A new perspective for
With an international campus network spanning four continents and eight countries, Webster University, tucked away in Webster Groves, Missouri, is exponentially more connected than it appears.
Their international network allows them to offer students something no other university does — a truly global perspective.
Look out, world.
Despite its worldwide presence, Webster competes with forms of education that didn’t exist when the university was founded a century ago. Competition from open-source learning, for-profit institutions and online universities were markedly decreasing Webster’s graduate program enrollment.
And while the university had more to offer than these trendy educational outlets, prospective students weren’t seeing it. To curb the downward trend, we knew we needed to help students remember the true purpose of getting an education and experience why Webster is uniquely qualified to deliver it.
Smile for the camera.
The entire site was designed around the idea of custom photography, so a lot hinged on how the photos turned out. We had a photo shoot where we shifted the primary focus from Webster to each student’s career aspirations. We wanted to show the result all students come here looking for: a better job. By showing people in that moment where they’re truly proud of the job their education unlocked for them, the hero shots cut straight to the point. Because after all, a degree is only as valuable as the job it helps you get.
We made this just for you.
Nobody wants to spend time digging for information. So creating a site that’s responsive to every viewer’s information made it easier to customize each experience to his or her liking. And our global site, local data strategy is very effective. Each page includes modules that take a deeper dive into the conversation, with the topic varying based on where they are. And this highly detailed, customized architecture hosts a high number of variations based on who’s viewing, so it always feels like it was made just for you because, in fact, it was.
Data also played a big role in shaping our decisions as the campaign evolved. To keep up with the abundant data points available, we had to install sophisticated backend analytics so they could integrate the data with their enrollment management system.
After it gave us a sizeable output of data points, our challenge was to sift through this massive amount of usage data and determine what the measured behaviors meant. Then, we applied those lessons to our campaign.
Wave to Webster on your way to work.
When you’re talking to working professionals on their way to work, you won’t want to waste anyone’s time. That’s why we created bold, to-the-point outdoor boards that speak with a knowledgeable, no-nonsense tone to likeminded people who just might be considering investing in a graduate degree.
All together now.
The collaboration between client, creative, strategy and development early on was fundamental to pulling this off. Our client and their team contributed a huge amount of intellectual capital, which made it possible to map out every piece of the puzzle and execute at a high level. We created multiple versions of user flows and wireframes; we then built them and often, reconfigured them based on live feedback from our team. The result was a very deliberately and effectively designed 360-degree experience that did exactly what we set out to make it do: start your grad school conversation.