Case Cmt April 2008 The Future Of Personalization On The Web

The future of personalization on the web - how do portals and websites connect?

Introductions My background Gettysburg College Gettysburg Web Structure What do you hope to get out of today?

Questions for today How institutions are using lessons learned by industry and creating a seamless web experience for prospective students through alumni by blurring the lines between portal and website?

Questions for today How do schools create an integrated approach to the web and utilize both web 2.0 and Customer Relationship Management functionality to create a Google and Amazon like experience?

What is a portal? Gateway provided by the College Multiple audiences use multiple vendors Different look and feel from public website Personalized Provides Services

Who manages the portal? Traditionally Information Technology has built, managed, and taken responsibility for the portal on a campus Communication offices have had little to do with the portal

Industry examples Google Netflix

What can we learn? Seamless Integrated Easy Personalize

What’s Next? Q: How do we offer a world-class web experience to our users? Q: How do we offer compelling self-service tools to critical audiences? Q: How do we personalize a web experience by leveraging existing web content? Q: How do we present a consistent brand and user experience across many systems? A: An integrated CMS and Portal with CRM functionality

Gettysburg Timeline Dec 2004 – Presidential decision to redesign web June 2006 – Launched new redesign/CMS June 2006 – Added Web Communications Office / web budget 2006 – 07 School Year – Started incorporating video & podcasting May 2007 – Added integrated E-communication tools July 2007- Realigned communications resources to support web Fall 2007 – Launched CRM prospective students/alumni Spring 2008 – Starting to add Web 2.0 tools

Discovery & Requirements Held an off-site CRM summit – 2 days involving dm, Gettysburg IT and (20) key campus stakeholders Collected and documented initial requirements Identified target audiences Weekly team meetings with Gettysburg and Dotmarketing Created proof-of-concept sites and applications for campus buy-in

Prospective Students Create an account Log on from any page on the site Set academic and co-curricular interests See application checklist See personalized content Set site-wide bookmarks Pay Admissions Deposit Register for Events (will launch in March 2008)

Alumni Connect Back To the College With other alumni Update profile/bio demo information See giving history and make a gift online Search Alumni Directory, and view Alumni near them Search Events Near Me

What’s the future Interactive FAQ (Launched Feb 2008) Class Notes (Will launch Spring 2008) Online Communities Career Networking Volunteer Resources and Tools Event Registration Athletics/Financial Aid Current Students, Faculty/Staff, Parents

Usage Info myGettysburg Account Statistics (since Nov 1, 2007) Alumni 1175 (50% have updated data) Prospective Students 3257 Current Students 926 Employees 202

Challenges Resources for development & maintenance - budget - staff Multiple systems of record - disconnected information Cross divisional priorities Changes to business process Learning curve

Moving Forward Changes to the organizational structure - College Life Division - Provost Division Collaboration across divisions - focus on audience; not division - strategic impact

Getting Ready for Current Students Identify what services/resources are currently used via portal Preparatory meetings with IT staff Prototype demonstration to College Life and Provost staff Focus Groups

Thank you Questions Paul Redfern [email_address]

Case Cmt April 2008 The Future Of Personalization On The Web

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Case Cmt April 2008 The Future Of Personalization On The Web