Franklin College

Website Redesign

Key Benefits

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Proven results

22% increase in Freshman, Traditional Undergraduate Matriculation. Record year one and consistent growth since launch.

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Brand authority

Website reflects the unique education brand of Franklin College.

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Creative solutions

Creative solutions were provided to reduce budget impact by training on-campus faculty and staff in both the CMS tool as well as best practices for content creation for migration of pages.

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Visually-rich website

Prospective students and parents are presented with an visually-rich, enrollment focused website.

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Evergreen content

Content is updated on a daily and weekly basis to keep the home page fresh and evergreen.

Franklin College needed a higher education website that would improve undergraduate admissions and clarify their brand story.  Developing an organization’s website is an investment of time and money—but a higher education website takes that to a whole new level. The intricacies of multiple departments, multiple constituencies, and multiple objectives can make the whole process more expensive… and maddening for the marketing team.

The Challenge

After a massive investment of time and money, Franklin College was not satisfied with the results they were getting out of their higher education website.

  • The website didn’t convey Franklin College’s unique brand benefits clearly.
  • As a consequence, the website failed to improve the results of their recruiting efforts.
  • Navigating the website was complex and unintuitive, making visitors leave the site early.
  • Updating the website was a tedious process, so content on the site was old.

The Solution

The team at Franklin College began looking for a solutions provider they could trust to help them build a better user experience on their website and improve their site’s performance. They culled through the normal assortment of marketing agencies until the Vice President of Enrollment at Taylor University strongly recommended Caylor Solutions.

Once they met the Caylor team, Franklin College knew the search was over.

 

For the Caylor Solutions team, the project always begins with getting to know the client and project objectives.

The Result

Caylor Solutions spent several months listening and interviewing various stakeholder groups like the alumni board, faculty, students, board of trustees, admissions staff, and the president’s executive staff. Based upon the feedback gathered during these listening sessions, Caylor Solutions returned with a strategic plan to leverage the top brand benefits uncovered.

After the strategic plan was in place, an inventory of content proceeded with a recommendation of both navigation strategy as well as aesthetic design to support the strategic plan.

To make website updates quick and painless for the staff, Caylor Solutions worked with the school’s IT department to automate processes from internal databases to feed the WordPress CMS. Caylor Solutions then provided user training while the site development was finishing up to allow the faculty and staff to migrate their previous content to the new site, saving them money and keeping the project well within budget.

The Caylor Solutions team is exceptionally client-focused and is committed to working collaboratively to develop solutions that we will be able to use and grow over time. They truly listened to our needs and spent time immersing themselves in our campus to understand our culture and our competitive edge before making any suggestions or assumptions about a final product–this was invaluable to not only prepare a thorough project plan, but in building trust and repertoire.
– Theresa Lehman, Director of Marketing, Franklin College

In just six months, Caylor Solutions researched, redesigned, redeveloped, and relaunched the Franklin College website, well within the established project timeframe. The site has been well received by alumni, students, staff, and most importantly, prospective students and families. Early indications demonstrate a positive impact on admissions.