From the judges: "Your Tomorrow" does an outstanding job targeting their audience by creating a microsite that meets prospective students where they browse information: their mobile devices. The University of Toledo Alumni Association's mobile-first approach strategy incorporated digital footage and quotes throughout the page, keeping users engaged and drawn to a call of action. Toledo was distinctive in their metrics and showcasing the immediate and long-term impact of the microsite.
Your Tomorrow Recruitment Microsite
Category
Digital Communications > Websites - Micro-sites
Description
Award: Gold
Institution: University of Toledo
Title of Entry: Your Tomorrow Recruitment Microsite
About this Entry: The University of Toledo launched a unique website focused on engaging the prospective undergraduate with The University of Toledo.
We recognized that a prospective student’s first experience with a university is typically online. Our recruitment strategy needed to expand beyond an expensive viewbook model.
The Your Tomorrow website allows visitors to experience the University with much of the same content one would find in a viewbook, but in a mobile-first, immersive web experience. The design supports the visual brand of undergraduate enrollment materials. Content was strategically selected to complement and expand the conversation in the undergraduate viewbook and other recruitment materials.
To funnel prospective students to the site, we are directly linking to it in emails and on other webpages on the utoledo.edu website. We are providing an exciting, online, viewbook experience that engages the visitor, compelling them to request more information.
The site is bold, confident, engaging and mobile friendly with clear calls to action— request more information, apply and visit. These three focused actions allow the enrollment office to take the next steps to engage with prospective students.
The Your Tomorrow site launched at the same time the University launched its new brand in July 2019.