From 2018-2021, I led web and digital projects as a Digital Marketing Manager for the University of Greenwich.
The University of Greenwich is a progressive post-92 university with campuses in south-east London and Kent. In 2018, the university created a new Digital Marketing team with an emphasis on web. I joined as team manager in June 2018.
The initial remit was to revamp and develop the recruitment areas of the website and to meet compliance requirements set by the CMA and the Office for Students.
I now own or have editorial oversight of around 600 webpages, including courses, subjects, Clearing, finance, student accommodation, student support, events and campaign activities.
Courses: In 2018, I designed new optimised templates for undergraduate and postgraduate course pages that exceed sector compliance requirements.
Subjects: I developed an extended template for 50 subject pages to promote our courses and reflect the activity taking place around the university.
Applications: In early 2020, I proposed and delivered a modal box to the correct application route, based on whether a student was home or overseas, studying full-time or part-time. This has improved user journeys and increased conversions.
Clearing: After undertaking detailed research package including competitor and SEO analysis, I designed and delivered a new Clearing area in early 2019. This has met engagement and recruitment targets and improved organic performance.
Student Finance: I consolidated our chaotic and scattered student finance information into a concise new area in 2019, improving behavioural metrics throughout.
Careers: Careers was an antiquated section that signposted to resources for current students. I led a project to create a new area that would showcase the opportunities to prospects and alumni as well as current students.
Welcome: I led the web delivery for a new Welcome area in 2020 to help new students register and find all their essential information to begin studying during a global pandemic.
Content marketing: I lead workshops to help marketing colleagues identify and create strong articles to increase traffic, engagement, and entrances.
Related blog posts
Marketing in Higher Education is all about compliance, and that’s where you need skilled interpreters.
I’ve just completed a project to revamp the student finance section on the University of Greenwich website. Here’s how it happened.
A few thoughts about where straight-talking is the best option on HE websites.