Stamats' QuickTakes
Insights into Research, Strategic Planning, and Integrated Marketing for Colleges and Universities by Dr. Robert A. Sevier, Senior Vice President at Stamats (quicktakes@stamats.com)
Vol. 6, no. 7: The Wonderful World Wide Web
In this issue.
INTERACTIVE MEDIA/DIRECT MARKETING CONFERENCE
Don't miss this back-to-back seminar in Atlanta and San Francisco. Space is limited… so call to register today!
More details online at www.stamats.com/seminars.
ON STRATEGY: A STRATEGIC PLANNING WEB SITE
The president of Westminster College, Mike Bassis, pointed me toward a great series of pages on their institutional Web site (westminstercollege.edu/strategic_planning) that present an overview of the College's strategic planning process. The index is simple and clear and includes the following topics:
This is an outstanding use of technology will that will keep the planning process accessible, keep people informed of its progress, and generally support open dialogue. What a great idea … and execution.
MARKETING YOUR ACADEMIC MAJORS ON YOUR WEB SITE
At a recent Stamats Idea Exchange in Orlando, Todd Bennett, from the University of Miami, mentioned a really slick feature on their Web site. Because I was so intrigued with what he (they) had done, I asked him to give the readers of QuickTakes an overview. Here's what they did in Todd's own words.
An abundance of national research
(including Stamats' studies) has shown that one of the most important
Web content areas for prospective students seeking information about colleges
and universities is "academic programs/majors." When we conducted
usability studies of our own Web site, we discovered that our own prospective
students had difficulty finding the "right" information about academic
programs. Not understanding our organizational structure or even the difference
between undergraduate and graduate programs, many high school students tested
found the perfect Ph.D. program! Others assumed we didn't offer the program
they wanted because they didn't find it in the school/college they expected
to. Of course, we all know that Political Science is in the School of Business!
Then there was another group—those undecided majors (our most popular
major!) Not sure what he wanted to study but knowing that he liked computers,
a student looked around in the School of Engineering and never explored his
ideal majors in our School of Music or Business.
After a reorganization and redesign of our prospective student Web content (which
first breaks users into audiences and then presents content by topical area)
we devised a special section in our academic sections, simply named "majors."
We created a mirror site with an easy to remember URL, www.miami.edu/majors,
for use in our publications and other external communications. The "Find
your major" page provides listings of all of our undergraduate majors
by school/college or A-Z. We also included links to our interdisciplinary and
dual-degree honors programs. But the most exciting feature of the page is what
we call our "major matcher."
The major matcher is a keyword database that matches students to potential majors based on interests. The student simply types in a keyword, for example "computers", and it pulls a list of all majors that match that keyword. That major listing provides a short description of each matching major with links to a full description and the school or college in which it resides. What's nice about this is that the listings are interdisciplinary and sometimes unexpected. When matching the keyword "computers" to various majors, we were mindful not only of the majors that were computer specific, like Information Technology, but other majors that someone who likes to use computers might enjoy, like Broadcasting. If a student's query matches none of our majors, the student is presented with the option to submit that keyword to us for inclusion in the database. We later match it to majors as appropriate, thus building the keyword database. This is great because it allows us to build the database using the students' terminology, not just our own.
The final feature of the majors site is a link called "What can I do with my major?" We discovered that our career planning office had a wonderful resource on their Web site for UM students that we thought would be of value to our prospective students as well. Again, why would a prospective student go to the career planning office for information about majors? Because our Web sites are created using Vignette's Storyserver content management application, we have the ability to share content across offices, displaying it in various Web sites (this is great when you want to create an audience-focused Web site using content that is maintained by a number of departments across campus.) We simply created a shared page with their feature that now appears in the majors sections of our prospective students Web sites—where a student will intuitively look for information about majors.
The major matcher—how did we do it?
Our major matcher application was
created in-house in our Vignette Web environment. Our internal Web staff created
an entire content management application that allows us to maintain all of the
content of the majors database ourselves—quickly and easily. A user with
no knowledge of Web design or HTML can update hyperlinks, change descriptions,
and add new keywords. Keywords submitted by our students can quickly be added
to the appropriate majors with a few keystrokes.
The feature has only recently been launched, but so far the feedback has been
positive. We plan additional usability testing this Spring and hope to find
much improved results.
Neat. Thanks, Todd.
The ability of the University of Miami to develop a searchable majors tool for their site gives them a powerful edge in the marketplace. If you are interested in talking about how Stamats can help you develop a similar resource, please contact Scott Hall, the Interactive Media Director at Stamats. He can be reached at scott.hall@stamats.com or 800-553.8878.
CASE INSTITUTE FOR INTEGRATED MARKETING AND BRANDING IN SAN DIEGO
Once again, I will be chairing the CASE Conference on Integrated Marketing and Branding. It will be held May 28-30 in San Diego. If you are interested in more information, please check out the CASE Web site at www.case.org/conferences/comm/instmark03/frames.cfm.
