Sector(s)
Coming off a university-wide rebranding, the redesigned Widener site needed to activate that brand while elevating their unique program offerings that put students on the inside track to success.
About the project
Brand Activation
Widener’s brand messaging centers around an experiential approach to learning that prepares students for success when they graduate. The redesign aimed to create a sense of trajectory and progress throughout while at the same time activating the brand visual language. At the same time, we made the sense of community palpable and demonstrated the compelling context of location.
A Sustainable Approach to Digital Storytelling
Widener had a wealth of student stories and news content featured on their site, but the content wasn’t being presented in a cohesive way. We approached the new site as a publishing platform, and we took every opportunity to reuse the content and to surface stories in a meaningful way across the site. The result: each piece of content is used multiple times – increasing the value of the content, and decreasing the content needs overall.
Becoming Program-Forward
In support of both branding and recruitment goals, we enhanced the degree program discovery interface and optimized degree program content to elevate the understanding of the Widener learning experience and outcomes. The program pages reflect “inside track” details, leadership opportunities, and outcomes.
Results
Since launching the site, Widener has seen a 12.9% increase in SEO quality, a 29% decrease in bounce rate, and 21% increase in quality of site visits — measured by average site duration visit.
Why Drupal was chosen
We selected Drupal as the CMS platform because it offered the best solution as a publishing platform. Widener's site strategy is built around content reuse, and Drupal allows a small team of content editors to promote and re-use the content to tell Widener's story.
Technical Specifications
Drupal version:
