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Delivering Impactful Messaging and Positioning in Under One Minute
Delivering Impactful Messaging and Positioning in Under One Minute
Delivering Impactful Messaging and Positioning in Under One Minute
Delivering Impactful Messaging and Positioning in Under One Minute
Delivering Impactful Messaging and Positioning in Under One Minute
Delivering Impactful Messaging and Positioning in Under One Minute
Delivering Impactful Messaging and Positioning in Under One Minute
Delivering Impactful Messaging and Positioning in Under One Minute
Delivering Impactful Messaging and Positioning in Under One Minute
Delivering Impactful Messaging and Positioning in Under One Minute
Delivering Impactful Messaging and Positioning in Under One Minute
Delivering Impactful Messaging and Positioning in Under One Minute
Delivering Impactful Messaging and Positioning in Under One Minute
Delivering Impactful Messaging and Positioning in Under One Minute
Delivering Impactful Messaging and Positioning in Under One Minute
Delivering Impactful Messaging and Positioning in Under One Minute
Delivering Impactful Messaging and Positioning in Under One Minute
Delivering Impactful Messaging and Positioning in Under One Minute
Delivering Impactful Messaging and Positioning in Under One Minute
Delivering Impactful Messaging and Positioning in Under One Minute
Delivering Impactful Messaging and Positioning in Under One Minute
Delivering Impactful Messaging and Positioning in Under One Minute
Delivering Impactful Messaging and Positioning in Under One Minute
Delivering Impactful Messaging and Positioning in Under One Minute
Delivering Impactful Messaging and Positioning in Under One Minute
Delivering Impactful Messaging and Positioning in Under One Minute
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Delivering Impactful Messaging and Positioning in Under One Minute

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This was a session originally delivered at the CASE District 1 Conference: Jan 28, 2011 …

This was a session originally delivered at the CASE District 1 Conference: Jan 28, 2011

How do leading universities provide engaging user experiences to quickly distinguish themselves on the Web? As budgets tighten, it becomes even more critical to ensure a visitor’s user experience is positive and strengthens the institution's brand affinity. Delivering brand messages does not need to be an arduous process. See how leading institutions have redesigned their sites to show rather than tell their unique stories.

