A Proven Web Strategy Model for Not-for-Profits and Higher Education

A Proven Web Strategy
The Sale of Value with a Mission Focus
Concept origination: Summer 2003
Model solidified: Summer 2008
By: Shaun Holloway
www.srholloway.com

Overview
The Good News and Bad News
Model and Methodology
3 Levels of Audience Engagement
3 Parallel Approach
The “SWEET SPOT”
Key Take-Aways

The Good News
It works. Tested from 2003 – 2009
Question – Why did [website/approach] fail?
This web strategy model was born to solve
Not-for-profit and Higher Education
Universities, colleges, science centers, community organizations
Designed for mission-based organizations that have a revenue component

The Good News
Wide range of organization types and sizes
Number of web pages (300 - 30,000+)
Number of web admin/contributors (1 – 75+)
Varying web budgets ($400 – $100,000+)
Varying political types – sensitive to authoritative
Varying stages of current situation
Supports a networked organization culture

The Bad News
Developing a web strategy takes time
Full analysis needed of web resources, architecture, and integrated marketing efforts
Selling the approach internally; demonstrate need
Support structure and money
Results of implementation starts slow but speeds up exponentially over time

The Bad News
The strategy and approach is interwoven(actually good news!)
People will need to realize or be sold…
No magic bullet or single item will fix thecurrent situation
Requires simultaneous projects/management
Not everyone will understand the “big picture”

Let’s cut to the chase…
Give me the executive summary of what the web strategy model looks like.

Parallel Development
Web Strategy Model
Mission-based organizations need to develop and market along parallel tracts toward the SWEET SPOT
- the Mission and Vision.
This model represents multiple tracts and introduces the top layer of strategy to impact the user-centered experience and build relationships.
Interface
Usability
Navigation
Sitemap
Design
Audience
Content
Retain
Attract
Resource
System
Social
Serve
New media
Visibility
Connection
Application
Integration
Server architecture
Database design
Admin tools
EngageSales Orientation
InformAdvertising Orientation
Each circle represents a level of focus in the type of interaction taking place with the end user moving toward the core, which is participation.
Each arrow represents a piece of the structural foundation needed to support the core experience for web interaction and function.
Channel

Model & Methodology
The Sale of Value
Google’s first company philosophy
“Focus on the user and all else will follow”
Do the right thing
The model focuses on the core bulls-eye
Building relationships with users
Advancing customer loyalty
Integrated engagement

Model & Methodology
Referred to as “orientation”
a user establishes and advances their relationship with the organization

Model & Methodology
Referred to as a “Parallel”
Each needs advanced at the same time

Model & Methodology
The model represents multiple tracts and introduces the top layer of strategy to impact the user-centered experience and build relationships.
Mission-based organizations need to develop and market along parallel tracts toward the SWEET SPOT - the Mission and Vision.

Model & Methodology
Review or write the WEBSITE mission and vision
Why do you have a website?
What does it do?
What is a user expected to do and/or learnwhile visiting?
Web strategy is encompassed by…
The Marketing and Communication Strategy
The IT Strategy
The Business Strategy

Web Strategy Model
Mission-based organizations need to develop and market along parallel tracts toward the SWEET SPOT
- the Mission and Vision.
This model represents multiple tracts and introduces the top layer of strategy to impact the user-centered experience and build relationships.
Interface
Usability
Navigation
Sitemap
Design
Audience
Content
Retain
Attract
Resource
System
Social
Serve
New media
Visibility
Connection
Application
Integration
Server architecture
Database design
Admin tools
Channel

Okay…
Where do we start?
Let’s break it down…

Serve as checkpoints for the 3 parallels

Serve as checkpoints for the 3 parallels
This orientation focuses on informing and telling the audience what they should know and be aware of
TELLING a need exists

The MOST IMPORTANT LEVEL
This level is the “missing link”
This orientation has an activation focus where the audience is involved
Websites that fail
are missing this
Don’t skip this level and be determined

Gaining user loyalty through…
consistent and personal communication,
achieved through explaining how and why a need exists
TRUST is established
visual appeal, and
intuitive navigation is ONLY the start!

ATTRACT,
RETAIN, and
PartnerResource Orientation
SERVE
each audience.

Foundation to achieve this level begins in the sales orientation level
Resource orientation emphasizes reciprocal ROI
Show a need exists
Provide value
to user
Establishes a
user‘s trust

Ultimate goal is to become resource oriented
where audiences are attracted, retained, and served,
Retain
Attract
Resource
Serve
more sales, and higher customer loyalty.
in order to establish trust, repeat visitation,

That’s great but…
What is the process
and how do we get there?

3 Parallel Approach
Support the movement toward becoming Resource Oriented
Advancing the level of user engagement
Ensuring support structures are in place to deliver
Need to happen simultaneously
Keep an eye on the big picture
Streamline support efficiencies and effectiveness

3 Parallel Approach - DESIGN
Interface
Usability
Navigation
Sitemap
Digital experience needs to match the physical experience and/or the organization’s mission
Usability is a key factor that needs considered for all primary and secondary audiences
Intuitive…
Interface
Navigation
Content
Design
Retain
Attract
Resource
Serve

3 Parallel Approach - SYSTEM
Interface
Usability
Navigation
Sitemap
Focuses on the technology and business processes needed to sustain the web presence
Technology and business processes are intertwined and include integration of…
Applications
Widgets/mediaServer architecture
Database design
Admin interfaces
Content management
Design
Retain
Attract
Resource
System
Serve
Integration
Server architecture
Database design
Admin tools

3 Parallel Approach - SOCIAL
Interface
Usability
Navigation
Sitemap
Focuses on Internet marketing, social media/networking, online ads, and SEO/SMO
Integration is key to ensure resources are properly aligned,
content pipelines full,
safe environment created, web marketing fundamentals utilized.
Design
Retain
Attract
Resource
Social
System
Serve
New media
Visibility
Connection
Application
Integration
Server architecture
Database design
Admin tools

Is that it?... No…
There are 3 components that surround the entire system.
They need considered along the way.

Audience
Identify and define
Determine message, function, and experience needed to meet level of desired engagement
Audience
Sweet Spot

Content
Communicate what audience needs and wants
Create value for user to develop trust and loyalty
Must be relevant and timely
Content
Audience
Sweet Spot

Channel
Choose and/or create the right vehicle
Create the greatest impact to the user
Most “bang for the buck” out of a piece of content
Single point data/content entry
Multi-point distribution

SWEET SPOT is the convergence of all 3
Integrate channels to link all 3 components
Required components to achieve objectives
Content
Audience
Sweet Spot
Channel

Interface
Usability
Navigation
Sitemap
Design
Audience
Content
Retain
Attract
Resource
System
Social
Serve
New media
Visibility
Connection
Application
Integration
Server architecture
Database design
Admin tools
Channel

This is the Big Picture
The web strategy model is a high-level view
Each parallel track requires itsOWNsub-strategy and approach to succeed
Web Design and Content
Web Systems and Architecture
Web Marketing and Social Media

Key Take-Aways
A Champion is needed who understands
Relationships built ontrust are required
3 parallels need to move at the same time
Always think about Audience, Content, and Channel, while moving through each level of audience engagement

A Proven Web Strategy
The Sale of Value with a Mission Focus
Concept origination: Summer 2003
Model solidified: Summer 2008
By: Shaun Holloway
www.srholloway.com

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A Proven Web Strategy Model for Not-for-Profits and Higher Education

by Shaun Holloway

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