Masterson Equine Services
September 6, 2024Strategic Digital Overhaul and Operational Breakthroughs at Iowa Wesleyan University
Over six years at Iowa Wesleyan, I led the redesign of the university's outdated website, transforming it into a user-friendly, search-optimized platform that increased traffic, secured first-page rankings for 15 keywords, and received 99% positive feedback. I also developed new student-focused sites, including a blog and an online store, boosting revenue by 65% and improving recruitment and retention. Additionally, I revamped the hiring and onboarding process, enhancing HR efficiency and effectiveness.
Case Study: Iowa Wesleyan University
Background: When I began working with Iowa Wesleyan University, the institution’s digital presence was in a state of disrepair. The university's website featured broken links, pages with limited content, confusing navigation, and an overall poor user experience. These issues contributed to high bounce rates, low traffic, and a higher percentage of user dissatisfaction. Additionally, the marketing department lacked an effective project management system to handle the growing number of digital marketing campaigns and initiatives.
Challenges:
- Broken links and limited website content.
- Confusing navigation and poor user experience.
- High bounce rates and low web traffic.
- Lack of a robust project management system within the marketing department.
- Minimal integration of digital marketing strategies and SEO.
- Minimal integration of digital marketing strategies and SEO.
Solutions Implemented:
- Project Management System Development:
I introduced a hybrid project management system, primarily utilizing Scrum methodology. This system allowed for the digital submission of marketing project requests, real-time tracking of project progress, and transparency on project-related expenditures. This resulted in improved operational efficiency and project delivery. - Website Redesign:
I oversaw the complete redesign of the university website, transforming it into an engaging, user-friendly, and search-optimized platform. The revamped site drastically improved monthly traffic, and the new design secured first-page rankings for 15 key search terms. The redesign also received overwhelmingly positive feedback from 99% of users. -
Digital Marketing Strategy:
I spearheaded the creation and execution of a comprehensive strategic marketing plan that included content marketing, social media engagement, and targeted campaigns. This approach resulted in more effective audience engagement and improved ROI for the university’s marketing efforts. -
Training and Coaching:
I trained the marketing team and stakeholders across campus in project management tools, systems, and digital marketing best practices. Additionally, I provided guidance to graduate students in SEO, audience analysis, and content strategy to equip them with practical skills in digital marketing. -
Student Sites Development:
I led the development and launch of several new student-focused websites aimed at improving recruitment and retention. These included the “Voices of IW” blog, a dedicated site for remote and virtual learning students, and an online store that drove a 65% increase in revenue. -
Change Management in HR:
To modernize the hiring and onboarding process, I designed and launched a new approach that emphasized collaboration and overcame initial resistance from the HR leadership. This resulted in a smoother, more efficient hiring process and improved communication between departments.
Results:
Working with Cindee has been an absolute pleasure. As a seasoned graphic designer, I truly appreciate the architectural precision and marketing expertise that she brings to every project. Cindee has an exceptional ability to turn complex ideas into visually stunning, user-friendly websites that drive results and enhance brand presence. Working with Cindee is not only productive but also incredibly fun. She fosters a collaborative environment where strategic thinking meets innovative solutions, making every project a seamless and enjoyable experience. If you are looking for a website developer who combines technical prowess with marketing acumen, VanDijk Consulting is the perfect choice. Five stars all the way!