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August 10, 2017
2
OVERVIEW
DISCOVERY NEXT STEPSRECOMMENDATIONS
3
DISCOVERY PROCESS
OVERVIEW
TARGET
AUDIENCE
LIKE-MINDED
ORGANIZATIONS
HEURISTIC
EVALUATION
4
STAKEHOLDER
INTERVIEWS
REVIEW OF
ONLINE
ASSETS
AUDIT
OF LIKE-MINDED
ORGANIZATIONS
TARGET
AUDIENCES
SURVEY OF
EXISTING
MATERIALS
ONLINE
RESEARCH
DISCOVERY
PROCESS
INTERNAL
SOURCES
EXTERNAL
SOURCES
DISCOVERY PROCESS
5
OVERVIEW
• Project Goals
• Challenges
• Measurements
6
OVERVIEW WORD-CLOUD
7
• Create a website that directs target audiences to exactly
where they need to go
• Educate prospective parents on post-graduation opportunities
at Keefe Technical High School
• Implement an organized method for posting digital content
• Establish more effective and efficient communication methods
OVERVIEW PROJECT GOALS
8
General Web Social
Internal communication-
based difficulties
internally, involving lack of
structured content
creation and posting
process.
Interface that does not
clearly display
information relevant to
different stakeholders.
Lack of content
management system.
Outdated information,
limited delegation of
roles in managing
channels.
OVERVIEW CHALLENGES
9
• More traffic to the shop pages
• More overall engagement with the website
• Increased enrollment from students outside of Framingham
OVERVIEW MEASUREMENTS
10
OVERVIEW ANALYTICS
Framingham
41.95%
Natick
5.31%
Ashland
3.79%
Hopkinton: 1.26%
Ashland
2.69%
11
OVERVIEW ANALYTICS
Desktop
50.13%
Mobile
44.79%
Tablet
5.07%
Other: 0.01%
12
OVERVIEW ANALYTICS
72.74%
21.93%
4.76%
0.57%
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
80.00%
Organic Search Direct Referral Social
Online Website Traffic
13
TARGET
• Target Audiences
• Primary
• Secondary
• Key Insights
• Prospects
• Targets
14
PRIMARY TARGETS SECONDARY TARGETS
Current
students
Current
Teachers
Community
Prospective
Students
Prospective
Parents
Admins
TARGET
Administrators
15
• Competition from surrounding
schools
• Out-of-district
• Social pressures
• Lack of awareness
• Perception of Transportation
and Accessibility
• Societal stigma
• Proof of success
• Family connections
• Incentives
• Professional connections
• Career path
• Shop resources
• Smaller student-to-teacher ratio
• Facilities, Resources, and
Certifications
TARGET KEY INSIGHTS: PROSPECTS
BARRIERS LEVERS
What might
prompt
involvement/
contribution
among
prospects?
What might
deter
prospective
involvement/
contribution?
16
• Need “push” to go out-of-district
• Need proof of value and impact
• Need accessible school resources and information
• Need to know about potential career and higher education
paths after Keefe
TARGET
Targets are looking for clearer information about
school offerings and resources via the website.
