Situation
MBA Content Lacked Strategic Direction
One member of Terry’s interactive team put it like this, “With no strategy in place, our content had grown unruly over the years, which brought little value to our users.” Those users were important—prospective MBA students. After talking extensively with Marketing + Communications Director Martha Dennis, we agreed to reimagine content so it attracted the right prospective students and convinced them to apply.
Solution
Thoughtful Strategy + Quality Content Development
Despite time constraints, we took a close look at Terry’s content situation. We talked with stakeholders, reviewed pertinent analytics, and audited the content in light of our best practices for opportunities to improve. Based on the insights we gained from analysis, we crafted a strategy for the MBA website content. We also helped UGA implement the strategy by writing new content and designing infographics.
Results
Smooth Change + Compelling Content + Lasting Approach
Our work made Terry’s MBA web content clearer and more compelling to their ideal students. Our expertise and advice won stakeholder support for reimagining content across the entire Terry College of Business web presence. To further help Dennis’ team manage that change, we gave them custom tools and templates to use again and again.
