Tag Archives: SUNY CUAD

Know who you are: The SUNY system’s role in equity

Sean Kirst speaks at SUNYCUAD conference

Sean Kirst — an award-winning journalist and author who is a SUNY Fredonia graduate — was both a keynote speaker at the recent SUNYCUAD conference and one of many SUNY success stories.

The recent SUNYCUAD annual educational conference had a lot of great information, but perhaps most appropriate were some of its keynote speakers reminding us of just what SUNY is. It’s not the Ivy League. It shouldn’t be. Instead, it has a much bigger role in addressing a more equitable society.

Sean Kirst, an award-winning journalist, author of The Soul of Central New York and a SUNY Fredonia graduate, recalled his own modest upbringing and how a SUNY education was really the only way up. Kirst — a top-notch storyteller who several people said gave one of the conference’s best keynotes ever — recalled the “lightbulb moment” in college when all the authors he’d read in his English classes finally made sense in their relevance to life. For decades at The Syracuse Post-Standard and now at The Buffalo News, Kirst introduces readers to wonderful humans, many of them underdogs in some way, but his own ability to tell these stories and his own underdog tale would not have been possible — as he said repeatedly — without a SUNY education.

Famed pollster John Zogby, while not a SUNY graduate but a longtime Upstate New York resident, brought up an important point as he talked about educational trends. While he notes it’s important that SUNY schools continue to attract top-tier students — the most talented and prepared — he said SUNY can’t forget about students who don’t have the flashiest SAT scores or high-school GPAs but can benefit the most from an affordable education. I’ve had the pleasure of meeting so many of these students who colleges don’t compete for because of their high-school academic profile yet have flourished in college with the opportunities they have — and who will excel (or have already excelled) in whatever field they choose.

As a conference organizer, I’m so happy we also booked Robbye Kincaid — director of Stony Brook’s Responding to Equity, Diversity and Inclusion Project — as a keynote speaker, because she emphasized SUNY’s mission of creating opportunity and a more equitable society. We can never forget the inclusive mindset that realizes diversity’s central role in our campuses and society, a point of view that benefits us all.

Chancellor Kristina Johnson added her own affirmation that even with challenges come opportunities to grow, and that the SUNY system is a gem. I agree, and it’s the combination of shining stars and diamonds in the rough that make it so valuable.

I am blessed, as a campus-based storyteller, to see opportunity create these success stories regularly. One of my very favorite assignments from the past year was speaking to winners of our Diversity Graduate Fellowship, which is the SUNY ideal in action. One winner used to be homeless and is now poised for a counseling career helping at-risk and homeless individuals. Another is a single mother teaching at a science charter school with an eye on those who most need support. Another was raised by a single mother in the Bronx and knew a SUNY education was the only way out — and after her master’s degree will bring her important diverse viewpoint to the counseling profession.

The latter winner is Stacy Araujo, who came through the Equal Opportunity Program, which helps low-income, first-generation and other college students who might need more help in transition. (Another Oswego graduate who came through the EOP program is Al Roker, America’s favorite weatherman.) Araujo explained SUNY and the EOP program about as well as anybody I can remember:

“Without this program I would not be the hardworking, focused and determined student I am today,” she said. “And more importantly, I would not have thought myself capable of succeeding during my undergraduate years and pursuing graduate studies.”

As somebody who has an associate’s degree, bachelor’s degree and master’s degree from SUNY schools — and might not have been able to get them otherwise — I know this is truth. And it’s reason that every day I get to work at a SUNY institution, I know I can be part of making a difference for the better.

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usability = good business.

How does a Web page’s usability — its ability to easily deliver what its users want — impact business? Last week, that factor determined which of three hotels in Lake Placid I used when going up a day early for the SUNY CUAD conference.

The budget hotel I planned to use the night before the conference was further out than expected, so I pulled into a parking lot with three downtown hotels in view and pulled out my iPhone. This night was coming out of my own pocket, so I really just wanted a bed at a reasonable rate. You’d think price information would be easy to find on their Web sites, right?

Choices from Hotel A’s main page don’t help. The Online Reservation option sends to a third-party page requiring me to fill in a form, including lots of typing and pull-down menus. Not great on the mobile Web. Are the rates are listed elsewhere? Not under Specials, unless you want a two-night golf package. Lodging? Just big glowing room descriptions. The site isn’t designed with users in mind.

I want to give Hotel B a bit more of a shot, feeling guilty about using its parking lot as I surf. OK, Rates and Availability clearly listed. Work a few pulldown menus, and hit enter. That brings me … back to the original page and asks me to re-enter the data. I do again. And get bounced again. The submission form is either a) broken, or b) won’t work with an iPhone. Next!

