Reveal Yourself A people first approach to web strategy Chas Offutt Director of Internet Strategy

Jet Blue

Reveal Yourself A people first approach to web strategy Chas Offutt Director of Internet Strategy

Redesigned Website Tool-based approach to support core activities Communication Involvement Participation

Tool-based approach to

support core activities

Communication

Involvement

Participation

Website redesign “ Broken” website Outdated content Unwieldy navigation Don’t ask, don’t tell attitude Enough about me, what do you think about me? PDF pusher “ Fix” website Digestible & dynamic content Clear navigation Staff participation Audience involvement

“ Broken” website

Outdated content

Unwieldy navigation

Don’t ask, don’t tell attitude

Enough about me, what do you think about me?

PDF pusher

“ Fix” website

Digestible & dynamic content

Clear navigation

Staff participation

Audience involvement

Website Redesign: Looking Inward Approach Champion emerging tools Walk the talk Reach out to staff

Approach

Champion emerging tools

Walk the talk

Reach out to staff

Outcome: Dynamic Content

Outcome: Clear Navigation

Outcome: Audience Participation

Outcome: “Page Completions”

Tell Stories: “Story of Self”

Tell Stories: Brand Talk What if a non-profit had created Nike’s slogan?

Tell Stories: Overall Tone

Put People First: Not About You

Put People First: Two-Way Content

Put People First: Personalization

Put People First: Approachable Staff

Be Genuine: We’re human

Be Genuine: “Myth” of Expert

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Questions? Thank you for your time.