Project Document IXDS 6113

PROJECT DOCUMENT IXDS6113 Social Media Strategies Professor David Meyers Social Media Campaign for:

Lindsey Wilson College Bachelor of Arts in User Experience Design

IXDS6113 Social Media Strategies October 8, 2015

Project Document

Social Media Campaign for Lindsey Wilson College Bachelor of Arts in User Experience Design

By: Venus M. Popplewell

Table of Contents:

Project Description ....................................................................................................2 Competitive Analysis .................................................................................................3 Personas ................................................................................................................4-6 Concept Development (Landing Page) Narratives ...........................................................................................................8 Rough Sketches .................................................................................................9 Aesthetic Design and Image............................................................................10 High Fidelity Wireframe ....................................................................................11 Final Iterations ..................................................................................................12 Image Development (Master’s Program ..........................................................13 Implementation Email Marketing................................................................................................15 Social Media ...............................................................................................16-18 Offline Ads........................................................................................................19 Campaign Launch Schedule...................................................................................20 Effectiveness of Traction Engagement (Google Analytics) ....................................21 Conclusion...............................................................................................................22

Client:

210 Lindsey Wilson Street Columbia, Kentucky 42728

www.lindsey.edu http://lindseyonline.lindsey.edu/

Project Focus: Online Degree Program,

Bachelor of Arts User Experience Design

1

Project Description Project Champion – David Meyers, creator and director of digital design and user experience programs at Lindsey Wilson College.

Lindsey Wilson College has launched two new programs in digital and humancentered design. These unique programs are positioned to evolve from the Art Division at Lindsey Wilson. The UX programs at LWC have been developed in response to the surge of professional opportunities that are available through the industrial internet. Prepared LWC UX graduates will have skills in the fields of digital design, user-experience design, interaction design, programming, and web and mobile application development. The programs foster research, critical thinking, problem-solving and creativity across a full spectrum Increase awareness of media. Both programs are available 100% online after colamong advertising, lege core requirements (the first two years of college) are PR and design achieved (BA program). In the case of community college professionals graduates, the 2+2 program will provide a seamless transition into the LWC UX program.

2.

The inaugural programs need to gain attention from the UX and design communities at large. Professor Meyers also hopes to use the Kentucky community college system as student pool to populate the programs tapping into the database of two year art (or related) graduates. Preliminary discussions reveal there are no colleges or universities within Kentucky offering a program that competes directly. So while the reach of LWC UX BA/MA can be international due to online format, it would be wise to inform the local market.

2

5. Increase awareness

among high school art and digital media students

Lindsey Wilson has an opportunity to grow a niche category in digital media and user-experience. It should be the goal of Lindsey Wilson to be viewed as the leading (regional) authority or 'source' for UX and digital design. Experienced faculty with impressive real-world resumes make this goal a possibility. Couple this with the online format providing convenience and flexibility, affordable cost and high demand job/career mobility -- the LWC UX BA/MA programs has an opportunity to become a premier program among the nations art schools.

1.

Increase visibility within the UX community

4.

Increase inquiries about the program from the current 60+ to more than 500

7.

Improve SEO

Project Goals

3.

Increase awareness among Kentucky community college system, art/media students

Increase awareness among art educators and advisors/influencers

6.

Competitive Analysis Key Dimensions for Comparison: Lindsey Wilson College Affordability: Cost per credit hour: $385 for BA

Convenience: Online or Traditional

Program Profile: User Experience (UX) program emphasizing the holistic approach to human centered design resulting in intuitive solutions for (primarily) digital products.

Internal discussions and web searches for UX design degrees revealed few direct competitors in the discipline of user-centered/user-experience design – especially at the bachelor’s level. There are many similar programs but nothing as comprehensive and focused as the product Lindsey Wilson College is presenting.

1) Kent State Online A variety of search phrases (UX design degree, web design, interactive design) continually put Kent State Online in the top 1-5 of relevant programs. However, the bachelor’s degree offered is not direct competitor of the LWC program. Available at Kent State Online is a Bachelor of Arts Program in Technical and Applied Studies with an emphasis in Internet/Multimedia.

Kent State does offer a comparable MS degree in User Experience Design. Cost: $818/cr hr for out of state students ($456/cr hr for in state) 2) University of Baltimore Online was identified by David Meyers as a competitor. The University of Baltimore does not offer a competing BA program but does offer a certification with a direct track to the Master of Science in Interaction Design and Information Architecture. Cost: $1107/cr hr plus fees for out of state ($788/cr hr plus fees for in state)

3) Kentucky College of Art and Design at Spalding – identified by David Meyers. Bachelor Program in Digital Media – not clear if it is an online program.