KEY INSIGHTS: TARGETS
17
LIKE-MINDED
ORGANIZATIONS
• Existing Organizations
• Competitive Analysis
• Social Media
18
Organization Focus Usability Aesthetics Social Media
Keefe Regional Tech Technical High School Low Medium Low
Blackstone Valley Tech Technical High School Medium Low Medium
Framingham High School Public High School High Medium Medium
St. Johns Prep Private School High High High
LIKE-MINDED
ORGANIZATIONS
19
• Organization and usability
• Consistent in colors and
branding
• Newsfeed with current events
and important dates
• Alumni Information
• Informative ’shops’ pages
• Clear Resources
• Aesthetics
• Branding is of poor quality
STRENGTHS WEAKNESSES
COMPETITIVE ANALYSIS:
BLACKSTONE VALLEY TECH
LIKE-MINDED
ORGANIZATIONS
20
COMPETITIVE ANALYSIS:
BLACKSTONE VALLEY TECH
LIKE-MINDED
ORGANIZATIONS
21
COMPETITIVE ANALYSIS:
BLACKSTONE VALLEY TECH
LIKE-MINDED
ORGANIZATIONS
22
COMPETITIVE ANALYSIS:
BLACKSTONE VALLEY TECH
LIKE-MINDED
ORGANIZATIONS
23
COMPETITIVE ANALYSIS:
BLACKSTONE VALLEY TECH
LIKE-MINDED
ORGANIZATIONS
24
• Aesthetically appealing
• Clear Resources
• Clear Student Links and
Social Media Links
• Interactivity
• Personal Pictures
• Easily Accessible Drop Down
Bar
STRENGTHS
COMPETITIVE ANALYSIS:
FRAMINGHAM HIGH
LIKE-MINDED
ORGANIZATIONS
WEAKNESSES
• Cluttered
• Dead links to Social Media
25
COMPETITIVE ANALYSIS:
FRAMINGHAM HIGH
LIKE-MINDED
ORGANIZATIONS
26
COMPETITIVE ANALYSIS:
FRAMINGHAM HIGH
LIKE-MINDED
ORGANIZATIONS
27
COMPETITIVE ANALYSIS:
FRAMINGHAM HIGH
LIKE-MINDED
ORGANIZATIONS
28
• Great page layout
• Statistics/Facts
• Testimonials
• Clear resources
• Active social media accounts
• Easy web navigation
STRENGTHS
COMPETITIVE ANALYSIS:
ST. JOHNS PREP
LIKE-MINDED
ORGANIZATIONS
WEAKNESSES
• Costly maintenance
• Specified social media
person
• Picture makes tabs difficult
to read
29
COMPETITIVE ANALYSIS:
ST. JOHNS PREP
LIKE-MINDED
ORGANIZATIONS
30
COMPETITIVE ANALYSIS:
ST. JOHNS PREP
LIKE-MINDED
ORGANIZATIONS
31
COMPETITIVE ANALYSIS:
ST. JOHNS PREP
LIKE-MINDED
ORGANIZATIONS
32
• Facts are important to note
• Alumni information is key
• Shop pages should include video tour, certifications, job
opportunities, contact information, and career tree
• Less is more in terms of design
• Clear organization is essential
• Pictures can emphasize a strong community
LIKE-MINDED
ORGANIZATIONS
KEY INSIGHTS
33
HEURISTIC REVIEW
• SWOT Analysis
• Strengths
• Weaknesses (Challenges)
• Opportunities
• Threats
34
STRENGTHS
• Offers opportunities
outside of a traditional
high school
• Certifications
• Professional Connections
• Individualized student
experience
• Real World Experience
• Diversity
• Versatility
HEURISTIC REVIEW STRENGTHS
35
WEAKNESSES (CHALLENGES)
• Consistent Branding
• Stigma
• Confusing Website
Navigation
• Information is updated
inconsistently
• Lack of information
• No Search Data
• Minimal Personalization
WEAKNESSES (CHALLENGES)HEURISTIC REVIEW
36
OPPORTUNTIES
• Promote school
offerings
• Room to expand on
social media
• Expand reach into
surrounding towns
• Challenge stigma
• Attract new students
OPPORTUNITIESHEURISTIC REVIEW
37
THREATS
• Public Schools – Framingham
High School
• Stigma
• Social pressures
• Athletics
• Familiarity with home
district schools
• Unclear information
about resources
THREATSHEURISTIC REVIEW
38
RECOMMENDATIONS PROCESS
WEBSITE
ORGANIZATION
SOCIAL MEDIA
OPERATIONS/
PROCESS
ANALYTICS
39
WEBSITE
ORGANIZATION
• Tour Keefe
• Website Organization- Physical
40
WEBSITE
ORGANIZATION
TABS
41
WEBSITE
ORGANIZATION
STATISTICS
http://www.stjohns
prep.org/page.cfm?
