budgetproof marketing & websites | hbcu media week 2015
TRANSCRIPT
Budgetproof Marketing & WebsitesThe right story, directed at the right audience(s) creates better results for marketing &
websites
Jeanne Frazer | vitalink®
Andrea Ferguson | AndiSites
Jeanne Frazer Andrea Ferguson vitalink® AndiSites
Brand vitalization for the largest & fastest growing HBCUs Award-winning mobile-responsive websites, demystified
Meet the Team
Your Speakers
“I just wish people knew our story!
We’re the best kept secret.”
~ Any College
USA
Jeanne Frazer | vitalink®
Mainstream media has changed…
TODAY:1. Define/expand/segment target2. Right channel/best coverage3. Tools to track/report4. Andi - Websites
Jeanne Frazer | vitalink®
What do you want to accomplish?• Set Campaign Goal(s)• Measurable & Specific
Jeanne Frazer | vitalink®
Who do you want to reach?• Primary Target Audience• Secondary Target Audience
TASK: List Target Audiences
Jeanne Frazer | vitalink®
Which channels should you use?• Best delivery channel for target• Best fit for your story
TASK: List All Possible Channels
Jeanne Frazer | vitalink®
Reporting & ROI…• Clipping Services (paid)
• Google Alerts (free)
• Social Media Review (free) -
engagement
• #hashtag, socialmention.com
• Results of Campaign & ROIJeanne Frazer | vitalink®
What does a university website redesign cost?
Andrea Ferguson | AndiSites
27K students
$540,000
$20/student13.5K
$283,500
$21
9.5K
$225,000
$24
4.5K$155,00
0$34
What does your website budget look like?
Andrea Ferguson | AndiSites
What should you focus on?
Andrea Ferguson | AndiSites
Content Management System
Up-to-date, engaging content
Mobile-friendly
Search engine optimization
(SEO)
Andrea Ferguson | AndiSites
Intuitive navigation
Graphic design
Media (photos, video,
audio)
Analytics
Mobile-friendly $
Andrea Ferguson | AndiSites
2013 2014
72%
83%
Source: Pearson
Andrea Ferguson | AndiSites
72%
83%
“mobile friendly test”
Content Management System
Up-to-date, engaging content
Mobile-friendly
Search engine optimization
(SEO)
Andrea Ferguson | AndiSites
Intuitive navigation
Graphic design
Media (photos, video,
audio)
Analytics
Content Management System $
Andrea Ferguson | AndiSites
Andrea Ferguson | AndiSites
Content Management System
Up-to-date, engaging content
Mobile-friendly
Search engine optimization
(SEO)
Andrea Ferguson | AndiSites
Intuitive navigation
Graphic design
Media (photos, video,
audio)
Analytics
Andrea Ferguson | AndiSites
1. Up-to-date, engaging content
2. Intuitive navigation
3. Media (photos, video, audio)
4. Graphic design
5. Analytics
6. Search engine optimization (SEO)
Low- to no-cost $ $
Content $
Andrea Ferguson | AndiSites
• Cut anything that’s old and irrelevant
• Cut half of what’s left
Andrea Ferguson | AndiSites
hemingwayapp.com
Navigation $
Andrea Ferguson | AndiSites
• Consider your audience (“FOR _____” menu)
• Aim for 5-7 navigation items, max
Andrea Ferguson | AndiSites
Andrea Ferguson | AndiSites
• Dramatic photography
• Good-quality video
Media $ $
Andrea Ferguson | AndiSites
Andrea Ferguson | AndiSites
Andrea Ferguson | AndiSites
Graphic design $ $
Andrea Ferguson | AndiSites
• Flat colors instead of gradients &
textures
• Bigger buttons
• Bigger fonts
Andrea Ferguson | AndiSites
Source: Websitesthatsuck.com
Analytics $
Andrea Ferguson | AndiSites
www.googleanalytics.com
Basic SEO $ • Mobile-friendliness
• User engagement
• Highly-ranked sites link to you
Questions & Answers
Jeanne Frazer Andrea [email protected] [email protected] 919.704.4683www.linkedin.com/in/jeannefrazer/ www.linkedin.com/in/andreapowellferguson/
Learn More: hbcugrow.com
Questions?