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  • 1. 2011 CASE district i: Making the connection
    Delivering Impactful Messaging and Positioning in Under One Minute
  • 2. Delivering Impactful Messaging and Positioningin Under One Minute
    “How do leading universities provide engaging user experiences to quickly distinguish themselves on the Web?
    “As budgets tighten, it becomes even more critical to ensure a visitor’s user experience is positive and strengthens the institution's brand affinity.
    “Delivering brand messages does not need to be an arduous process. See how leading institutions have redesigned their sites to show rather than tell their unique stories.“
  • 3. Agenda
    Introductions / About us – 2m
    Goals – 3m
    Case: Wyss Institute
    3 ways to deliver your brand online – 1m
    The 80/20 Rule – 20m
    Case: Bryn Mawr
    Case: RWU Law
    Case: UIC
    Case: MGH IHP
    Transactional Interfaces – 4m
    Case: HBS Exec Ed
    Form Factor Innovations – 15
    Case: Business Schools
    Take Aways – 5m
    Questions – 10m
  • 4. About Us
    Jeremy Perkins
    Art Director
    iFactory, a division of RDW Group
    Jenny Rickard
    Chief Enrollment & Communications Officer
    Bryn Mawr College
    Alen Yen
    President/Creative Director
    iFactory, a division of RDW Group
  • 5. About iFactory
    Founded in 1992, iFactory is Boston’s longest-serving digital media agency. We create innovative, interactive media solutions custom-tailored to improve how you communicate and transact with your students, prospective enrollees, alumni, faculty and staff.
    University of Chicago
    University of Illinois Chicago
    University of North Carolina
    University of Pennsylvania
    University of Virginia
    Wheelock College
    Yale University
    Boston University
    Bryn Mawr
    Cornell
    Harvard University
    MIT
    New York University
    Roger Williams University
    Tufts University
  • 6. Goals
    To share some techniques for powerfully expressing what’s important and unique about your institution: your brand essence
    To look at what’s worked across a variety of different types of schools
    To reinforce how to show AND tell through an elegant combination of message, imagery, motion and interaction
  • 7. Case: Wyss Institute for Biologically Inspired Engineering
    Themes and messages:
    “We are here”
    “We are different”
    “We’re going to make a splash”
    Key Adjectives from Art Direction:
    futuristic
    high-end technology
    collaborative
    high risk
    "the 60s"
    educational (increasing understanding of biologically inspired engineering)
    defining the field
    http://wyss.harvard.edu/
  • 8. 3 ways to deliver your brand online
    The 80/20 rule and brand modules
    Transactional interfaces
    Form factor as an expression of uniqueness and brand
  • 9. The 80/20 rule and Brand Modules
    80% of your content likely should be well-indexed and organized for people seeking information and documentation. It should be labeled predictably and accessible through good navigation
    20% of your content is geared towards first-time visitors and those forming an impression, particularly prospectives and their families. You should be able to deliver key messages and emotional drivers in under a minute.
    Interactive Brand Modules are an excellent way to allocate homepage real-estate to solving both needs
  • 10. Case study: Bryn Mawr
    Situation
    • Had recently completed a full-scale redesign by committee of the web site two years earlier
    Consensus agreement that the web site was not meeting needs from an aesthetic and high-level functional perspective
    Specific Time-Sensitive Goal: 125th Anniversary
  • 11. Case study: Bryn Mawr (before)
  • 12. Case study: Bryn Mawr (after)
  • 13. Case study: RWU Law (before)
  • 14. Case study: RWU Law (after) – CASE com. award winner
  • 15. Case study: UIC (before)
  • 16. Case study: UIC (after)
  • 17. CASE Award: MGH Institute – CASE com. award winner
  • 18. A good brand module will…
    Communicate your institution’s positioning through clear messaging
    Provide avenues of exploration and allow for follow-up
    Show AND tell what you’re really about
    Clearly distinguish you from your competitors
    Leave a strong impression with your first time visitors
    Do so in a fast and effortless manner
    Process
    branding, positioning and messaging clarification
    interactive art direction
    asset review and generation
    visual design
  • 19. Transactional interfaces
    If you have stacks of data, and users who need to manipulate that data, how you facilitate their experience is a form of customer service.
    It’s also an opportunity to strive for innovation and elegance, if that’s part of what your organization is about.
  • 20. Case: Harvard Business School, Executive Education
  • 21. Good transactional interfaces…
    …are a kind of ultimate form of usability. The kind that people remember and talk about
    Site indexes, directories and other search / browse interfaces are good examples
    Process:
    use case scenarios
    key performance indicators
    user experience brainstorm
    wireframes
    usability test
    back end systems capable of producing results
  • 22. form factors and institutional essence
    A challenge to design interface mechanisms as a way of reinforcing what’s at the core of your institution.
    Example: business schools sometimes say the same things:
    Global [presence, reach, impact]
    Leadership [creating, building, finding, developing]
    Innovation
    Technology
  • 23. Case study: top tier business schools
  • 24. Form factor
    Shape and metaphorical design can reinforce your message on an almost subconscious level
    The goal is to create immersive experiences that resonate in memorable ways in particular with prospectives
    PROCESS:
    Adjective exercise
    Art direction
    Concept brainstorm
    Flash / HTML 5 prototyping
    Motion refinement
  • 25. Other take aways
    Clarify your messaging and positioning through a strategic brand
    development process
    Invest in excellent assets: quality photography, audio and video
    External audiences respond to authenticity
    Managing and edit your site like a true publication
    Editors in chief
    Governance models
    Create scalable interface structures
    Flash or no flash?
    As content exponentially increases, it becomes the real driver of UI and design
  • 26. Questions / extras
    Art direction process >
    Motion studies >
    Rye Barcott video >

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