p=8239
Statistics Example:
42
WEBSITE
ORGANIZATION
EVENTS
• Events Calendar and
Events Lists
• https://www.valleytec
h.k12.ma.us//site/Def
ault.aspx?PageID=11
60
• https://www.valleytec
h.k12.ma.us/Page/2
• https://www.framingh
am.k12.ma.us/Page/2
43
WEBSITE
ORGANIZATION
SHOPS
• Option A: Student led videos tours
of the shops
• https://www.youtube.com/watc
h?v=uBy2GEH6eCY
• Option B: Alumni testimonials
44
WEBSITE
ORGANIZATION
HOMEPAGE
Clear Call to Action
Well Organized Tabs
Quick Links
45
WEBSITE
ORGANIZATION
HOMEPAGE
• Clean and simple
• Large photo (For personalization- highlight students)
• Clear calls to action
• Quick links for easy navigation
• Important admissions information
• Open houses
• Apply Now
• Etc.
• Alternative language options (Portuguese, Spanish)
46
WEBSITE
ORGANIZATION
STUDENT LIFE
• EX: Student Spotlight: Diversity
• Include resources and information on diverse student body
and diversity initiatives at Keefe
47
WEBSITE
ORGANIZATION
STUDENT LIFE
• EX: Athlete Spotlight
• Include student achievements on social media channels and
website
48
WEBSITE
ORGANIZATION
STUDENT LIFE
• EX: Alumni Spotlight
• Include highlights or brief interview from successful alumni
49
SOCIAL MEDIA
• Platforms
• Facebook, Twitter, Instagram, Snapchat
• Consistency
• Restricted access given
50
Facebook Twitter
• Awards
• Student Highlights and Profiles
• Local Media
• 3-4x/Week
• Sport Schedules/Highlights
• Emergency Updates
• School “reminders”
• Daily
SOCIAL MEDIA CONTENT
51
Instagram Snapchat
• Student “profiles”
• Shops/Tech Programs
• 1-2x/week
• Snapchat “takeover”
• Student events
• Weekly or Bi-Weekly
SOCIAL MEDIA CONTENT
52
SOCIAL MEDIA CONSISTENCY
Facebook Twitter
• Principal (Principals
Note)
• Admissions Staff
• Few Teachers
• Athletic Director
• Main Office
Staff/Administrator
Instagram Snapchat
• Admissions Staff
• Athletic Director
• Few Tech Teachers
• Specific Tech Teacher
• Give access on days of
“student takeover” to
Student
53
SOCIAL MEDIA SCHEDULING
Facebook Twitter
• Post on Monday,
Wednesday, Friday
• ”Principals Note” –
1x per month
• Post daily about
games/relevant sporting
news
• Quick updates (when
relevant)
Instagram Snapchat
• Tuesday & Thursday
• On days of important
school events/games
• “Student Takeover”
54
SOCIAL MEDIA
55
SOCIAL MEDIA
56
SOCIAL MEDIA
57
ORGANIZATION/
PROCESS
• Style Guide
• Content Management System
• Benefits
58
ORGANIZATION/
PROCESS
STYLE GUIDE
• What is a style guide? A style guide is a set of standards for
communication that is specific to the organization that it
belongs to.
• Why have a style guide? It keeps everyone on the same
page in terms of how Keefe Tech should sound, look, and
feel to stakeholders. A great style guide will…
Provide a “rubric” for content creation
Provide instructions for maintaining content
Create an identity for the organization
59
ORGANIZATION/
PROCESS
MAILCHIMP STYLE GUIDE
60
ORGANIZATION/
PROCESS
CONTENT MANAGEMENT SYSTEM
• A content management system (CMS) is a software that facilitates creating, editing,
organizing, and publishing website content.
