• Andersen Windows and Doors
  100 Series Product Launch Microsite
• EarthEcho International
  ecoRoadie Leaderboard
• Hazelden Foundation
  Web Strategy and Site Redesign
• Minneapolis Community & Technical College
  Website Redesign Strategy
• Select Comfort
  Search Engine Marketing Optimization

Help a vibrant, urban community college understand how its Website was helping — or hurting — prospective students determine whether MCTC might be the best school for them. Help the school attract more college-ready students intent on earning a degree to meet organizational and MNSCU system goals.

Pilcrow Partners interviewed MCTC leaders, Website stakeholders, and representative members of the school’s primary and secondary audiences to understand their needs and expectations of MCTC’s site. We developed user personas and use case scenarios, then audited the MCTC site based on those individuals’ informational and functional needs. We audited best-in-class college sites and scoured educational category research. Our report to the school’s Marketing department and Cabinet included a summary of our findings and specific recommendations for improving user experience through improvements to user interface design, information architecture, accessible language, content formats, content management and governance, technology, and staffing.

Our work helped MCTC leadership communicate the critical role MCTC’s public Website would play in helping the school achieve its short- and long-term goals. As a result, MCTC was able to secure funding for a complete redesign of the site, a new content management system (CMS) with best-in-class marketing and personalization capabilities, and additional staff to help manage the school’s increasingly important online initiatives.