It is obvious that this is a new school for Spalding University.

The website is not comprehensive and a little difficult to navigate if a person is serious about enrolling in the programs. I became frustrated when trying to find the necessary information about the programs and navigated away to the main Spalding (.edu) site. Cost: $775/cr hr 4) Purdue Polytechnic – Bachelor of Arts in Human Centered Design and Development. Discovered through basic web search of key terms. Regionally relevant and competes with LWC UXBA because it has a similar degree profile.

5) Western Kentucky University – identified by LWC administration as a direct competitor, especially for day college. No comparative UX degrees offered through WKU Online. Programs available: Certification in web design, minor in digital advertising and advertising major with IXD emphasis. Cost: $1,006/ part time cr hr.

6) Campbellsville University – identified by LWC administration as a direct competitor, especially for day college. Comparative degrees (not offered online) include: BFA in Graphic Design or Animation Emphasis or BA in art with graphic design emphasis.

Comprehensive online school but no competing online UX program. Online Cost: $399/cr hr for online bachelor’s programs.

7) Rocky Mountain College of Art and Design – discovered through a search of relevant terms and regionally a good match. Offers a BFA in Graphic Arts available online. Cost: $464/ cr hr.

8) Bentley University (Mass.) – discovered through a search of relevant terms. Bentley offers a “User Experience Center” with a UX certificate achievable through a hybrid online/traditional format. Cost: $500/ cr hr.

9) University of Cumberlands – identified by LWC administration as a competitor to online programs but does not offer a competing UX degree online.

No convenience and flexibility as program is not offered through online school. Cost not readily available without additional contact with admissions office.

3

Personas

4

Maria

Advertising Sales

• 28 years old, Married, 1 Child • Lives in Somerset, Ky. • Advertising representative, local radio station • Attended college with an interest in marketing and advertising but didn’t complete a degree.

• Sells advertising packages which include a hybrid with social media marketing.

• Current Yearly Income: $35,000 plus commission.

Likes:

Motivations:

• • • • • • • •

•

Family

•

Income

•

Pleasing customers

•

Vacations

•

Group exercise with friends

•

Staying on a schedule

•

Improving job outlook

Reading Netflix Family time Online Shopping Facebook, Instagram Gardening Meeting new clients Travel

with added skills

Goals: •

Improving job mobility with added skills

•

Increasing salary

•

More flexible work schedule

•

Working less

•

Improve knowledge of digital media

Maria is in the radio industry but is aware that internet technologies connect old media and new media in ways that she doesn’t fully understand. Maria attended college right out of high school and began classes in marketing and advertising but dropped out to go to work and care for her family. Maria has a full schedule with family, community and work obligations. She is interested in returning to school to finish a degree but needs a flexible online program so she can complete the work in her own time. Cost is a concern to Maria -- her young family needs every penny. Maria has been reading about the high demand for UX designers and understands there is significant earning potential. Maria hopes to find a comprehensive program to help her improve her career outlook.

5

Joshua

Aspiring UX Professional

• 22 years old, Single • Lives in Morgantown, Ky. • Works full-time at small town newspaper, layout and composition • Recent graduate of Southcentral Kentucky Community and Technical College (Bowling Green) with an Associate’s degree in Computer and Information Technologies with an emphasis in internet technologies.

• Current Yearly Income: $32,000 6

Likes:

Motivations:

• • • • • •

•

Deadlines

•

Increase salary

•

Bills

•

Move to larger city

•

Weekends

•

Build design portfolio

•

Edgy technology and design

•

Strengthen programming

•

New technology/games

•

Visual story telling

•

Reading

•

Family/Friends

• • • •

Gaming Drawing Photography Baseball Tech news and blogs Twitter, Instagram, Steam LinkedIn Cooking Live music, guitar Flat design Adobe design software

Goals:

knowledge •

Acquire UX position within an marketing/advertising agency

Joshua attended Southcentral Kentucky Community and Technical College for several reasons. First, it is only 20 minutes from home; second, it is inexpensive; and third, Joshua enjoys art and digital design. In fact, he has dabbled in html and programming since high school – creating a makeshift web page for his band. When he discovered KCTCS offered a two-year degree program in web design – he enrolled. Josh earned his AS degree and along the way learned about user-experience design. Joshua sees UX as a viable and lucrative career but he must continue to work full-time while attending school. Joshua needs the convenience and flexibility of an online program.

Concept Development Landing Page

Content and Narratives Wireframes Aesthetic Pallet Image Design

7

Landing Page Narratives You have the idea – we’ll teach you what to do with it.

A Bachelor of Arts degree in User Experience Design from Lindsey Wilson College prepares students to become effective digital and visual communicators using a variety of technologies. We equip students with the skills to create intuitive interactions for any product or service. Graduates will be prepared to take their place in the UX workforce or be accepted to graduate programs in the field.

It’s more than designing web pages.

We provide an in-depth knowledge of information architecture, aesthetic design, prototyping, programming, human behavior and content and brand strategy to create the best possible interface experience for the user.

User experience experts are in high demand. This emerging discipline is constantly growing and innovating. A qualified candidate must be forward thinking and flexible. Lindsey Wilson’s bachelor’s degree in user experience will prepare you to take the lead in this rapidly evolving industry. Job opportunities for UX professionals include: • User Researcher • Usability Analysts • Interaction Designer • Information Architect • Visual Designer • UX Designer/Manager • Multimedia Developer • Creative Director

Learn from the professionals.

Earn a degree at your own pace.

(I would like to have two or three testimonials from our faculty – David, Jason, Chris or Ann) or your suggestion

For more than a century, Lindsey Wilson College has educated students from around the world. LWC offers programs at the bachelor’s, master’s and doctoral levels. Lindsey Wilson’s accredited online programs are for people who want to earn a college degree without compromising quality.

The faculty who teach in the user experience division are an elite group of recognized designers, programmers and business developers. Their practical experience on the frontline of user experience innovation benefits students learning in the classroom.

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The UX field is red hot – we’ll get you ready for it.

Go to class anytime, anywhere and continue to maintain work and family obligations. Lindsey Online responds to busy adults by offering the bachelor’s degree in User Experience 100% online for community college graduates with an associate’s degree.

Rough Sketches Concept 1

Concept 2

9

Develop Aesthetic and Image of the Campaign

{

Typography

{

Client Developed Masthead

10

Helvetica Times New Roman (marries with college logo)

Image Options

{

Color Palette

{

{

Logos

High Fidelity Wireframe – Landing Page with Narrative

11

Landing Pages (Iterations) – Bachelor of Arts Program in User Experience

First Iteration

12

Final Iteration

Landing Page and Email Template Designs for the Master’s in Interactive Design

Aesthetic and brand development for the LWC Master of Arts in Interactive Design by Venus Popplewell.

The programs are branded so that they are complementary. Traction channels were determined and a social media strategy developed for the master’s program. The presentation is coordinated by graduate student, Anthony Moore.

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Implementation

Three Primary Traction Channels Email Marketing Social Media Offline Ads and Marketing

14

Email Marketing Template (Traction Channel #1) First Iteration Second Iteration – Less copy

15

Social Media Images (Traction Channel #2)

{

Social Media Avatar and Cover Image

@LWC.UX

@LWCUX

@LWCUX

@LWC.UX

The UX bachelor’s and IXDS master’s programs are sharing social media accounts. The hope is this will strengthen the brand identity of the LWC user experience programs within the UX community.

16

Social Media Content/Posts (Traction Channel #2)

• • • • • • •

• •

•

•

Possible content for posts to Twitter, Facebook and Pinterest

What happens when you mix crazy-good design talent with solid UX principles?

This…@LWCUX grad student, Atif (or anybody) The flexibility and convenience of the Lindsey Online format makes earning a degree a reality for busy adults.

@LWCUX students create beautiful things. Check out the finished projects of our grad students.

Discover why the @LWCUX graduate program stands out from the rest.

@lindseywilson @LWCUX Master’s in Interaction Design has been the right choice for...

Print designer Venus is using her skills to create digital interactions that customers want to repeat.

An experienced IT professional, Anthony is learning how design decisions impact the end user.

@LWCUX instructors are an elite group of designers and business developers.

Meet Jason Occhipinti http://bit.ly/1Fz8wOg #UX #UXDESIGN

Interaction Design students demonstrate: (a series of posts) - Personas - Wireframes - Affordance - User Testing - Information Architecture - the difference in site maps and flow charts - the difference in content inventory and content audit

Student and Faculty spotlights with quote about the program.

Four grad students interpret the stages of interaction affordance with an UI button – neutral, hover and active.

