Microsites are not new to higher ed Web strategy. But as the creeping aesthetics of the app world make traditional college websites appear tedious, some institutions have begun experimenting with more offbeat microsites to collect information from prospective students and alumni.
"While these have always been around, one of the big differences now is that these sites often have a more cutting-edge, radical design," says Mark Greenfield, director of Web services in enrollment and planning at the State University of New York at Buffalo and a consultant at the higher ed consulting firm Noel-Levitz.
"It's as if the creative folk living in a straitjacket of the 'official' design format suddenly find themselves with no constraints at all," says Bob Johnson, president of the higher ed marketing firm Bob Johnson Consulting.
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