The Digital Communications Transformation (DCT) gives you tools
and processes for a more strategic approach to planning and
managing your Web communications.
Technology and trends can render websites out-of-date or even
out-of-touch. Like every organization, universities are
communicating with an increasingly wired audience that wants quick
and easy access to accurate information. A recent study found that
92 percent of college-bound students said they’d be
disappointed with a school—or remove it entirely from their
lists—if they didn’t find the information they needed
on the school’s website. At UB, close to half of this
year’s freshman class made their first contact with us when
they applied. This suggests many were checking us out online
beforehand. With DCT, we can ensure that prospective
students—and others interested in UB—will encounter
UB’s distinctive brand whenever they visit our websites.
It means shared templates, standards, documentation, information
architecture and staffing models that will help UB grow to a more
mature, consistent, well-branded Web environment. It also means a
content management system (UBCMS) to help us publish our
communications more efficiently and effectively by taking the
complex technology out of Web publishing. And it’s a way to
overcome technical obstacles or a lack of IT resources, while
creating sites that stay fresh and current because they’re so
easy to update.
The DCT was preceded by the Web Content Initiative (WCI), a
partnership between University Communications, the School of
Medicine and Biomedical Sciences (SMBS) and the Office of the Chief
Information Officer (CIO) that produced and implemented
recommendations for improving campus Web communications in eight
pilot sites. This work has led to recommendations for the
university to implement campuswide standards and tools for a
branded, on-message and user-friendly Web environment.
WCI was responsible for developing the best practices and
processes that will inform how we govern, produce and steward
UB’s digital communications. Once the pilot concluded, this
continuous initiative was renamed the “Digital Communications
Transformation,” or DCT. This means UB will take the work of
WCI and scale it out to the campus at large. Meanwhile, the
priorities, resourcing and models to do this are informed by campus
leaders who are members of the DCT Advisory Council.