VisionPoint 

VisionPoint Marketing partners with colleges, universities, and community colleges to provide planning, execution, and measurement of strategic marketing initiatives, including brand and messaging development, websites, online marketing, and integrated marketing programs. VisionPoint's primary differentiator is their ability to build consensus within large organizations through a strategic approach. Combined with their lock-step project management methodology and extensive portfolio of work, VisionPoint is one of the nation's leading full-service higher education marketing agencies.

OmniUpdate Concierge Program services provided by VisionPoint include the following:

Service Category: Content Strategy
Service Type: Content Training Workshop
Estimated Hours: 25

Customer Requirements:

  • Identify and invite all stakeholders who will attend the workshop
  • Provide an adequate room on campus that is equipped with audio/visual equipment

Deliverables:

  • Up to two-hour on-site workshop, conducted by two people, that encompasses the following:
    • Creation of compelling and brand-driven stories and website content that focus on captivating and engaging various audience groups
    • How to establish high-level goals for content
    • How to identify and segment audiences through persona creation
    • How to use content to move audiences through an intentional engagement process
    • Rhetorical strategies for relating to your audience
    • Web writing/web content best practices
    • Developing publishing schedules that put content strategy into practice
    • Opportunities to practice and evaluate each other's work
  • Specific components of the workshop can be customized to fit your business goals and particular audiences
  • Content development services available for an additional fee
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Service Category: Content Strategy
Service Type: Brand Messaging Workshop 
Estimated Hours: 120

Customer Requirements

  • Identify, provide access to, and schedule at least 15 but no more than 30 stakeholders who will participate (Ideally, participants should include representation from leadership, marketing/communications, a small sampling of students, instructors, etc.)
  • Send the online survey and email using your existing service provider and email database

Deliverables:

  • Research and Workshop Prep
    • Competitive Analysis: VisionPoint will review competitor and peer institution brands with an eye toward messaging and differentiation points.
    • Existing brand research: VisionPoint will review existing brand and communications materials with an eye toward brand messaging.
    • Create agenda and structure: VisionPoint will prepare a discussion guide and materials needed to facilitate session, including a formal agenda.
    • Online Survey: VisionPoint will create a brief online survey to be sent to internal stakeholders. The survey will be comprised of a limited number of questions that ask participants to choose from a list of words that best describe the institution, its offerings, and its personality. VisionPoint will also draft an email that you can forward to your existing email databases inviting stakeholders to participate in the online survey.
    • "What to Expect" Email: VisionPoint will prepare an email that will be sent to workshop participants prior to the date of the workshop. This email will be designed to get participants thinking and mentally prepared ahead of time, making the most of the time available during the workshop.
  • Brand Messaging Workshop
    • VisionPoint will facilitate and moderate one workshop on campus for 15-30 stakeholders. The workshop will last approximately 2-4 hours.
    • VisionPoint will work with workshop participants to elicit their opinions and thoughts by asking questions, facilitating and moderating discussion, and walking through exercises that are designed to spark the process of brainstorming and consensus building.
    • VisionPoint will encourage open discussion and healthy debate while documenting the session and participants’ input.
    • VisionPoint will synthesize and distill all information into a high-level brand document that includes:
      • Brand Attributes: Attributes can be seen as your institution’s personality traits. Typically words or short phrases, brand attributes help define the personality and culture of the institution and should be applied to all marketing and communications initiatives. VisionPoint will craft a short paragraph to define each final Brand Attribute.
      • Brand Pillars: In comparison to the Brand Attributes, Brand Pillars focus on what the institution delivers to your students and are typically more about benefits and differentiators. VisionPoint will craft a short paragraph to define each final Brand Pillar.
      • Key Messaging Points: Tactically, the Key Messaging Points are a starter-set of talking points (approximately three messaging points for each pillar and each attribute) to keep all communication consistent. The key messaging points are essentially proof points for each attribute and pillar.
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Service Category: Customization
Service Type: Landing Page Design and Development
Estimated Hours: 19

Customer Requirements: none

Deliverables:

  • Design and coding of conversion-driven landing pages that drive visitors to opt in for additional communications by submitting contact information into an existing CRM system. Scope of work consists of the following:
    • Design and development of a total of two (2) landing page concepts for A/B testing 
    • One round of revision to each landing page's visual design
    • Landing pages will be designed and coded using responsive design and will include three (3) fixed-width breakpoints for desktop, tablet, and smartphone devices
    • Coordination with you to implement custom tracking and testing technology (implementing the appropriate tracking codes within the landing pages so leads can be tracked against specific ad placements/ad variations)
    • Coordination with CRM provider to integrate form submission data into the appropriate fields within your existing databases

Notes: While VisionPoint will provide consultation and QA to ensure that user contact information is properly collected by your CRM or database, VisionPoint will not be responsible for linking forms, mapping fields, or otherwise configuring your database.

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Service Category: Governance
Service Type: Website Governance Best Practice Presentation
Estimated Hours: 10

Customer Requirements:

  • Identify and invite all stakeholders who will attend the presentation
  • Provide an adequate room on campus that is equipped with audio/visual equipment

Deliverables:

  • 1.5-hour on-site presentation, conducted by two people, that encompasses the following:
    • Explanation of the components of a website governance plan with a few higher education best practices
    • Necessary steps to implement an effective website governance plan based on your own culture and resources (actual presentation will not be customized for your unique resources and structure)
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Service Category: Usability
Service Type: Website User Testing
Estimated Hours: 40

Customer Requirements:

  • Identify and invite all stakeholders who will attend the presentation
  • Provide an adequate room on campus that is equipped with audio/visual equipment
  • Identify, recruit, and schedule up to 15 individuals who represent your website's target audience(s) to participate in user testing (e.g., current and prospective students)

Deliverables:

  • 1.5-hour on-site presentation, conducted by two people
  • Series of usability studies with selected representatives from the target audience to gather feedback regarding your website's user experience and better understand how visitors are navigating your site's structure
    • VisionPoint will utilize a "task analysis" methodology for the user testing: test subjects will be provided with a number of goal-based tasks that they should be able to perform quickly and easily on a successful final website
    • VisionPoint will then observe and record the test subjects as they attempt to complete these tasks
    • VisionPoint will moderate and document each test subject, utilizing software to capture clicks, mouse movements, conversation and general interaction with the website
  • User Testing Summary Report that will draw specific conclusions and make recommendations for improving your website's structure, content, and user experience
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Service Category: Website Optimization
Service Type: Basic SEO Audit
Estimated Hours: varies

Customer Requirements: Provide VisionPoint with administrator access to Google Webmaster and Analytics accounts

Deliverables:

  • High-level audit of your public-facing website to identify opportunities for improving the website's page rank and credibility in organic search results; audit will address the following algorithmic factors:
    • Accessibility: determines if a search engine can access a site
    • Indexability: considers how many site pages are saved to a search engine's index of the web
    • On-page factors: page-level of content, keywords, URL, naming conventions, HTML markup, metadata, and links
    • Off-page factors: considers the volume of traffic coming to the site, sources of referral traffic, the quality of the websites sending referral traffic, authority for keyword topics, etc.
  • Report of prioritized critical issues based on audit findings, along with recommendations for fixing the issues identified

Notes: This offering could range from a small audit (e.g. a graduate program website) to something very large and very comprehensive (e.g. several programs or units within a university).

 

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