Johns Hopkins University: Managing an Identity Initiative, Redesign and Content Strategy All at Once
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  • http://www.youtube.com/watch?v=iued3RW2WM4 <br /> http://web1.johnshopkins.edu/~assets/identity/videos/logo-animation.webm
  • Content strategy is a mystery to many people. You have to clearly define and explain the tools several times, and don’t be surprised when people question the methodology. They just don’t understand the process and have never been through it before.
  • Need people who embrace an iterative process <br />
  • People who really get digital/ Just b/c someone is an expert in content doesn’t make them an expert in digital (Ahava explain what that is and what to look for- get to know you meeting and background—icebreaker) <br /> <br />
  • Individual interviews are important but group interviews are just as important for people to air their concerns and talk about their own professional goals- the problems they perceive and want to “fix” <br />
  • Focused and a priority <br /> We took 9 months <br /> 5 would have been perfect <br />
  • –getting all the research—from that discovery presentation you need to press start <br />
  • Show Progress

Johns Hopkins University: Managing an Identity Initiative, Redesign and Content Strategy All at Once Johns Hopkins University: Managing an Identity Initiative, Redesign and Content Strategy All at Once Presentation Transcript

  • Johns Hopkins University: Managing an Identity Initiative, Redesign and Content Strategy All at Once AHAVA LEIBTAG PRESIDENT AHA MEDIA GROUP, LLC @ahavaL @laurenish LAUREN CUSTER DIRECTOR, DIGITAL STRATEGY JOHNS HOPKINS UNIVERSITY
  • @ahavaL @laurenish #confabedu RealityPerception
  • @ahavaL @laurenish #confabedu CHALLENGES
  • @ahavaL @laurenish #confabedu Hard to update Content management is not possible
  • @ahavaL @laurenish #confabedu Measuring success is not easy when the resources are not in place
  • @ahavaL @laurenish #confabedu Mobile not-so-friendly view
  • @ahavaL @laurenish #confabedu Navigation is not intuitive
  • @ahavaL @laurenish #confabedu
  • @ahavaL @laurenish #confabedu
  • @ahavaL @laurenish #confabedu Google Custom Search is not tuned properly
  • @ahavaL @laurenish #confabedu
  • @ahavaL @laurenish #confabedu HOW ARE WE (NOT) TELLING THE UNIVERSITY’S STORY?
  • @ahavaL @laurenish #confabedu About Johns Hopkins University
  • @ahavaL @laurenish #confabedu Does this school have my major?
  • @ahavaL @laurenish #confabedu Can I get in? Can I afford it?
  • @ahavaL @laurenish #confabedu Speak to too many audiences None of them well
  • @ahavaL @laurenish #confabedu SO, NOW WHAT?
  • @ahavaL @laurenish #confabedu JHU.edu is one of the most visible manifestations of our brand We need to: • Define our audience • Tell the university’s story • Encourage engagement • Create gateways • Implement workflow and governance!
  • @ahavaL @laurenish #confabedu
  • CONTENT IS A CONVERSATION. @ahavaL @laurenish #confabedu
  • WHO ARE WE TALKING TO? @ahavaL @laurenish #confabedu
  • WHO ARE WE? @ahavaL @laurenish #confabedu
  • CONTENT REVEALS TO THE WORLD WHO WE ARE. @ahavaL @laurenish #confabedu
  • CONTENT STRATEGY EXTERNAL MESSAGING INTERNAL WORKFLOW @ahavaL @laurenish #confabedu
  • CONTENT IS THE CONVERSATION THAT FUELS THE SALES PROCESS. @ahavaL @laurenish #confabedu
  • @ahavaL @laurenish #confabedu
  • CONTENT IS A SHARED ASSET. @ahavaL @laurenish #confabedu
  • @ahavaL @laurenish #confabedu
  • ANY GOOD NEWS YET? @ahavaL @laurenish #confabedu
  • CONTENT STRATEGY= THE GPS @ahavaL @laurenish #confabedu
  • @ahavaL @laurenish #confabedu New Johns Hopkins University Identity Please visit identity.jhu.edu for the whole story!
  • STEP BY STEP PROCESS • Discovery • Personas • Pillars • Messaging Architecture • Voice/Tone @ahavaL @laurenish #confabedu
  • DISCOVERY • 8 primary stakeholders • Interviewed 17 stakeholders from different parts of the university • Ran surveys on Facebook and from the email newsletter @ahavaL @laurenish #confabedu
  • Presented Discovery to Core Team @ahavaL @laurenish #confabedu
  • PERSONAS • Ran a persona workshop where we created 6 distinct personas • Chose 3 ultimately • Went back and did parent research to confirm our parent personas (interviewed 7 parents) • Talked to admissions to confirm our student personas @ahavaL @laurenish #confabedu
  • @ahavaL @laurenish #confabedu
  • PILLARS Brainstorming session that gives the primary stakeholders an opportunity to express what they currently think the perception of the brand is, as well as what they would like the brand to become. @ahavaL @laurenish #confabedu
  • @ahavaL @laurenish #confabedu
  • Example of Shifting the Brand Scientific Amazing Research that Changes the World @ahavaL @laurenish #confabedu
  • @ahavaL @laurenish #confabedu
  • MESSAGING ARCHITECTURE 1. Gives priority to your business objectives 2. Gives you firm documentation for explaining why certain content—and messages—need to come first @ahavaL @laurenish #confabedu
  • @ahavaL @laurenish #confabedu Current Identity Pillars Want to move the identity pillars Messaging Statement Business Objective Collaborative Teamwork  Our specialists collaborate across disciplines to provide you with personalized care  Collaboration across disciplines Approachable Approachable  Our doctors are genuine  We are the opposite of stuff: We call our doctors by their first names  Accessibility Expert Expert Leaders  We provide complex care  We provide excellence in research and education resulting in innovation  An academic medical center provides a higher-level of diagnostic and treatment care  Expand geographic reach  Excellence in research and education  AMC Fractionated Patient- centered  We put patients first  Our specialists travel to the community to make it easier for you to come to us  Fast access  Specialists in the community
  • @ahavaL @laurenish #confabedu
  • @ahavaL @laurenish #confabedu Six slots on each card interlock for building the house of cards of your dreams.