A NEW MAG FOR PARENTS OF COLLEGE-BOUND TEENS
The February 2003 issue of Folio offers information on a new magazine for parents of college-bound teens. Titled simply, College, the subscription-based publication was founded by two public relations staffers from the University of Wisconsin. The mission of the magazine is to help parents "navigate the college experience, from entrance exam to empty nest." Early distribution will be to 50,000 high school guidance counselors and bookstores in the top 25 markets. For those who want to subscribe, they should check out www.collegemagazine.com or call 866-285-2581.
From the "why not?" category comes a nifty little article on grass-roots fundraising from Newsweek (March 10, 2003). It concerns a Web site called donorschoose.org. New York City public school teachers post one-page proposals for class projects. Potential donors then scroll down the list and choose something to fund, in whole or in part, from a small puppet theater ($497) to six water analysis kits for a science project ($2,271). Donors receive a copy of a receipt and grateful letters from students and teachers. Developed by teacher Charles Best, the site has attracted donors from 34 states who have funded more than 500 different projects. Another site, meansfordreams.org serves Washington, D.C.
Q & A is an occasional feature in QuickTakes in which we respond to a question from a reader. In this issue, we will address a question posed by someone from a small college in New England. She writes,
"In a period of tight budgets, shrinking endowments, and staffing cutbacks, how can small (and especially tuition-driven) institutions conduct effective ongoing market research?"
This a great question. To answer, let me actually break it into two parts. First, what are some sources of cheap data. And second, if you decide to do research, what are some options.
When you use data gathered by someone else, you are actually using secondary data. Fortunately, there are lots of associations that routinely gather and disseminate data including the ACT, the College Board, the National Association of Independent Schools, the Council for Advancement and Support of Education, the National Association of Independent Colleges and Universities, the Council for Christian Colleges and Universities, and countless others. This research is often available for free to association members. Of course, some states also gather and regularly make available great data on demographic and employment trends. One of my favorite places to look is Gale's Encyclopedia of Associations. If it's an association, it's in Gale's. One caution, however, make sure any secondary data you use is current, applicable, and unbiased.
Now, some tips for doing studies as inexpensively as possible. You might, for instance:
If you need to go it alone, I suggest:
Hope this helps. Bob
STAMATS SEMINAR SCHEDULE FOR 2003
Successful Interactive Media and Direct Marketing Integration to Make Your Job Easier
Creating Mindshare: Developing Your Integrated and Brand Marketing Strategy
Strategy and Finance: Helping Colleges Thrive in Tough Times
3rd Annual President's Institute on Integrated Marketing and Brand Marketing
Additional conference details can be found at www.stamats.com/seminars. Please check the Web site often for changes in times or locations.
BUILDING
A BRAND THAT MATTERS
Bob Sevier has published a new book, Building a Brand That Matters: Helping Colleges and Universities Capitalize on the Four Essentials of a Block-Buster Brand. The book covers such topics as:
Information on the book, and its companion volume, Thinking Outside the Box, is available at the Strategy Publishing Web site: www.strategypublishing.com.
VP Admissions and Marketing
Brenau University
Brenau University has an immediate opening for a person who will report to the
president and be responsible for Undergraduate and Graduate Admissions and Financial
Aid for the Women's College, Evening & Weekend College and Online
College. Qualified candidates must have managerial experience in these areas
at a similar institution and possess a master's degree, Ph.D. preferred.
Please send letter of application, resume, salary history and requirements and
contact information for three or more professional references in confidence
to: Director of Human Resources, Brenau University, One Centennial Circle, Gainesville,
GA 30501-3668. E-mail: bgroves@lib.brenau.edu.
Visit our Web site at www.brenau.edu. We
Practice and Believe in Equal Opportunity for All.
Writer/Designer
Northwestern College
Write news releases and feature articles; write and design advertisements, brochures,
programs and other publications; and manage projects. Seeking energetic self-starter
with excellent skills in writing, proofreading, organization and interpersonal
communication; proven creativity; attention to detail; and good design/desktop
publishing ability. Bachelor's degree required, as is a vibrant Christian
faith and commitment to Christian liberal arts education. Submit letter; resume;
names of references; writing samples; and publications you have been involved
in, with explanation of your role, to: Duane Beeson, Director of Public Relations.
Apply online at www.nwciowa.edu/about/employment/default.asp.
If you have a short position description (100 words or less) you would like posted, please forward it on to brandy.huseman@stamats.com. There is no charge for this service. Job listings available online at Higher Educations Careers.
COPYRIGHT, DISTRIBUTION, AND PERMISSION
Stamats QuickTakes is published by Stamats and is distributed to our clients and colleagues in higher education at no charge. Contents (c) 2003 by Stamats. Please feel free to forward copies of Stamats QuickTakes in its entirety to colleagues. Visit QuickTakes for past issues. To subscribe, reply to this e-mail, send your request to quicktakes@stamats.com, or visit QuickTakes.
ABOUT STAMATS
Every year, more than 100 colleges and universities nationwide rely upon Stamats marketing and communications programs to help them keep their promises. Stamats services include research, consulting, publications, interactive media, search solutions, and advertising.
Stamats. Promises kept.