The document discusses the university's strategy to extend its online presence to mobile platforms between 2008-2011. [1] It began with basic SMS and WAP services in 2008 but saw the need to enhance the student experience and collect data more efficiently. [2] Between 2008-2009, it developed iPhone collection forms and an Uherts.mobi site allowing course access and analytics. [3] In 2010-2011, it created more tailored mobile apps like MyHerts.info to engage current students.

1. Extending our online strategy
into Mobile

2. Background
Up to 2008 - traditional
Key drivers
1. Data Collection
2. Enhanced experience
3. Efficiencies

3. Mobile timeline 2008-2009
2008 2009
Blyk
SMS
SMS

4. Blyk – SMS, MMS, WAP
and HTML
HTML email

5. Data Collection
Paper forms
Passed to admissions for data input >
Human error, delay in processing etc >
Prospectus sent out >
No further tracking
iPhone collection
Wap form developed (rendered for iPhone viewing) >
automated email sent including link to digital prospectus and CRM
account registration >
Follow up dependent on CRM account creation

6. iphone app - data

7. Mobile timeline 2008 2009 2010
Blyk
SMS
SMS
SMS

8. Uherts.mobi
• Built for international market
• Course page feed
• 24 pages of content
• Data collection function

9. Uherts.mobi
• Quick response codes linking through to
mobile content
• Full analytics
• 2011 Mini prospectus
o 275 – mobile site
o 214 – YouTube video

10. Uherts.mobi - analytics
22 January to 28 September 2010
• Visits 17,505
• Visitors 12,740
• Impressions 38,416

11. Orange World – April & May 2010
• Display
• Animated gifs
• engage with audience – incorporate responses
• open day campaigns directed to mobile landing page
Campaign Targeting Page Clicks CTR
Dates Impressions
26.04.2010 Age & 355,400 2232 0.63 %
26.05.2010 Geographical
Avg. Mobile CTR – 0.48%

12. MyHerts.info
Web app – to reach maximum
number of students – 67% use
phone to access internet & 80%
have functionality
Audience: current students
Key functions - bus times,
campus maps, news & events
feeds, social media feeds, &
promotions

13. myherts.info
screen shots

14. Mobile timeline
2008 2009 2010 2011
Blyk
SMS
SMS SMS SMS – enquiries
and applicants
activity
More bespoke
web apps

15. Donald McLeod
Head of Marketing Services
d.g.mcleod@herts.ac.uk