Open + Connected

Session Details

Get Your Easy Button: Web and Marketing Working Together

TNT6 Content Track

Wright A


The decision has come from top administrators - we'd like to highlight specific academic programs through the use of integrated websites and print materials; we'd like to influence high school seniors and increase enrollment; and we're not sure what all of this means, but you have a month to figure it out.

Such a challenge was given to Xavier's Web services, marketing, and enrollment teams. We will share the successes and challenges of three separate offices from three separate divisions coming together for a common project. What resulted was a coordinated marketing and communication effort that integrated Web, print, email, and video.

As Xavier University anticipates its largest freshman class in history, we will share the details of a specific integrated marketing campaign that yielded measurable results: website visitors, actual visitors to campus, and increased enrollment in the targeted academic programs.


Kevin Lavelle
Coordinator of Web Services, Xavier University

Kevin has been at Xavier University since entering as a freshman in 1998. After graduating in 2002, he began working at the university as an admission counselor. Working with the Office of Web Services, he served as the admission point person in the development of the “Road to Xavier,” an interactive website for admitted students that was named "Best University Website" of 2006 by the Web Marketing Association. Kevin joined the Office of Web Services in August 2007, serving the university community as the coordinator of Web services.

Maggie Ridder
Director of e-Marketing, Xavier University

Maggie joined Xavier University's Office of Marketing and Printing Services as the director of e-marketing in 2007. She coordinates Web projects for the Division of University Relations and a wide variety of email and e-marketing campaigns for offices around the university.