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Building the Web: How to Get the Resources You Need Claire S. Jones Melissa Meehan Buffalo State College HighEdWebDev, November 8, 2005. About Buffalo State. One of 64 SUNY schools, largest comprehensive college Approximately 9,000 undergraduates; 2,000 graduate students

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Building the Web: How to Get the Resources You NeedClaire S. JonesMelissa MeehanBuffalo State CollegeHighEdWebDev, November 8, 2005
about buffalo state
About Buffalo State
  • One of 64 SUNY schools, largest comprehensive college
  • Approximately 9,000 undergraduates; 2,000 graduate students
  • Approximately 1,500 faculty and staff
buffalo state web the early years 1996 1999
Buffalo State Web: The early years, 1996-1999
  • Static site maintained by library staff
  • Decentralized, self-publishing model
  • Number of employees dedicated to the Web site: 0
  • Web Budget: $0
waking up to the web 1999 2000
Waking up to the Web: 1999-2000
  • Responsibility for college site reassigned to College Relations
  • Web editor hired; 20-member

Web advisory committee

  • Web employees: 1
  • Web budget: $0
college relations during this period
College Relations during this period
  • Other College Relations staff: 6 (salary allocation $294,281)
  • Other than Personal Service (OTPS) budget: $309,478
  • Total allocation: $603,759
ok forget outsourcing 2001 2002
OK, forget outsourcing: 2001-2002
  • Implementation specialist and

graphic designer hired

  • Main site redesign—and upkeep
  • Web employees: 3 (salary

allocation $133,100)

  • Web budget: $0
holding down the fort 2003 2004
Holding down the fort: 2003-2004
  • Custom sites; 60+ clients waiting
  • Main site redesign; more databases
  • Content management in the works
  • Web budget: $14,800 ($6,000 OTPS,

$7,800 temp service)

full service web shop 2005 2006
Full-service Web shop: 2005-2006
  • Web team (5 employees): director, implementation specialist, graphic designer, Web editor, application developer (salary allocation $222,685)
  • CMS and templates; custom applications
  • Web budget: $36,000 ($28,200 OTPS,

$7,800 personal service)

college relations today
College Relations today
  • Staff: 11 (salary allocation: $541,417)
  • College Relations OTPS: $262,500
  • Special projects: $225,000
  • College Relations OTPS, Web

OTPS, and special projects:


  • Total, plus personal service: $1,064,917

Step with care and great tact

and remember that life's a great balancing act.

Just never forget to be dexterous and deft. And never mix up your right foot with your left.

– Dr. Suess

Oh, the Places You'll Go

getting the resources you need 10 steps to recovery
Getting the resources you need: 10 steps to recovery

1: Prove the Web is critical

2: Use what you already have

3: Know your institution’s goals

4: Secure a seat at the table

5: Get in the trenches

10 steps continued
10 steps (continued)

6: Compromise

7: Measure results

8: Manage risk

9: Vendors can help you

10: Seek external recognition

step 1 prove the web is critical
Step 1: Prove the Web is critical
  • Prove, prove, prove the importance

of the medium

  • And that you have the know-how to best champion it (dealing with the unavoidable Web power struggle)
  • For us, a simple, consistent

message: Web = college’s most important marketing vehicle

research some examples
Research (some examples)
  • Chronicle of Higher Education,

To Size Up Colleges, Students Now Shop Online (June 10, 2005)

  • National Association for College Admission Counseling,

State of College Admission Report (2005)

  • Art & Science Group, StudentPOLL,

The Use of Technologies in

College Choice (January 29, 2003)

No Digital Divide (April 17, 2003)

research more examples
Research (more examples)
  • Lipman Hearne,

Web Site Effectiveness Study (2002)

  • Harris Interactive, The Harris Poll (Trends & Tudes),

How Do High School Students Select a College? (January 2005)

Generation M: Media in the Lives of 8- to 18- Year Olds (May 2005)

  • American Advertising Federation, Higher Education Marketing Newsletter, Communication Arts
step 2 use what you already have
Step 2: Use what you already have
  • You know how to wisely apply existing resources and set priorities
  • How visible is this project? WIFM?
  • Build community by filling

a void, taking on those dirty

jobs no one else will touch

step 3 know your institution s goals
Step 3: Know your institution’s goals
  • You are committed to the overall good of the organization
  • Support the mission, strategic and academic planning efforts
  • Web now in our strategic and technology plans (by design)
from our strategic plan
From our strategic plan
  • Develop a comprehensive, targeted marketing campaign for graduate programs with capacity and/or high growth potential
  • Develop and implement a comprehensive communication plan for students
  • Develop and implement a comprehensive internal and external marketing identity campaign for the campus
from our technology plan
From our technology plan
  • The Web will be a vehicle to provide comparative advantage to Buffalo State College. The Web offers first point of contact with the college. Presentation will be inviting, informative, current, and professional
  • Adopt means to keep departmental and office Web pages current using database technologies; develop and design templates for Web pages 
step 4 secure a seat at the table
Step 4: Secure a seat at the table
  • Are you visible to your institution’s decision makers?
  • Getting—and positioning yourself as—an executive sponsor
  • Earning faculty support
step 5 get in the trenches
Step 5: Get in the trenches
  • Customer service #1; no job too big, too small
  • Helping those who need—and


  • Effect cultural change: training,

consistent communication, immediate support

step 6 the art of compromise
Step 6: The art of compromise
  • The importance of “playing well" with others
  • The occasional failed compromise can work to your benefit
  • A final word on campus partners
step 7 measure your efforts
Step 7: Measure your efforts
  • Develop metrics that clearly show that your products do, in fact, work for the intended audience(s)
  • Share this data with campus
  • Usability studies, surveys, focus groups, search results,

traffic logs, Web mail

step 8 feeling lucky managing risk
Step 8: Feeling lucky? Managing risk
  • Learn which risks are worth taking (open student blogs? maybe not)
  • That is, know your institution
  • Stay in touch withindustry

andwhat other institutions

are doing

step 9 how vendors can help you
Step 9: How vendors can help you
  • Vendors put a pricetag on things; help build the budget case
  • Homegrown vs. vendor solution—both “cost” something
  • Take a peek outside: your

work/ideas aren’t stuck in

1997 after all

step 10 seek external recognition
Step 10: Seek external recognition
  • You are doing interesting things
  • Find out that the world has

nice things to say about these

interesting things

  • Then crow internally
congratulations you are recovered
Congratulations. You are recovered.

About the Buffalo State Web site (includes metrics information)

This presentation