Marketing Si2 Programs and Launching ACMP
The sad state of prospective student user experiences and how we fix it
Matt Hale
Director, School of Interdisciplinary Informatics
Associate Professor of Cybersecurity
Today
ACMP needs assessment, launch timeline, and responsible parties
Current/target web user experiences
Design Guidance / reference material for the website
Marketing / re-branding plan of action
Needs assessment / Launch Timeline
Activities fit into the following 5 categories
- Preparation and staff alignment
- Internal Launch and student transition
- External marketing and recruitment
- Stakeholder feedback
- Ongoing evaluation and adjustment
Current / Target user Experiences
-
Scenario one:
Student arrives at the UNO M&P level
(out of scope here - but needs improvement)
Current / Target user Experiences
-
Scenario one:
Student arrives at the UNO M&P level
(out of scope here - but needs improvement)
Current / Target user Experiences
-
Scenario one:
Student arrives at the UNO M&P level
(out of scope here - but needs improvement)
Current / Target user Experiences
-
Scenario one:
Student arrives at the UNO M&P level
(out of scope here - funny story, it was showing this error page for at least a week)
Current / Target user Experiences
-
Scenario one:
Student arrives at the UNO M&P level
(out of scope here - but looks pretty great)
Current / Target user Experiences
-
Scenario one:
Student arrives at the UNO M&P level and clicks on CYBR / ACMP
(out of scope here - but needs improvement, currently showing this error page)
Current / user Experiences
-
Scenario one:
Student arrives at the UNO M&P level and clicks on CYBR / ACMP
(out of scope here - but the new version is also awful)
Current / Target user Experiences
-
Scenario one:
Student arrives at the UNO M&P level and clicks on CYBR / ACMP
Ideally it would point to the same college page - it would land on something like this
Current / Target user Experiences
-
Scenario two
Student arrives at the College level
(in scope - lots of clicks, hierarchy unclear, multiple versions of the same info)
Current / Target user Experiences
-
Scenario two
Student arrives at the College level
(in scope - lots of clicks, hierarchy unclear, multiple versions of the same info)
Current / Target user Experiences
-
Scenario two
Student arrives at the College level
(in scope - lots of clicks, hierarchy unclear, multiple versions of the same info)
Current / Target user Experiences
-
Scenario two
Student arrives at the College level
(in scope - lots of clicks, hierarchy unclear, multiple versions of the same info)
Current / Target user Experiences
-
Scenario two
Student arrives at the College level
(in scope - lots of clicks, hierarchy unclear, multiple versions of the same info)
Current / Target user Experiences
-
Scenario two
Student arrives at the College level
(in scope - lots of clicks, hierarchy unclear, multiple versions of the same info)
Current / Target user Experiences
-
Scenario two:
Student arrives at the College level
(Should have single authoritative page per program. Should be linked from M&P, college, unit-level pages, should emphasize careers, employability, placement, program highlights)
- Scenario three:
Student arrives from an advertisement
Current / Target user Experiences
This never happens, because we aren't advertising at all! What a loss....
- Scenario three:
Student arrives from an advertisement
Current / Target user Experiences
https://www.youtube.com/watch?v=tEI86LApZc8&t=3s&ab_channel=UNOCollegeofIS%26T
- Scenario three:
Student arrives from an advertisement
Current / Target user Experiences
- Scenario three:
Student arrives from an advertisement
Current / Target user Experiences
https://www.businessofapps.com/ads/cpc/research/cpc-rates/ (Data as of Feb. 1)
Target Platforms
- Google Ads (search)
- Twitch
- TikTok
- Youtube
- Twitter (maybe?)
Lots of credits for getting started
Key ad parameters
- Greater Omaha area
- Out-of-state tuition coverage states
- Target population demographics
- Topics of interest
Near peers:
https://dsu.edu/programs/cyber-operations-bs.html
https://luddy.iupui.edu/degrees/masters/hci/index.html
https://www.cdm.depaul.edu/academics/Pages/BS-in-Game-Programming.aspx
Aspirational:
https://utulsa.edu/programs/cyber-security/
https://www.rit.edu/study/human-computer-interaction-ms (Best website we should aspire to be)
Across all of the examples there are several key elements -
- no redundancy of content between different areas of the site
- rational linking
- Key information like employment rate, salary, and potential jobs in the area
- Important certification info like NSA designations or other special aspects of the programs
- Student interest pieces
- Faculty interest pieces
- Clear, succinct, descriptive language about the programs.
Design guidance for website / Reference Materials (Peer/Aspirational institutions)
- Fully revamp Si2 website by end of March 2024
- Testimonials and short vignettes by students/alumni/faculty - May 1 2024
- Targeted AD Buys (April for CYBR, May/FA24 for ACMP)
- Determine ideal advertising windows to maximize use of funds during most relevant times for applying to universities
- Determine appropriate restrictive tagging to narrow in on target markets
- Customize/produce videos and small image ads for target markets
- Begin pay-per-click advertising ASAP aligning with target marketing times
- Si2 to initially commit its remaining departmental dollars towards advertising
Marketing / Re-Branding Plan of Action
(external Stakeholders)
- Develop a few resources for transition planning for students (e.g. a news landing page for information about program transitions w/ summary details about programs) - March
- Fully revamp Si2 website (end of March)
- Emails to go out to students (March/April)
- Information to be shared in all BIOI/ITIN classes (March/April)
- Faculty hosted Information sessions for current students (April)
- 1-1 Advising sessions for current students to talk about their options (April)
- Discuss new program structure with the broader campus environment (April)
- Hold advising information sessions, invite other college advisors
- Send personalized emails to other college admins with details
- Post flyers around campus about ACMP
Marketing / Re-Branding Plan of Action
(Internal Stakeholders)
Questions?
©2024 Matthew L. Hale
Matt Hale, PHD
University of Nebraska at Omaha
Associate Professor, Cybersecurity
mlhale@unomaha.edu
twitter: X @mhale