 Back to the Awards! |
For Best Marketing, the University of Maryland, College Park, Maryland USA. Bill G. Clutter, accepting.
When you work for a big institution, how do you help people find your program easily and quickly? Amid all the clatter of competing advertising messages, different departments, hundreds of extension numbers. Here’s how. First, create a Main Page just for your program with a simple URL, in this case umd.edu/summer. Second, create a new communications system called SPOC, or Single Point of Contact. Only one phone number to call. No endless references. No dead ends. No confusion. The result was a big enrollment increase for the summer session, and a model that all of our programs can follow.
