Hodgson 

Since 2001, hodgsonConsulting has worked to become a premier strategic web development and interactive technology firm in the higher education market. Their exceptional web strategy, design, and technology services offer a complete and comprehensive solution for universities and colleges. hodgsonConsulting understands a higher education website is an integral part of an integrated marketing strategy. Universities and colleges want a system that allows for well-designed and attractive sites and, most importantly, a web presence that drives enrollment and continued student engagement online.

OmniUpdate Concierge Program services provided by Hodgson include the following:

Service Category: Analytics
Service Type: Analytics Audit and Recommendations Report 
Estimated Hours: 30

Customer Requirements:

  • Provide Hodgson access to Google Analytics account
  • Participate in discovery meeting and online presentation of report
  • Coordinate with the Hodgson project manager

Deliverables:

  • A review and analysis of your analytics account setup for your main website, as well as a summary-level review for up to two (2) microsites. The 15–20 page report produced will include recommendations regarding:
    • Overall account setup (including Universal Analytics and Google Tag Manager)
    • Cross-domain tracking
    • Advanced segmentation
    • Goal tracking and key metric identification
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Service Category: Content Strategy
Service Type: Website Content Analysis
Estimated Hours: 40

Customer Requirements:

  • Provide Hodgson access to existing analytics data and Google Analytics account
  • Provide Hodgson with all user research, audience data, branding information, survey results, web strategy documentation, and other applicable information
  • Participate in discovery meeting and online presentation of report
  • Coordinate with the Hodgson project manager

Deliverables:

Hodgson’s business analyst will review materials provided and then develop a document detailing the content structure, content types, messaging, and other aspects of your website. This document will also include specific recommendations for improvement. The ultimate goals of this process are as follows:

  • Provide a clear description of your content and its purpose
  • Reveal themes/messages, relationships, and disconnected thoughts
  • Help to discern which content is outdated, redundant, or irrelevant
  • Discover opportunities for better use of content and better communication
  • Create a vehicle for comparative analysis with competition (if applicable)

Hodgson will begin the content analysis by using existing analytics data to pinpoint popular content and information that is accessed most frequently. Hodgson will outline in a chart the following aspects of each page: section, purpose, primary content (e.g. slideshow, PDFs, etc.), calls to action, promoted links, and top visited pages or content items.

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Service Category: Information Architecture
Service Type: Development of a Recommended Information Architecture 
Estimated Hours: 48

Customer Requirements

  • Provide Hodgson access to existing analytics data and Google Analytics account
  • Provide Hodgson with all user research, audience data, branding information, user survey results, web strategy documentation, and other applicable information
  • Participate in discovery meeting and online presentation of report
  • Coordinate with the Hodgson project manager

Deliverables

  • Recommended information architecture (top 2–3 levels) for your website
  • Mapping of existing content to the new information architecture (top 2–3 levels)
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Service Category: Usability
Service Type: Usability Focus Groups 
Estimated Hours: 80

Customer Requirements:

  • Provide Hodgson access to existing analytics data and Google Analytics account
  • Provide Hodgson with all user research, audience data, branding information, user survey results, web strategy documentation, and other applicable information
  • Provide appropriate facilities for conducting focus groups
  • Recruit participants for focus groups, including provision of incentives
  • Participate in discovery meeting and online presentation of report
  • Coordinate with the Hodgson project manager
  • Travel and lodging reimbursement

Deliverables

  • Focus group discussion guide
  • Moderation of focus group sessions with individuals representing top user personas (this process will allow Hodgson to assess the usability of your site and identify areas for improvement of navigation, content, design, and other factors)
  • Debriefing of focus group participants on site
  • Report including analysis of focus group results (up to 2 focus groups)
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Service Category: Website Optimization
Service Type: Search Engine Optimization (SEO) Audit and Recommendations Report 
Estimated Hours: 64

Customer Requirements:

  • Provide Hodgson access to Google Analytics account
  • Provide list of competitor institutions
  • Participate in discovery meeting and online presentation of report
  • Coordinate with the Hodgson project manager

Deliverables:

  • 40-60 page SEO audit and recommendations report that includes the following elements:
    • An overview of Hodgson’s SEO framework and methodology
    • Review and analysis of website analytics data, including:
      • Insights from historical data related to SEO
      • Key metric identification related to SEO
      • How analytics data should be used to guide ongoing SEO
    • Summary-level review of the competitive landscape and microsites
    • Keyword research and initial target keyword identification, including:
      • Framework for conducting keyword research and selection
      • Initial keyword recommendations related to the web pages targeted by the audit
    • Full audit and analysis of your main website, including page-by-page recommendations for up to 10 pages (determined by Hodgson), which includes:
      • Code and structure recommendations (file names, cross-links, etc.)
      • Title and meta tags
      • On-site content recommendations (does not include actual copywriting)
    • Rank report for primary website for up to 100 target keyword phrases
    • Summary presentation and Q&A session (not to exceed 2 hours)
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