October 01, 2015
When publishers first embraced the Internet, they made digital magazines an exact replica of print publications. That served the purpose initially, but what about taking advantage of the ability to share articles on the Internet? It’s easier to update web content than print, so why not give readers new content more frequently? How about ranking articles based on their popularity? In other words, why not make a publication truly digital?
Elliance designed Carnegie Mellon Today, Carnegie Mellon’s online publication, to addressed all of the above questions and much more.
This has transformed the publication into an online responsive university magazine that Abu Noaman, CEO of Elliance calls, “quite possibly the most intelligent online university magazine yet.”
To provide readers with fresh articles, the university change their entire publication cycle from releasing a new magazine online and in print quarterly, to releasing one new article per week and then publishing the print magazine once a year. Then, the site architecture was built so the most recent articles appear first.
Previously, articles were organized in sections. The new website was built with a system which allows each story to be associated with two sections. This elevates stories that transcend two topics (science + robotics; technology + public policy; etc.). Now, someone who is interested in public policy can be presented with a story that they might not have found in the old format, because it may have been located just in the technology section. In addition, trending tags organize articles by their popularity.
The university’s final goal was to expand readership beyond the students/faculty/alumni who are the current audience, which is why social sharing is prominent on each article.
About Carnegie Mellon University
Carnegie Mellon is a private, internationally ranked research university with programs in areas ranging from science, technology and business, to public policy, the humanities and the arts. More than 12,000 students in the university's seven schools and colleges benefit from a small student-to-faculty ratio and an education characterized by its focus on creating and implementing solutions for real problems, interdisciplinary collaboration and innovation.
A global university, Carnegie Mellon's main campus in the United States is in Pittsburgh, Pa. It has campuses in California's Silicon Valley and Qatar, and programs in Africa, Asia, Australia, Europe and Mexico.
Elliance, a Pittsburgh-based digital marketing agency specializes in results-driven branding, website design and development, and integrated marketing campaigns that combine inbound marketing, paid advertising campaigns and social media. Elliance ignites demand, orchestrates conversions, invigorates brand and secures an unfair advantage with marketing solutions for progressive brands in higher education, manufacturing, banking and non-profits.