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How to build, maintain, and assess
  an institutional web strategy?


 CASE District II Conference
  Monday March 23, 2009
How to Build, Maintain, and Assess an Institutional Web Strategy
How to Build, Maintain, and Assess an Institutional Web Strategy
Collaboration is a key building block
 – Based on Enrollment Management Model

 – Builds consensus across campus

 – Informed by data and research

 – The VP of EES and CIO are partners

 – Different viewpoints enhance the final product
Strong governance structure helps to
     maintain for years to come
• 2004 President and PC charged the Web Task
  Force with the developing and guiding the web
  strategy for the college

• Since the redesign in 2006 it has continued as a
  collaborative group

• Every division represented

• Vice Presidents / Associate VP / Directors
Information Technology Web Support
 Structure
 • Combine Web and MIS departments to form Data
   Systems Department
 • Support Institutional ERP-Type Software Applications

 Web Site Related Systems
 • Two major Vendor ERPs, In-House Portal, Open-
   Source CMS

 Maintenance and Support
 • Data Movement, Upgrades, Custom Programming
Reshaping a traditional communications strategy
              into a web 2.0 model


                        Shared
          Social Media Resources


         Online               Print to
        Content               Digital

                     Video
gettysburg.edu Enhancement Timeline
•   December 2004 – Web Redesign Project Announced
•   April 2005 - Design Firm chosen
•   April 2006- Video/podcasting initiative begins
•   June 2006 – Hard Launch
•   November 2007 – CRM myGettysburg launch
•   August 2008 – Homepage enhanced
•   November 2008 - Web 2.0 News Center launch
•   January 2009 - Facts & Figures launch
•   June 2009 – Enhanced Academic Department sites
•   July 2009 – Online Alumni Magazine
•   April 2010 – Enhanced Online Catalog
How to Build, Maintain, and Assess an Institutional Web Strategy
E-communications as an integrated
      part of your strategy
                        •   Relevant
                        •   Timely
                        •   Segmented
                        •   Personalized
Social media’s role as a part of your
        overall web strategy
How to maintain momentum following
 a major redesign?
- Keep structured organization strategic and operational
   • Web Task Force/Web Liaisons
- Training
   • Multiple opportunities and methods
   • Build in-house expertise
– Continue to leverage existing content
– Continue EES/IT partnership
– Systems Maintenance
   • Multiple instances
   • Upgrades
– Continue to set priorities
– Realize that your user both internal and external will become more
  web savvy
Setting Strategic Web Priorities
Web Task Force Retreat- May 2008
  • Audience landing pages
  • Social Networking
  • Events
  • myGettysburg
How we measure success
• Google analytics                                                           • Admission data
• Small focus groups                                                         • Alumni data trends
• Faculty liaison group                                                      • Usability testing
                                                             Unique Web Visitors
                  120000

                  100000

                   80000
  # of Visitors




                   60000

                   40000

                   20000

                       0
                            June    July    Aug      Sep       Oct     Nov     Dec      Jan     Feb    Mar      Apr     May
                  2006-07   52815   51167   59625   80610     84361    76765   55848   63873   80129   81554   86675    66754
                  2007-08   65943   58061   65124   98071     104511   91592   67345   76080   99802   92095   105235   68109
                  2008-09   63907   57659   57623   100021    100067   89009   75596   78464
Things to Ponder…
•   Who do I need at the table?
•   What/Who is driving our strategy?
•   What resources already exist?
•   What additional resources are needed?
•   How has our web audience changed?
•   In which areas can we be most creative?
•   What does success mean?
Questions
 – Barbara Fritze
   Vice President of Enrollment and Educational Services
   bfritze@gettysburg.edu

 – Rodney Tosten
    Vice President of Information Technology
   rtosten@gettysburg.edu

 – Paul Redfern
   Director of Web Communications & Electronic Media
   predfern@gettysburg.edu @coachfern
   http://highedwebmarketing.wordpress.com

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How to Build, Maintain, and Assess an Institutional Web Strategy

  • 1. How to build, maintain, and assess an institutional web strategy? CASE District II Conference Monday March 23, 2009
  • 4. Collaboration is a key building block – Based on Enrollment Management Model – Builds consensus across campus – Informed by data and research – The VP of EES and CIO are partners – Different viewpoints enhance the final product
  • 5. Strong governance structure helps to maintain for years to come • 2004 President and PC charged the Web Task Force with the developing and guiding the web strategy for the college • Since the redesign in 2006 it has continued as a collaborative group • Every division represented • Vice Presidents / Associate VP / Directors
  • 6. Information Technology Web Support Structure • Combine Web and MIS departments to form Data Systems Department • Support Institutional ERP-Type Software Applications Web Site Related Systems • Two major Vendor ERPs, In-House Portal, Open- Source CMS Maintenance and Support • Data Movement, Upgrades, Custom Programming
  • 7. Reshaping a traditional communications strategy into a web 2.0 model Shared Social Media Resources Online Print to Content Digital Video
  • 8. gettysburg.edu Enhancement Timeline • December 2004 – Web Redesign Project Announced • April 2005 - Design Firm chosen • April 2006- Video/podcasting initiative begins • June 2006 – Hard Launch • November 2007 – CRM myGettysburg launch • August 2008 – Homepage enhanced • November 2008 - Web 2.0 News Center launch • January 2009 - Facts & Figures launch • June 2009 – Enhanced Academic Department sites • July 2009 – Online Alumni Magazine • April 2010 – Enhanced Online Catalog
  • 10. E-communications as an integrated part of your strategy • Relevant • Timely • Segmented • Personalized
  • 11. Social media’s role as a part of your overall web strategy
  • 12. How to maintain momentum following a major redesign? - Keep structured organization strategic and operational • Web Task Force/Web Liaisons - Training • Multiple opportunities and methods • Build in-house expertise – Continue to leverage existing content – Continue EES/IT partnership – Systems Maintenance • Multiple instances • Upgrades – Continue to set priorities – Realize that your user both internal and external will become more web savvy
  • 13. Setting Strategic Web Priorities Web Task Force Retreat- May 2008 • Audience landing pages • Social Networking • Events • myGettysburg
  • 14. How we measure success • Google analytics • Admission data • Small focus groups • Alumni data trends • Faculty liaison group • Usability testing Unique Web Visitors 120000 100000 80000 # of Visitors 60000 40000 20000 0 June July Aug Sep Oct Nov Dec Jan Feb Mar Apr May 2006-07 52815 51167 59625 80610 84361 76765 55848 63873 80129 81554 86675 66754 2007-08 65943 58061 65124 98071 104511 91592 67345 76080 99802 92095 105235 68109 2008-09 63907 57659 57623 100021 100067 89009 75596 78464
  • 15. Things to Ponder… • Who do I need at the table? • What/Who is driving our strategy? • What resources already exist? • What additional resources are needed? • How has our web audience changed? • In which areas can we be most creative? • What does success mean?
  • 16. Questions – Barbara Fritze Vice President of Enrollment and Educational Services bfritze@gettysburg.edu – Rodney Tosten Vice President of Information Technology rtosten@gettysburg.edu – Paul Redfern Director of Web Communications & Electronic Media predfern@gettysburg.edu @coachfern http://highedwebmarketing.wordpress.com