Launching a higher education website is hard work—in part, because of the vast number of people it needs to support. When designing a refreshed digital presence for a higher education institution, there are various audiences to consider, from the staff spanning departments to students and alumni, and the prospective students and families who may be exploring options. Each audience has a unique interest in the website focused on their individual intentions and needs. The work P’unk Avenue (now part of Yes&) accomplished with Daytona State College’s website is a prime example of how taking a student-centric approach to your website can address the needs of a shifting audience in the higher education space. Anthony Robinson, Senior Vice President of Digital Strategy for Yes&, has years of experience serving clients, particularly in Higher Ed and was a pivotal player on the Daytona website redesign project. “When working with an institute that has a strong continuing education program, it’s crucial that the messaging focuses not solely on prospective high-school graduate students and considers all prospect students. Whether that is people looking for certification courses or parents returning to continue their education, it requires hard work to truly understand your audience and be conscious of the people who are actually partaking in your university’s courses,” Anthony explained. Daytona State College has provided some of the most accessible and affordable academic programs in the South and the state of Florida for the past 60 years, with a long history as a college credit, adult education, and vocational school. They have an authentic story to tell about their approach to “finding your path.”
Alexandra LaCroix
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