b9 delivering the message: from mobile to magazine and everything in-between
DESCRIPTION
University brag points can all sound the same to a high school student. As university communicators we have the same delivery methods available, such as our website, mobile apps, e-mails, social networks, and print. So how do we set our institutions apart? The answer lies in how we choose to expand and present our messages. Discover how the University of Illinois produces fresh, vibrant, and memorable content for all of its marketing. See how they collect data and use it to determine where they focus their efforts and how they choose to uniquely craft their messages.TRANSCRIPT
05.02.2012
Doug Burgett Creative Director, Office of Communications for Enrollment Mgmt
Stacey Kostell Director, Office of Undergraduate Admissions
Michelle Rice
Editor, Office of Communications for Enrollment Mgmt
Tuesday, May 15, 2012
WHAT IS THE MESSAGE?
Tuesday, May 15, 2012
The message is... TEXT
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The message is... IMAGE
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The message is... VISUAL
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The message is... WHAT YOU WANT TO KNOW
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The message is... WHAT YOU SHOULD KNOW
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The message is... WHAT YOU NEED TO KNOW
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The message is... SIMPLE
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The message is... COMPLEX
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The message is... CONTEXT DEPENDENT
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The message is... MULTI-DIMENSIONAL
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The message is... OFTEN BURIED
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The message is... THE REASON WE COMMUNICATE
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belong
Illinois Admissions Theme (2005-Present)
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Tuesday, May 15, 2012
BURIEDTuesday, May 15, 2012
University Viewbook Cover
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University Viewbook Cover
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University Viewbook Cover
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University Viewbook Cover
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Illinois Viewbook Cover (2007)
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Illinois Viewbook Spread (2008)
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Illinois Viewbook Spread (2008)
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FACTUAL LAYOUT
The personality is over here
Where do I look first?
What’s this?
I don’t want to read all this
Illinois Viewbook Spread (2008)
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FACTUAL VOICE
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WE ARE BROWSERS
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Illinois Viewbook Spread (2010)
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Illinois Viewbook Spread (2010)
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MAGAZINE LAYOUT
Quotes offer alternative entry points to the content
Leads expand the headers and summarize
main messages
Clear page header
Student-written articles introduce personality
Illinois Viewbook Spread (2010)
Tuesday, May 15, 2012
PERSONAL CONTENT
Illinois Viewbook Spread (2010)
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FIRST-PERSON WRITING
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PULLOUT FACTS
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EXPANDED CONTENT
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BROWSER FRIENDLY
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Illinois Visit Mailer (2011)
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Illinois Visit Mailer (2011)
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SIMPLE
What the University of Illinois
looks like
Where I go for more information
What I’m supposed to do
Where the University of Illinois
is located
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SUCCINCT WRITING
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SEARCH EMAIL
Header for priority message
Call-to-action List of profile facts
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ADMIT EMAILIntro with
priority message
Headers for easy scanning
Calls-to-action
Enticing image
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ACCEPT EMAILFirst-person
student account
Brief article previews
Call-to-action
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PRESENTATIONS
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Illinois Admitted Student Presentation (2011)
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STUDENT VOICE
Illinois Admitted Student Presentation (2011)
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WEB
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Illinois Admissions Website (2011)
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KEY MESSAGES
STUDENT VOICE
CLEAR ORGANIZATION
Illinois Admissions Website (2011)
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RELATED BLOG CONTENT
Illinois Admissions Website (2011)
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Illinois Admissions Blog (2011)
Candid advice from admissions counselors
BLOGGING
Slice-of-life experiences from current students
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Before
CONTENT REFINEMENT
Illinois Admissions Website (2011)
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After
CONTENT REFINEMENT
Illinois Admissions Website (2011)
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Illinois Admissions Website (2011)
UTILIZING REAL ESTATE
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MOBILE
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Illinois Admissions Website (2011)
KEY MESSAGES?Smaller screens
warrant a different layout for more clarity
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Illinois Admissions Website (2011)
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Illinois Admissions Website (2011)
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Illinois Admissions Website (2011)
Tuesday, May 15, 2012
Illinois Admissions Visit Webpage (2011)
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Illinois Admissions Website Mobile Statistics for 2010
ADMISSION DECISION ANNOUNCEMENTS
Tuesday, May 15, 2012
Illinois Admissions Check Application Status Webpage (2011)
WHAT’S THIS?How do I get to my
admissions decision?
Tuesday, May 15, 2012
Illinois Admissions Check Application Status Webpage (2011)
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SOCIAL MEDIA
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Social Networks used by Illinois Admissions (2011)
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Social Network Hub for Illinois Admissions (2011)
EASY
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FUN
Social Network Hub for Illinois Admissions (2011)
Tuesday, May 15, 2012
University of Illinois Class of 2015 Facebook Page (2011)
HONEST
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University of Illinois Class of 2015 Facebook Page (2011)
REAL
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University of Illinois Class of 2015 Facebook Page (2011)
REALLY REAL
Tuesday, May 15, 2012
University of Illinois Class of 2015 Facebook Page (2011)
REALLY REAL
Tuesday, May 15, 2012
Illinois Admissions Twitter Page (2011)
DUPLICATED
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Illinois Admissions YouTube Page (2011)
ENGAGING
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Illinois Admissions YouTube Page (2011)
ENGAGING
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QUESTIONS/COMMENTS?
Tuesday, May 15, 2012