful Harvard students—with content that makes Harvard feel within reach, creates a sense of belonging, and clarifies the path from application to graduation.
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C O N F A B C E N T R A L 2014
Turn talented, diverse prospects into confident applicants—and successful Harvard students—with content that makes Harvard feel within reach, creates a sense of belonging, and clarifies the path from application to graduation.
v
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C O N F A B C E N T R A L 2014
More applicants requested fee waivers
v16.4%2012 – 2013
22.7%2013 – 2014
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C O N F A B C E N T R A L 2014
Turn talented, diverse prospects into confident applicants—and successful Harvard students—with content that makes Harvard feel within reach, creates a sense of belonging, and clarifies the path from application to graduation.
v
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C O N F A B C E N T R A L 2014
“
— A Harvard Undergraduate
It's less cluttered, the font is bigger, and pictures seem to pop more on the new website. There's definitely a warmer feel... The new profiles of bloggers give a better presented literal face of the student body.
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C O N F A B C E N T R A L 2014
Turn talented, diverse prospects into confident applicants—and successful Harvard students—with content that makes Harvard feel within reach, creates a sense of belonging, and clarifies the path from application to graduation. v
220
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C O N F A B C E N T R A L 2014
We are receiving fewer baseline questions, and operations are going more smoothly. Most of the questions are now application-related. We are funneling more specific and better questions to [College staff], because there is better information on the website.
“
— Anthony Grant INFORMATION SERVICES SUPERVISOR, HARVARD COLLEGE ADMISSIONS VISITOR CENTER
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C O N F A B C E N T R A L 2014
APRILOCTOBER
New Site
Fewer Financial Aid questions received by email
80
70
60
50
40
30
20
10
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C O N F A B C E N T R A L 2014
APRILOCTOBER
New Site
Fewer Financial Aid questions received by email
EARLY ACTION
REGULAR DECISION
FINANCIAL AID APPLICATION DUE80
70
60
50
40
30
20
10
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C O N F A B C E N T R A L 2014
LearnedWhat We
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C O N F A B C E N T R A L 2014
Everyone is a content person.
1
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C O N F A B C E N T R A L 2014
Our new website brings clarity to the admissions process and shows the affordability of a Harvard education in a way that was simply not possible before. I’m proud of the way we have brought the Harvard undergraduate community to life online.
“
— William Fitzsimmons DEAN OF ADMISSIONS & FINANCIAL AID, HARVARD COLLEGE
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C O N F A B C E N T R A L 2014
To go “responsive,” be responsive.
2
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C O N F A B C E N T R A L 2014
Feedback loops prevent loose ends.
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C O N F A B C E N T R A L 2014
3Success is what’s
sustainable.
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C O N F A B C E N T R A L 2014
Choose perfection
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C O N F A B C E N T R A L 2014
Choose perfectionChoose progress
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C O N F A B C E N T R A L 2014
Content evolves, long after launch.
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C O N F A B C E N T R A L 2014
Admissions
Financial Aida websiteBuild momentum
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C O N F A B C E N T R A L 2014
Admissions
Financial Aida websiteBuild momentum
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C O N F A B C E N T R A L 2014
Thank you!Amy [email protected]
college.harvard.edu
Sara Wachter-Boettcher@SARA_ANN_MARIE
sarawb.com
Aura Seltzer@AURASELTZER
happycog.com