December 7, 2001

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December 7, 2001
Web Strategy

• Melanie Barnett
• Ron Bendersky
• Bill Curtis

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Agenda

• Mission
• Goals
• Data Management
• Old Site Issues
• New Site Solutions
• Development Process Critical Success Factors

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Web Community Mission

• Create a high-value, customer centric web
  community that provides a one-stop information,
  registration, and networking venue for program
  participants.

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Goals

• Provide customers, prospects and staff an
  integrated, fast, and accessible information
  system
• Provide cutting-edge technology and tools to
  enable EEC to market and sell its products
  effectively and efficiently over the Internet

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Goals

• Build reputation of UMBS Executive Education
• Increase visibility of UMBS Executive Education
  among executive education decision-makers
• Sustain Michigans reputation as an innovator
• Increase revenue by offering one-stop online
  program selection registration

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Goals

• Create a seamless transaction process for
• Catalog and brochure distribution
• Registration
• Payment
• Lodging
• Travel accommodations
• Pre-read materials

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Goals

• Ensure accurate, consistent and timely program
  information
• Ability to update at any hour of the day
• Ability to make changes globally
• Integrate internal registration marketing
  databases with the website

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Data Management

• Old Site
• Manual updates
• Each kernel of data must be rooted out and
  updated individually
• Time- and resource-consuming
• High possibility for error and inconsistency of
  data between pages

• New Site
• Oracle database-driven updates
• Updates made in Oracle database affect the
  website globally
• Virtually effortless updates
• Zero possibility for inconsistency of data
  between pages

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Old Site/Home Page
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Old Site

• Short on visual excitement
• Long on text
• Few pictures or graphics
• Few clickable hot spots

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Old Site

• Site map is not apparent
• Users frequently use BACK button on browser to
  navigate backward through site
• Many layers must be navigated to register for a
  program

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Old Site

• Despite semblance of on-line registration, our
  staff needed to call registrant to confirm and to
  make payment arrangements

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Old Site

• Important information was buried
• Cancellation policy and fees
• Transfer policies and fees

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Old SiteAnn Arbor

• Brief text on Ann Arbor

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New Site-Home Page

• Engaging
• Lots of pictures and graphics with plenty of
  click-able spots
• Text snapshots on main pages
• More detail is available at a click

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New Site

• Site map is accessible on every page

• Header and footer navigation

• Dynamic secondary navigation

• The opportunity to register is available on every
  page

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New Site-Program Page

• Lots of pictures and graphics with plenty of
  click-able spots

• Index Card Tabs hold important information
  including cancellation policy

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Brochure Catalog Requests

• Request to mail hard copies or
• Download PDF version instantly

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True On-Line Registration

• Secure credit card processing
• For programs with application requirements,
  applications can be completed and submitted
  on-line

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Virtual Concierge/Ann Arbor
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Virtual Concierge/Ann Arbor
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A2 Links
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Search Feature
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My Executive Education

• User oriented features
• Shows programs user is registered for
• Create/update user biographical sketch
• Opt-In newsletter
• Discussion boards
• Billing status and information
• Log-in protected for privacy

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Integrated Marketing Communications Using the
Website

• The UMBS logo is hyper-linked to web site Front
  Page
• Program category names are hyper-linked to
  Program Page

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Tracking Web Usage
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Development ProcessCritical Success Factors

• Dean-level executive sponsor
• Adequate funding
• Experienced, multi-dimensional vendor
• Cross-functional project team
• Customer-centric lens
• Strong project management
• A get-it-done approach
• Full-time webmaster