CASE District 1

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Strategies for Your Web Site
Michael McPherson Chris Klaehn
CASE District 1 Annual Conference January 30, 2000
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Traditional business
eBiz.com
Traditional institutions
eSchool.edu
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Physical vs. Electronic
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Empowering the consumer
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What it means
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What it means

• Shift in the control of information

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What it means

• Shift in the control of information
• One-stop shopping

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What it means

• Shift in the control of information
• One-stop shopping
• Effects the relationship between audience and
  institution

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How the Web has changed commerce
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How the Web has changed commerce

• Reach access and connection

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How the Web has changed commerce

• Reach access and connection
• Richness depth and detail of information

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How the Web has changed commerce

• Reach access and connection
• Richness depth and detail of information
• Affiliation whose interests does the site
  represent?

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Reach
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Richness
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Affiliation
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Affiliation
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Affiliation
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Beware the Education Aggregators!
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Beware the Education Aggregators!
Embark.com CollegeNET CollegeView
GoCollege CollegeXpress
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What it means for educational institutions
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What it means for educational institutions

• Manage your brand Brand is everything in
  cyberspace.

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What it means for educational institutions

• Manage your brand Brand is everything in
  cyberspace.
• Brand-as-Experience vs.Brand-as-Belief

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What it means for educational institutions

• Manage your brand Brand is everything in
  cyberspace.
• Brand-as-Experience vs.Brand-as-Belief
• Build on the experience of your stakeholders

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What do educational institutions produce?
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What do educational institutions produce?
EXPERIENCES!
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Use the Web as an extension of the experience
of education.
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Experience
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Experience
Admissions preview
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Experience
Admissions preview Alumni memory and
continuation
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Experience
Admissions preview Alumni memory and
continuation Faculty creation
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Experience
Admissions preview Alumni memory and
continuation Faculty creation Press
communication
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Experience
Admissions preview Alumni memory and
continuation Faculty creation Press
communication Parents investment for children
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Experience
Admissions preview Alumni memory and
continuation Faculty creation Press
communication Parents investment for
children Development support
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Experience
Admissions preview Alumni memory and
continuation Faculty creation Press
communication Parents investment for
children Development support Distance Learning
extension
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Best Practices Interface / Image
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Best Practices Interaction / Community
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Best Practices Information / Personalization
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No One!
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Best Practices Information / Personalization
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Best Practices Information / Personalization

• Privacy Issues

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Best Practices Information / Personalization

• Privacy Issues
• Technology Issues

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Best Practices Information / Personalization

• Privacy Issues
• Technology Issues
• Resources Issues

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Best Practices Information / Personalization

• Privacy Issues
• Technology Issues
• Resources Issues
• ButIt will happen!

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A Process for Improving Your Web Site
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A Process for Improving Your Web Site

• Define

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A Process for Improving Your Web Site

• Define
• Architect

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A Process for Improving Your Web Site

• Define
• Architect
• Design

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A Process for Improving Your Web Site

• Define
• Architect
• Design Test Usability

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A Process for Improving Your Web Site

• Define
• Architect
• Design Test Usability Refine

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A Process for Improving Your Web Site

• Define
• Architect
• Design Test Usability Refine
• Implement

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A Process for Improving Your Web Site

• Define
• Architect
• Design Test Usability Refine
• Implement
• Enhance

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Things to think about
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Things to think about

• Where are you now?

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Things to think about

• Where are you now?
• What do your audiences want from your site?

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Things to think about

• Where are you now?
• What do your audiences want from your site?
• What are your competitors doing?

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Things to think about

• Where are you now?
• What do your audiences want from your site?
• What are your competitors doing?
• What are the best practices that you can imitate
  or adapt?

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Things to think about

• Where are you now?
• What do your audiences want from your site?
• What are your competitors doing?
• What are the best practices that you can imitate
  or adapt?
• How will you measure success?

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Things to think about

• How will you deploy your resources?

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Things to think about

• How will you deploy your resources?
• How will you define, architect, design, test,
  implement, and enhance your site?

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Things to think about

• How will you deploy your resources?
• How will you define, architect, design, test,
  implement, and enhance your site?
• Who will lead Internet strategy at your
  institution?

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Things to think about

• How will you move at Internet speed?

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Things to think about

• How will you move at Internet speed?
• How will you integrate the Web into your
  communication effort?

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Things to think about

• How will you move at Internet speed?
• How will you integrate the Web into your
  communication effort?
• How will you integrate the Web into your
  institutional mission?

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Things to think about

• What is your policy on privacy?

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Things to think about

• What is your policy on privacy?
• What is your policy on commercialization?

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Things to think about

• What is your policy on privacy?
• What is your policy on commercialization?
• What are your plans for distance learning?

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Thank you!