Northwestern INSTITUTIONAL CAMPAIGN
The goal of the new University of Northwestern institutional website (unwsp.edu) is to unite all five venues into one responsive wireframe and help users get to the knowledge they need more readily.
Key audiences: Prospective Students (Early College & PSEO, Traditional Undergraduate, Focus Adult Undergraduate, Graduate Studies, Online Programs.)
Secondary audiences: Alumni, Parents, and Donors.
These audiences are defined into venues according to the communities they fall into. These are defined by the prospective student's age and education level. These venues are listed as: "Early College & PSEO", "Undergraduate", "Adult Undergraduate", "Graduate" and "Institutional". Online Learning and the secondary audiences fall under "Institutional" since their audiences cover aspects of Northwestern as a whole rather than being program specific.
We focused on best UX practices, studying the analytics of our current site, and understanding archetypes of our audience. A high concentration of images on every page was a focus for the new website with a strong emphasis on good quality students, faculty, and campus photographs and videos – visually ADA compliant while still maintaining strong Northwestern branding on this 1,200 page / 16,000+ assets / 5 venue website. -
Increased website performance: +47% users, +52% new users, +36% sessions, +128% page views, +68% page / session, and reduced bounce rate by 40%.
YOY Page Views
Supporting Campaign Materials
Since Northwestern is evolving a "web centric" marketing strategy, all print and digital materials direct users back to the main Institutional website (unwsp.edu). The goal of these materials is to be seamless between the print and digital branding experience.