Abilene Christian University Case Study

A Psychographics-Based Segmentation Strategy.

Abilene Christian University Case Study

The Challenge.

As an institution with a growing focus on its online degree presence and a residential campus, each with a distinct target student audience, Abilene Christian University's existing website told a dysfunctional brand story that did not adequately address each student user journey. A new site needed to provide equal emphasis on both target student audiences. What's more, three separate website domains were being managed. One integrated site was needed—one place to tell its brand story; one place to focus its SEO efforts. Finally, after years of using Adobe Experience Manager (AEM) as their Content Management System (CMS) and finding it difficult to source development maintenance help with expertise in AEM, ACU desired a new CMS.

Abilene Christian University Case Study

The Strategy.

With brand story and student user experience goals at the core of its website redesign strategy, ACU knew a psychometrics-based student segmentation strategy would help them move the needle. Following a brand and audience research phase, a singular, unified brand story was woven throughout the design and copy of the new site, with clear user pathways for all primary and secondary audiences. After a content audit and analytics assessment, new information architecture delivered a thoughtful sitemap that integrated all public-facing content into one site on the primary domain. From a technical standpoint, WordPress was selected for its comprehensive capabilities, extensive library of plugins/integration options, and robust developer community. With one hundred entirely new web pages and a phased migration plan for hundreds more, ACU launched a reimagined on-personality and search engine-optimized website

Brand Personality Definition
Student Personas (Darts)
Custom Research
Slate Consultation
Google Analytics
Technical Audit
Content Audit
Information Architecture
User Interface Design Concepts
Page Template Designs + Prototyping
User Testing
Search Engine-Optimized Content
WEBSITE (continued)
Content Migration
Development, Launch, Training
Carnegie Clarity
Advanced Analytics + Dashboarding
SEO + Brand Personality Writing
Google My Business Posts + Optimization
Technical SEO Consulting
Content Optimization

Visual Transformation

  • Selected imagery is sparse yet full of energy, allowing for high contrast readability. These images, paired with large, heavy-weight typography create an opportunity to express ACU’s passion and determination.
  • Color is used minimally allowing the sparse yet powerful photography and video to take center stage. Accents of thin lines and borders allow for a separation of content while balancing heavy text elements and photos.

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Persona-Targeted Messaging

  • Making the most of every moment of each day, the Avid Activators manage to get involved with almost everything ACU has to offer… They prioritize the social aspects of the ACU experience over their academic pursuits, and easily make friends wherever they invest their time.
  • Driven by more than just a major or career, Faithful Friends are intrigued by a deeply relational, smaller community.

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