Executing a strategic communication plan for a successful website redesign: A case study

Abstract

A university’s website is one of its most visible and essential assets, yet redesigning it requires more than just technical expertise and the best tools — it demands institutional buy-in, clear and consistent communication, and a collaborative approach that builds trust. When the marketing and communications team at the University of Arkansas at Little Rock began planning for its massive redesign — a project that included reviewing and updating all more than 180 sites and communicating with more than 300 site owners — they knew that for a project of this scale to be successful, it would require continuous communication and numerous opportunities for stakeholders to be engaged and provide input. Communicating with editors and stakeholders along the way was essential in order to avoid creating resistance and frustration. The team developed a multi-tiered communications plan that focused on the campus stakeholders’ needs and building relationships with them. From campus e-mails and department meetings to focus groups and personalised messages, the marketing and communications team spent two years communicating about the redesign prior to the new site’s launch in February 2025. This intentional work resulted in a smooth and successful launch with zero pushback, praise from the Chancellor, and with faculty and staff feeling respected and appreciated. By executing an intentional, multi-tiered, strategic communications plan, a university can have a successful website launch where the team is positioned as the authority and expert and where faculty, staff and leadership feel supported and included. This paper is also included in The Business & Management Collection, which can be accessed at https://hstalks.com/business/.