A Roadmap to Web Accessibility Success for Higher Ed Marketers

In this episode, Allison is joined by Raman Bhalla, the Assistant Vice President of Web Services at RIT, a visionary leader in the field of website accessibility. Together, they explore the transformative power of taking a systematic approach to accessibility, providing invaluable insights for marketers seeking to enhance their outreach strategies and foster inclusivity. This is an eye-opening conversation on how embracing accessibility can revolutionize your higher education marketing efforts—and the role marketers can play as advocates and content leaders.  Don't miss out on the opportunity to make your digital footprint a force for inclusivity and engagement.

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Key Takeaways

• Web accessibility is vital for inclusivity and compliance: It ensures equal access for users with disabilities and aligns with institutional values of diversity and inclusivity.
• Start with awareness: Generating institutional awareness and leadership buy-in is the first step toward creating accessible digital platforms.
• Accessibility is good for business: Accessible websites improve SEO, user experience, and institutional reputation while increasing the potential audience base.
• Adopt a systematic approach: Incorporate accessibility standards like WCAG 2.2 from the start, rather than retrofitting older designs.
• Invest in the right tools: Tools like Siteimprove streamline the identification and resolution of accessibility issues, saving time and ensuring compliance.

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Episode Summary

Why Web Accessibility Matters for Higher Education

Web accessibility isn't just a legal obligation—it’s a moral imperative that aligns with higher ed’s mission of inclusivity. Raman explains that accessibility directly benefits students by enabling all users, including those with visual, auditory, cognitive, and motor impairments, to engage with university websites effectively. He emphasizes that accessibility is also a strategic advantage, improving SEO and creating a positive brand reputation.

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Emerging Standards and Guidelines

Accessibility standards like WCAG 2.1 provide a solid framework for creating accessible websites, and the recently released WCAG 2.2 adds enhancements to address current needs. Institutions that proactively align with these standards will find it easier to adapt to the forthcoming WCAG 3.0, which will feature broader scope and significant structural updates.

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RIT’s Approach to Web Accessibility

RIT has implemented a comprehensive and systematic approach to accessibility, including:

• Redesigning over 800 web properties: By rebuilding sites with accessibility in mind, RIT surpassed industry benchmarks for accessibility.
• Mandatory training for content editors: Ensuring that all editors understand accessibility standards.
• Centralized oversight: Limiting web editing access to frequent users and establishing a new position dedicated to managing accessibility standards and tools.

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Actionable Steps for Higher Ed Marketers

• Generate awareness: Educate stakeholders and leadership about the importance of accessibility.
• Document a process: Create guidelines and workflows to ensure accessibility standards are consistently met.
• Invest in automation: Tools like Siteimprove automate audits and help track compliance across multiple sites.
• Focus on training: Ensure all content editors and web developers understand their roles in maintaining accessibility.

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