Bob Johnson's Blog on Higher Education Marketing

March 2008 Archives

You can count on the marketing team at St. Edward's University for innovative approaches to marketing solutions that set new standards for higher education marketing.

That's why I'm adding this description for a "Web Designer" in the marketing office to my list of web editor job descriptions. No successful online marketing effort can stand along on one set of skills. St. Edward's was an early adopter of a "web editor" position. This job description shows how to add to that skill set and make sure that your web content editor has the right technical skills at hand to support a strong online marketing effort.

First, the "scope" of the position is defined in direct response marketing terms:

  • "The St. Edward's University E-marketing Team has a track record of breakthrough thinking, innovation and performance. Now, we're taking the web to the next level to focus on the design of "persuasion architecture" that's borne out of the best traditions of direct response marketing. We need an experienced Web Designer who can help us get there. If you consider Steve Krug and Jakob Nielsen the gurus of usability, then this position is right up your alley. The Web Designer is a creative role that reports to the E-marketing Director and will be primarily responsible for design of web sites/content, e-mail and online promotions - all with the goal of driving some sort of action by a visitor."

Next, the technical and professional background desired in a person who will fit a marketing-oriented position like this:

  • Three to five years working as a web designer. (Candidates with only print design experience will not be considered.)
  • Bachelor's degree in Web Design or Graphic Design. (Or a suitable combination of demonstrated work experience, superior web design portfolio and education will be considered.)
  • Strong portfolio showcasing professional website design expertise with an emphasis on clean, sophisticated layouts is mandatory. Exceptional design, typography, use of color and whitespace. Samples of print design work are a plus.
  • Experience with relevant web design software is necessary, including Adobe Creative Suite, Dreamweaver, e-mail broadcasting tools and FTP programs. Experience with content management systems, testing/validation and wire framing is a plus.
  • Proficiency in both PC and Macintosh platforms is required to be successful. Solid understanding of cross-browser and platform issues.
  • Thorough understanding of HTML, CSS, XHTML and other languages and their impact web design projects.

College and university websites need an increased marketing orientation to play a stronger role in student recruitment and brand-building efforts. And that starts with placing positions like this clearly in an overall marketing context as St. Edward's has done, with an emphasis on measurable direct response results, usability, and clean website design.





Bob Johnson
Blog Contents
Recent Entries Categories Monthly Archives