University of Georgia

With our guidance, UGA's Terry College of Business reimagined content for its MBA website.

Innovation Spark
Relaunch Success

UGA Means Business with New Approach to MBA Content

University of Georgia (UGA) is home to one of the highest ranked business schools nationally and internationally, Terry College of Business.  The Terry MBA, in particular, attracts interest from potential students around the world. Realizing that more and more potential students learn about the program through the web, UGA began exploring how to improve its website content—without rifling the
many academic stakeholders.

SITUATION

MBA Content Lacked Strategic Direction

One member of Terry’s interactive team put it like this, “With no strategy in place, our content had grown unruly over the years, which brought little value to our users.” Those users were important—prospective MBA students. After talking extensively with Marketing + Communications Director Martha Dennis, we agreed to reimagine content so it attracted the right prospective students and convinced them to apply.

SOLUTION

Thoughtful Strategy + Quality Content Development

Despite time constraints, we took a close look at Terry’s content situation. We talked with stakeholders, reviewed pertinent analytics, and audited the content in light of our best practices for opportunities to improve. Based on the insights we gained from analysis, we crafted a strategy for the MBA website content. We also helped UGA implement the strategy by writing new content and designing infographics.

RESULTS

Smooth Change + Compelling Content + Lasting Approach

Our work made Terry’s MBA web content clearer and more compelling to their ideal students. Our expertise and advice won stakeholder support for reimagining content across the entire Terry College of Business web presence. To further help Dennis’ team manage that change, we gave them custom tools and templates to use again and again.

From Our Client

Reimagining a website in a large institution is political and can cause some nervousness. Having an outside consultancy provide clout to your project helps sell the overall need for change."

Martha Dennis, Director of Marketing + Communications, UGA

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