Transcript University Marketing - University of Wisconsin

UNIVERSITY OF WISCONSIN-STOUT
University Marketing
Overview
University Marketing works cooperatively throughout
campus to build strong, effective and cohesive marketing
strategies for UW-Stout through:
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Marketing and branding leadership, research,
strategy, analysis, and consultation
Print, web, email, digital, and social media advertising
campaign design and implementation
Website content analysis, design and development
Photography and videography services in support of
marketing strategies
UNIVERSITY OF WISCONSIN-STOUT
University Marketing
UNIVERSITY OF WISCONSIN-STOUT
University Marketing
READY Campaign
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Developed a new recruitment campaign centered
around our career focus and emphasis on producing
highly qualified students that are ready to enter to the
job market and hit the ground running.
UNIVERSITY OF WISCONSIN-STOUT
University Marketing
New Identity Guide
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New Identity Standards guide not only promotes
the new standards that have evolved over the past
two years, but also will serve as a marketing
resource guide for campus.
UNIVERSITY OF WISCONSIN-STOUT
University Marketing
Cluster Marketing
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Creating multi-faceted career cluster based
campaigns to help better brand Stout’s areas of study,
tie our results to career oriented brand, assist
prospects with selecting a major, reduce undecided
students, help retain students, consolidate marketing
expenses, and provide capital campaign support.
UNIVERSITY OF WISCONSIN-STOUT
University Marketing
Marketing Assessment
and New Program
Landing Pages
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Continuing the process
for those who did not
complete last year.
Updating pages that
need updated due to
new PDs.
PROGRAM WEBSITES »
www.uwstout.edu/programs/…
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Sites are “owned” by Provost’s Office
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Managed by Provost’s Office, University
Communications and University Marketing
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Program plans, sequence documents, course flow
charts and Bulletin information » Tricia Aspen
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Landing page » University Marketing
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All other site content » Don Steffen
DO NOT build “unofficial” sites for any purpose.
Work with us to improve your existing site.
DIRECT LINKS »
www.uwstout.edu/programs/…
Academic
Programs
Stout
Admissions
Stout
Colleges &
SOE
INTERNAL
Stout
Departments
EXTERNAL
Program
Website
Stout Online
EACH SEMESTER:
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Provide updates/edits for existing pages
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Add new content as needed
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Review content for updates
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Curriculum documents » Tricia Aspen (Provost)
 Program Plans / Degree Planner
 Program Sequence/Flow Charts
 Bulletin Updates
Other content to Don Steffen (Communications)
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Changes/updates to landing page (University Marketing)
Delete old content that’s out of date or no longer useful or relevant
UNIVERSITY OF WISCONSIN-STOUT
University Marketing
Website Training and Support
• Our website is managed through CommonSpot, a
ColdFusion-based CMS which provides web authoring
and content management.
• CommonSpot basic training is required for anyone
who needs editing access. Registration is available at:
www.uwstout.edu/webdev/cs/
• If you need assistance with CommonSpot technical
issues or content development, please email:
[email protected]
UNIVERSITY OF WISCONSIN-STOUT
University Marketing
Analytics and User Assessment Testing
• Google Analytics in-page review to monitor
and analyze website and program landing
page activity.
• Usability testing to help ensure accessibility
for prospective students, current students,
faculty, staff, alumni, community and
industry partners.
UNIVERSITY OF WISCONSIN-STOUT
University Marketing
New Website Proposal
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Working in tandem with the Web
Management Team and Web Oversight
Committee, University Marketing will lead
research and proposal development efforts to
ensure best practices are utilized prior to
beginning a new website build.
Determine a governance, maintenance, and
migration plan.
Estimate costs and staffing needs.
Create any required RFPs.