Rutgers Business School Launches Redesigned Website

Tuesday, February 1, 2011

Instant One-Click Navigation from the Home Page to Key Search Topics

NEWARK, NJ – Rutgers Business School (RBS) launched a newly designed website that differs substantially from a typical business school website and will make the search process for prospective students far easier.

According to a recently published survey by EFMD, over 90% of prospective students use the Internet to research information on business schools, and almost 60% first begin their search looking for a course of study rather than a university.  From those specific information modules, they then navigate to the home page as a secondary choice, and once there, the site has to engage them or they move on to another listing.

“Our starting point was some research Business Week did on what prospective students want to see within the first few minutes of going on a business school website,” said Daniel Stoll, Director of Communications and Marketing, “and we made sure all of those topics are top level, something we haven’t seen a lot of other business schools do.”  The end result is one-click access from the home page to virtually all the information prospective students – as well as faculty, current students and other users – consider important.

With the use of sliding menus, header tabs and footer links, the site’s navigation was rebuilt from scratch to achieve the core objective, one-click access. In addition, everything on the site was tagged and all the material relevant to a specific topic such as admissions, a professor, research, etc. can be brought together and readily accessed making the site far more alive.

The site for the first time incorporates social media links at the top level of the home page and in the footer of all other pages with a goal of encouraging people to follow RBS and to enhance search engine optimization.  “Our social media presence appearing so top-level on our new site provides a communications loop that we haven’t had before,” said Hannah Redmond, of the Communications and Marketing Department. “We are fully utilizing the sharing resources social media has to offer.”

For example, the school is posting website and non-website pictures to the Picasa photo gallery, with each picture being tagged creating a loop linking back to the RBS site. Other social media sites the school utilizes include Twitter, Facebook and LinkedIn.

“In the old way of thinking, you had everything on your site and only on your site,” said Stoll. “Now it is more advantageous to have your content spread out across the web, including having your content present on important social media sites so people can find you easily.”

While elegant and visually engaging without undue use of flash imagery or “loud” graphics, the site conveys the inclusive spirit of the school, the attractions of its campus, and information highlighting its commitment to multidisciplinary business education.

It also functions as a repository of information on the school’s community alliances, links to research centers, business partnerships, alumni profiles, corporate recruitment, media relations, news and events, and social venture initiatives. It includes a first-person video feature called “My Rutgers Story” where participants discuss their personal experiences at Rutgers, from freshmen to alumni who are now prominent executives in industry.

Second Melody, based in Morristown, NJ, was the design firm selected to work on the site.

About Rutgers Business School
Rutgers Business School-Newark and New Brunswick is an integral part of one of the nation’s oldest, largest, and most distinguished institutions of higher learning: Rutgers, The State University of New Jersey. Today, Rutgers Business School is educating more than 4,500 undergraduate and graduate students at two main campuses in New Jersey as well as five satellite locations in Jersey City, Morristown, Beijing, and Shanghai. Rutgers Business School is ranked #17 nationwide for the employment rate of its graduates three months after graduation by U.S. News & World Report and has a strong network of more than 30,000 alumni. Full-time MBA, including the option of a One-Year MBA track, and part-time MBA programs provide excellent options for people looking to gain the relevant skills needed to compete in today’s job market.

Contact: Anna-Ray Jones
Donely Communications
Tel. 212-751-6126


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