Marketing and Communications: First Principles

We want our entire site to be primarily focused on our visitors. We're building it for them, not for ourselves.

We want it because...

it makes our message clearer and more consistent
it prompts action from the visitor

We’ll achieve it by...

thorough documentation
reliance on Google Analytics and A-B testing
proper governance

We want a site that is consistent in presentation and tone across the entire calvin.edu experience. Each page element should share the same DNA.

We want it because...

it is more professional and increases trust in our institution
it creates a more pleasant user experience
it is easier to maintain

We'll achieve it by...

setting up proper governance, conducting training sessions and enforcing best practices
moving to a database-driven system

Compelling

We want the user’s experience on our site to be compelling—welcoming and engaging. We want to at once heighten the user's impression of our institution and encourage further interaction.

We want it because...

it enhances visitors’ perception of our institution
it encourages next steps (more information, visits, enrollment, etc.)

We'll achieve it by...

using a clean, current and consistent presentation across the entire site
making our content warm and inviting
making it easy for the user to complete next steps

Simple

Basically, “Do less.”

We want it because...

it is easier to maintain and keep consistent
it is attractive
it allows us to be flexible, making updates quickly and efficiently

We'll achieve it by...

relying more on database-driven content
proper training and governance

Measured

We want to base our presentation and content on actual usage stats and best practices, not guesswork.

We want it because...

it is inherently visitor-centered (see: Focused)
it drives results (interactions, visits, enrollment, etc.)

We'll achieve it by...

looking closely (and frequently) at Google Analytics
A-B testing
adherence to Search Engine Optimization and general best practices