Digital Services manages the University’s Google Analytics implementation. We have a couple of updates for anyone in the campus community who reviews or reports analytics for their CMS website(s).
During the fall semester, we made some adjustments to our tracking code to better attribute digital advertising conversions between Google AdWords and Slate CRM.
Many areas of Michigan Tech are in charge of various guidelines, protocols, resources, frequently asked questions, and other information resulting from COVID-19. What is the best way to get this content onto your CMS website?
If your department is generating or receiving new content, you generally have a couple options for posting it online:
If you have a small amount of content, like a status update, that relates to an existing webpage, we recommend adding a message box to that existing page. See the COVID-19 message box at the top of the Current Students webpage for an example.
If you have a lot of content, we recommend creating a new webpage. Here are some examples from other departments:
Sometimes, it may be tempting to post a PDF or other document format. Because these files are not as accessible or easy to use as a CMS webpage, we recommend only posting files if they are coming from a non-Michigan Tech entity, like the CDC or State of Michigan. An exception to this recommendation could be if the document is solely for printing purposes.
When posting COVID-19 frequently asked questions, keep these tips in mind:
In OU Campus, use the FAQ Ordered List snippet to format your questions and answers.
You may need to post a COVID-19 related message box onto an existing webpage. Examples include:
You can create a message box by using a Boxed Sections snippet with single column and full border options selected in OU Campus.
Calling out your COVID-19 information on your homepage may be important. There are a few options to do this:
You can add rollover buttons within the Mediazone of your homepage. Examples include:
In OU Campus, select the Text Over Image banner type in the MultiEdit Content screen and add content in the Media Title and Banner Content fields.
You can add a message box to your homepage or work your COVID-19 content into your existing message box. As an example, Facilities worked their COVID-19 content into there Announcements box:
Message boxes are created by using a Boxed Sections snippet with single column and full border options selected in OU Campus. On a homepage, this is generally done in the Main Content region.
If you have a blog feed on your homepage, you can make COVID-19 posts in your department blog that feed your homepage. HR does a good job of this:
There may be content from the COVID-19 website that applies to your own website. It is great to cross-link resources! Use the tactics listed above to reference any relevant COVID-19 content from any site onto your own website.
Similarly, you can cross-link your own content across your CMS website. For example information about pass/fail could be linked to on a homepage, a webpage about GPA, and a webpage about add/drop schedules. Link to new COVID-19 content where ever you think your audience might look for it or find it helpful.
You can use and combine these tactics to get COVID-19 content in front of your audiences.
Questions? Email cmshelp@mtu.edu. We are here to help you and are happy to talk through what your scenario is and what might be best. We are also happy to provide technical support.
Stay safe everyone!
Joel Vertin
Director of Digital Services
We have been busy launching a student testimonial initiative called My Michigan Tech over the past few months. This is really neat project that has allowed us to talk to a bunch of our students and learn about their Michigan Tech experiences.
In August, an admissions and enrollment consultant came to campus. One great idea shared was to prioritize letting prospective students learn about Michigan Tech through storytelling by our current students. This could be accomplished through quotes and stories in text and video forms.
Storytelling is a powerful marketing tool. More importantly, though, it is a genuine way to share great information about Michigan Tech. Our students are our story, after all. Why not hear from them?
We have been working on reorganizing our YouTube channel and reprioritizing the type of video projects that we take on. This process involved benchmarking YouTube channels from over two dozen other universities, creating and updating playlists on our channel, and reorganizing our existing videos.
Our writing team has helped us craft our video titles, descriptions, and, tags. We have started outsourcing closed captions (and open captions where needed). We have explored which videos should be public (triggers a push notification to our subscribers) versus unlisted (great when you need to embed on a website, but don’t need the video to otherwise be publicly available). And UMC’s change in focus has allowed us to pursue high-impact projects.
Through all this, our efforts have been paying off.
The Digital Services team is developing an upgraded global footer design for our CMS websites. The upgrade puts a strategic focus on marketing and recruitment in line with our mission to increase enrollment.
We are excited to introduce some new, customizable options. In addition to customizing your contact information, you will now be able to add call-to-action (CTA) buttons and social media icons to your CMS website’s footer. Options include:
You can also use any combination of option #2, #3, and #4.
As Digital Services gears up for 2019, it is important to acknowledge some leadership changes that have taken place. Through the restructuring within the President’s Council (formerly the Executive Team), University Relations and Enrollment (URE) was elevated and University Marketing and Communications (UMC) has been tasked with boosting the University’s external reputation and recruitment efforts nationally.
When we started rolling out CMS websites back in 2007, many of our academic departments wanted some sort of Giving Opportunities webpage on their shiny new website.
Some departments were able to hone in on a few key priorities. Some departments struggled to chose specific priorities, so they kept things very vague. And some departments listed everything fund they had and the kitchen sink.
These pages generally looked the same: an image slideshow, some headings and bullets, and some “Give Now” buttons.
As marketing requests have grown and as an emphasis on visuals through print, social media, and websites have continued to expand, the need for quality photography in our projects has changed over time.
In response to this shifting dynamic, our University photographer, Sarah Atkinson, has shifted to a marketing photographer role.
Sarah will focus on producing the visuals that bring UMC projects to life. She will capture the people, experiences, and opportunities of Michigan Tech in a way that represents and enhances our brand. She will work with departments, groups, and areas on high-impact, external-facing projects.
We are excited to begin rolling out our new CMS product, OU Campus, beginning in April. We have created an entirely new printed workbook and corresponding blog posts to help campus learn this new system.
There are many things that are easier to do in OU Campus. Each webpage will have a shortcut link in the footer that you can use to easily access and update content directly in the CMS. The update process will be more visual: no more slotting or creating multiple Highlights before assembling your webpage. You’ll be able to publish your changes instantly, instead of waiting for the next scheduled publish.
Each webpage on your site should have a purpose. Some pages are meant to inform. Some to elicit contact or conversation. And others to have the user perform an action such as requesting more information, applying to Michigan Tech, or placing a donation.
Whether you are creating a new webpage, updating existing content, or auditing your website, you should identify your key pages—the ones that will let or motivate a user to take action. Once these key pages are identified, you should assess whether or not you have clear calls-to-action (CTAs) in place.
