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09NTC: Your Website as an Experience of Your Brand (Cross-Cultural Solutions)
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09NTC: Your Website as an Experience of Your Brand (Cross-Cultural Solutions)


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Case Study: Cross-Cultural Solutions

Case Study: Cross-Cultural Solutions

Published in: Design, Education, Business

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  • Transcript

    • 1. NTEN 2009 Your Website as an Experience of Your Brand Kam Santos, Director of Communications
    • 2.
      • Cross-Cultural Solutions was founded in 1995 and is  a recognized leader  in the field of international volunteering.
      • Each year, over 4,000 people volunteer abroad with CCS in Africa, Asia, Latin America, and Eastern Europe. 
      . Who We Are
    • 3. Our vision is of a world where people value cultures different from their own, are aware of global issues , and are empowered to effect positive change . Vision
    • 4. Our mission is to operate volunteer programs around the world in partnership with sustainable community initiatives , bringing people together to work side-by-side while sharing perspectives and fostering cultural understanding . We are an international not-for-profit organization with no political or religious affiliations . Our Mission
    • 5.
      • Shared Humanity When people of different cultures have an opportunity to connect, there comes an understanding of our shared humanity.
      • Respect We accept, appreciate and respect that people know and understand what is appropriate for their own communities.
      • Integrity  
      • We commit to ensuring the safety, flexibility, professionalism, transparency and excellence of our programs.
      . Values
    • 6. . Our Programs
    • 7. . CCS Website 2005
    • 8. CCS Project Brief
      • Ensure sustainability
      • Be dynamic, interactive, current, exciting, elegant
      • Involve brand advocates, be authentic
      • Reinforce CCS vision, mission, values
      • Keep on-brand
    • 9. Brand Qualities
      • Connecting People, Opportunity for Cultural Exchange
      • International, Global Reach
      • Dynamic, Engaging
      • Excellence in Programming, Leader in our Field
      • Inspiring, Transformative Experience: The Experience of a Lifetime
    • 10.
      • Age 18-30
      • Women  
      • Web-savvy, current, social networkers
      • People in transition, typically students or recent graduates
      Primary Audience
    • 11.
      • 99% of CCS volunteers who completed an evaluation rated their overall program experience as "Excellent" or "Good."
      • Over 75% of our volunteers agree to represent CCS, and share stories about their CCS experience
      • At least 5 NTEN attendees are alumni.
      Harness Brand Love
    • 12. . CCS Community 2008
    • 13. . CCS Website 2009
    • 14. 10 Things We Did Differently
      • Invest in CMS
      • Incorporate years of volunteer survey comments
      • Incorporate staff feedback
      • Develop user personas
      • Design multiple wireframes, >6 by launch.
    • 15. 10 Things We Did Differently (cont.)
      • Relate site to CCS Community
      • Planned site map with SEO/SEM
      • Use Brand Manual & Style Guides
      • Learned from Google Analytics, HeatMapping!
      • Sought inspiration from peer orgs
    • 16. Insights We Gained
      • Keep Brand Manual, Style Guide, Project Brief At-Hand Through Design & Implementation
      • Commit to Ongoing Brand Development. Launch, Revise, Launch, etc.
      • More User Testing by Stakeholders Before Lauch.
    • 17. How to Get Started
      • Look at your qualitative and quantitative data.
      • Listen to buzz, and embrace the positive brand love.
      • Learn from your peers, and other key players you feel are in a non-competing position.
    • 18.