how a simple website redesign sparked a marketing and cultural shift at one of the top business...
DESCRIPTION
The Robert H. Smith School of Business at the University of Maryland embarked on what they thought would be a simple website redesign project. During the research phase, it became clear that they lacked not only a great website, but a true sense of who they were. This session will explore how a website redesign became the catalyst for clearly defining the institution. We will walk through the research phase that uncovered inconsistencies in how stakeholders were describing the school, and we will show how a brand workshop brought everyone to a consensus on their brand "pillars."TRANSCRIPT
BRAND WEBHOW A SIMPLE WEBSITE REDESIGN SPARKED A CULTURAL
SHIFT AT ONE OF THE TOP BUSINESS SCHOOLS IN THE WORLD
>
Introductions
Tony VP Strategy & Creative VisionPoint Marketing
@Aarford | @ahatony | #SmithBrand2web < < <> > >
Alissa Director of Online Strategy
University of Maryland’s Robert H. Smith School of Business
> Top ranked business school > Comprehensive business school for Ugrad, MBA, MS, Exec Ed & PhD > 2,950 Undergrad, 230 full-time MBA, 820, PT MBA, 785 MS, 100 PhD, 230
Exec & EMBA > 57,000 worldwide alumni > 150 full-time faculty, 50 part-time > www.rhsmith.umd.edu
About UMD Smith School
About VisionPoint> Established in March 2001 & located in Raleigh, NC with team of 20 > Specialize in marketing consultation and execution in higher ed > Serve: Large & Small; Public & Private; Grad, Post-Grad, Undergrad, CC > U Maryland, UVA, Virginia Tech, Johns Hopkins, Carroll CC, Boston College, etc. > Focus on what’s right for our clients (no ‘one size fits all’ approach) > Speak nationally & regionally on HE marketing at CASE, AMA, eduWeb, etc.
Agenda
1. Brand in Higher Ed
2. UMD Smith School Story
3. Translating Brand > Web
4. How you can do this too
5. Q & A
Brand in Higher Ed Websites
@Aarford | @ahatony | #SmithBrand2web
Moving from Decentralized Web Solutions to One Technology Platform:
eduWeb Boston July 31, 2012
Why Now is Not the Time to Sit Back and Relax
Brand: a person’s perception of a product, service, experience or organization
What is a ‘brand’?
VisionPoint Media. Copyright © 2012. All rights reserved.
VisionPoint Media. Copyright © 2012. All rights reserved.
innovative
stylish
intuitive
cool
casual
easy-going
friendly
=
VisionPoint Media. Copyright © 2012. All rights reserved.
VisionPoint Media. Copyright © 2012. All rights reserved.
VisionPoint Media. Copyright © 2012. All rights reserved.
Brand in Higher Ed Websites
@Aarford | @ahatony | #SmithBrand2web
THERE’S HOPE
First, a look back . . .
@Aarford | @ahatony | #SmithBrand2web
MarComm Efforts
@Aarford | @ahatony | #SmithBrand2web
@Aarford | @ahatony | #SmithBrand2web
@Aarford | @ahatony | #SmithBrand2web
@Aarford | @ahatony | #SmithBrand2web
@Aarford | @ahatony | #SmithBrand2web
The website
@Aarford | @ahatony | #SmithBrand2web
Finding help
@Aarford | @ahatony | #SmithBrand2web
Why hire an outside vendor?> It was decided that we needed an outside firm to do this with us. > Why?
> Past experiences
> Internal team too busy
> Internal team not experts
> Internal team not built to do website redesigns
@Aarford | @ahatony | #SmithBrand2web
What we looked for in an external partner> Deep experience in higher ed (Why is it important that they ‘get’
higher ed?) > Ability to manage large committees / many groups (we had 4
groups involved in this) > Ability to build consensus (from past experience we knew that
doing this early on was HUGE / VisionPoint gets this) > Ability to manage different personalities > Being completely transparent > Ability to tell us things we hadn’t thought of yet (VPM pushed for
IA and governance very early on) > Ability to make the right thing happen even in the face of politics
and ‘ignorance’ (ability to play the bad guy when needed) > People who our team ‘clicks’ with (friendly, good listeners, etc)
It started as an innocent website redesign project
@Aarford | @ahatony | #SmithBrand2web
Content & Website Audit
@Aarford | @ahatony | #SmithBrand2web
Social Media Audit
@Aarford | @ahatony | #SmithBrand2web
Moving from Decentralized Web Solutions to One Technology Platform:
eduWeb Boston July 31, 2012
Why Now is Not the Time to Sit Back and Relax
VisionPoint Media, Inc. Copyright © 2012. All rights reserved.
