From University Marketing to the Student Experience

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1 From University Marketing to the Student Experience How universities differentiate themselves with digital services in the competition for excellence. Marko Thorhauer and Björn Sonnenberg

2 Contents 1 Digital Services as a Criterion of Quality 2 Website, Apps & Co 3 Intranet and Collaboration 4 Conclusion and Outlook 5 About the Aperto AG 6 Resources & Imprint 2

3 Digital Services as a Criterion of Quality Today, digital information and collaboration services are essential tools for students and instructors. So it is all the more disappointing when German education institutions media landscapes defined by networks, search engines and apps can t keep up with the expected standard. But universities are nothing if not inventive. They recognise the potential of digital services to enhance the profile of their brand. A large majority of college-bound students (85%) said that digital capabilities... are a top determinant in choosing which university to attend. 1 For decentralised organisations with multiple departments, institutes and opinions such as universities it s not easy to create a consistent digital offering that can keep pace with the current developments in user experience, interface design and mobile device usage. But even universities are identifying themselves increasingly as brands. They are competing for brilliant students, staff and funding. Their brand image or reputation is a succinct representation of the supposed ability of the university to ensure excellent education and as such, influences individual decisions for or against a particular university. Universities that confidently manage their brands, understand that investment in digital services pays off. Applicants have long taken the quality of their chosen universities digital offerings into account and rankings e.g. the CHE-University Ranking 2 serves to rate them. Teaching and learning are both benefited in the long run by a comprehensive digital strategy. And there is no better marketing than satisfied students and educators. Crucial to this is a positive, digital student experience. This encompasses the experience created by interaction with all the digital tools and channels, from the initial application to course completion (and for instructors, the duration of their employment). The decisive element is the general impression of digital maturity, service and excellence that is created. If positive, or exceeding expectations, this affects the brand image and ancillary communication accordingly. 3

4 Website, Apps & Co Everywhere, Fast & Clear: Modern University Websites as a Core The basis of the digital ecosystem is still ultimately the university website. It is here that one would (hopefully) find all essential and current information, giving orientation and showing who is doing what, where, when and why. It brings users to their goal quickly, making it the most important digital touchpoint and representation of the university brand. Today it has to be responsive in order for the adapted use on mobile devices to be as optimal as the web browser experience. But that alone is not enough: the user experience (UX) should orientate itself according to the latest design patterns while still transporting the existing corporate design. The information architecture should be clear and target-audience-specific; the content should be comprehensive and well structured. It sounds simple but, with often progressively fragmented content, it requires editorial courage and determination to implement an informational and structural overhaul of such scope. Additionally, investment in good imagery always pays off. Professional photography gives outsiders an impression of campus life, while high quality infographics both simplify complex data and serve as content marketing by increasing shareability on social networks. Current content management systems can with the according configuration offer a create once publish everywhere approach so that content can be input centrally and published within an app, newsletter, the intranet, social media channels as well as the website. Digital Services: Extensive Application Possibilities for Apps etc. Once one has selected a university, the quality of the digital service becomes essential to the student experience : online applications, digital book rentals, event calendars or canteen menus have become the norm, much like campus-wide WiFi. It s both effortand time-saving if the notice board is available online, similarly if the canteen card can be recharged from home. It gets even more convenient when notifications from a personal timetable can be sent to your mobile, for example, if the lecturer is sick. This is where the university app comes in, even making orientation on campus easier e.g. in combination with an interactive control system featuring indoor navigation or augmented reality. Many service providers offer to implement a third-party white label solution. In this case it s vital to adapt it to the rest of the digital identity design to retain a consistent user experience only then can it be identified as part of the overall brand communication. 4

