Web Strategy and Development Blog

Lessons learned from the Alumni Association and Bear Bulletin redesigns

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We recently, by that I mean a year ago, decided it was time to redesign the Alumni Association’s digital communications. Before embarking on this glorious journey we first needed to figure out what we wanted to do and why we’re doing it.

Make a game plan

We developed a set of goals to help us keep our audience in mind.

  1. User access to information on mobile devices
  2. Clear calls to act for alumni to engage with the university
  3. Streamline university news with alumni-centered stories from the printed magazine
  4. Implement our sub-brand across all communication platforms

Then laid out the three phases we planned to execute.

Phase 1 – Missouri State Magazine online

During this phase we found alumni want to get their printed magazine in an easy to read online format. So, we tore down the old magazine site and built a new blog. Through the use of syndication, we are able to pull real-time stories from the university communications department. We can now feature stories from the news, highlight faculty work, showcase student awards and give a home to all the alumni stories. The Bear Bulletin blog is mobile friendly and ties directly to our website.

From old to new – blog

Phase 2 – New mobile friendly website

Next step, updating our website to streamline information about events, programs and ways alumni can volunteer. Warning, don’t go into a website redesign before a major event. I planned to finish the redesign before Homecoming, but didn’t take into account all the updates to the Homecoming website.

Again, we went back to our goals and consulted the Alumni Association Board and Council. Since mobile stacks information into one column, we created a hierarchy for the content and used clear calls to act buttons on our Missouri State University Alumni Association website.

A mobile-friendly site

Phase 3 – New e-newsletter

Again, the data showed us nearly 50% of the audience accesses our email from a mobile device.  We stuck with one column, used more full-width photos, added calls to act buttons and reduced the text.

An email you want to open

What we learned

  • Timeline for completion
    • Keep in mind vacations
    • Summer was great for us
  • Website
    • Plan ahead for any major content editing on your site
      • Ex: Homecoming is our biggest event and we were in redesign – not so good
    • Build sitemap
      • Before you start rearranging look at site navigation first
      • Then layout your pages
    • Review links on your site and pointing at you
  • Check mobile

You can download the full presentation for reference.

Recap: Find Your Place in the Digital World – Session 1

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The office of Web and new media recently presented an afternoon of training for University website editors, bloggers and social media managers.

The first session focused on writing for websites, blogs and social media — with an emphasis on optimizing content for mobile devices.

Website: Where users go to get information

Users visit your website because they are seeking information, and they typically come into your website with specific questions.

Strategies for helping users find information:

  • Test your website’s organization by asking someone to find something on it. How (and how easily) does that person locate the information you requested?
  • Identify your audiences and goals. Get input from other stakeholders, and write your goals down so that everyone stays on the same page.
  • Think mobile first. Lean text, engaging visuals and clear structure are critical.

Blog: The perfect place to tell a story

Users approach blogs with a broader goal — they want to get to know you better.

Strategies for telling your story:

  • Users will notice how recently you’ve updated your blog. Updating at least once per week tells readers that you’re enthusiastic and have lots of news and ideas to share.
  • Get visual! Include photos and videos when possible.
  • Engage readers with classic storytelling techniques.

Social media: A way to create new impressions

Social media users are looking to engage and discover — casually. Take advantage of social media platforms to encounter new people or present a different side of your program to those who already know about it.

Strategies for tackling social media:

  • Think long term; commit to sharing quality content and post consistently.
  • Know your goals, and keep them realistic. Use social media to engage and direct people back to your website or blog.

 

Access the presentation

Read the recap of Find Your Place – Session 2.