Hotel C has a page labeled Rates. I click and, voila, it gives me — wait for it — rates! They look reasonable, and minutes later I check into Northwoods Inn at a reasonable price for a wonderful view of Mirror Lake, a kitchenette and a nice bed. Truth is, all I wanted was the bed … the rest was a bonus.

Fig. A: The view of Mirror Lake at dusk. Priceless.

Fig. A: The view of Mirror Lake at dusk. Priceless.

Fig. B: A kitchenette ... with a second TV!

Fig. B: A kitchenette ... with a second TV!

So why do hotels — or sellers of anything — make it so hard to find out how much something costs? Do they think that once you’ve clicked through countless pages and filled out forms that you’ll feel sufficiently committed to close the sale?

Similarly, Mary Beth Kurilko made a great point during her SUNY CUAD presentation: The thing parents most want when they come to college Web sites is how much the school costs. So what do most colleges do? Make it as hard to find as possible, as if we’re ashamed of it. With a tight economy, most consumers — of hotels or schools or products — are looking for value. If we make this hard to find, we shouldn’t be surprised if frustrated users keep looking down the road.

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less is more: suny cuad web roundup.

Doing more with less.

When we were planning the SUNY CUAD conference months ago, in the shadow of down economy and budget constraints across our state public education system, that was our unofficial theme. And all four speakers in the Web track hit on that thread in one way or another. From digging back through my notes on the #suny Twitter stream, here is my best synopsis of the many noteworthy bits of each speaker.

Karlyn Morissette, @KarlynM, DoJo Web Strategy (and Dartmouth), Goal-Driven Web Strategy: Implementing Technology with an Eye on ROI
– Anecdotal evidence is nice, but eventually you’ll need numbers to convince your college social media has value.
– Think tactics, not just tools (or the latest shiny object).
– Four steps: 1) Set strategy. What do you want to achieve? How will it benefit the college?
– 2) Plan tactics. What tools/media are best way to reach strategy? Who are your audiences? What is your time frame?
– 3) Execute communication. Are you using in-house/contacted email service? Are you looking at social media for its strengths, not just its buzz factor?
– 4) Assess your results. What was achieved as a direct result of the campaign? (Tools like Google Analytics very helpful.) Always review campaigns to see what you can do better next time.
– When determining return on investment of online campaigns, you can consult an ROI calculator once you’ve figured factors including number of pieces, total cost, response rate, conversion rate and ‘profit’ per sale (what a ‘yes’ means to the bottom line).
It’s not uncommon to see high ROI for email marketing … it’s a cheap medium and tends to draw high return rates.
Share your successes! Make it tangible. Give it context. Offer other areas of campus recommendations how to use it.
– Facebook especially good campaign option, since that’s where your target market already is.
– Facebook/email/social media cheaper than glossy mail campaigns (more with less).

Rachel Reuben, @rachelreuben, SUNY New Paltz, Doing More with Less: Creating an Online Community for Accepted Students
– Cafe New Paltz = first-time online community inviting students who had been accepted but had not yet enrolled. Goal: high yield for most talented students.
Social media helps inexpensively with personal attention, helpful conversations, viral marketing, boosting student comfort in your college environment, social proofing (showing your college is one of the ‘cool kids’).
Social media is not a tool to blow your horn, jump up and down and say ‘look at me!’ It’s a place to have conversations.
– Cafe New Paltz uses Ning, generally free but paid $24.95/month to get rid of Google ads (or just $149.70 for six months).
– ‘Baristas’ were a graduate assistant and an intern, which also made project cost-effective. They were moderators and facilitators, though professionals could jump in if needed. Baristas also created videos almost weekly, usually to answer submitted questions.
In search for roommates, Cafe New Paltzers posted photos/videos of how they decorate their rooms, looking for those with similar styles.
– Despite ease of uploading photos/videos and in making comments, nothing inappropriate showed up in Cafe New Paltz. Closed, moderated system, and students wanted to stay up with community expectations.
– The conversion rate of highest selectivity group proved excellent (i.e. the most outstanding potential students chose New Paltz from among options).
Don’t worry about loss of control; do consider time commitment. Don’t dilute your message into every social media area just because it’s there; do what you can to avoid information overload.
– Project’s points for success: Answer questions promptly. Join conversation. Encourage interaction (introduce those who could hit it off). Promote through links in email correspondence and admissions programs.
– So popular that students didn’t want to leave community, wanted to keep it going. Current plans are for student life to take over site and run through fall.
Think of ROI as Return on Influence. The project has a long tail, in that students connected with each other and important parts of college life.

