Transcript The Next Generation: www.GoHigherKY.org

2007 SHEEO / NCES - Network Conference
The Next Generation: www.GoHigherKY.org
Consumer Web Site
Sue Patrick
- The Commonwealth
To reach the national
average in educational
attainment, we must
roughly double the
number of working age
Kentuckians with a
bachelor’s degree or
higher, from
400,000 to 791,000.
- The Commonwealth
Return on Investment
• $5 billion cumulative increase in state revenue
• $71 billion cumulative increase in personal income
• Lower crime rates
• Higher civic participation
• Improved health/life expectancy
• A more engaged citizenry
- Marketing Orientations
1950s
1980s
Industrial-age marketing
Production-oriented marketplace
• Mass production
• Compliant consumers
• Homogenous marketplace
• Business-to-consumer
• Reign of mass media
• Market segments
2000+
Information-age marketing
Consumer-driven, research based
marketplace (data, data, data!)
• Customized products & services
• Informed consumers
• Diverse marketplace
• Customer-to-business
• Personalization
• Markets of one
• Branding
- CPE Web Sites
- 1st Generation
- 1st Generation
Goal: To make postsecondary education
information more accessible to high school
students.
• GoHigherKy.org launched - June 2004
• $1 million in development
• XAP site
• Initial partners
– Kentucky Higher Education Assistance Authority
– Kentucky Council on Postsecondary Education
– Association of Independent Kentucky Colleges and
Universities
– Kentucky Department of Education
- 1st Generation
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College planning information
Financial aid resources
School search & comparison
Testing information
Auto-populated applications
Institutional transfers
Interest inventory
Career search
Adult education centers & programs
Access to online programs
- 1st Generation
Initial success
• Site traffic
– More than 47,000 student accounts created
– More than 4,000 online college applications submitted
• Training
– More than 300 high school guidance counselors have
been trained to use the site as an advising tool
• Marketing
– More than $400,000 in promotion
- Evolution
Recent developments
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NPEC’s $100,000 award
Electronic Individual Learning Plans (ILP)
Electronic transcripts
Expand reach to underserved groups
Deliverable for college access campaign
$800,000 provided by the Kentucky General Assembly
• GHK operations team
Engages all partners in the site development
The 2008 Goal:
An effective outreach
tool to underserved
individuals not in the
education pipeline.
- Next Generation
Target Audiences
• GEAR UP and at-risk
high school students
• GED graduates
• Potential transfer
students
• Returning adults
- Next Generation
Objectives
• Superior consumer interface
• Relevant, engaging content
• Role-based environments
• Intuitive information architecture
• Proactive site and message management
• Integrated response technologies
• Ongoing content review
• Work smarter!
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- Research
GoHigherKy.org
• Web site audit
• Usability study
• Satisfaction surveys
• Audience interviews
- Research
Audit
• Environmental scan
• Messaging
• Content & tone
• Traffic
• Competition
• Performance
• Redundancy
- Research
Usability Test
• Expectations
• Navigation
• Response
• Accessibility
- Research
Audience Interviews
• Face-to-face
• Homework assignments
• Emotional response
• Recommendations
- Research
Targeted Surveys
• Returning adults
– Telephone survey
– Program inventories
• Transfer students
– Program inventories
• GED graduates
– Mail survey
• GEAR UP families
- Planning
Partner Collaboration
• GHK Operations Team
• Audience Committees
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Identify the audience
Clarify the message
Establish goals
Map a path
Involve others
- Implementation
CPE Project Team
• Communication director
• Web usability and
content expert
• Project coordinator
- Implementation
Marketing
• College Access Campaign
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$1.1 million
Statewide partners
Distributed resources
Leverage existing programs
- Implementation
Marketing
• General awareness
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Releases
Features
Media events
ANR
PSA
- Implementation
Marketing
• Targeted campaigns
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Direct mail
TV/radio/newspaper
Print / brand placement
Local outreach
Sponsorships
Viral e-mail efforts
Cross promotion
- Implementation
Challenges
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Staying future-minded
Setting priorities
Funding improvements
Site management
Political support
Integrating CRM
- Implementation
Decision points
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Call center
Site management
Integrate audiences
Integrate campaign
Branding
Vendor / in-house
- Evaluation
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Web metrics
CRM tracking
Call Center analytics
Online feedback
Partner survey
Visitor survey
Simple phone survey