Why Marketing Should Hold the Keys to Your Higher Ed Website

The competition for today’s students is growing. As higher ed institutions like yours invest in innovative ways to attract and retain prospective students, the focus on your website as the centerpiece for your digital strategy should increase. That includes identifying which department owns and operates the site.

Your website needs to be a recruiting engine, offering an experience that convinces prospective students that your college or university is the place for them. That’s why website ownership should reside with your marketing team. After all, marketers are best equipped to build a digital strategy that meets the needs of both the institution and your prospective students. But for many schools and universities, this marks a shift from the traditional owner — your school’s IT department.


In this white paper, you’ll learn the benefits of putting your marketing team in charge of developing your institution’s website. You’ll see:

  • The differing priorities of IT and marketing departments related to website management
  • The capabilities of the modern higher ed website
  • What “ownership” of your higher education website really means
  • The benefits of assigning website management responsibilities to your marketing team
  • The optimal set-up for higher ed website management (roles and responsibilities)

Ready to talk about your next project?

At Rowland we take pride in being knowledgeable, experienced, and accessible. We're ready to talk about how we can help you meet your higher ed marketing goals.