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Maximizing Digital Marketing Resources on Campus for Degree Promotion
Conference Session
Description
It’s taken years of persistent effort and learning to make the MS in Biotechnology Program’s website the central destination and resource for recruiting prospective students in a highly competitive digital market. Come hear our story and lessons learned. There currently are no turn-key solutions to provide end-to-end support for digital marketing and integration; the task is too complex and solutions must be customized to fit individual objectives. My hope is participants leave with an understanding of the complexity of comprehensive digital marketing and increased knowledge of existing campus resources and partners that can help campus academic organizations.
Between 2018-2023, the MS in Biotechnology Program transitioned from a longtime locally hosted website, to a completely redesigned site hosted using the free WiscWeb, to a standalone DoIT web hosting (Nickel) platform. I’ll outline key considerations and explore pros and cons for various decisions, including in-house solutions vs campus-provided resources, necessary steps and recommended tools for maximizing SEO, ways to improve website load time (including receiving great support from the DoIT Web Hosting team), web hosting security, risk-mitigation, and back-up methods, and adding external digital marketing vendors to a comprehensive marketing plan. I will also suggest areas for future integration.
Presenter Information