Purpose of the Concordia College Website
The Concordia College website is one of the primary communication vehicles between the College and its varied audiences—principally, prospective students and their parents, alumni, current students, faculty and staff, and the surrounding regional community. For many, it will be their first look at Concordia. Therefore, the site needs to convey our distinctive strengths and vision—and connect with the right prospective students and all other target audiences in a meaningful and supportive manner.
Creative Direction of the Website
Desired Brand Perceptions
- Academically Excellent
- Globally Engaged
- Committed to Growing Responsibly Engaged Global Citizens
The Website Should:
- Clearly convey Concordia's mission and focus.
- Promote the strong commitment to academic rigor—in the classroom, curriculum, and within the faculty’s professional accomplishments.
- Encourage website users to take action: apply, visit the campus, attend an event, request information, etc.
- Convey the welcoming and helpful community at Concordia College.
- Highlight international study opportunities and featured programs.
- Present a consistent brand message.
- Focus on our unique learning experiences, like first-year student experiences that are compelling, interesting, and unique.
- Promote the Fargo-Moorhead community as a youthful, diverse, and active with many resources and activities appealing to a college student.
- Show off the beautiful campus and facilities.
- Incorporate the spirit of Concordia throughout the site—how involved and active students are in certain causes; how music is always present on campus; how you might spot the President eating lunch with a student in Anderson or the Maize.
- Focus on “outcomes” where students were transformed at Concordia go on and lead active, engaged and important lives. Feature successes of prominent alumni and try to get them involved in telling their stories.
- Adhere to established style guides and tone, presenting a consistent and confident persona.
- Give a robust picture of student life.
- Be aware of alumni needs and interests, to boost the donor base.
- Draw on student, faculty, and alumni perspectives; promote authenticity.
- Use the Lutheran values as a foundational element; it informs the core identity of the school and, therefore, provides a strong foundation to the educational experience of the students.
- Provide accurate and consistent information that makes the reader get involved/take an interest; stay away from press release-sounding content, dry content, using taglines, etc.
- Avoid reflecting an internal organizational structure or bureaucracy.
- Integrate social media and user-generated content where relevant and useful.
- Empower many different constituencies to help support the content process and contribute to the website in meaningful and sustainable ways.