You don’t need a redesign you need a web strategy (Part One)


Each year higher ed spends more money, creates more positions, buys more products and services for the web but does your institution have a strategy behind these actions? Even if there is a strategy are there benchmarks and metrics in place to assess the strategy?

Over the course of the last 8 years that I have worked in higher ed I have found through my time in athletics, admissions, and now the web that we “throw” money at problems and challenges dealing with technology. Institutions would be better served to take 6 months and create a true strategy for their web efforts and then put the people in place to execute that strategy.

The website and in broader terms your institutions web presence is no longer just a medium for the school to communicate like the alumni magazine and e-newsletter but instead it represents the very essence of your school just like the buildings on your campus or the people who work at the school.

What does a strategy mean? Or better yet what does a strategy not mean. Simply redesigning a website in house is not a web strategy but instead a stop gap measure that might not even solve the challenges that institutions face. If a building needs to be upgraded it isn’t just done on a whim by the facilities department instead it often gets looked at as part of a broader campus master plan that had input from the campus community and was designed to meet the needs of campus from a facilities standpoint for the next 10, 15, or 20 years Why don’t we do the same thing with our web strategy?

Some would argue that it is too tough to create a strategy with technology since the technology changes so rapidly. That’s why you need a strategy in place that does not focus solely on the “latest and greatest” technologies but instead – focuses on your ability to adapt and respond working collaboratively and within teams. A strategy with this focus allows you to enhance and change as technology moves forward without losing site of your institutions mission and brand.

to be continued….

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3 Responses to You don’t need a redesign you need a web strategy (Part One)

  1. […] You don’t need a redesign you need a web strategy (Part One) […]

  2. Bill says:

    Great point. The existence of a long-term strategy will allow the organization to transcend tools and technologies that are easily outdated to focus on the real purpose: developing authentic relationships with students and prospects.

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