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Web Site Purpose Statement

Purpose of the Website:

The chief purpose of the University’s website (www.eastern.edu *) is to advance the university’s mission, brand and message(s) to core constituents (i.e. prospective students, their families, donors, trustees, alumni, churches / organizations, friends, the media and casual visitors). This will be done in a manner that is: 1) dynamic and user-friendly and can readily adapt to meet the diverse and changing needs of its constituents and, 2) provides targeted and user-friendly interaction (e.g. prospective student inquiries, requests for information, online applications, online giving, etc.) with key constituents.

A secondary purpose is to provide information to the campus community (i.e. faculty, staff, administration, students, trustees, alumni, parents). This will be done in a manner that is relevant, fresh and engaging (i.e. mission centric, current information and easily navigable).

The strategic direction for and use of the website will be established and monitored by the University Marketing Team. The University Web Team is to oversee the production, functionality, management and deployment of the sites of Eastern University.

These purposes apply to the following division / branch sites as ell as University related sites:

Division / branch sites

University related sites

  • Alumni (outside)
  • Athletics (outside)
  • Templeton Honors College (outside)
  • Undergraduate Blog
  • Graduate Blog

Social Networks

  • Facebook
  • Twitter
  • YouTube
  • LinkedIn

The Role of the University Marketing Team:

The University Marketing Team’s role is to oversee the marketing direction and University initiatives for all print and web media. This includes ownership of the content, selection of creative and its vehicle of deployment.


The University Marketing Team, comprised of both marketing / content units as well as technical units meets periodically and on an as needed basis to:

  • Facilitate regular cross-functional communication and collaboration
  • Identify, clarify and advance those shared activities, tasks, policies, practices and decisions necessary to
  • Advancing the shared objective of developing, supporting and sustaining the university website in a manner that: 1) advances the university and its key sub-brands, 2) provides relevant, engaging and timely information to external and internal constituents and, 3)  is easily navigable.

Team Members:

Tom Ridington, Ph.D., Executive Vice President of Marketing Innovation & New Ventures
Quincy Adam, M.B.A,. Director of Multimedia Services
Allison Marshaleck, M.A., Senior Web Manager
Jim Henderson, M.B.A., Director of Marketing for College of Arts and Sciences
Mumia A. Parham, M.B.A., M.A., Director of Strategic Alliances
Deborah McConomy-Wallace, M.Div., Community Relations Manager
Kate Coleman, M.A., Assitant Director of Marketing

The Role of the University Web Team:

The purpose of the University Web Team role is to oversee the production, functionality, management and deployment of the sites of Eastern University. The University Web Team, in addition, oversees the Web Managers.

The University Web Team, comprised of both creative / content units as well as technical units meets periodically and on an as needed basis to:

  • Facilitate regular cross-functional communication and collaboration
  • Identify, clarify and advance those shared activities, tasks, policies, practices and decisions necessary to
  • Advancing the shared objective of developing, supporting and sustaining the university website in a manner that: 1) advances the university and its key sub-brands, 2) provides relevant, engaging and timely information to external and internal constituents and, 3)  is easily navigable.

Team Members:

Quincy Adam, M.B.A., Director of Multimedia Services/ Chair
Tom Ridington, Ph.D., Executive Vice President for Marketing, Innovation & New Ventures
Linda Olson, M.Ed., Executive Director of Communications
Patti Singleton, Art Director
Mark Hoffman, M.B.A., Director of Web Services
Vladimir Gordynskiy, Web Applications Administrator
Allison Marshaleck, M.A., Senior Web Manager

The Role of Web Managers:

Web site content (such as written text and images) is supported and sustained by following a model of "distributed publishing". The common standards are defined by the following and will be monitored by the University Web Team in collaboration with the Office of Marketing, Communications and Public Relations:

University Identity Manual
New York Times Style Guide (---- ed.)

In adopting a distributed publishing model of website management the University has adopted a recognized "best practice" for the following reasons:


  • a) Relevant website content "lives" with the offices and departments. They know their content best.

  • b) Offices and departments know best the messages they need to convey to and the responses they need from their web constituencies.
  • c) Potential bottlenecks created by a centralized publishing model (one person or a small group of persons responsible for all website changes) are avoided. Time-sensitive information can be published more quickly because there is not a queue of other changes that take priority.

Each division / department / office with a defined web presence within www.eastern.edu (as well as www.palmer.edu, http://esperanza.eastern.edu/) is responsible to assign a Web Manager within their area(s) who will be responsible for maintaining the assigned content and associated images according to common standards.

The responsibilities of the Web Manger(s) include:

  1. Serving as the point-person for content changes and updates to the departmental / division site(s) to which they are assigned
  2. hands-on operations of the division / department / office Web site content and functionality
  3. Adding / removing time sensitive /and / or dated material (content, images, pages, etc.) in a timely manner.
  4. Adhering to stylistic and image standards proper use of graphics images and formatting as established by the University
  5. Responsible for the physical posting or creation of new content, including but not limited to posting of downloadable documents and the manipulation of images or graphics that are not part the website template
  6. providing the necessary downloadable forms
  7. Attend all Web Manager training sessions as scheduled by the Web Team

Departments / divisions and / or individual Web Mangers who fail to support and service division / department / office Web sites in a timely manner and according to the to stylistic and image standards established by the University may forfeit access to the University Web site.

NOTE: Create a memorandum to the Web Manager, cc’d to their supervisor and department / division head and HR file assigning the responsibilities …

Website Customization:

The University Marketing Team and Web Team should have say in what custom things offices are doing for the following reasons (inclusive of these but not limited to):


  • (a) The University Marketing Team and Web Team may have or be working towards a solution of which that the office or department is simply unaware.  

  • (b) The University Marketing Team and Web Team consist of the university's "foremost experts" on Internet and Web technologies.  No group are in a better position to evaluate the viability and sustainability of requested items than the University Marketing Team and Web Team.

  • (c) While individual offices often have a limited scope with regards to the institution as a whole, the University Marketing Team and Web Team strives to consider the value of requested functionality to the entire community.

  • (d) While the offices or departments may be the experts on *what* they want to present to their web audiences, the University Marketing Team and Web Team can bridge the gap on *how* to best present this information utilizing their expertise in web writing and web design.

  • (e) The University Marketing Team and Web Team's expertise can be used to help offices think through the pros and cons of a given solution and how to best implement this solution.

Questions regarding the site's functionality (site design, navigation, customization, and functional features) should be taken to the University Marketing Team and Web Team for evaluation. Decisions need to be deemed viable, relevant, and necessary by the University Marketing Team and Web Team and must first have the University Marketing Team and Web Team approval. Offices and departments with advanced needs should be required to clearly articulate the (a) necessity of said functionality and (b) the ability to support said functionality.  

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