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Bridging the brand content divide: The cross-departmental collaboration that created institutional best practice and a high-performing website

Author

Listed:
  • Mishler, Jeremy

    (Associate Vice President for Marketing and Communications University Advancement and Marketing, Ferris State University, USA)

  • Hazen, Eric

    (Director of Digital Marketing, Ferris State University, USA)

Abstract

This paper analyses how Ferris State University unified two rival teams to rebuild their College of Business's web presence, create a model for cross-departmental collaboration and innovation and grow the college's web traffic and conversions for the first time in more than seven years. Learn how the College of Business and the university's Advancement and Marketing team came together in the face of enrolment declines to rebrand and rebuild their prospective students’ online experience and improve their conversion rate. While the authors discuss the best practices they utilised to develop the site, this paper focuses on how these two teams navigated previous conflicts and leveraged the unique expertise of both teams to create something neither was capable of on their own.

Suggested Citation

  • Mishler, Jeremy & Hazen, Eric, 2023. "Bridging the brand content divide: The cross-departmental collaboration that created institutional best practice and a high-performing website," Journal of Education Advancement & Marketing, Henry Stewart Publications, vol. 8(1), pages 60-68, August.
    • Handle: RePEc:aza:jeam00:y:2023:v:8:i:1:p:60-68
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    More about this item

    Keywords

    marketing; brand awareness; enrolment; website design; digital user experience; digital conversions; innovation; collaboration;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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