  • @ahavaL @laurenish #confabedu
  • @ahavaL @laurenish #confabedu
  • @ahavaL @laurenish #confabedu
  • 5 RECOMMENDATIONS 1. Prepare for the politics 2. Clarify the tools 3. Define the roles 4. Manage the communications 5. Maintain momentum @ahavaL @laurenish #confabedu
  • #1: PREPARE FOR THE POLITICS @ahavaL @laurenish #confabedu
  • RESPECT THE NEWNESS OF THE PROCESS • People feel ownership over their process • When you introduce a new process, be prepared for questions about the process itself, not just the content strategy parts of the process @ahavaL @laurenish #confabedu
  • Recommendation Change is VERY scary: You need to manage that fear. @ahavaL @laurenish #confabedu
  • #2. CLARIFY THE TOOLS @ahavaL @laurenish #confabedu
  • Content strategy is a mystery to most people. @ahavaL @laurenish #confabedu
  • @ahavaL @laurenish #confabedu
  • DON’T GIVE ANYONE ANYTHING TO READ @ahavaL @laurenish #confabedu
  • @ahavaL @laurenish #confabedu Establish Content Governance Content Analysis Content Creation Establishing workflows Content Planning • Persona Development • Messaging Architecture • Identity Pillar Identification Build OR clarify the business case Content Auditing Discovery
  • Recommendation • Explain how each tool will be used each time you begin the workshops to create it • Don’t get bogged down in the exact wording during the workshops • Try to emphasize that it will take time for these ideas to marinate @ahavaL @laurenish #confabedu
  • #3: DEFINE THE ROLES @ahavaL @laurenish #confabedu
  • Filter the team 1. What’s the job of the consultant? What’s the job of each person on the team? 1. Who are the best people to be involved in all aspects of the process? Manage accordingly. @ahavaL @laurenish #confabedu
  • Define Digital • Define what people’s backgrounds are in the web and digital • Consider going out together for an icebreaker to get to know each other in a different way • Understand that education is an ongoing part of the process @ahavaL @laurenish #confabedu
  • Understand group dynamics @ahavaL @laurenish #confabedu
  • Recommendation Ask? • Who is there to give feedback? • Who is there to be a stakeholder? Prompt stakeholders for specific types of feedback, understanding you don’t need to take every piece of feedback they give. @ahavaL @laurenish #confabedu
  • #4: MANAGE THE COMMUNICATIONS @ahavaL @laurenish #confabedu
  • Pick the right point person • This person guides the internal process and frequently engages with the consultant • It could be an editor, project manager, or strategist; someone with proven editorial skillset who understands content planning @ahavaL @laurenish #confabedu
  • Content Strategy Point Person Find the person who can clearly define and articulate the content needs as they align to the business objectives @ahavaL @laurenish #confabedu
  • Project Management • Hold the team accountable to their to-do list • Connect the dots within the project, and related projects • Ensure the right people are in the right conversation • Assign deadlines and enforce them with everything in your being @ahavaL @laurenish #confabedu
  • Recommendation • Provide weekly status updates on both ends – Don’t rely on a project management system to keep in touch with the team – Tools can help team be collaborative, but that doesn’t make it collaboration – Determine what works for you and your team @ahavaL @laurenish #confabedu
  • #5: KEEP MOMENTUM @ahavaL @laurenish #confabedu
  • KEEP ENGAGEMENTS SHORT & TIGHT @ahavaL @laurenish #confabedu
  • Recommendation Stakeholder interview process should be a separate part of the timeframe @ahavaL @laurenish #confabedu
  • How do you keep the sense of momentum going? @ahavaL @laurenish #confabedu Establish Content Governance Content Analysis Content Creation Establishing workflows Content Planning • Persona Development • Messaging Architecture • Identity Pillar Identification Build OR clarify the business case Content Auditing Discovery YOU ARE HERE
  • Recommendation @ahavaL @laurenish #confabedu
  • @ahavaL @laurenish #confabedu
  • THE ONLY EASY DAY WAS YESTERDAY. -NAVY SEAL CREDO @ahavaL @laurenish #confabedu
  • @ahavaL @laurenish #confabedu
  • QUESTIONS? Ahava Leibtag Lauren Custer Aha Media Group, LLC Johns Hopkins University ahava@ahamediagroup.com lauren.custer@gmail.com ahavaL @laurenish @ahavaL @laurenish #confabedu