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SERVICES FOR A WEBSITE REDESIGN AND IMPLEMENTATION WITH ONLINE MARKETING PRESENCE FOR THE UW-MADISON DEPARTMENT OF ENGINEERING PROFESSIONAL DEVELOPMENT

(contract last updated 06/20/2014)

SCOPE: Contract for the purchase of redesigning current College of Engineering’s Engineering Professional Development Department websites.

 

Engineering Professional Development (EPD) is a department within the University of Wisconsin-Madison’s College of Engineering offering education and training for practicing engineers and technical professionals. EPD’s products include continuing education courses, custom on-site courses, certificates series, and award-winning online master degrees. EPD’s audience varies widely from working professionals enrolling in online master degree programs, professional certification and life-long learning to technical professionals who are working in various industry segments, engaging in activities such as building and maintaining roads.

 

EPD has a number of websites that represent its products, totaling over 1000 static and dynamic pages. EPD envisions the final product to showcase:

  • Streamlining content
  • Keeping in the forefront end-user customers
  • Redefining tone
  • Expanding and updating UW-Madison’s brand presence
  • Providing an overall excellent user experience

 

EPD’s online presence needs to reflect a meaningful connection to current and potential customers.  The website shall help customers understand the importance of continuing education as well as assist them in making decisions about which courses, certificates and master degrees to explore and ultimately enroll in. We want to engage returning attendees.  This would include a portion of the site serving as a hub for industry professionals to find expert information.  The design will utilize UW-branding strategies developed by University Communications and EPD Strategic Marketing Communications Team.

 

EPD’s top three measurable goals for a successful website include:

1. Build long-term relationships through content marketing and an improved overall site user experience
2. Support lead generation
3. Drive traffic to online enrollment

 

EPD envisions the web redesign project involving the following distinct areas of work:

 

1. Discovery Phase

Contractor shall partner with EPD in a discovery phase.  This would include personal interviews, research, and an overall evaluation of current content and visual assets.

 

2. Planning Phase
a. Contractor shall assist in developing an overall inbound marketing plan that includes a strong emphasis on link building and curating.
b. Contractor shall offer initial strategies for SEO and SEM analytics to monitor and best utilize results.
c. Contractor shall include general ideas for social media integration.
d. Contractor shall create a detailed timeline with deliverables and milestone dates.

 

3. Design and Editorial Content Development
a. Contractor shall assist in creating a messaging/content strategy plan that supports EPDs role as industry “experts” and includes the following deliverables: i. Organizing current content and eliminating unnecessary content.
ii. New relevant, emotional and socially sharable content.
iii. Editorial style guide for future content
iv. Editorial calendar template for planning future content.
b. Contractor shall provide content for the main or key pages (home page, intro pages, etc.).
c. Contractor shall provide (8-10) course/product pages to set the tone and template for the remaining pages.   EPD will provide content for remaining course/product pages.
d. Contractor shall establish graphic layout (wireframes) of how the new website(s) would look and function.  The designs shall include:
i. Responsive design
ii. Communicate a well thought-out, easily navigable website. 
iii. Smart social integration for sharable content.
iv. Dynamic and versatile information and multiple marketing initiatives using a Content Management System (CMS).
e. Contractor shall include a working prototype. 
f. The design and function of the sites must fall within the UW-Madison brand guidelines and complement digital and collateral material currently under development with University Communications http://www.uc.wisc.edu/brand/
g. The pages shall be optimized for unique topic areas, influenced by keyword-targeted search.
h. At this time, EPD is considering the use of existing university photography. However, depending on the design and discovery sessions, EPD is open to exploring new photography.


4. Development
a. Contractor will complete the build of our working site according to refined (through discovery and planning) design, content and functional requirements.
b. EPD is currently in the process of selecting a Marketing Automation System (MAS)—a search is in its infancy. EPD is open to exploring considerations the Contractor may have on working with MAS.


5. Training

Contractor shall develop an overall training plan that will include CMS training support for an estimated five (5) EPD super-users/trainers. Note - The super-users will train the remaining EPD staff.

 

6. Testing

Contractor must allow for EPD to take 10 business days to test final site before launching into production.

 

7. Launch

Contractor shall support transition through a vendor-provided launch plan. The plan shall include how to handle the transition from legacy URLs and web presence.

 

8. Post-Launch Updates/Additional Support
Contractor offers post-launch support model for keeping software updated and fixing bugs.

 

Success Metrics
Based on our online presence goal to provide a hub of industry expertise, our success metrics focus on engaging users with the content on our site. These engagement metrics shall include:

1. An overall increase on time spent on site
2. Increased number of pages visited
3. Increased number of pages per visit
4. Lower bounce rate
5. Social shares or mentions 

CONTRACT # DESCRIPTION
14-5531 SERVICES FOR A WEBSITE REDESIGN AND IMPLEMENTATION WITH ONLINE MARKETING PRESENCE FOR THE UW-MADISON DEPARTMENT OF ENGINEERING PROFESSIONAL DEVELOPMENT
CONTRACT ORIGIN: ADDITIONAL INFORMATION:
UW-Madison
Purchasing Services
21 N Park St, Ste 6101
Madison, WI 53715-1218
UW-Madison users contact:
Bruce Riley
(608) 890-3646 FAX (608) 262-4467
briley@bussvc.wisc.edu
  Non-UW-Madison users contact: Vendor Representative
COOPERATIVE PURCHASING: YES
CONTRACT TERM: June 16, 2014 through June 15, 2015, with automatic renewal extensions to June 15, 2017, unless amended, cancelled or rebid.

Vendor(s)
094935
Knupp & Watson & Wallman Inc
2010 Eastwood Dr
Madison  WI 53704
     
Sales Representative: PHONE # FAX #:
Tim Christian    608-232-2300 608-232-2301
E-mail tchristian@kw2ideas.com
  PHONE #  
Ordering/Expediting: 608-232-2300 608-232-2301
Invoice Information: 608-232-2300 608-232-2301
Returns: 608-232-2300 608-232-2301
Supplier Diversity Reporting: 608-232-2300 608-232-2301
Website: www.kw2ideas.com
Commodity Code 915-22
915-96
Federal Employee ID # (FEIN) 39-1658926
F.O.B. “V” F.O.B.  SERVICE/MAINTENANCE
Terms: N/30
Invoicing: Invoices shall reflect contract pricing.
Warranty: The warranty period will begin following the successful acceptance testing.
Pricing Information: Contact agent at (608) 890-3646 or briley@bussvc.wisc.edu for pricing.

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