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Focus GroupCompleted October 22, 2015
• Principles of Marketing Class (2 sections)• 7 focus groups, 70 students
Goals• Gather initial impressions of advertising and marketing
materials used for recruitment purposes.
• Use information to inform design updates for the NMSU homepage and the copy and imagery used in advertisement campaigns.
Focus GroupRecommendations: Advertising
• Understand that students receive information about college from a variety of sources. Advertising and recruitment efforts should continue to span multiple channels including a hands-on approach.
• With imagery, continue to focus on candid and authentic shots
• Expand use of social media to connect with the audience
• Consider different phrases for “in-state tuition” when targeting an out of state audience
Focus GroupRecommendations: NMSU Homepage
• Students like the active videos showcasing campus life and experience
• Work on smoother transitions between scenes• Consider different ways to use video clips• Continue to highlight faculty by including more video
clips
• Work to improve search functionality
• Provide student-oriented links in the quick link menu, and student-oriented messages in portals like Canvas and myNMSU
Focus GroupRecommendations: NMSU Homepage
• Develop a solution to posting campus events and activity
Short Term• Include a link to campus calendars in the Quick Link
menu• Include a page that contains a collection of popular
campus event calendars
Long Term• Consider a vendor product as a system wide event
calendar solution
Good News
NMSU Homepage wins Gold! 2015 MarCom International Competition