Case Study
Simplifying complex stories into clear user paths.
Overview
Kettering College, established in 1967, is a non-profit college owned by Kettering Medical Center. The college offers education programs from certifications, two-year associate of science degrees, bachelor’s degrees, a master’s degree in Physician Assistant Studies, and an Occupational Therapy Doctorate.
The Challenge
Kettering College wanted a new custom website that would empower their marketing team and department heads to have more control over the content and information. They need a site design that would encompass their story and speak to potential new students as well as support current students in their programs. Additionally, they need to make sure that their site would work seamlessly with their current tools for admissions and student management.
Our Contributions
- Web Design + Development
- Custom Application Development
- Research
- Marketing Content
THE SOLUTION
Lion + Panda worked with Kettering College to perform a complete audit of all its digital assets, including the existing site, third-part tools, the school’s digital processes, brand/search engine presence, and internal issues/requirements. This allowed the new site to be focused on providing a better user experience for future and current students, but also on streamlining the backend processes to integrate better marketing, admissions, and program leadership.
For the external user experience, the updated site focused on providing a cleaner navigation process, reducing site complexity by optimizing page layouts, and improving visitor retention by creating persona-based subsections that provide each audience segment with a specialized view of the site.
For internal teams, we custom developed a backend system that would allow staff and marketing teams to update the site without coding or heavy development. Form management and processing was improved to ensure integration with the college’s systems and marketing efforts. And the framework of the website was built in a way that allowed for ongoing scalability, searchability, and support.
BY THE NUMBERS
32.5%
Overall Traffic
108%
Student Application Submissions
111%
Mobile Traffic
10%
Mobile Device Bounces
THE RESULT
Due to the success of the project, we have continued working with Kettering College providing ongoing digital support for the website, including:
- Integrating with their donations system for special interactive giving opportunities for annual events.
- Creating an alumni focused area of the website for the college to promote graduate resources and services, as well as providing access to continued giving and volunteering opportunities.
- Building a custom web application to streamline state requirements for students returning to the college throughout the COVID epidemic.
- Continued ongoing web development support for ongoing changes and search engine optimization to the website.
In addition to the website, Lion + Panda continues to support Kettering College with ongoing support for digital advertising (PPC, Display, and Social), campaign-based landing pages, and other digital marketing and design efforts.
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