A few weeks ago I had lunch with two of my favorite gals, and in between therapy sessions related to the real life pains of adulting, we talked about so many of the misdirections and misconceptions we see in marketing. And one of the biggest I see time and time again? Companies and businesses building websites. Newsflash. You should never build a website. Nope. Never. Now, hear me out before you question my ability to call myself a marketing expert. A website isn’t something to have. It isn’t a product. It isn’t something to mark off a checklist. It isn’t something to build. To own. To launch. I promise I’m getting to my punch line here. A website isn’t worth building unless you have a plan for it. A plan for why you need one in the first place. A purpose for it existing in cyber space. You should never build a website … Read More
Magazines. Definitely not dead, although others would say differently. But, if not done right, with the right audience in mind and the right messaging for that audience, they’re more of a time waster than a brand booster. At least that’s my two cents. A quick history on this particular mag. Transforming Lives had always been an alumni magazine created by the college without a clear purpose and goal in mind, meaning there were no call to actions, no opportunity to go online to give or become involved, no real measurement of who was even reading the dang thing. And let me tell you…it was not cheap to make, not cheap to print and not cheap to mail. I transitioned the magazine into an impact piece that showcased and highlighted the achievements of college faculty conducting cutting-edge and meaningful research, teaching and preparing education students for the changed profession, and offering … Read More
Oh, web design, how I absolutely love and hate you. When I decided that enough was enough and that the college needed a complete web facelift, the current site was about three years old, managed through a custom CMS by a third-party, and well, awful. I did my research, scoped out a ton of our peer institution sites and conducted extensive focus groups with our target audience. I even talked my Dean into letting me hire our own full-time web designer to strictly manage the new site. It worked. Within a year of hiring Allison, we launched our new, and vastly improved, Drupal site. As project lead, I conceptualized the path we would take with the site, created a long-term strategy plan, developed the informational architecture and crafted the majority of the web content. Interesting side note. I think the college site was over 6,000 pages when we began. When … Read More
So, one challenge the college approached me with was the idea that the majority of our students didn’t affiliate themselves with the college, especially our health and kinesiology students. They knew their majors, maybe knew their departments, and didn’t even know the official name of the college. Truth. What were the reasons? A college spread out all over campus (in fact, health and kinesiology students never even entered the main college building for classes), a complete lack of education and understanding, and a very department-focused mentality. So, working with our advisors and recruiters, I decided that we needed to reach incoming freshmen, transfer and graduate students the moment they became Aggies – at new student orientations. Why not educate them from the very beginning? I bought branded flash drives and preloaded a one-page welcome file with helpful info to keep them engaged and connected to the college. The idea was … Read More
I created this 12-page brochure for the College of Education and Human Development’s recruitment office. My goal with this piece? Encourage high school and community college students to think about education as a career option. This concept aligned completely with the college’s goal of increasing the number and type of students in their high-need teaching fields. As project lead, I crafted the messaging and directed the creative layout and design of the piece. My awesome graphic designer did the rest. Cool side note. This brochure earned me and my team a 2011 Brazos Bravo Award of Excellence for Publication Design by the International Association of Business Communicators, Brazos Valley chapter. Messaging is everything. Getting it right is the key.