Service Line: Website Design + Development

As higher education marketing professionals, our job is to connect with new audiences in novel ways. We craft the first impressions, identify the differentiators, and tell the human stories that tug at the heartstrings and inspire possibility.

Unfulfilled aspirations for website personalization are nothing new in higher education. For years, website projects have broached the topic of personalization during the planning stages only to encounter one of many barriers to implementation. How much content is needed to drive personalization? What technology is required? What does success look like?

Let’s face it: we live in a personalized world. Facebook ads appear for products you’ve Googled, Netflix recommends shows based on past viewing.

You’ve heard it before: Your website is the most important marketing tool in your toolkit. And you’ve heard that 2020 has been “unprecedented,” “unlike any other year,” and so forth. What do those two facts have in common? The COVID-19 pandemic has dramatically altered the way people interact with websites. It’s altering the way people consume information and find your website. And it’s underscoring the importance of websites.

Transferring between institutions can be complicated, so college websites play a crucial role in giving students the information they need to confidently navigate the transition. But what online resources and supports do transfer students need most?

This is a brief manifesto for brave, creative action — three approaches to practicing and realizing “fearless creativity.”