No matter the size of your institution, digital enrollment marketing and communications comes with challenges: competing priorities, schedule and budget limitations, an abundance of (good and bad) ideas for digital next steps, and a variety of stakeholders and subject-matter experts who all want a say in what ends up on the website.
Wouldn’t it be great if there was one tool that could help you navigate all of these challenges? One living artifact you could point to and say: That’s why we’re doing it this way!
Enter the experience map.
Experience maps are graphical representations of the interactions individuals have with a product or service. They’re effective tools for developing empathy and understanding for your target audience by highlighting their thoughts, feelings, and actions as they seek to accomplish a task, such as applying to your institution.
The path to better digital engagement with your prospective student audience starts with an experience map. When you understand what information your target audience is looking for, when they’re looking for it, how they’re searching, and why, you’re able to identify areas needing improvement in engagement, content creation, and so much more.
Your website is your institution’s No. 1 recruiting tool and marketing channel. When it comes to planning a site redesign or implementing changes and enhancements to your site, an experience map will be your most valuable tool.
During the webinar, we’ll show you seven ways an experience map can improve engagement with prospective students. You’ll learn how to use an experience map to:
- Create stakeholder alignment.
- Develop user-centered content.
- Capture institutional knowledge.
- Prioritize your efforts.
When you register, you’ll receive a login code that is unique to you and can be used only once. If you choose to project the webinar to a room full of eager colleagues, all the better! In fact, we hope you do.This webinar will be recorded, and each registrant will receive unlimited access to the slide deck and session recording.
Can't make the live webinar? We still encourage you to sign up, all registrants will receive timely access to the webinar recording and slide deck.
Shannon Lanus, Content Strategist for mStoner, Inc.
As content strategist, Shannon works to make sure great content and amazing design coexist in every mStoner project. She crafts persuasive digital stories for our clients that are informed by their business goals as well as mStoner’s market research and effective audience engagement methods. Shannon is adept at creating new content as well as reimagining existing content to help an institution tell its story in fresh, efficient, captivating ways.
Mallory Willsea, Director of Marketing and Sales for mStoner, Inc.
As director of marketing and sales, Mallory brings mStoner's thought leadership to the greater community of digital communication professionals. Mallory believes that sharing resources and cultivating a knowledge exchange across the industry is more important than ever. She is responsible for producing and transforming Higher Ed Live, the agency’s live web show and podcast network, into one of the most respected professional development resources in .edu marketing and communications.