Colin Nekritz, @imagewrangler, ImageWranglers (sometimes SUNY Oswego), Print, Web and the Content-Driven World: Timely Matters and Middle Ground
People come to your Web site, pick up brochures for your content. Design serves content. (Web sites, like Niagara Falls, are destinations because of the content.)
We are all content designers. Whatever you do in communications or design is content management. Content is king.
Looking at college Web sites, you can feel the pull of a committee. Too many sites designed to please committees when they should instead focus on what users want.
The concept of Occam’s Razor — the simplest answer is usually the correct answer — is key Web consideration.
When it comes to marketing materials, you should do more with less. Simple is better.
Good design and good content isn’t additive. It’s subtractive. Too many words, logos or gimmicks get in the way.
– Consider eliminating clutter everywhere, including in your personal life to do everything better.
If you let people do their job, they’ll do better than when it’s all about ego and control.
Communication Arts, a popular site for designers, gets it: Form follows function.
Like early bands on MTV pretending to play the instruments (cheesily), you can’t pretend that Web is print. Duran Duran understood video was a new media and used it to fullest potential.
The best graphic designers are not programmers. The best programmers are not graphic designers. The two areas aren’t the same.
Graphic design for marketing is not about pretty pictures. If you just want to make art, become a painter.
Avoid Flash whenever possible. Not accessible/ADA compliant. Google doesn’t play nice with it. Needs arcane scripts to run. Sloooow.
– Sites like University of Virginia use dynamic animation with browser-friendly programs like jQuery.
American Airlines had over 200 people involved with Web site’s look. It was horrible, cluttered, unusable. Lesson: Committees inhibit productivity.
Top 100 Web sites (Google, New York Times, Facebook) tend to have lack of graphics. Visited not for images, but for CONTENT. Not coincidentally, top sites have streamlined decision-making process.

Mary Beth Kurilko, @girlmeetsweb, (recently Temple,) You Can’t Please Everyone (But Let’s Give it a Try): Usability on the Cheap
– You don’t need a huge budget for usability testing. Sometimes can be done for the cost of pizza and soda.
– Avoid organization-chart navigation for your Web site. People from outside don’t care how you’re organized, they care about finding information.
– Don’t say Welcome to My Web Page! People don’t want to be welcomed, they want to be informed and/or have problems solved.
More than anything, usability testing is about LISTENING.
– Why are we so scared of listening? Is it fear? Do we not want to hear bad things about our site? Or are we despondent over our helplessness from decisions forced upon us from on high?
– Can organize site by closed-card sort tests. Give users/potential users cards of specific information and categories, asking subjects to match them. Consider the way majority of respondents would seek information.
Don’t call it ‘quantitative reasoning’ … call it ‘math.’ If trendy insiders call it ‘study away,’ but the world calls it ‘study abroad,’ go with what users know. That’s how people will look for you, including those on Google.
What do parents want to see more than anything else on our site? Tuition. So we do we bury it? Make it easy to find!
Don’t just test your site. Have users test other colleges’ sites, especially ones that involve interesting or unusual content you may consider for your Web site.
Less is more. We don’t read Web sites. We scan them. So why should we expect users to read reams of copy?
If the opposite is ridiculous, don’t write it. We have accessible faculty … as opposed to impossible-to-reach faculty? Tell stories instead of writing in cliches.
There is a slight preference to left-hand navigation. People prefer a clean layout. Don’t differentiate on fancy navigation … differentiate with great content.
Good navigation outweighs flashy design. Don’t make users think too much; make it easy for them to do what they want.
If you have money for a redesign, put it into writing and content creation. With the evolution of the semantic Web, content will be more important than ever.

<< Overall, an outstanding set of speakers. Feel free to follow and/or contact any of the presenters for more information. They are all knowledgeable and helpful and, as the conference showed, have no problem with sharing what they know.

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wanted: college web speakers for suny cuad conference.

In a somewhat questionable move, I was recently appointed the Web track chair for this year’s SUNY CUAD Conference June 10 to 12 in Lake Placid. So I’m looking for interesting, informed, informative higher education professionals who may want to present to fellow college peeps.

Wanted: College-based doers who can discuss Web-related topics, particularly social media. Must have something to say and an ability to say it well. Perhaps have solved some common Web-related higher-ed challenge in a cost-effective way. Audience is college practitioners following such tracks as Web, marketing, PR, publications, alumni relations or development; ability to appeal to more than one track is a bonus.

The conference will take place at the High Peaks Resort in the lovely little Adirondack city of Lake Placid. The resort has a spa, a marvelous view of Mirror Lake … and even a Facebook page, Flickr tour and Twitter account (yay for Web 2.0!).

Conference organizers can cover travel and accommodations for presenters. Alas, we can not pay honoraria to track speakers due to a tight budget. I could be convinced to buy a drink or 10 for speakers if they so desire (those into microbrews may enjoy the Lake Placid Pub & Brewery). And our attending SUNY CUAD peeps tend to be wonderful down-to-earth folks and a lot of fun.

Interested? Feel free to drop me a line. Or even if you just want to suggest a good conference topic in the comment box, go ahead!

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