Every student in EMP has a Personalized URL (PURL) designed to highlight the degrees, programs, advantages, next steps/checklists, and timelines they have indicated they are interested in. The PURL is an individualized micro site. You can manage the design, content, and layout to reflect your institution’s branding and messaging.
Setting up a PURL takes a few steps: start by configuring each content component individually - such as assets, forms, and checklists - then choose a template, add your content, and apply your branding and URL settings to bring it all together.
Customizing the look and feel of your web campaign is key to creating a consistent, on-brand experience for your students. In the Web Campaign Settings, you can align your EMP settings with your program’s visual identity — from color schemes to logos. This area allows you to manage the overall appearance of your campaign, including colors, logos, and styling options that will carry across your campaign widgets. To customize your branding:
Assets are a type of data in EMP that serve as the foundation for building personalized content—such as majors, minors, extracurricular activities, or campus preferences. They can be used as single-select fields on forms (e.g., selecting a major on an inquiry form) and play a key role in generating asset pages within a student's PURL, as well as in variable print materials. The content you add to assets—such as text, photos, and videos—is automatically pulled into the PURL. For example, set your campus as an asset then you can include a written overview of a campus, highlight its unique advantages, add images, and link to a virtual campus tour video to bring the experience to life in the student's PURL.
Field rules are logic-based conditions that control which fields or options a student sees based on the value of another field. For example, if certain programs are only available in the spring term, the Program field should be placed before the Start Term field. These rules are applied universally across EMP and are built on straightforward if/then logic.
Field rules are especially important because they help tailor the student experience from the start. Within the inquiry form, they guide students to select what's most relevant to them—such as academic interests or campus preferences—by dynamically showing or hiding fields based on their input. This not only streamlines the form completion process but also ensures that the content displayed on their PURL aligns with their selections, making their experience more personalized and efficient.
The PURL pages are essentially an online viewbook. You can create pages for majors, athletic interests, extra curricular activities, housing, financial aid, events, etc. Students only see pages based on the Assets and Fields Rules you determine.
Checklists are an optional list of items for a student to complete, and are a great way to keep students informed and organized throughout the recruitment process. These items can be plain text, a linked URL, or a file to be downloaded - perfect for guiding students through tasks like submitting documents for application or matriculation requirements. For example, you can create an Application Checklist with the steps an applicant needs to take to complete their application or create an Enrollment Checklist for next steps for accepted students with prompts for completing financial aid, housing, deposit requirements, etc. Adding a checklist helps create a clear, personalized experienced by visually outlining next steps or requirements.