STRATEGY DIRECTOR
STUDENT AFFAIRS EXPERIENCE STORIES
CLEMSON UNIVERSITY
Division of Student Affairs
Roles:
Strategy Director
Date:
2023
In the process of exploring ways to highlight the Clemson Student Experience through new channels and formats, we developed a webpage solution for the Division of Student Affairs. These new website deliverables leveraged dynamic functionality and creative UX to help create more interest amongst target audiences in the impact stories thye were looking to highlight.
BACKGROUND
Looking to help highlight impactful student experience stories for the Division of Student Affairs we began to explore opportunities to diversify deliverables on owned channels that could have greater impact / interest with target audiences. ​
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Student storytelling has become a greater emphasis to support the goals of the Clemson Strategic plan (Clemson Elevate)goal of "Providing The No. 1 Student Experience" by highlighting current opportunities and experiences already making impact on campus.
INSIGHTS
The Division of Student Affairs is uniquely connected to the student experience at Clemson - housing a large majority of the universities out of classroom experiences and programs. Leaving us with a wealth of stories and experiences to highlight. As well as a website frequently trafficked by student audiences as they navigated to involvement resources
Up to this point the Division had primarily focused on traditional media for long-form storytelling (Articles, Press Releases). Largely leaving their websites copy focused on informational content only. ​
OPPORTUNITY
We identified an opportunity to modernize their main homepage design and features to integrate more student stories. Re-tooling the wealth of stories they had already developed into dynamic digital experiences rather than just as copy. ​
1. Create an interactive and visually engaging webpage
2. Re-tool previously existing content
3. Track impact with target audiences through analytics tools
STRATEGY
Created a dynamic webpage design using graphics, media, selected impactful copy and parallaxing features that grabbed the attention of target audiences and pushed them to related CTAs that would help create trackable outcomes.
Increasing visual diversity and movement on the homepage, and through this dynamic page, would help result in more channel traffic and engagement by giving audiences an easier way to consume the stories. Which also allowed for versatility in stories that could be highlighted during periods of known heavy site traffic that would influence audeinces. ​
DELIVERABLES
