Table of Contents

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Northern State University Relations Department -
2009
Table of Contents Understanding Audience Teaser
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Content Management Project Plan Last
Modified April 6, 2009
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Understanding Audience
Table of Contents Understanding Audience Teaser
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• Prospective Students -
• Are girls and boys ages 16-18
• Are interested in going to college helping
  further their education
• Frequent users of the internet, chat rooms,
  FaceBook and YouTube
• Many have part time jobs, involved in sports,
  and are leaders within the community

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Teaser Development
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What is the most concise summary of the
information that its teasing? Can you summarize
it in one sentence?How do you want people to
feel? Should they be excited or reassured?
Curious about something unknown, or that this is
what theyve been looking for? How does this
teaser relate to other elements on the page, such
as topical content, meta data and other teasers?
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Teaser Development
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• Seven Mistakes to Avoid When Creating a Teaser
• Publishing before reading your tease out loud.
• Copy and paste the headline and lead of a story
  to the tease.
• Leave out the details of a story.
• Ignore the timelines of a story.
• Highlight irrelevant details.
• Use newspapers headlines.
• Write in a passive voice.

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Teaser Development
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• Define Keywords
• Write down 10 keywords that can be used.
• Identify the keywords that have similarities
  which can be formed into sentences to entice your
  readers for further reading.

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Teaser Development
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• Guidelines
• 50 Less Content
• Meaningful sub-headlines
• Bulleted lists
• One idea per paragraph
• Two sentence length Less than 25 words
• Write simple sentences
• Direct reader to link
• Sell your department (4 Ps of marketing)
• Urge action
• Tie copy and graphics together

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Introduction Paragraph Development
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• Guidelines
• Keeping it concise
• Dont mistake being concise with leaving out
  important material.
• Leave the home page relatively text-light. Use
  other pages to keep the details on the page down
  to a minimum.
• Keeping it clean
• Keep paragraphs short
• Strategically place bullet and bold fonts so your
  audience can quickly get to the important points
• Keeping it connected
• Keeping related materials together
• Properly formatted text, main headings,
  highlighted items, and important details.
• One idea per paragraph
• Each paragraph should focus on one main idea for
  faster scanning.
• Develop a topic sentence and have reader continue
  reading or move on to the next page.

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Sub Headings
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• Guidelines
• Subheading need to be defined by keywords
• Pick out 5 keywords for each section of your web
  page
• Build informational content that will educate
  your site visitors about what you have to offer
  that is unique and different.What makes you
  better than your competition?What about the
  service do you offer which makes NSU the best?
  What makes your product unique?
• Help potential students make a decision to be
  educated at NSU.

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Links
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• Guidelines
• Highlight, bold, and link text within the
  contents of your web page.
• This will improve scanablility on the web site
• PDF Files
• Items to avoid Course catalogs, annual reports,
  and view books
• Adobe Acrobat does not pull up the information in
  a quick scanable format (as a default).

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References
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American Bible Society. How to Write for Your
Web Site. Retrieved March 20, 2009
from http//forministry.com. Bloch, Michael
(2008). Creating Effective Landing Pages.
Retrieved March 20, 2009, from http//www.websitet
ips.com. Gremillion, Ben. Designing Good
Teasers. Retrieved March 20, 2009,
from http//www.benthinkin.co.nz. Jacobs, Ian
(1999). Web Content Accessibility Guidelines.
Retrieved March 20, 2009, from http//www.w3.org.
Jacobs, Ian (1999). Web Content Accessibility
Guidelines. Retrieved March 20, 2009,
from http//www.w3.org. Johnson, Bob (2009,
March). Writing Right for the Web. Academics
Impressions Webinar presented at Marshall,
MI. New Media Bytes (2008). Retrieved March 20,
2009, from http//www.newmediabytes.com.
Nielsen, Jakob (1997). How Users Read on the
Web. Retrieved March 20, 2009
from http//www.useit.com