After a long summer of hard work, I am happy to share our final project that we presented today to our clients at Keefe Tech! We were given the task of redesigning a website for Keefe Regional Technical School. We spent the summer exploring the discovery phase through thorough research and on-site interviews, creating recommendations, and developing next steps for Keefe Tech. Thanks to the entire P&S for a great summer as a Media/Social Intern!
7. 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. 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Outdated information,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. 9
• More traffic to the shop pages
• More overall engagement with the website
• Increased enrollment from students outside of Framingham
OVERVIEW MEASUREMENTS
14. 14
PRIMARY TARGETS SECONDARY TARGETS
Current
students
Current
Teachers
Community
Prospective
Students
Prospective
Parents
Admins
TARGET
Administrators
15. 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. 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
18. 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. 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
24. 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
28. 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
32. 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
34. 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. 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. 36
OPPORTUNTIES
• Promote school
offerings
• Room to expand on
social media
• Expand reach into
surrounding towns
• Challenge stigma
• Attract new students
OPPORTUNITIESHEURISTIC REVIEW
37. 37
THREATS
• Public Schools – Framingham
High School
• Stigma
• Social pressures
• Athletics
• Familiarity with home
district schools
• Unclear information
about resources
THREATSHEURISTIC REVIEW
45. 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)
50. 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. 51
Instagram Snapchat
• Student “profiles”
• Shops/Tech Programs
• 1-2x/week
• Snapchat “takeover”
• Student events
• Weekly or Bi-Weekly
SOCIAL MEDIA CONTENT
52. 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. 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”
58. 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
61. 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
65. 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. 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. 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. 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
Editor's Notes
Liz
Liz
Liz
Liz
liz
Aaron
Macken
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
Aaron
***Aaron includes analytics? Move the slides around
Success measures
Downloads, online applications, submissions
Measurements
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
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
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
liz
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
Erin
Erin
Liz
Liz
have monica talk about this slide
reword personalization - lack of custom content
monica
monica
monica
monica
Julia
Community aspect - happy place to be
Julia
Julia
Julia
Liz
Liz
Liz
liz
Erin
Redo this page
Facts are important
Alumni information
Shop pages
Facts - not extra resources
Julia
Julia
Julia
Information is updated infrequently
Capitilization
Delete stigma
lack of information - shop pages
Julia
Julia
Monica
Monica
Julia
Liz
Liz
Monica
Certifications, Tree, Teacher profile, 2 year and 4 year career paths
Julia
Target Audience
Clear calls to action
Admissions page
Highlight Open houses
Julia
Target Audience
Clear calls to action
Admissions page
Highlight Open houses
Target Audience
Clear calls to action
Admissions page
Target Audience
Clear calls to action
Admissions page
Target Audience
Clear calls to action
Admissions page