A university’s ability to communicate with students is contingent on its internal systems working efficiently and effectively. Otherwise, the institution risks communicating a disorganized message, misinformation and a confused brand. In this presentation, I walk through some organizational structure ideas as they apply to higher ed and how they affect institutional branding. From there, I …
Continue reading “How Organizational Structure Impacts Brand”
Susan Talbert Evans wrote a great post about the difference between fragmentation and segmentation when it comes to social media. My university (11-12,000 students) is about to enter into this discussion so this is a timely, well thought out piece. I work in a centralized comm department and my recent census of school related social …
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McKinsey Quarterly takes a look at the centralize vs. decentralize decision so many organizations face and one, in my humble opinion, which higher ed should ask more often. McKinsey recommends asking three questions to frame productive debates on the subject. From the article: Is centralization mandated? Can it add 10 percent to a corporation’s value? …
Continue reading “To Centralize or Not to Centralize… That is the Question”
One step you can take to help achieve your communication strategies is to leverage influencers on the web. You can use tools like the ones below to help determine and judge who are good targets. Once identified, take the time to get to know each influencer and the world that swirls around them: how often …
Universities are social organizations, but there’s little proof of it in how their technology is thought of, planned or deployed. Sure, everyone now has a set of icons that will whisk people to Facebook, Twitter and beyond, but precious few are really embracing what social really is and how to bake it into their core …
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McKinsey’s managing director, Dominic Barton, and other partners discuss global trends and how to act on them. Full story requires subscription. Hat tip to @benhinnen
Higher ed organizations are poorly structured to create exceptional customer experiences across all points of contact. In this talk, Peter Merholz discusses the symptoms of broken organizations and how they can become truly customer-centric.
In my previous post about the push and pull between marketing a site and making it usable, I try to make the case that the DU site leans too heavily toward marketing when all available data suggests usability is more important. However, on second glance, I believe I need to clarify my stance and I’ll …
Continue reading “Tension Between Marketing and Usability: Part 2”
Nick Denardis of EDU Checkup critiqued the University of Denver’s redesign and gave it a 94%. Pretty good. He liked the strong visual impact of the homepage, that content was geared toward addressing student needs and that the underlying code was done with SEO and accessibility in mind. What Nick didn’t know, couldn’t know, was …
Continue reading “Tension Between Marketing and Usability: Part 1”
Websites want to be chaotic. They don’t like order, hierarchy, or staying on brand. Your efforts to tame it or control it are largely futile. The best you can do is point it in the right direction and then keep on eye on it. Turn your head for just a minute and suffer the consequences: …