#

Most used industry hashtags:

#UX #UserExperience #prototypes #UI #Design #IXDA #usability #wtfux #LeanUX #UXResearch #gaming #wireframes #typography #html #html5 #css #html5css3

17

Examples of Social Media Posts

Link to landing page:

http://lindseyOnline.lindsey.edu/ux

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Offline Ads (Traction Channel #3)

Posters and Brochures distributed at the community college campuses by client.

Tri-fold Brochure

{

11 x 17 Poster

BA_IXDS_brochure.qxp_Layout 1 5/15/15 1:57 PM Page 1

LINDSEY ONLINE LWC Helps You Afford a College Education

An Online Degree Program for the Working Adult Lindsey Wilson College understands the challenges faced by working adults. Lindsey Online is a flexible, adult education option that makes it easier to pursue a degree while continuing to balance work and family obligations.

The Bachelor of Arts degree in User Experience

You could be eligible to receive financial assistance for the Lindsey Online academic program you choose.

ONLINE BACHELOR OF ARTS DEGREE IN

USER EXPERIENCE DESIGN

Through aid programs, grants, scholarships, and other student loans, you can subsidize a substantial portion of your education.

Prospective students who are employed should check with their employer as many organizations have tuition reimbursement program..

Design is one of the fastest growing and most exciting segments in the interactive industry. UX professionals are in higher demand than ever as this field touches everything that humans interact with from medical devices to video games to jet cockpits.

With the continued expansion of technology such as wearables, holographic interfaces, and the Internet of things, the demand for UX professionals will continue to grow in the forseeable future.

How to Get Started Go to lindseyonline.lindsey.edu and click on the Bachelor of Arts Degree in User Experience Design link.

For more information go to lindseyonline.lindsey.edu and complete the Get Started Now form.

Email lindseyonline@lindsey.edu or call 270-384-8224 or toll free at 800-264-6483.

LIFE. WORK. SCHOOL. BALANCE. lindseyonline@lindsey.edu lindseyonline.lindsey.edu

BA_IXDS_brochure.qxp_Layout 1 5/15/15 1:57 PM Page 2

A Flexible Schedule That Fits Your Work and Your Life Year 1 Fall Semester First 8 Weeks ART 3743 UXD 2753

Art History II (3) Visual Communications and Culture (3)

Second 8 Weeks UXD 3423 UXD 3724

Interactive Programming (3) Studio Topics in Interactive Design (4)

Winter Term 3.5 – 4 Weeks RELI 1003

Christian Beliefs (3)

Spring Semester

A Program for You The mission of the User Experience Design degree program is to educate students to research, design, prototype, test and analyze interactive concepts and products that provide innovative solutions to problems in their place of work and in a global society.

Students will become effective digital and visual communicators using a variety of technologies.

Think critically about the use of technology for communication and innovation in a global society.

First 8 Weeks UXD 3763 ART 3413

History of Digital Media (3) Interactive Media Design (3)

Second 8 Weeks UXD 3724 UXD 3513

Studio Topics in Interactive Design (4) Human Centered Design (3)

Summer Term First 8 Weeks UXD 3723 COMM 4403

Upper Level Elective from UXD, ART, COMM (3) Communication Law and Ethics (3)

Second 8 Weeks UXD 3723 UXD 3724

Upper Level Elective from UXD, ART, COMM (3) Studio Topics in Interactive Design (4)

Year 2

Fall Semester First 8 Weeks UDX 4214

Capstone in Interactive Design (4)

Second 8 Weeks

Think creatively about the research, integration, application and testing of new tools in their work.

Graduates will be prepared to take their place in the UX workforce or be accepted to graduate programs in the field.

Above plan is for a student that has achieved an AA in Visual Art, Visual Communications or similar Major with full general education certification. Actual plan is determined by previous education.

19

Schedule for Traction Channel Push Initiation of Three Primary Traction Channels:

Social media posts to Facebook, Twitter and Pinterest began on Thursday, Sept. 24, 2015

Initial postings will be a mix of promotional content about the program (student, faculty profiles, convenience, value.) Additional postings will be shares from other prominent UX bloggers and UX magazines. This secondary phase will be in an attempt to bring awareness to the UX community and gain more followers.

20

Email marketing to begin on Wednesday, Sept. 30, 2015

The community college system and KCTCS have provided to Lindsey Wilson College the names and email addresses of those individuals who have either completed a relevant degree or people who are on track to complete a degree.