5 Intranet and Collaboration Intranets and Campus Management Systems: The Heart of Communication Intranets are the nucleus of a university. Today, ever more social intranets are being employed with social media functions and direct messaging enabled through chat, microblogging, sharing or document management. Older systems are all too often anchored in traditional university infrastructure and thereby lack a cohesive user experience and brand integration. Universities try and avoid this disparity in that they add a skin to the existing system, i.e. they adapt it visually to their brand. The digital "student experience" already adds crucial definition to the university brand. What s important is consistency throughout all digital touchpoints. In combination with campus management systems, they channel the internal communication. Management systems allow, for example, essential added value services such as exam registration or room booking management. They make notes and certificates available digitally and, ideally, also externally. Systems such as CampusNet show, through very modern interfaces, the range of possibilities in this field. Digital Collaboration: The Next Step Every student knows how difficult it can be to coordinate learning schedules. Digital collaboration systems make learning and research easy and more accessible irrespective of time and place. From virtual project rooms, digital consultations via chat, downloadable scripts, forums, lecture streaming, to so-called MOOCs (Massive Open Online Courses): it s the culmination of a future-forward education institution s integrated digital eco-system. 5

6 Conclusion & Outlook The Challenge: Making Real Innovation Possible The ideas are there, but often the bigger picture is missing. Whether with websites, intranets, apps or campus management systems: haphazard structures, unclear task distribution, uncoordinated independent initiatives and small budgets often hinder real innovation. While much is designed and programmed internally along the way, it pays to invest in a state-ofthe-art UX design, consistent with the look and feel of the brand, to ensure seamless interactions. It is equally important that the topic of digital transformation (and according budgetary support) is adequately prioritised by the university administration, otherwise these projects are quickly relegated to the back-burner. Student experience Creates Identification Social, local, mobile those are the dimensions in which universities digital services are useful, because only they can deliver and connect the relevant data. Admittedly Whatsapp, Facebook groups etc. have long been used by students, and third-party providers have specialised in standard solutions e.g. campus apps. But in future, integrated and individualised solutions will become progressively more important in the competition for excellence. For a digital student experience that creates real identification with a university, differentiates its brand and attracts the brightest brains - it takes work! A systemic view is crucial to the entire digital ecosystem. Only this makes a coherent digital "student experience" possible, which influences the satisfaction of students and teachers. There is no better marketing. 6

7 Digital since 1995 We are Aperto. A progressive communications agency that offers the right services for the digital age. As fusionsts, we combine strategy, technology and creativity to put the Wow into the How for brands and organizations alike. We offer diverse talents with a common passion for excellence, and a unique culture in which ideas and innovation thrive. We believe in creating a better digital world, and love doing it together with our clients. We are working from five locations spread across three continents. From Berlin to Beijing to Ho Chi Minh City to Dubai to Basel. With a team of 400 passionate fusionists, we re at the forefront of the digital era and determined to stay there. Looking for Challenges We are driven by projects that both inspire and challenge us. So if you re looking for an agency to collaborate and grow with, you ve found the right partner. Focusing on three primary areas strategy, creation and technology to deliver a holistic solution, we provide the right service for the digital era. Aperto AG In der Pianofabrik Chausseestraße Berlin info@aperto.com 7

8 Sources & Imprint Sources 1 2 Survey of 1,500 international students from Australia, India, Singapore, the United Kingdom and the United States, Accenture Nov 2014 The CHE Hochschulranking is the most comprehensive and detailed ranking of german universities and technical colleges. It is published by the weekly newspaper DIE ZEIT. Marko Thorhauer Managing Director Creation and Content Aperto AG Björn Sonnenberg Senior User Experience Strategist Aperto AG Aperto cooperates with many universities and educational institutions and also runs a blog about university marketing topics named "hochschulmarketing-magazin.de" During the last years, the agency has been able to realize digital services and marketing activities for German universities like RWTH Aachen, LMU Munich, University of Basel, Kaiserslautern University, TU Dresden and the University of Stuttgart. Copyright An Aperto AG Whitepaper, This text was first published as guest article in the Public Marketing trade journal, issue 3/

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