Massachusetts College of Pharmacy and Health Sciences Launches Groundbreaking Re-Designed Website

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Site Features Cutting-Edge “Living Image” Technology

“MCPHS is known worldwide as a health care education leader, and this new site now gives a web presence to match...”

Massachusetts College of Pharmacy and Health Sciences (MCPHS) announced this morning that the College has officially launched a groundbreaking re-designed website at http://www.mcphs.edu. The site utilizes a cutting-edge, highly visual technique—known as Living Images—that bring the College’s state-of-the-art facilities and people to life in a truly immersive and experiential way.

“MCPHS is known worldwide as a health care education leader, and this new site now gives a web presence to match--it is the new face of the College,” said MCPHS President Charles F. Monahan Jr.

Richard Lessard, Executive Vice President, added that the new site will fundamentally change – and improve - the way the College does business.

“Our ability to connect with our audience in a seamless way through multiple pathways including numerous mobile devices is critical to maintaining our competitive edge,” Lessard said.

A culmination of nearly two years of branding work, planning and development, the new website was a collaborative effort between Boston Interactive and the Boston-based advertising agency of Rick Frisiello and Chuck Matzker, IO3.

“This new site is going to allow us to increase applications and campus visits, and learn more about our applicant pool--we can re-package our story in a way a Viewbook simply can’t,” said Kathleen Ryan, executive director of Admission at MCPHS. “We have a very robust recruitment strategy with employees communicating with prospective students 24/7. This site is the tool we need to deliver this in a seamless manner around the globe.” The site, in fact, means the end of printed Viewbooks at MCPHS.

Chuck Murphy, Founder and CEO of Boston Interactive, says that the next phase of the project is to integrate a lead nurturing portal into the website that enables the College to drive targeted messages to audiences based specifically on their preferences, interests, and application status.

“This website sets a new standard for digital marketing in higher education,” said Murphy. “Together, with MCPHS, we are reinventing the approach to traditional online academic recruitment.”

The living image technology, produced by Boston-based videographer Mike Pecci, is “what really makes the site standout from the rest,” according to Rick Frisiello. To produce the high resolution photos that would become the living images, the creative team scouted locations for two days, shot for eight days, and spent more than 40 days on post-production.

“The images we came up with allow us to have breathtaking visual quality and still have motion that is put forth in a very subtle and surprising way,” Frisiello said. “What this team did was create a digital experience that was 100 percent experiential--a little taste of what it’s like to actually be at MCPHS.”

The branding work helped lay the foundation for the web presence, as it is the single most tangible expression of the MCPHS brand, reflecting the spirit of innovation that has allowed MCPHS to emerge as a world-class institution and a leader in health care education. “We had a great story to tell. All we needed to do was change the label on the bottle,” said MCPHS Director of Marketing, Colette Porter.

“We now have a website like no other college or university in the country,” President Monahan added.

Other highlights:

-An area of the website referred to as “The Pulse” (http://www.mcphs.edu/mcphs-life/the-pulse) aggregates all of MCPHS’s social media channels into a single dashboard providing a real-time feel of the life and vibrancy of the College.

-Spotlight modules are dynamically fed throughout the site to showcase MCPHS’s students, faculty, and alumni.

-The site will be the foundation of the College’s MCPHS Online initiative (http://online.mcphs.edu). Launched in the spring, MCPHS Online is a virtual “Fourth Campus” offering a dozen degrees and certificates in the health professions.

-Even with its underlying complexities, the site was developed for compatibility on multiple browsers, smart phones and tablets.

About MCPHS – Founded in 1823, Massachusetts College of Pharmacy and Health Sciences is the oldest institution of higher education in the city of Boston. Today, the College offers more than 45 innovative degree and certificate programs that guide and support students toward successful, sustainable careers and leadership positions in a wide range of healthcare fields. With campuses in Boston, Worcester and Manchester, NH, the College prepares students of all levels through excellence in teaching, scholarship, research, professional services, and community engagement. To learn more about the College and its programs, visit http://www.mcphs.edu.

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