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Pepperdine | Community

URL Shortener and QR Codes

Shortened URLs can be utilized in a variety of ways and are most useful for tracking, marketing, and sharing links to other mediums such as print, social, and SMS.

Pepperdine uses the format of "" for our short URLs with a link management tool called Rebrandly. Similar to TinyURL and Bitly, this tool allows us to brand, track, and share short URLs using a branded domain name that we can build custom URLs on.

Why Use a Short URL

  • Branding – provides credibility, company assoication, and relavance to the link (over Bitly URLs)
  • Tracking – being able to attribute clicks and marketing efforts of various campaigns
  • Inserting UTM parameters – This helps with link tracking, but inserting UTM parameters makes a link long and ugly. A link shortener allows you to hide, or mask, your parameters behind the new shorter version.
  • Ease of use – faster to typing and easier to recall the URL (good for print, word-of-mouth, radio, and telveision)
  • Appealing – customize URLs look more relevant with the content and information shared

Where to Use a Short URL

  • For marketing or event campaigns
  • In social media when link is visible in the post text
  • On print flyers, mailers, banners, radio, television, and outdoor advertising
  • In SMS/text messaging that limits the number of characters/length used in the message


How to Request a Short URL or QR Code

Those interested in obtaining shortened Pepperdine URLs need to complete the Shortened URL Request Form maintained by IMC.


Usage Policy

  • Short URLs are for temporary use only and will be removed after two years without notice.
  • Short URL needs to be visible or verbal and not for a button or link behind other text.
  • Short URLs are for redirecting Pepperdine subdomain URLs only.



Related Terms and Tools

Classic Redirects

Classic redirects are what we have been traditionally using to handle a redirect for directing traffic from a page that has been moved or removed altogether.

Vanity URLs

Vanity URLs will only be used for evergreen redirects now, which we define as redirecting URLs that live long-term without change and are unrelated to any marketing tactics.

QR Codes

QR codes are a type of matrix barcode that users can scan from their mobile devices to redirect them to a website. This is often easier for the user to use over typing in a URL and is primarily seen used on print and television platforms.


Urchin Tracking Module codes (UTMs) are snippets of code—attached to the end of a URL—used to measure the effectiveness of digital marketing campaigns. They are also used to pinpoint specific sources of traffic to your website. UTM codes, at a minimum, include a traffic source, a medium, and a campaign name.