The University of Oregon homesite — the homepage and collective top-tier pages in its navigation — receives more than a million visits each year, many from users who are eager to learn what sets the UO apart, makes it special, and empowers the university to create positive impact the world over. With that in mind, homepage messaging focuses primarily on serving external audiences with stories, news, and stats, demonstrating the UO’s strength, differentiating its brand, and supporting enrollment. At key times during the year, the site amplifies messaging to prospective students and their parents and families, encouraging them to act by visiting, applying, or enrolling.
Metrics
Annual Users: 1M; 3.9M pageviews, 30 percent mobile; top traffic drivers are search engines.
Owners
Digital Strategy and Communications, Marketing and Brand Strategy
Current sections breakdown
Hero
The most notable piece of content on the homesite is the hero space at the top of the page. The space functions much like a banner ad — as such, it is reserved for top-line institutional messages. This envelope showcases original, iconic video/photography and graphic design, featuring people engaged in activities, with minimal reliance on stock-house imagery. Copy features a compelling headline with brief subhead and call to action (CTA). Preferably, this links to campaign-specific pages reflecting priority messaging. At times, this can link to priority news stories, but the dynamic News and features section also exists for that purpose.
Intended Audience: All/General
Links to: Digital Comms content, Mighty Oregon (main page or priorities LP), schools or units, Oregon Quarterly feature stories
Content Refreshes: ~ 2 weeks – one month.
News and Features
Three headlines, usually linking to Around the O, but can link anywhere. This is intended to be dynamic, flexible area accommodating news or other priority messaging.
Intended Audience: All/General
Links to: Around the O – also Oregon Quarterly, schools and units via AO link-backs
Content Refreshes: paced with breaking news, but endeavor to have headlines cycle through in ~ 2 weeks.
Action Icons
Icons replaced buttons in September 2023 – highlighting admissions-based links: Apply, Visit, Explore Majors and Cost & Aid.
Intended Audience: Prospective students
Links to: Admissions-based content
Content Refreshes: revisited quarterly/semi annually
We Are Ducks
Admissions-based brand identity. Effort in motion to replace with new campaign.
Intended Audience: Prospective students/General
Links to: Request information (when replaced links to campaign landing page)
Content Refreshes: revisited semi annually
Big Numbers (A)
3-6 top-level institutional brag points; tags link to pages with substantiation. CTA button “UO by the Numbers” links to /about.
Intended Audience: Prospective students
Links to: Admissions-based content
Content Refreshes: revisited quarterly/semi annually
Find the Degree Program for You
Links to undergraduate, graduate and Law programs.
Intended Audience: Prospective students
Links to: Admissions-based content
Content Refreshes: revisited semi annually
Big Numbers (B)
3-6 top-level institutional brag points intended to emphasize academic and research reputation
Intended Audience: General public
Links to: n/a
Content Refreshes: revisited quarterly/semi annually
Social Media Embed
Dynamic embed of UO’s Instagram, provides easy connection to UO’s main social media channels (currently: Facebook, Twitter, Instagram, LinkedIn, YouTube).
Intended Audience: Prospective students, All/general.
Links to: University social media channels, esp. Instagram
Content Refreshes: in cycle with post publication on social channels
Events
Feed of public events from UO Events Calendar, managed by student life.
Intended Audience: All/general.
Links to: Events Calendar items
Content Refreshes: daily if items are available
Notes
Most of the remaining items on the homesite – items on the homepage or interior pages -- are intended to remain static over longer periods of time, carefully crafted, and updated based on strategic priorities and audience needs. In general practice, we will not add sections or pages to the homepage or navigation ad hoc to accommodate short-term priorities.