In Athens, Tennessee, the park-like campus of Tennessee Wesleyan University provides quality education through small class size, personalized instruction and life skills. The university, founded in 1857 and grounded in liberal arts, offers day and evening programs, as well as graduate degrees. Servanthood and leadership learning rank high among the university’s goals for its students, stressing the importance of the development of mind, body and spirit.
TWU has love for the southeast region—and for the growth of students—embedded into its character, and they needed help among regional competition. When Tennessee Wesleyan met with Designsensory, we discussed the need for an update to its brand and website. We studied Tennessee Wesleyan’s strategic plan and website analytics to key in on its strengths, and we got to know its culture.
Through our discussions with TWU, we created goals of improved website navigation, structure, CMS and layout; integration of social media; creation of tools that staff can share with prospective students and parents; and informational resources and newsletters for campus news and offerings. Multimedia offerings and images provide site users with an opportunity to explore the school and surrounding area. We also wanted to encourage students to schedule a tour, connect on social media and share information with parents and counselors.
TWU’s goal of increasing its visibility and reach would further its efforts in brand recognition and student recruitment. The university is the host for strong relationships among students, faculty and the community, so it was natural to highlight the school’s study abroad and community initiatives, to encourage the sharing of alumni stories and to shine a light on a featured faculty member. Job placement metrics and the sharing of student stories would illustrate the quality education founded in TWU’s Methodist principles and impact in the community.
In our audience segmentation, we delineated the school’s primary audience (students), secondary audience (parents, community, alumni) and tertiary audience (currently enrolled students, faculty and staff and guidance counselors). For the primary audience, we would use rich media to capture campus beauty and relationships between faculty, students and the community.