At its core, the Pepperdine mobile strategy supports the mission of the university and advances the strategic plan while building the reputation of Pepperdine as a preeminent, global, Christian university known for the integration of faith and learning. Secondarily, Pepperdine's mobile strategy aims to establish clear policies and processes for the development and measurement of mobile services at the university.
Integrated Marketing Communications and Information Technology initiated the creation of a joint committee to research, document, and propose a university mobile strategy. Seeking new ways to better reach and serve the University through mobile communications and related technologies, the committee reviewed the university vision statement and strategic plan; conducted an external scan of the mobile marketplace in higher education and the corporate world; and conducted an internal discovery within the community. This synthesis of the information gathered has led to the development of the four tenets of the Pepperdine Mobile Strategy defined below:
Mobile Tenet One — Building Community and Waves Pride
Pepperdine's mobile initiatives will seek new ways to unify and connect our community. Through a balance of high-touch and high-tech, Pepperdine will serve both public (prospects, alumni, and visitors) and internal audiences (students, faculty, and staff) alike. Greater emphasis will be placed on recruitment, alumni engagement, and student life.
Mobile Tenet Two — Advancing Knowledge and Scholarship
Pepperdine's mobile initiatives will identify opportunities through which Pepperdine can deliver an exceptional educational experience through mobile communications and services. While mobile will not replace the first-hand classroom and co-curricular experiences, Pepperdine's efforts in the mobile space will align with the university's holistic view of pedagogy by providing access to key academic services and communication tools needed to extend the learning inside and outside of the classroom.
Mobile Tenet Three — Championing the One University Concept
Pepperdine's mobile initiatives will further unify the university's online presence by creating mobile applications and mobile friendly hubs that serve the greater community. The university and the five schools will provide a one-stop access to key services and information, leveraging the Pepperdine brand in the marketplace.
Mobile Tenet Four — Stewardship of Pepperdine's Resources
Mobile communication gives us an additional opportunity to establish a model that advocates fiscal responsibility, preservation of resources, and a transparent process by using:
- COPE Model
- Themes of Syndication and Integration
- Governance to identify and align needs, priorities, and resources.
- Ensure that Mobile communication is part of all communications moving ahead.
A Roadmap for Mobile Implementation at Pepperdine
We propose a three-pronged approach to mobile platform strategy:
- A Mobile-friendly Web Landscape: Pepperdine will continue to retrofit our current, major, public websites and key internal systems employing responsive web design practices.
- A Unified Pepperdine Mobile Application for iOS and Android Devices: Pepperdine has developed one official university application (or "app") for the iOS and Android platforms. The official app serves as a central hub for the university and the five schools, aggregating the systems and services most frequently accessed by prospects, current students, and alumni. Download the unified mobile app
- A Limited Number of Specialized Mobile Applications: In addition to the main university application, the Pepperdine community will have the need for specialized applications that will support curricular integration, unique communications, and third party services.
By offering a combination of mobile friendly websites, a primary Pepperdine application, and specialized applications in a branded, functional and engaging experience the university will attract and influence a broader network of prospective students, appeal to and be more inviting to our alumni, while providing services and information to our community. Prioritization of this model is based on our research, stakeholder feedback and our alignment with the mission and strategic goals of the university. The mobile strategy has the capacity to advance student learning, build meaningful communities, and develop resources that support the aspiration to be a premier, global, Christian university.