once upon a time on a dark dreary url
DESCRIPTION
What story does you website tell about your venue and the services you offer? Does it read like a fairytale? A mystery novel? A scary sci-fi novel? Or is it a thriller you just can’t put down? This session will explore the elements your website should contain to tell your venue’s story to engage the planner to explore your site to learn more about what you have to offer their meeting or event.TRANSCRIPT
ACCED-I 2014, New Orleans
¡ Does it read like a fairytale? § Is your website the fairytale and more…
complete with the happy ever after? Is it all too good to be true?
¡ A mystery novel? § Are you hard to find? Are you still a mystery, even
after you’re found?
¡ A scary sci-fi novel?
§ Is your site so complex to navigate that is comes off as a scary sci-fi adventure?
¡ Or is it a thriller you just can’t put down? § Hopefully your site is filled with plot and detail that
enthrall a planner to learn more about your campus and the services you offer
¡ Audience ¡ Design ¡ Visual ¡ Content ¡ Technology ¡ Stats
¡ Internal ¡ External
¡ Both
¡ Above the fold ¡ Brand ¡ Options ¡ Response ¡ Template
¡ Above the fold § Area you see on your screen § Most screens --- 15 to 17 inches § Most of the action on your page is
going to happen here § Include the important stuff
¡ Brand ¡ Options ¡ Response ¡ Template
¡ Above the fold ¡ Brand § Make sure its above the fold § Collegiate brand and
department brand ¡ Options ¡ Response ¡ Template
¡ Above the fold ¡ Brand ¡ Options § Encourage them to interact with
your site § Internal, external § Meetings, events, camps
¡ Response ¡ Template
¡ Above the fold ¡ Brand ¡ Options ¡ Response § Always provide a way to connect
with you § Submit a request § Contact us
¡ Template
¡ Above the fold ¡ Brand ¡ Options ¡ Response ¡ Template § Template vs. free design § Ask if you can build your own § Understand the possibilities of a
template
¡ Make it visually appealing ¡ Let your photos tell your story
§ Choose carefully – look at details § Market appeal § Human element § Why is to relevant for a planner? § Avoid academic focused shots § Call to order
¡ Video stories § Short and targeted § Serious to fun ▪ UC Davis – University Gateway ▪ University of Nebraska – Be Our Guest
¡ Always avoid clutter, focus on conversions
¡ Text § Keep it simple § Make it relevant § Use keyword search terms § Don’t make it “spammy”
¡ Remember the fold § Keep primary options above it
¡ Balance - text & visuals ¡ External focus vs. internal ¡ Service provider pages
§ If internally focused, create your own
¡ Must have information (if relevant) § Meeting/Event space § Accommodations § Dining § Catering § Services § Submission Form § Directions § Contact
¡ Careful § Posting pricing § Policies § Service provider links
¡ SEO – Search Engine Optimization § How are you optimized
¡ Google Analytics § Hits § Users § Time on site § Keywords § Bounce rate
¡ Title tags and descriptions § Duplicate content § Character limits § Search results
¡ Priority on campus site § Where are you?
¡ URL - .edu vs. .com ¡ Linking ¡ Social media ¡ Optimize for tablets & mobile use
¡ Kean University § http://www.kean.edu/conferences/
¡ UCLA § http://www.uclameetings.com
¡ Georgia Tech § http://www.conference.gatech.edu
Questions?
Tony McGuirt Unique Venues [email protected] 866-627-8908