Brand Audit
@Aarford | @ahatony | #SmithBrand2web
Moving from Decentralized Web Solutions to One Technology Platform:
eduWeb Boston July 31, 2012
Why Now is Not the Time to Sit Back and Relax
VisionPoint Media, Inc. Copyright © 2012. All rights reserved.
Competitor Analysis
@Aarford | @ahatony | #SmithBrand2web
Stakeholder Interviews
@Aarford | @ahatony | #SmithBrand2web
Who we spoke with
Students
Career Services
MarComm
Faculty
eMBA
DAR
Undergraduate
Smith IT
Masters Programs
Dean Anand
Aggregate Themes
@Aarford | @ahatony | #SmithBrand2web
Brand> We heard some common themes about the brand - scrappy,
entrepreneurial, access to Washington, sense of community, white glove treatment for employers/corporations, etc - but there is uncertainty about the overall brand of the school
> Various campaigns in use: Fearless Ideas; Impact Starts Here; The Smith Effect
> Some feel like Smith should leverage the University brand; others feel that Smith School should establish its own voice.
@Aarford | @ahatony | #SmithBrand2web
If you cannot describe yourself, your values, your offerings
consistently internally; imagine how you come across to your prospective students, donors, peers, corporate partners, etc.
@Aarford | @ahatony | #SmithBrand2web
Stop the presses!
#betterCCwebsite @ahatony
Why would we choose to stop a smooth process?1. Brand SHOULD inform many aspects of web development process 2. Importance of Brand in HE these days
@Aarford | @ahatony | #SmithBrand2web
Reason #1 Your brand informs the
decisions you make when redesigning your website.
Information Architecture
Visual Design
Content Strategy
Reason #2 Brand is REALLY important
in Higher Ed these days.
Reason 1: Brand is REALLY important Higher Ed> A LOT of negativity about traditional HE institutions > Higher Ed is much more competitive these days > Prospective students & donors need to know what makes you YOU > … and what makes you different from your competition
> Having clearly defined offerings, benefits and differentiators helps make it easier for your audience to see the value you offer
@Aarford | @ahatony | #SmithBrand2web
Institutions of higher ed are a lot like white sports cars.
This is what you look like to your target audiences.
Brand Workshop
@Aarford | @ahatony | #SmithBrand2web
The workshop> Goal: Define Brand Attributes, Pillars and Positioning Statement > Format: 4-5 hours, 25 participants including:
> Leadership (Dean, Program Deans)
> Senior Staff (Academic Programs, Research Centers, Admin Groups, etc)
> Faculty
> Students
> MarComm
> Structure/agenda: > Pre-work
> Brainstorming
> Small group exercises
> LOTS of white boarding
> Plenty o’ heated debate
@Aarford | @ahatony | #SmithBrand2web
Outcomes
POSITIONING STATEMENT: For hard-working, driven, problem-solving students, the University of Maryland's Robert H. Smith School of Business fosters opportunities for experiential learning and rigorous academics that launch extraordinary careers.
Determined
Supportive
Analytical
Inspired
ATTRIBUTES
World Class Faculty & Research
Experiential / Reality-based Learning
Entrepreneurial Spirit
Community
PILLARS
BRAND as a driver for decisions in . . .