61
ORGANIZATION/
PROCESS
CONTENT MANAGEMENT SYSTEM
Benefits of Content Management System
-No Technical Knowledge Necessary
-Allows for Multiple Users
-Allows for Task Scheduling and Task Assignment
-Improves Site Maintenance
-Mobile Optimization
-Easy to Implement Design Changes
62
ANALYTICS
• Mobile
• Website Organization- Physical
• hfjsdlkf
63
ANALYTICS
• Mobile
• Website Organization- Physical
• hfjsdlkf
64
ANALYTICS
• Mobile
• Website Organization- Physical
• hfjsdlkf
65
ANALYTICS GOOGLE ANALYTICS
• 44.79% of all sessions occur on mobile devices
• 65% of all mobile sessions occur on iphones
Keefe Tech,
IPhone
66
ANALYTICS GOOGLE ANALYTICS
• 44.79% of all sessions occur on mobile devices
• 65% of all mobile sessions occur on iphones
Keefe Tech,
IPhone
67
ANALYTICS GOOGLE ANALYTICS
• 44.79% of all sessions occur on mobile devices
• 65% of all mobile sessions occur on iphones
Keefe Tech,
IPhone
68
NEXT STEPS
• Select appropriate CMS
• Add information to the
shop pages
• Reorganize website tabs
• Redesign home page
• Optimize Google
Analytics
• Assign clear
roles/schedule for
posting digital content

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Intern Final Project - Keefe Tech

Editor's Notes

  1. Liz
  2. Liz
  3. Liz
  4. Liz
  5. liz
  6. Aaron
  7. Macken
  8. Erin What other marketing efforts do they do? Website issue vs. other issues: Lack of updating General, Web, Social Admissions Page is extremely important to fix
  9. Aaron ***Aaron includes analytics? Move the slides around Success measures Downloads, online applications, submissions Measurements
  10. Aaron ***Aaron includes analytics? Move the slides around Success measures Downloads, online applications, submissions Framingham: 41.95% of sessions Natick: 5.31% of sessions Ashland: 3.79% of sessions Holliston: 2.69% of sessions Hopkinton: 1.26% of sessions
  11. Aaron ***Aaron includes analytics? Move the slides around Success measures Downloads, online applications, submissions Desktop: 50.13% of sessions Mobile: 44.79% of sessions Tablet: 5.07% of sessions Other: 0.01% of sessions
  12. Aaron ***Aaron includes analytics? Move the slides around Success measures Downloads, online applications, submissions Organic Search: 72.74% of sessions Direct: 21.93% of sessions Referral: 4.76% of sessions Social: 0.57% of sessions
  13. liz
  14. Liz Need to edit Current Contributors: Need to edit Prospective Contributors Need to edit all the bubbles of Secondary Targets Change to Target Audience Administrators instead
  15. Erin
  16. Erin
  17. Liz
  18. Liz
  19. have monica talk about this slide reword personalization - lack of custom content
  20. monica
  21. monica
  22. monica
  23. monica
  24. Julia
  25. Community aspect - happy place to be Julia
  26. Julia
  27. Julia
  28. Liz
  29. Liz
  30. Liz
  31. liz
  32. Erin Redo this page Facts are important Alumni information Shop pages Facts - not extra resources
  33. Julia
  34. Julia
  35. Julia Information is updated infrequently Capitilization Delete stigma lack of information - shop pages
  36. Julia
  37. Julia
  38. Monica
  39. Monica
  40. Julia
  41. Liz
  42. Liz
  43. Monica Certifications, Tree, Teacher profile, 2 year and 4 year career paths
  44. Julia Target Audience Clear calls to action Admissions page Highlight Open houses
  45. Julia Target Audience Clear calls to action Admissions page Highlight Open houses
  46. Target Audience Clear calls to action Admissions page
  47. Target Audience Clear calls to action Admissions page
  48. Target Audience Clear calls to action Admissions page
  49. Mackenzie
  50. Mackenzie
  51. Mackenzie
  52. Mackenzie Schedules slide
  53. Mackenzie Schedules slide
  54. Mackenzie seperate them Add St Johns prep insta
  55. Mackenzie seperate them Add St Johns prep insta
  56. Mackenzie seperate them Add St Johns prep insta
  57. Erin
  58. erin
  59. erin
  60. move these slides around style guide
  61. move these slides around style guide
  62. Aaron
  63. Aaron
  64. Aaron
  65. Aaron
  66. Aaron
  67. Aaron