The University of Nebraska Kearney (UNK), established in 1905, serves over 6,000 students and is known for its commitment to providing quality education and fostering innovation. To further enhance its student recruitment efforts, UNK embarked on a mission to create a dynamic and engaging digital viewbook using Clive, Hannon Hill's personalization tool. This case study highlights UNK's objectives, challenges, implementation process, and the early promising results of this initiative.
Overcoming Low Engagement:
UNK faced the challenge of low engagement with traditional Request for Information (RFI) forms among undergraduate students. High school students were unlikely to fill out extensive forms for information they expected to find directly on the website. UNK needed a modern, engaging solution to bridge this gap.
Transitioning from Print to Digital:
While print viewbooks remained valuable for in-person events, its distribution had decreased. UNK recognized the need for a digital solution that provided an engaging overview and directed students to more detailed information online.
UNK needed a solution that would:
Discovery and Informed Decision:
UNK discovered Clive during a client's 2021 Cascade CMS User Conference presentation. Impressed by its robust personalization capabilities and seamless integration with existing systems, UNK chose Clive to spearhead its digital viewbook initiative.
Strategic and Gradual Integration:
UNK began its Clive journey by implementing small geolocation-based smart content. This strategic approach allowed UNK to understand Clive's functionality and gradually expand its use.
Innovative Experimentation:
Over time, UNK built out more complex personalization strategies, experimenting with various features to enhance user experience. Continuous adjustments based on user feedback and data analysis ensured the digital viewbook remained relevant and effective.
Significant Engagement Increase:
Clive's personalization features have significantly improved user engagement. UNK received consistent interactions even during typically slow periods, such as the summer months. The ability to track user behavior provided valuable insights, helping UNK refine its content strategy.
Promising Early Success:
Initial results have been promising, with around 15 form submissions in a single week during the summer. Tracking these interactions allows UNK to continuously refine the viewbook and better understand user preferences, setting the stage for future success. More data to follow in January 2025.
Continuous Innovation and Expansion:
UNK plans to add new content and refine existing elements based on feedback. The modular design of Clive allows for seamless content integration without disrupting the user experience.
Deeper Integration:
UNK aims to integrate Clive more deeply across its website, making it a central part of its web experience. This includes using Clive for dynamic content updates, and ensuring information is accurate and up-to-date across the site.
Collaborative Support and Professional Services:
Working with Hannon Hill has been instrumental in implementing Clive at UNK. The professional services team at Hannon Hill, particularly Rebecca Crow, played a crucial role in this process. Web Content Developer Josh Stoiber noted the ease of collaboration and the team's responsiveness in addressing specific needs and challenges. Their support in enabling modular content and resolving technical issues ensured a smooth transition and effective utilization of Clive's capabilities.