Each week, Ohio State Insights provides you with a series of topics from trusted researchers and thought leaders at The Ohio State University. We cover everything from health and wellness to sustainability to politics and policy.
The Challenge
To increase positive perception of Ohio State in the marketplace, we need our audiences to engage with our content. We want to move our audiences from awareness to advocacy. We hypothesize that the following actions will help enhance brand awareness and reputation. We will test these actions to determine how our audiences are engaging with us.
Create a platform makes it easy for external audiences to consume news and information that enhances Ohio State’s brand image. Deliver high-quality content in resonant taxonomies, told through an Ohio State lens.
The Process
Rebalance the conversation:
Make it easy for external audiences to consume news and information that enhances Ohio State’s brand image. The hub delivers high-quality content in resonant taxonomies, told through an Ohio State lens.
A nimble method of creating compelling marketing content:
Designing a platform with key tasks in mind allows University Marketing to craft content in various formats.
Test, learn and optimize:
Allow University Marketing to test various content formats, to learn more about what inspires our audience.
A high-quality user experience:
Continual test-and-learn insights and audience learnings will help University Marketing improve all the content we deliver.
Home page sketches
Home Page Wire Frames
Home Page Hi-Fi
“To increase positive perception of Ohio State in the marketplace, we need our audiences to engage with our content. We want to move our audiences from awareness to engagement. We want our audience to interact with content by utilizing the taxonomy which is organized by color to allow the user to explore areas of expertise. We hypothesize that our readers want to interact with content: watch videos, skim content and share it through social media!”
- Ohio State University Marketing UX/UI Team
Content Formats
Reception
The successful launch of the new website utilized as a source for institutional research
and thought leadership.
2017 CASE (The Council for Advancement and Support of Education)
Individual Sub-Websites Award Winner