Offline marketing at the Kentucky Community Colleges.

Representatives from Lindsey Online will be traveling to select locations beginning Tuesday, Sept. 29 and will distribute brochures and posters. Posters will be posted in student activity center, lounge or with faculty advisors who may influence continuing education decisions.

Effectiveness of Traction Engagement

Measures were put in place to review the success of the campaign and the traction channels.

Prospective student form submissions are logged into a database table.

Google Analytics are being used to track the source where visitors come from to the landing page.

Most Effective Channel

EMAIL MARKETING

15

Visitors to Landing Page

3

Conversions

A small segment of the community college database was tested -- approximately 200 recipients. It was pushed out twice and the conversions were a result of the second email attempt.

SOCIAL MEDIA

@LWC.UX

OFFLINE MARKETING

@LWCUX

16

Visitors to Landing Page

0

Conversions

Native content postings have also been duplicated on Pinterest.

Activity is regularly maintained by “repinning� UX relevant content. @LWCUX Pinterest has 2 followers and no repins.

Poster and Brochure Distribution at Kentucky Community College Campuses

(Completion date by the close of Fall 2015 semester)

Owensboro Paducah Middlesboro Cumberland Whitesburg Hazard London Somerset Cincinnati

(with additional Ohio campuses planned)

?

OTHER

8

Visitors to Landing Page

0

Conversions

The UXBA landing page was access by unexpected sources and resulted in 8 unique visitors:

lc4d.com - 2 meetup.com - 2 google.com - 2 discussions.ixda.org - 1 disqus.com - 1

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Conclusion Summary of Results:

The three primary traction channels did not produce the number of conversions desired for the initial phase of the campaign.

The limited timeframe of the campaign was an obstacle to effectiveness and traction.

1. While email marketing was the most effective channel used it did not yield anticipated results. The database was targeted to reach recent community college graduates with an associate’s degree in a related field -- business, art, marketing or digital media. Conversion rates were dismal however, not non-existent. There is reason to be encouraged this channel will be useful if continued.

2. The nature of Twitter.com and the communal tendencies of UX enthusiasts makes it the superstar of the social media platforms.

UX experts enjoy the social currency awarded when they can tweet or retweet smart or useful information about their discipline. Many of our tweets have been shared or favorited. While it did not result in conversions -- it is encouraging and we are providing value to our followers and guests. One of the goals is to increase awareness within the UX community. Twitter appears to be a great way to join the conversation and increase brand recognition.

3. Offline marketing is in the hands of the client. An URL has been published on the materials. The staff of Lindsey Online has been cooperative and willing to take our materials on the road as they travel and post UXBA posters in high traffic locations throughout the community college campuses in an attempt to inform prospective students and trigger an online search. Unfortunately, there is no way to monitor this channel. We regret not using a code to the landing page.

-- something to consider for additional print ads.

22

Most marketing campaigns do not expect usable results and data before 4-6 months, with strategic tweaks being made somewhere around 12 to 18 months. While we didn’t get the conversion and inquiry rates we desired due to the brevity of the campaign, we did lay the foundation for a strategy with growth potential. However, in order for it to grow and gain traction -- the channels will require ongoing attention and content improvement.

Recommendations

Current Channels:

• The first email marketing push went out to a small number of recent community college graduates. An additional list has been acquired that includes a larger number of rising graduates (projected for December 2015 and May 2016). A secondary email should be planned and pushed out within the next 2-4 weeks.

• Social media accounts should remain intentionally active. The viral nature and awareness will continue to increase. The social media campaign has been active for only 2-3 weeks. An ongoing social campaign is recommended. Useful information will provide practical value and social currency. Over time this will increase engagement, especially on platforms like Pinterest and Twitter.

• A concentrated paid offline and online marketing strategy may need to be considered. Media such as television, billboards and paid print aids in UX publications will increase awareness of the degree program.

Additional Channels to Explore:

• When considering paid marketing, search engine ads and boosted social media posts should be considered. Paid social media advertising is less expensive and easier to track than traditional offline ads. It will also give the landing page another entry point.

• Working more closely with the LWC Public Relations staff. Encourage newspaper and radio releases about the program.

• Content marketing through UXsphere.com and blog posting through the LWC tumbler page and posted on twitter. Narrative should represent the personality and interest of the UX expert professional or individuals in the primary target audience.

• Speaking engagements for LWC UX faculty and Lindsey Online staff. UX meet-ups in larger cities and information sessions at the community college sites.