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Johns Hopkins University

Johns Hopkins University

Johns Hopkins University is known as a top 10 university but that well-deserved reputation isn’t always reflected in a financial aid platform, and in 2018 families are all more critical than ever. So when it comes to their next undergraduate class, what was going to give? Honestly, everything.

Situation

Johns Hopkins University is widely known as a top 10 university, however, their undergraduate and financial aid platforms needed to reflect that well-deserved reputation. Prospective students weren’t able to see the breadth and depth of their academic offerings and personalized financial aid packages due to a difficult navigational experience. Improved information architecture, content strategy, and website behavior data collection were needed to build a foundation for positive user experience on a new website catered to technologically-savvy prospective undergraduates.

Solution

We dove right into our research and discovery, which was instrumental in providing the insights needed to develop a brand strategy that expressed the University’s appeal as a true liberal arts school, while continuing to attract the highest caliber students possible. The brand strategy “Within Reach” accomplished these objectives, while also communicating that a Johns Hopkins’ education is accessible to everyone.

From workshops with University stakeholders and a full audit of their website analytics, to multiple rounds of user testing and copywriting, we took a detailed approach at creating their new digital ecosystem in order to develop a product that truly delivered on its goals. By using methods that focus on research and data to provide insights, we created a smart platform that allows Johns Hopkins to make future web decisions based on true and telling demographic behaviors.

Results

  • Applications Increased Nearly 10% from 2016 to 2018.
  • Admitted Students Reached from 87+ Countries
  • Internal Search Terms “Tuition”, “Costs”, and “Scholarships” dropped from Top 10 – Top 50.
Applications Increased Nearly 10% from 2016 to 2018.
Admitted Students Reached from 87+ Countries.
Internal Search Terms “Tuition”, “Costs”, and “Scholarships” dropped from Top 10 - Top 50.