@Aarford | @ahatony | #SmithBrand2web
Information Architecture1@Aarford | @ahatony | #SmithBrand2web
0.0
1.0 2.0 3.0 4.0
www.rhsmith.umd.edu
Programs(Compare Programs)
Undergraduate Programs
Full-Time MBA
Part-Time MBA
Executive MBA
Executive Education
MS Programs
PhD Program
Faculty
Academic Departments
News
Events
Directory
Giving
Contact Us
Locations (or Campuses or Visit Us)
Search
Recruiters
Alumni
Current Students
Faculty
Prospective Students
Parents
Faculty & Staff
Media
Donors
GlobalUtilities
Study Abroad
Campus Life
Clubs & Organizations
Community & Diversity
Events
Career Services
Centers & Labs
Published Research
Seminars & Events
Accounting & Information Assurance
Decision, Operations & Information Technologies
Finance
Logistics, Business & Public Policy
Management & Organization
Marketing
Dingman Center for Entrepreneurship
Center for International Business Education and Research (CIBER)
Center for Digital Innovation, Technology, and Strategy (DIGITS)
Center for Excellence in Service
Center for Health Information and Decision Systems (CHIDS)
Center for Leadership, Innovation & Change (CLIC)
Supply Chain Management Center
Center for Complexity in Business
Center for Social Value Creation
Center for Financial Policy
Behavioral Laboratory
Financial Markets Laboratory
Faculty & Research Student Life & Services About Us
Quick Facts & Rankings
History
Vision
Smith Leadership
Administrative Offices
Contact Us
Office of Development and Alumni Relations
Office of Finance & Administration
Office of Global Initiatives
Office of Human Resources
Office of Marketing Communications
Office of Smith IT
Office of Smith Programs and Events (OSPE)
Legal / Copyright
Privacy
Site Map
A-Z Index
Contact Us
University of Maryland
YouTube
Footer
User Gateways(Info for...)
Core Site
Legend:
Section
Mini Site
External Link
Search
Home
VISIONPOINTMARKETING.COM 919-848-2018
CLIENT RH Smith School of Business PROJECT Website – Sitemap DATE February 28, 2013
0.0
1.0 2.0 3.0
www.rhsmith.umd.edu
Programs(Compare Programs)
Undergraduate Programs
Full-Time MBA
Part-Time MBA
Executive MBA
Executive Education
MS Programs
PhD Program
Faculty
Academic Departments
Study Abroad
Campus Life
Clubs & Organizations
Community & Diversity
Events
Career Services
Centers & Labs
Accounting & Information Assurance
Decision, Operations & Information Technologies
Finance
Logistics, Business & Public Policy
Management & Organization
Marketing
Dingman Center for Entrepreneurship
Center for International Business Education and Research (CIBER)
Center for Digital Innovation, Technology, and Strategy (DIGITS)
Center for Excellence in Service
Center for Health Information and Decision Systems (CHIDS)
Center for Leadership, Innovation & Change (CLIC)
Supply Chain Management Center
Center for Complexity in Business
Faculty & Research Student Life & Services
Visual Design2@Aarford | @ahatony | #SmithBrand2web
Initial Exploration
@Aarford | @ahatony | #SmithBrand2web
Determined
Supportive
Analytical
Inspired
ATTRIBUTES
Final Design
@Aarford | @ahatony | #SmithBrand2web
Determined
Supportive
Analytical
Inspired
ATTRIBUTES
Content is KING
Content Strategy3@Aarford | @ahatony | #SmithBrand2web
What is content strategy?
@Aarford | @ahatony | #SmithBrand2web
Content Strategy Planning for the creation,
delivery and governance of useful, useable content.
What do we create?Where do we put it?
How often do we publish?Who creates it?
World Class Faculty & Research
Experiential / Reality-based Learning
Entrepreneurial Spirit
Community
PILLARS
At Smith, all content is now categorized by Pillar
@Aarford | @ahatony | #SmithBrand2web
LinkedIn YouTube Twitter Facebook
Faculty & Research X X X
Experiential Learning X X X
Entrepreneurial Spirit X X X
Community X X
Best use of Social Media channels by pillar
@Aarford | @ahatony | #SmithBrand2web
Results
@Aarford | @ahatony | #SmithBrand2web
Cultural Shift
@Aarford | @ahatony | #SmithBrand2web
How can YOU do this?
@Aarford | @ahatony | #SmithBrand2web
How you can do this . . .> DEFINE YOUR BRAND: Make sure you have a defined brand (some do
this better than others, but frankly, many aren’t clear as to what their brand is, what their differentiators are, even what their core competencies are)
> GET BUY IN: from key stakeholders and leadership (SO important for them to be bought in and to take ownership)
> IA: Align navigation, nomenclature, hierarchy of IA with those brand pillars (are you all about research, innovation, technology, etc? If so, make sure to feature it prominently)
> DESIGN: Are you bold, prestigious, cutting-edge, etc? (Define what your personality is and make sure your design is true to that)
> CONTENT STRATEGY: Work the pillars into your publishing schedule; have rules about how frequently this content appears on your site, etc.
@Aarford | @ahatony | #SmithBrand2web
Thank you! #SmithBrand2web
follow UMD Smith & VisionPoint: @SmithSchool | @Aarford
@vispoint | @ahatony