Stop the Insanity: A Web Strategy Based on Content and Technical Collaboration Romana Amato Tommy Brassfield Saint Xavier University

Romana Amato, Web Strategist Began her career at Saint Xavier as their Web Content Editor and is now their Web Strategist. Researches and implements best practices in design and content, reviews and edits submitted content, and maintains the website’s voice. Worked with Tommy on implementing OU Campus in 2011.

Tommy Brassfield, Webmaster Is SXU’s Webmaster, aka Lead Web Developer Specializes in Front-End –works in full-stack and systems administration Worked a lot with accessibility at UIC in Implemented OU Campus in 2011 at SXU Implemented WordPress for “microsites” beginning in 2012

Saint Xavier University Saint Xavier is a four-year institution located on the southside of Chicago. Originally founded by the Sisters of Mercy in 1846, SXU now offers 43 undergraduate and 25 graduate programs. SXU continues to grow, teaching more than 4,300 diverse students today.

In This Session… …we will discuss how we collaborate to better facilitate the execution of content strategies and code solutions. …we will outline our team-building formula and how it allows us to achieve our web and marketing goals. …we will provide some tips so that you can begin implementing your own collaboration efforts.

Food for Thought More than 50% of students said the Web played a significant role in their decision to apply to a school. Among students with mobile devices, 52% said they viewed college websites on them; 20% did so via a tablet device. 46% have visited a college’s Facebook page, and 69% of those “liked” a college’s page. --Noel-Levitz, 2012 E-Expectations Report, PDF

The First Steps 1.Conduct Research –sought after –stumbled upon 2.Discuss Informally –“how will we use it on the website?” –“is this best practice?” –“what is the ease of implementation vs reward?” 3.Implement Immediately (if minor)

The Next Steps 4.Pitch to Executive Director of Marketing and Communications (if larger in scope) 5.Split Work –establish timeframe and level of training needed –decide how will it be implemented –determine reusability –create documentation 6.Go Live

Team Formula T – Take Turns E – Express Concerns A – Acquire Patience M – Make Compromises

Marketing Cons no sense of branding boring, plain limited options non-responsive very difficult to code Needs complete overhaul

Marketing Results branded properly matches website responsive modern and sleek social media easier to code

Gilhooley’s Cons functionality lost old, unsupported CMS not easily editable not accessible Needs ease of maintaining separate branding responsive design SEO

Gilhooley’s Results purchased WordPress theme created child theme made responsive reused media content rewrote text created searchable menu incorporated best practices and trends added s ocial media

Social Media Directory Cons text heavy simple long list of links Needs more interaction--to mimic social media

Social Media Directory Results more contextual easier on eyes user-friendly interactive

Website Redesign Our largest collaboration project to date. Several months to research, design, and implement. Needs Sought to improve technical aspects. Aimed to further pushed website into realm of marketing. –branding brought to life –greater focus on recruitment, i.e. admission and student life

Website Redesign: Old Websites OU Campus Serena Collage

Website Redesign: New Website Results new brand established responsive seamless launch and transition implemented in OU Campus updated templates using bootstrap and new design/css

On the Horizon…. Projects to close FY2014: Scholarship Directory New Landing Pages Admission Redesign

Take Aways TEAM - take turns, express concerns, acquire patience, and make compromises. Meet weekly to brainstorm and problem solve. Set a common goal, i.e. get students to apply via the website. Communicate: Get IT to see beyond technical and marketing to understand limitations. Establish common jargon and terminology early on.

Questions? Romana Tommy Saint Xavier University