MARKETING TOOLBOX

A NEW LOOK AND FEEL

A new Web presence will provide a common "look and feel" across most university-sponsored pages (personal websites are not in the scope of this project). The "look" of a page applies to its visual nature, including graphics, colors, fonts and layouts. The "feel" applies to the organization of the page, including navigation, editing style and content.

A Web presence is a marketing tool to promote the university and attract the talent needed to attain its teaching, learning, research and service goals. A cohesive Web presence portrays one University of South Carolina with opportunities for diverse populations.

Referring to the guiding principles set forth by the steering committee, the Web presence will:

  • be based upon quality research and best practices
  • convey a strong sense of identity through the university brand - a totality of what the university represents that goes beyond the singularities of logo, mark, mascot etc.
  • maintain thematic harmony so there will be no question each page represents the University of South Carolina regardless of the entry Web page.
  • use a navigation system that requires no knowledge of internal university organization or structure but provides intuitive access for the user to review the range of information available and the various opportunities within the university.

    The university's main website has been in its current navigational configuration for more than 10 years. The content areas have been modified a number of times over that period to include larger images and richer content, but the basic shape, look and feel have remained constant.

    To reach our primary target audience of potential students while remaining true to the guiding principles, a new University of South Carolina homepage has been designed and tested on a limited basis. This testing has led to design modifications and testing will continue as the project moves forward.