I joined Cheshire Academy, an independent school for grades 8-12 & postgraduate, in February 2014 in the middle of a a global re-branding and marketing strategy to position the Academy as “The Student-Centered School.”
Working within the CMS & LMS– both on the Whipple Hill platform– we launched an initiative to focus the external website to the primary target audience of prospective families. We moved all information directed to current students, families, and faculty onto the LMS, including event sign ups, manuals, and other resources.
To ensure the website would be intuitive for prospective families, we conducted extensive user behavior testing to determine user-friendly navigation. The design of the website was intended to highlight the students, faculty, and programs on the campus, visually placing students and their activities at the center of the site.
—Mouse-over homepage buttons that center student programming and drive users deeper into the site
—“The Inside Story” pages featuring the unique experiences of Cheshire Academy students
—Academic resource pages designed as landing pages to add weight to campus facilities
—Redesigned athletic pages as a marketing recruitment tool