Presented by Nick Friend and Nick Georgoudiou at the EduWeb Conference in San Antonio, August 2011.

1. Starting a Mobile Web Presence Lessons Learned from Rollins College Nick Friend | Director of Marketing, Emerging Media Nick Georgoudiou | Director of Web Strategy

2. AGENDA BACKGROUND | DEVELOPMENT | METRICS | NEXT STEPS BACKGROUND METRICS NEXT STEPS DEVELOPMENT

3. BACKGROUND BACKGROUND | DEVELOPMENT | METRICS | NEXT STEPS

4. About Rollins College Located in Winter Park, FL (Orlando Area) 3,000 students (1,700 undergrad) #1 Master’s Level University in the South Over half of student body is from outside FL BACKGROUND | DEVELOPMENT | METRICS | NEXT STEPS

5. Why Mobile? Source: Comscore, available at http://4.bp.blogspot.com/-0K6G6SGyAmQ/TZF1snnoiDI/AAAAAAAAWFs/XGGHWBmLFu8/s1600/mobile.png BACKGROUND | DEVELOPMENT | METRICS | NEXT STEPS

6. Why Mobile? Age 55+ Age 13-34 Age 35-54 Source: Comscore, available at http://3.bp.blogspot.com/-aXNtcWxcotA/Tf9refWg-qI/AAAAAAAAXMQ/Ch4G6f1h9S8/s1600/Smartphone-Demographics_April-2011.jpg BACKGROUND | DEVELOPMENT | METRICS | NEXT STEPS

7. The Status Quo: Rollins.edu BACKGROUND | DEVELOPMENT | METRICS | NEXT STEPS

8. Prospective Students: What do they want to know? Source: Noel-Levitz Survey, “E-Expectations 2010 Focusing Your E-Recruitment Efforts to Meet the Expectations of College-Bound Students” BACKGROUND | DEVELOPMENT | METRICS | NEXT STEPS

10. So what are our options? Mobile Website Native App Native App Vs. BACKGROUND | DEVELOPMENT | METRICS | NEXT STEPS

11. App vs Web Site Confidential and Proprietary - © Rollins College BACKGROUND | DEVELOPMENT | METRICS | NEXT STEPS

12. Source: April 20, 2011, “The Interactive Brand Ecosystem” Forrester report. BACKGROUND | DEVELOPMENT | METRICS | NEXT STEPS

13. DEVELOPMENT BACKGROUND | DEVELOPMENT | METRICS | NEXT STEPS

15. How will we select content?

16. Who are we focusing on?Confidential and Proprietary - © Rollins College BACKGROUND | DEVELOPMENT | METRICS | NEXT STEPS

17. Who are we doing this for? Current Students Prospective Students -or- BACKGROUND | DEVELOPMENT | METRICS | NEXT STEPS

18. Separating Sites Current Students Prospective Students BACKGROUND | DEVELOPMENT | METRICS | NEXT STEPS

20. Build through our own CMS?

21. How will we select content?

22. Use an agency?

23. Who are we focusing on?

24. Use a web-based vendor?Confidential and Proprietary - © Rollins College BACKGROUND | DEVELOPMENT | METRICS | NEXT STEPS

25. Vendor Solution BACKGROUND | DEVELOPMENT | METRICS | NEXT STEPS

27. What will the site feature?

28. Build through our own CMS?

29. How will we select content?

30. Used research the validate our choices

31. Use an agency?

32. Who are we focusing on?

33. Use a web-based vendor?

34. Gave prospects what they neededConfidential and Proprietary - © Rollins College BACKGROUND | DEVELOPMENT | METRICS | NEXT STEPS

35. Site Implementation Marketing / Web Strategy ADMISSIONS UNDERGRAD GRADUATE Confidential and Proprietary - © Rollins College BACKGROUND | DEVELOPMENT | METRICS | NEXT STEPS

36. Building the Site BACKGROUND | DEVELOPMENT | METRICS | NEXT STEPS

37. Best Practices BACKGROUND | DEVELOPMENT | METRICS | NEXT STEPS

38. Getting Approval BACKGROUND | DEVELOPMENT | METRICS | NEXT STEPS

39. Confidential and Proprietary - © Rollins College BACKGROUND | DEVELOPMENT | METRICS | NEXT STEPS

40. Potential Barriers Low understanding of the importance of mobile technologies Not everyone may be receptive Fear of loss of control of content/process BACKGROUND | DEVELOPMENT | METRICS | NEXT STEPS

41. MEASURING SUCCESS BACKGROUND | DEVELOPMENT| METRICS | NEXT STEPS

42. Measuring Success Currently looking at three performance factors*: Time spent per visit Number of pages visited Bounce rate * A significant amount of traffic (>50%) continues to visit the existing site via a mobile device. BACKGROUND | DEVELOPMENT| METRICS | NEXT STEPS

43. Measuring Success Prospective student site results: Time spent per visit down 51% Number of pages visited down 8% Bounce rate up 1% Confidential and Proprietary - © Rollins College BACKGROUND | DEVELOPMENT| METRICS | NEXT STEPS

44. Measuring Success Current student site results: Time spent per visit down 26% Number of pages visited up 32% Bounce rate down 30% Confidential and Proprietary - © Rollins College BACKGROUND | DEVELOPMENT| METRICS | NEXT STEPS

45. WHAT’S NEXT? BACKGROUND | DEVELOPMENT| METRICS | NEXT STEPS

46. Issues/Opportunities Straighten out event feeds Create additional forms Reassess content on prospective student site Additional success factors (% new visits, types of devices used, etc) Dedicated mobile landing pages with or without QR codes Confidential and Proprietary - © Rollins College BACKGROUND | DEVELOPMENT| METRICS | NEXT STEPS

47. Confidential and Proprietary - © Rollins College BACKGROUND | DEVELOPMENT| METRICS | NEXT STEPS

48. Prospective Students: What do they want to know? Source: Noel-Levitz Survey, “E-Expectations 2010 Focusing Your E-Recruitment Efforts to Meet the Expectations of College-Bound Students” BACKGROUND | DEVELOPMENT| METRICS | NEXT STEPS

49. Questions?? Nick FriendDirector of Marketing, Emerging Medianfriend@rollins.edu Nick GeorgoudiouDirector of Web Strategyngeorgoudiou@rollins.edu