The flagship website for Johns Hopkins University (JHU.edu) ineffectively communicated to multiple target audiences, including faculty and staff, prospective and current students, and job seekers. Undefined business goals turned the website into link farm, with pages dedicated to unorganized bullet-pointed lists and interstitials. In addition, there was no defined content strategy; messaging was scattered, the organization of content was not clear and pages were not measurable, visuals and page design were lackluster, SEO was poor, and the infrastructure was not scalable.
The web team in the Office of Communications at JHU took a holistic approach by developing a comprehensible digital strategy for all of its target audiences in order to rebuild the flagship website from the ground up. We ended up with an award-winning JHU.edu that is brand-compliant, has a sound content strategy, and was built on a platform that considers long-term design and development needs, trends, and best practices.
What you’ll learn:Attendees will learn how Johns Hopkins University built a successful digital and brand strategy to connect with its primary audiences, including its Webby Award-winning flagship website (http://www.jhu.edu):
- A smart content strategy that focuses on planning, creating, organizing, presenting, and delivering content meant squarely for our target audiences
- Using analytics and user testing to support decisions
- Best practices in communicating changes and gaining needed buy-in and support from key stakeholder groups around the university
- A modern and intuitive design framework that adheres to university branding guidelines and best practices in digital design and development, including mobile
- Creating visual assets to match the voice and tone appropriate for your target audiences
- The importance of search and quickly directing your users to the content they seek (even if they’re in the completely wrong place)