Developing an in-depth understanding of user needs was critical to helping Sussex achieve its objectives. In-depth research including focus groups, competitive analysis, and habits and practices research laid the foundation for creating personas for each of the College’s target audiences. We developed a content strategy that aligned with the College’s strengths and needs of the personas, creating powerful reasons to believe and engage with Sussex.
We reorganized and streamlined the sitemap to improve organization and provide context, making information easy to find and helping users accomplish goals quickly. Accessibility compliance and multiple communication channels including live chat help all users engage in the way that works best for them. The site’s clean, modern design with beautiful, authentic photography and videos draw users in. The new website clearly communicates what it’s like to be on campus and part of the Sussex community while inspiring interest, engagement, belief and action.
A new content management system makes it easy to update and add information, with a review and approval structure to ensure the marketing team maintains control of brand, messaging and website quality.