Western Kentucky University
Challenge: Realizing the growing importance of its digital presence for attracting prospective students, Western Kentucky University had launched a university-wide initiative to standardize and streamline the look and process for updating the university’s Web site. Department heads struggled with adapting to changes in both the look of the site and the process for updating content while likewise maintaining the unique personality of WKU’s many academic departments and services. Peppercom worked with the university’s public affairs office to identify disconnects in internal knowledge and perception surrounding WKU’s digital presence and ultimately to identify gaps where communication about digital strategy was breaking down.
Strategy and Execution: Peppercom provided its Digital Network Assessment to key WKU constituents. The process began with a survey of WKU’s top administration, deans, and department heads. Peppercom analysts looked at the collective results and identified a variety of areas where administrative levels were not in agreement on the strategy or success of particular digital initiatives. The Peppercom team delivered a presentation and subsequent report on its findings, complete with a checklist of gaps WKU should target to improve internal communication and prioritization of digital initiatives.
Result: WKU used this report on the internal perceptions of the university’s digital presence as a foundational part of a complete redesign of the site. Results were provided to the university’s new marketing director and the creative agency tasked with redesigning WKU.edu as they crafted a new plan to not only overhaul the site but develop Web publishing guidelines across the university. These efforts were assisted by further solidifying the use of a campus-wide content management system for all WKU sites. The report provided the WKU team with a road map for areas of high priority to address in a revamped WKU site and the processes and procedures that need to be addressed in the development of new internal standards.
© 2010, All Rights Reserved.