In response to developing technology and decreased enrollment, Bradley has unveiled a new step in their marketing strategy, the social engagement platform InsideBradley.
Tom Richmond, executive director of Enrollment Management for Admissions, has played a vital role in developing and implementing InsideBradley.
“It’s a brand new app,” Richmond said. “The current way it’s being accessed is through web only, but as students get admitted, they’ll receive invitations to download an actual app.”
InsideBradley is aimed at finding a new way to communicate with high school students who are considering attending the university, according to Richmond.
“Many students have noticed that the university’s homepage changed over the summer,” Richmond said. “It has become outward-facing as opposed to inward-facing. The current standard is to be outward-facing so more people can find Bradley.”
InsideBradley allows users to select majors and activities they are interested in. The platform then connects them with students and features that are related to those interests.
“It’s very dynamic,” Richmond said. “After [students] are admitted, there’s the next module, which shows content for admitted students. That level will start to have features like ‘the best five pizzas in Peoria’ or ‘five things every room should have for move-in.’ We start to serve them content they are accustomed to seeing on Buzzfeed or Facebook.”
The platform has been in the works since spring 2015 when the idea was first discussed. Assistant Director of Web Content Matt Hawkins, responsible for writing online features for the app, also helped to develop it.
“Evolution Labs has handled most of the technical aspects while our team is responsible for generating Bradley-specific content,” Hawkins said. “[The company] handled most of the setup in consultation with the Bradley team.”
While InsideBradley accounts are only for prospective students, current students can access the app’s posted information on the general Bradley website.
“When you’re in [the app], you think it’s social media,” Richmond said. “But, in reality, it simply uses the things you’ve learned in social media to create an interactive website. We’re taking existing Bradley content and writing new Bradley content to speak to [prospective students].”
InsideBradley made its public debut Sept. 21.
“Bradley has a great story to tell, but the traditional website requires you to receive the information in a linear fashion,” Richmond said. “The new way of communicating is information centered on the user. To flip it around and provide dynamically served content, as opposed to a traditional website being static, is the style of social media turned into a website.”
