New Campaign Website Presented by Paige Marlatt Dorr
New Campaign Website Presented by: Paige Marlatt Dorr, California Community Colleges Chancellor’s Office Lindsay Pangburn, “I Can Afford College” Campaign Kat Haro and Allison Stewart, Runyon Saltzman & Einhorn, Inc.
“I Can Afford College” • Brief history and overview – Financial aid awareness campaign – Website – Advertising – Outreach – Informational/collateral materials – Other activities
Current Website • Launched in 2004 • English and Spanish • Provides valuable financial aid information, direct links to applications, and connects students with the Financial Aid Office at their local college
Usability Testing – Current Site • Eight in-depth interviews with current and prospective community college students • Recommendations to enhance navigation, content organization and overall design • Review and comparison of new potential site design concepts with current site
Design of New Site • Based on feedback from usability testing • Reviewed and considered strengths and weaknesses of each new design concept • Enhanced overall user experience
Key Features of New Site • Refresh and modernize overall design • Reorganize site content to provide a logical flow through the site • Create new content to address users’ needs • Add an optional step-by-step navigation process
Key Features of New Site • Draft all new copy with a conversational, userfriendly tone • Photos featuring real California community college students and campuses • Continue use of branded tagline and signature orange color
Usability Testing - New Site • Rated highly by users, comments included: – Well organized and easy to use – Looks professional, trustworthy, modern – Valuable content that makes sense – Appreciated the multiple ways to navigate the site (steps vs. main navigation) – More likely to apply for financial aid after seeing the site
Changes Being Considered • Additional content, including: – Financial aid calculator – FAFSA checklist – “Step 5” on what to expect next • Re-organize and rename “Events” section/menu options
Feedback • What do you think? – Design – Navigation – Content
“I Can Afford College” Booth • Visit our booth in the exhibit hall! – Campaign informational materials and giveaway items – Submit your feedback on the website for a chance to win a gift card
Next Steps • Site will launch in mid-January 2014 • Present to the Board of Governors of the California Community Colleges at their January 13 – 14, 2014 meeting • Informal testing once live, and make necessary adjustments
Questions? • You can find more information and connect with the “I Can Afford College” campaign at: – www. icanaffordcollege. com – www. facebook. com/icanaffordcollege – https: //twitter. com/ICANAFRDCOLLEGE
Campaign Contacts Lindsay Pangburn Program Manager “I Can Afford College” Campaign lindshall@gmail. com (916) 955 -5858 mobile Paige Marlatt Dorr Director of Communications California Community Colleges Chancellor’s Office PDorr@cccco. edu (916) 327 -5356 office (916) 601 -8005 mobile
Thank you for coming!
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