Budgetproof Marketing & Websites | HBCU Media Week 2015

Budgetproof Marketing & WebsitesThe right story, directed at the right audience(s) creates better results for marketing &

websites

Jeanne Frazer | vitalink®

Andrea Ferguson | AndiSites

Jeanne Frazer Andrea Ferguson vitalink® AndiSites

Brand vitalization for the largest & fastest growing HBCUs Award-winning mobile-responsive websites, demystified

Meet the Team

Your Speakers

“I just wish people knew our story!

We’re the best kept secret.”

~ Any College

USA

Jeanne Frazer | vitalink®

Mainstream media has changed…

TODAY:1. Define/expand/segment target2. Right channel/best coverage3. Tools to track/report4. Andi - Websites

Jeanne Frazer | vitalink®

What do you want to accomplish?• Set Campaign Goal(s)• Measurable & Specific

Jeanne Frazer | vitalink®

Who do you want to reach?• Primary Target Audience• Secondary Target Audience

TASK: List Target Audiences

Jeanne Frazer | vitalink®

Which channels should you use?• Best delivery channel for target• Best fit for your story

TASK: List All Possible Channels

Jeanne Frazer | vitalink®

Reporting & ROI…• Clipping Services (paid)

• Google Alerts (free)

• Social Media Review (free) -

engagement

• #hashtag, socialmention.com

• Results of Campaign & ROIJeanne Frazer | vitalink®

What does a university website redesign cost?

Andrea Ferguson | AndiSites

27K students

$540,000

$20/student13.5K

$283,500

$21

9.5K

$225,000

$24

4.5K$155,00

0$34

What does your website budget look like?

Andrea Ferguson | AndiSites

What should you focus on?

Andrea Ferguson | AndiSites

Content Management System

Up-to-date, engaging content

Mobile-friendly

Search engine optimization

(SEO)

Andrea Ferguson | AndiSites

Intuitive navigation

Graphic design

Media (photos, video,

audio)

Analytics

Mobile-friendly $

Andrea Ferguson | AndiSites

2013 2014

72%

83%

Source: Pearson

Andrea Ferguson | AndiSites

72%

83%

“mobile friendly test”

Content Management System

Up-to-date, engaging content

Mobile-friendly

Search engine optimization

(SEO)

Andrea Ferguson | AndiSites

Intuitive navigation

Graphic design

Media (photos, video,

audio)

Analytics

Content Management System $

Andrea Ferguson | AndiSites

Andrea Ferguson | AndiSites

Content Management System

Up-to-date, engaging content

Mobile-friendly

Search engine optimization

(SEO)

Andrea Ferguson | AndiSites

Intuitive navigation

Graphic design

Media (photos, video,

audio)

Analytics

Andrea Ferguson | AndiSites

1. Up-to-date, engaging content

2. Intuitive navigation

3. Media (photos, video, audio)

4. Graphic design

5. Analytics

6. Search engine optimization (SEO)

Low- to no-cost $ $

Content $

Andrea Ferguson | AndiSites

• Cut anything that’s old and irrelevant

• Cut half of what’s left

Andrea Ferguson | AndiSites

hemingwayapp.com

Navigation $

Andrea Ferguson | AndiSites

• Consider your audience (“FOR _____” menu)

• Aim for 5-7 navigation items, max

Andrea Ferguson | AndiSites

Andrea Ferguson | AndiSites

• Dramatic photography

• Good-quality video

Media $ $

Andrea Ferguson | AndiSites

Andrea Ferguson | AndiSites

Andrea Ferguson | AndiSites

Graphic design $ $

Andrea Ferguson | AndiSites

• Flat colors instead of gradients &

textures

• Bigger buttons

• Bigger fonts

Andrea Ferguson | AndiSites

Source: Websitesthatsuck.com

Analytics $

Andrea Ferguson | AndiSites

www.googleanalytics.com

Basic SEO $ • Mobile-friendliness

• User engagement

• Highly-ranked sites link to you

Questions & Answers

Jeanne Frazer Andrea [email protected] [email protected] 919.704.4683www.linkedin.com/in/jeannefrazer/ www.linkedin.com/in/andreapowellferguson/

Learn More: hbcugrow.com

Questions?