New Campaign Website
Presented by:Paige Marlatt Dorr, California Community Colleges Chancellor’s Office
Lindsay Pangburn, “I Can Afford College” CampaignKat Haro and Allison Stewart, Runyon Saltzman & Einhorn, Inc.
“I Can Afford College”
• Brief history and overview
– Financial aid awareness campaign– Website– Advertising– Outreach– Informational/collateral materials– Other activities
Current Website
• Launched in 2004
• English and Spanish
• Provides valuable financial aid information, direct links to applications, and connects students with the Financial Aid Office at their local college
Usability Testing – Current Site
• Eight in-depth interviews with current and prospective community college students
• Recommendations to enhance navigation, content organization and overall design
• Review and comparison of new potential site design concepts with current site
Design of New Site
• Based on feedback from usability testing
• Reviewed and considered strengths and weaknesses of each new design concept
• Enhanced overall user experience
Key Features of New Site
• Refresh and modernize overall design
• Reorganize site content to provide a logical flow through the site
• Create new content to address users’ needs
• Add an optional step-by-step navigation process
Key Features of New Site
• Draft all new copy with a conversational, user-friendly tone
• Photos featuring real California community college students and campuses
• Continue use of branded tagline and signature orange color
Usability Testing - New Site
• Rated highly by users, comments included: – Well organized and easy to use– Looks professional, trustworthy, modern – Valuable content that makes sense – Appreciated the multiple ways to navigate the site
(steps vs. main navigation) – More likely to apply for financial aid after seeing
the site
Changes Being Considered
• Additional content, including: – Financial aid calculator– FAFSA checklist– “Step 5” on what to expect next
• Re-organize and rename “Events” section/menu options
Feedback
• What do you think?
– Design
– Navigation
– Content
“I Can Afford College” Booth
• Visit our booth in the exhibit hall!
– Campaign informational materials and giveaway items
– Submit your feedback on the website for a chance to win a gift card
Next Steps
• Site will launch in mid-January 2014
• Present to the Board of Governors of the California Community Colleges at their January 13 – 14, 2014 meeting
• Informal testing once live, and make necessary adjustments
Questions?
• You can find more information and connect with the “I Can Afford College” campaign at:
– www.icanaffordcollege.com
– www.facebook.com/icanaffordcollege
– https://twitter.com/ICANAFRDCOLLEGE
Campaign ContactsLindsay PangburnProgram Manager
“I Can Afford College” [email protected]
(916) 955-5858 mobile
Paige Marlatt DorrDirector of Communications
California Community Colleges Chancellor’s [email protected]
(916) 327-5356 office(916) 601-8005 mobile
Thank you for coming!
