American University Wins Again

American University (AU) became the first higher education institute to win the Web Marketing Association's prestigious annual "Best Web Site of Industry" award on January 27, 2010.

Noting a number of innovative features -- including a ‘virtual campus tour,' enhanced user-interactivity, and overall creativity - judges placed AU ahead of several other well-known companies.

Much of the Web Site's design and implementation was done by Realview TV, whose education clients have scooped several other Web marketing honors in the past.

"The award not only showcases the value of what we do, but also the work put in by our client," said Courtney Cable, Realview TV's vice-president education channel. "AU had a clear messaging vision and tirelessly strove to showcase it. We understood how to format and deliver that message in the best way."

A greater insight into campus life and features aimed at developing higher enrollment were AU's principle aims. This was reflected through a series of streaming videos in which students became the ambassadors of the Washington, D.C., based college.

"Our site is a window into the exciting happenings at American University each day," said Terry Flannery, executive director of communications and marketing at AU. "Our intention is to continually engage our many audiences with information that draws them into an ongoing relationship with us."

Since the launch in March 2009, AU's Web site has won awards from EduStyle ("Best Overall Website") and the Council for Advancement and Support of Education ("Best Homepage").

However, the latest honor is the highest caliber recognition to date. Former winners of the 13-year award include the National Geographic's "Discover Antarctica" page in 2006 and Disney Online's "Hot Shot Business" site in 2005.   

"This award is definitely an industry standard-bearer for online marketing," said Cable. "Others try to re-create innovations of its winners. Our focus should therefore be to build on our innovation and continue being an industry leader."

One of the challenges facing AU was appealing to a worldwide audience. Its diverse student body, representing more than 140 countries, has helped maintain its image as a leading international institution. However, finding a fresh, universal message required across-the-board efforts.

Marketing and IT specialists, from AU and beyond, spent two years refining an implementation strategy.

"It was a journey for all involved," said Cable. "We can all be proud of the end result."

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