HighEdWeb Assocation
The Annual Conference for Higher Education Web Professionals, Austin, Texas, October 23-26, 2011

Session Details

The Best and the Brightest - Targeting Communications Design for Accepted Students

PST Poster Sessions Track

Texas Ballroom 1-3


The project is about conversations, stripped down and without glossy campus shots that places our best and brightest upperclassmen in a stark clean setting that avoids the marketing hype and gets right to core storytelling. Outcome driven; the production is supported by cheeky images shot through the lens of a 22 year-old photographer. The photo settings are amusing and serious and the music is changeable according to the mood of the viewer. Viewers can share and post to social networking hooks and the entire project is largely produced in-house with technical support from the team that created our Campus Tour. The best part... extremely focused and granular analytic codes that track individual sessions and overall use. Each "major" has it's own URL doorway. What this means is that if you are a Biology Major, your are launched in the Biology story, and if you are an Global Business Major, your entry into the project is through your own path. There are 25 "doors" into this project and code tracks the entire trip through the project. This builds a virtually exclusive launch point for the experience. Also, parents have a unique URL launch that enables us to track parent usage. The access points are always through direct email personalized and from the accepted student cohort. This project is emailed at a time when the decisions are being made - and is not otherwise available thus boosting the viewing since it can not be reached via stealth decision making. The proof for us is the fact that average time on site bests 6:00 minutes -Engaging for sure, but valuable when becoming familiar with the people and stories of Suffolk University. This project was produced, directed, designed and edited in-house with a talented communications team. We recently were awarded a Gold Medal as part of the Twenty-Sixth Annual Educational Advertising Awards, sponsored by Higher Education Marketing Report.