An Enhanced Web Experience

SUNY Geneseo Enhances Its Brand with New Web Site

Since its founding in 1871, Geneseo has evolved into one of the premier public liberal arts colleges in the country and the most selective institution in the State University of New York system. SUNY Geneseo routinely admits approximately 10% of student applicants and has recently been ranked as the 9th best value in public colleges in the country by Kiplinger. Given its reputation for attracting the best and brightest, it was natural that the college looked at Zone 5. 

In 2008, Geneseo realized that while its recruitment publications generated the desired “buzz” and emotive connection for prospective students, its Web site did not accurately reflect the institution's spirit and academic prestige. After years of using a static site, limited in capability to engage the user in a memorable and effective manner, Geneseo wanted to align its academic reputation with its institutional brand. The gap between first impressions created by strong print communications and the first introduction made via the Web site was too vast and needed to be closed. 

With this, Geneseo began looking for help to reenergize the site and to target all audience sectors. The college hired Zone 5 and from the beginning established a robust research schedule that would provide a roadmap to a better, more interactive Web site.

“At our core, we are a research-driven communications firm and our approach was to involve all target audiences in the research and decision-making process,” said Paul Fahey, COO and Director of Marketing Strategy, Zone 5. “The end result is a Web site that worked for all audiences and one in which the entire campus felt immediately connected to, because of their involvement in the process.”

The project started with focus groups, held at Zone 5, which included current students and parents, prospective students and parents, and alumni. From there, Zone 5 made numerous trips to Geneseo to hold several focus groups with faculty and staff, students, board members, and other key stakeholders. Additional meetings were held after the first and second rounds of design work were complete, again to gain feedback and make the necessary improvements.  

The end result is a new, highly interactive Web site with many hi-tech features that allow for easily updated content, numerous links, easy navigation, real student and faculty photos, and student produced videos, among many others. “The feedback thus far has been overwhelmingly positive,” said Tony Hoppa, Assistant Vice President for Communications. “Our partnership with Zone 5 has been very collaborative starting from day one. I am continually impressed by their ability to take our input, build consensus on the creative direction and keep things on track all at once. We are confident that the new site will continue to build brand recognition for Geneseo and be a wonderful new platform to engage our prospective students, alumni, donors and other key influencers.”