How Universities Can Leverage Digital Experience To Make The Grade

For so long, universities have relied on prestige, status or the strength of their programs as competitive differentiators, an approach that works for Ivy League schools. But unless you’re Harvard or Yale, it’s getting tougher to capture potential applicants without a modern digital experience. Today’s prospective students are digital natives who will do most of their research online, and they expect a slick and seamless experience that enables them to accomplish their goals quickly and easily.

I saw this firsthand when my team worked with Aims Community College as they battled a piecemeal digital marketing strategy that had resulted in a difficult-to-navigate website. They started by unraveling their old processes and brought in modern technology, such as Drupal 10, and a clean design system to create a more intuitive online experience.

At Yale, for instance, modernization included a full digital identity and design system to replace their historical brand book. This was a big change; their signature color, Yale Blue, had been defined by a preserved bolt of cloth from an academic robe from 1894 (in favor of continuous iteration. For example, Harvard reimagined their flagship web property as a digital magazine that's constantly producing high-concept content.

I’ve helped dozens of schools upgrade their web experience, and here’s an approach that has worked time and time again.The web is the virtual front door to your institution, and that means competing voices vying for attention. Doing a reset requires empowering someone who can lead the charge across the organization. This person must be a change agent with broad visibility and influence.

Source: Tech Daily Report (techdailyreport.net)

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