Vanderbilt University’s Peabody College
Challenge
As a top-ranked school of education, Vanderbilt University’s Peabody College attracts stellar faculty and students to its programs and research. However, their communications, while laden with factual information, didn’t tell the story of how Peabody’s people and traditions impact the worlds of education and human development.
Solution
After producing a strategic research and recommendations report for Peabody, Zehno created an admissions web feature, designed banner ads, an e-newsletter template, a blog template, redesigned the school’s entire website, and created a viewbook and other brochures for the graduate programs. All pieces incorporate look and feel elements that integrate closely with Vanderbilt’s overall identity. Story-rich content and profiles, called “Peabody Reflections” to tie into the curriculum’s reflection component and the Peabody Difference is illustrated through stories and quotes from students, faculty and alumni. The website’s news categorization and syndication system increased the findability of research and academic content (including podcasts and now video).
Results
The admissions web feature launched in August 2006, and the entire website debuted in February 2007. As of February 2008, the website has received over one million visits to the site, with over four million page views. The average length of visit went from a little over three minutes to just under six minutes, almost doubling the average length of time spent on the site.
In the first year after roll-out, applications and yield were up 33%, and the academic quality of applicants improved as well. Peabody has had a 45% increase from early decision, the largest early decision group in the institution’s history. This group of students has SAT scores with a mean 30 points higher than the previouas year’s early decision group. Peabody is now ranked #1 in the prestigious US News graduate school of education listing.
Zehno captures the essence of our programs, faculty and students.
They have effectively translated who we are as an institution into a coherent and easily understood web presence and print package.
Tim CaboniAssociate Dean
