1. Consumer Web Site Sue Patrick 2007 SHEEO / NCES - Network Conference
The Next Generation:
Consumer Web Site
Sue Patrick

2. - 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.
Again, reform and the Public Agenda have dramatically altered the future of Kentucky in many significant ways…but there is still a log ways to go in order to achieve our goals by 2020….
All the research on postsecondary education reform suggests that it takes at least 5-8 years for systems to really start realizing the benefits of reform…
Thus, even though we’ve seen some quick gains in some areas during the last eight years…the longer term indicators are more difficult to move…particular those related to social and economic benefits….
Some might say the Council would be better served not reminding folks of these depressing statistics…however, here again is where the Council plays an important role…the provider of truth….
These statistics serve as a daily reminder of the steep challenges we face and that we need to move forward urgently if we are going to achieve our 2020 goals.
As HB 1 states, the only way Kentucky will achieve its 2020 goals is by increasing the education levels in the state.
Educational attainment…basically unchanged from 2000 up 3.5% from 1990 to 2000 but national average was 4%
% change in educational attainment since 1990 – 5th best in nation behind NC, Iowa, Wisc, and GA
Per capita income – ranking unchanged since 1998…has increased 29% since 1998…from $22,200K to $28,500

3. - 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

4. - Marketing Orientations
2000+
Industrial-age marketing
Information-age marketing
Production-oriented marketplace
Mass production
Compliant consumers
Homogenous marketplace
Business-to-consumer
Reign of mass media
Market segments
Consumer-driven, research based marketplace (data, data, data!)
Customized products & services
Informed consumers
Diverse marketplace
Customer-to-business
Personalization
Markets of one
Branding

5. - CPE Web Sites

6. - 1st Generation

7. - 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

8. - 1st Generation 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

9. - 1st Generation Initial success Site traffic Training Marketing
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

10. Recent developments - Evolution 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

11. The 2008 Goal:
An effective outreach tool to underserved individuals not in the education pipeline.

12. - Next Generation
Target Audiences
GEAR UP and at-risk high school students
GED graduates
Potential transfer students
Returning adults

13. - 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!

15. 2 P i e r

16. 2 P i e r

17. 2 P i e r

18. - Research
GoHigherKy.org
Web site audit
Usability study
Satisfaction surveys
Audience interviews

19. - Research
Audit
Environmental scan
Messaging
Content & tone
Traffic
Competition
Performance
Redundancy

20. - Research
Usability Test
Expectations
Navigation
Response
Accessibility

21. - Research
Audience Interviews
Face-to-face
Homework assignments
Emotional response
Recommendations

22. - Research Targeted Surveys Returning adults Transfer students
Telephone survey
Program inventories
Transfer students
GED graduates
Mail survey
GEAR UP families

23. Partner Collaboration GHK Operations Team Audience Committees
- Planning
Partner Collaboration
GHK Operations Team
Audience Committees
Identify the audience
Clarify the message
Establish goals
Map a path
Involve others

24. - Implementation
CPE Project Team
Communication director
Web usability and content expert
Project coordinator

25. - Implementation Marketing College Access Campaign $1.1 million
Statewide partners
Distributed resources
Leverage existing programs

26. - Implementation Marketing General awareness Releases Features
Media events
ANR
PSA

27. - Implementation Marketing Targeted campaigns Direct mail
TV/radio/newspaper
Print / brand placement
Local outreach
Sponsorships
Viral efforts
Cross promotion

28. - Implementation Challenges Staying future-minded Setting priorities
Funding improvements
Site management
Political support
Integrating CRM

29. - Implementation Decision points Call center Site management
Integrate audiences
Integrate campaign
Branding
Vendor / in-house

30. - Evaluation
Web metrics
CRM tracking
Call Center analytics
Online feedback
Partner survey
Visitor survey
Simple phone survey