The LR website is just one component of the university’s digital footprint. It serves as an important hub for university marketing and communications to our many audiences, including prospective and current students and parents, alumni, faculty and staff, donors and friends, the media and general public.
Our audiences learn about LR and transact with the university across our digital footprint. A consistent and positive representation of our brand is essential to our bottom line and in raising the university’s regional and national profile.
A Cohesive Brand Experience
When we think about the redesign of LR.edu, we are not just referring to our website. All the components of our digital footprint must work together to present a cohesive brand experience since any single component can be the basis for our audiences’ initial introduction, impressions and feelings toward the LR brand.
Components of our Digital Footprint
Our main website is our most important marketing and communications vehicle. It’s the first place people go to find out information about LR or to transact with the university. We only have seconds to grab and keep the attention of site visitors. If we make our website hard to use or if we deliver a poor brand experience, visitors may leave our site and look to our competitors for the same information and not return.
LR’s main institutional accounts and all university accounts representing academic programs, departments and offices.
Websites used by prospective students like niche.com, Princeton Review, U.S. News & Report, among many others.
Paid advertising using a variety of strategies and tactics.
- Search Engine Marketing – aka Pay Per Click advertising through search engines including Google.
- Paid social – e.g., Facebook and Instagram ads.
- Behavioral advertising – Digital display ads or banner ads displayed on external websites through a variety of ad networks.
- Over-the-Top (OTT) – targeted advertising through streaming TV apps and services often used by cord cutters, including Hulu, YouTubeTV, DirectTV, SlingTV, Roku, among many others.
- Streaming audio – e.g., Spotify, Pandora, iHeartRadio.
Native advertising and content marketing through third-party platforms.
LR communicates to our many audiences via email. Any single person may receive emails of varying designs and quality from a number of different LR programs, departments and offices. Internally we may see the differences between programs and departments, however, external audiences see LR as a single brand.
Also known as public relations or media relations, earned media offers free third-party validation of LR, our programs, people and activities, while raising the regional and national profile of the university.