Allegheny Website Reposition

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Allegheny Website Reposition
We are Unusual. We are Memorable. We are Gators.
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Our Approach

• Taking Unusual Combinations and using it in
  a way not done before, we came up with the slogan
  We are Unusual. We are Memorable. We are
  Gators. The current site tends to target
  prospective students more than anyone. We
  tailored each site to target groups including
  Alumni as well as current and prospective
  students. All groups will be able to connect
  with the meaning of the slogan. Anyone that has
  attended Allegheny can relate to the memories
  made and to how it has helped them in their
  lives. Perspective students will be able to see
  through our site that if they attend Allegheny,
  they will gain these same experiences and make
  themselves memorable to future employers.
  Parents and Friends will be able to easily access
  information and see Alleghenys personality.
  Through our unusual is memorable all groups
  will be able to understand what we are trying to
  convey. We define unusual so there is no
  miscommunication.

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What Does UNUSUAL Mean?

• Current definition
• Unusual Combinations- is the current slogan
  used by Allegheny College. This slogan has
  proved to help increase application rates at the
  college. However, in surveying current students,
  prospective students, faculty, alumni and
  administration about the use of this slogan,
  research showed that they were not satisfied with
  the message it was getting across. Research
  showed that the slogan didnt take into account
  that it was leaving people out and perhaps
  turning them off by the term unusual. The
  message is getting students here, but tweaking
  the message may attract an even larger number of
  prospective students and maintain appeal to
  current students and faculty.
• New definition
• Unusual is Memorable- Our new way of conveying
  Allegheny College. A liberal arts education at
  Allegheny College is significantly different and
  unusual compared to larger universities due to
  its students interests, small size, diverse
  classes, and the combination of courses that
  students take. Allegheny has a strong history
  that is the foundation for all of its current
  successes. Because of Alleghenys unusualness,
  your experience becomes more personal and
  memorable to you. Not only will it be memorable
  to you but you will become more memorable to your
  future employers.

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SWOT Analysis of the current Allegheny College
Website

• Strengths personal (stories), informational,
  clear concise links,
• message of unusual combinations is conveyed on
  every page
• Weaknesses Text based (cluttered), lack of
  visual appeal, difficulty accessing common links,
  little school spirit and student representation-
• doesnt convey Allegheny with much of a
  personality
• Opportunities On our campus there are pictures
  everywhere including the campus center, wise
  center, library, student activities and other
  buildings that portray the many fun personalities
  of the college. These photos could be used more
  on the website to portray what is going on around
  campus. Alleghenys strengths are in its history
  as well as its modern appeal. The college has a
  lot of personality, as well as students that are
  eager to learn and have equally as exciting
  personalities. We found that we could convey
  this by involving the students activities and
  campus involvement into the website more. By
  adding to the current profiles, we could be more
  clear and concise about what unusual means. We
  could also make the site easier to navigate.
• Threats Miscommunications (unusual could be seen
  as negative), not satisfying a diverse
  audience-In particular Alumni. Competitor
  websites conveying a more personable vibe of the
  college as well as difficult navigation
  frustrating visitors.

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Revised features of the new website that make it
more user friendly, appealing, and USP-oriented

• Navigation tools in Header
• Easier Navigation on Homepage and throughout site
• More Photos- showing personality
• Photo Banners
• Less clutter with text
• Font is more appealing in both style and form
• Attractive pages and borders
• Convey school spirit and pride through colors and
  photos
• A more contemporary logo that still reflects
  Allegheny as a
• historical institution
• Emphasizes Allegheny attributes
• Repetition- creates top of the mind recall

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Other Attributes of New Website

• Personalization creates top of the mind recall.
  In our society, people want everything
  personalized- even if it is a Nike shoe with your
  name on it. Our spin on unusual combinations
  personalizes and attracts visitors to Alleghenys
  unique college experience.
• Pictures Pictures reflect memories as well as
  help with top-of-the-mind recall rather than a
  lot of text and visuals tend to stick with people
• Language and Text We changed all of the text to
  reflect our new spin on the unusual
  combinations. In defining unusual, we convey
  that while you can be unique and standout, you
  will also be part of a community where you can
  excel. We use the words you and we to sound
  like we are speaking to individuals, making them
  feel like a part of our community. We use
  repetition to create top of the mind recall and
  we use a familiar language that is not too
  hokie but at the same time is familiar to
  college aged students.

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Elements Removed/Added

• Removed
• Header- not enough personality
• Video- does not reflect unusual as memorable
  and it was not received well by students
• Slogan in header and on every page- we changed it
  to convey a more spirited and inclusive college.
• Font- too generic and we wanted entire site in
  uniform font
• Navigation bar and style- seemed repetitive and
  too much to look at
• Took away visual links- we felt it was abrasive
• Added
• Emphasis on Alumni and added Scrap book and map
• Student Life Slideshow
• Pictures to news stories
• New navigation and toolbar on Homepage
• Every page has a header- more aesthetic
• Repetition of We are Gators on every page to
  incorporate our new spin
• Use of Chompers as mascot

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Visual symbols, colors, etc. through which
brand identity is created

• Photobooth Pictures/Polaroids/Scrapbook- all are
  ways to capture memories
• Colors will remain blue and gold, as part of
  Allegheny tradition
• Brought back old gator chompers- less
  threatening/ more friendly than new chompers

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This brand identity creates both emotional and
value appeals through

• Pictures Pictures are often thought of as
  sentimental- bring back good memories
• Alumni Use of alumni makes former students
  reminisce about time spent at Allegheny and
  allows students to see their possible
  opportunities
• Profiles and Authentic crest and logos Shows
  that the school values the individual, school
  pride, and history
• Showing instead of telling Value comes in what
  you gain from attending the school-Our site shows
  the value of our experiences through pictures and
  stories, doesnt just tell you about it- will
  make you more memorable to employers in the
  future.
• Opportunities the college provides through
  programs and curriculum allows you to gain
  memorable experiences (EL Terms, service
  learning, study abroad, seminars, senior comps,
  campus life etc.)
• Memorable to employers
• Memorable to school (alumni)
• The college is memorable to you

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