Visit the site: http://www.raffles.edu.au
With enrolments down and a disengaged student body, Raffles College of Design and Commerce needed to rethink how they used the web and other media to communicate and promote the college and its offerings, as well as facilitate community, actively engage students and teachers, and invite participation.The approach & process
Working collaboratively with key marketing, academic, IT and management stakeholders, I drove the process of identifying problems through focus groups, polls and questionnaires, data, feedback and competitive analysis, and brainstorming effective solutions.
The college is a vibrant, dynamic space with a high level of creativity and excellent educational standards and outcomes, but this was not reflected online. To reinvigorate the corporate website, I led the creative direction and invited and managed student collaboration in the site redesign and in preparing elements to use within the site, including promotional videos, interviews with students and staff, slideshows/videos of student work. The solution
The architecture and navigation systems throughout the site were restructured to ensure a seamless user experience and allow multiple easy-to-use pathways, designed to direct people to important information and convert potential students into enrolments.
Individualised micro-sites were created within the main site, to help brand each faculty and allow them to speak to target students more effectively with their own unique voice. Each faculty’s site was infused with examples of student works, information specific to the faculty, enrolment process and procedures including helpful advice for assembling a portfolio and industry news including career opportunities and internships.
To create a sense of community and facilitate active participation, an integrated student and eLearning campus was developed to allow teachers to provide faculty-specific news, online resources and materials for students.
Critical to the success of the campus was a seamless user experience; this was achieved with a single sign-in linking the student campus (Joomla), eLearning campus (Moodle), email and documents (Google) and the Student Services CRM system.Post-launch and cross-media consistency
Improved communication between the college, its teachers and students, potential students and the broader community, locally, nationally and internationally, was achieved with the integration of social media channels into the marketing and communications strategy. I instigated the development of a consistent brand message and visual communication style, integrated throughout digital, advertising, marketing and promotional avenues.
Training was undertaken with all students and teachers in using the campus system, to help facilitate a smooth transition to online teaching/learning/accessing resources and ensure a large uptake in student/teacher participation.
In April 2011, 75% of the 700 students and 250 staff were actively using the student campus and eLearning tools.Feedback"I must say there's been a fantastic transgression from what we originally had (the original KvB website was hopeless) to what we have now! We engaged you as an expert in the field and moved forward fast with a fabulous result! I have noticed a significant increase in domestic enquiries (by phone and online) in the last few weeks. The new look and restructure of the site combined with SEO seems to be working well. A very big thanks again."
- Coral Cooksley, National Marketing Manager"Certainly it’s come in for considerable praise. We now have a very sophisticated website that looks great and is long overdue. You can certainly add my endorsement, particularly of the way it highlights the ‘personality’ of each discipline and shows student work."
- Professor Peter Cameron, Program Director, Digital Media