Content Categorization & Migration:  Organizing & Preserving Your Message in Website Redesign eduWEB 2011 Information Arch...
<ul><li>Hood College, est. 1893 </li></ul>Introducing . . .  <ul><ul><li>Private, liberal arts university  </li></ul></ul>...
<ul><li>Earthbound Media Group  </li></ul>Introducing . . .  <ul><ul><li>Established in 1999 </li></ul></ul><ul><ul><li>Pr...
Who  we are We are a strategic marketing agency rooted in storytelling and digital technology Introducing EMG
Core Divisions Strategy Media Plans brand stories and experiences that engage consumers in relevant, meaningful ways Plans...
Core Competencies & Service Lines  Strategy Media Plans brand stories and experiences that engage consumers in relevant, m...
Project Overview
Hood College: Website Redesign & CMS Implementation <ul><li>Approach & Solutions </li></ul><ul><li>Audit of website and al...
Hood College: Website Redesign & CMS Implementation <ul><li>What We Knew Going In . . . </li></ul><ul><li>Centralized cont...
Hood College: Website Redesign & CMS Implementation <ul><li>What Was Discovered Along the Way . . . </li></ul><ul><li>High...
Content Migration: To Dos & How Tos
<ul><li>Create a comprehensive page-level inventory of ALL site content  </li></ul><ul><li>Listing of each individual page...
<ul><li>Identify an individual owner for  each   page  of content  </li></ul><ul><li>Owners responsible for final content,...
Step 3: ID ROT <ul><li>Review all inventoried content, identifying all content ROT: </li></ul><ul><li>Redundant: About Us ...
Step 4: Present Page-level Recommendations  <ul><li>Develop page-level recommendations within the site map and content  </...
Step 5: Owners Revise Content <ul><li>After finalizing page-level direction with content strategist, content </li></ul><ul...
Step 6: Begin Migration <ul><li>After finalizing page-level site map and content migration plan with </li></ul><ul><li>own...
Step 7: Quality Check Migrated Content <ul><li>Conduct various levels of quality control and testing to confirm viability ...
Step 8: Go Live & Repeat! <ul><li>Content goes live, owners evaluate performance and optimize. </li></ul><ul><li>Level of ...
Project Outcomes & Takeaways
<ul><li>EMG’s approach was that of a marketing & a web development consultant </li></ul><ul><li>Before design and developm...
<ul><li>Don’t underestimate the resources and time it takes to migrate content  </li></ul><ul><li>Sweat the little stuff <...
<ul><li>An attractive, robust and highly functional institutional website </li></ul><ul><li>A great, adaptable marketing t...
Q & A
Thank you for your time! Dave Diehl, MBA Executive Director, Marketing & Communications  [email_address]   Amanda Vande Br...
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Content Categorization & Migration: Organizing & Preserving Your Message in a Website Redesign

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After its year-long website redesign and content migration engagement with Frederick, Maryland’s Hood College and its work with more than 25 other higher education institutions, EMG has an abundance of experience and advice to inform any educational institution looking to embark on strategic marketing, branding, recruitment, enrollment and other related endeavors. EMG’s eduWEB presentation itself will focus on how more than 1,000 pages of content were effectively categorized and migrated from a static website into a new content management system for Hood, resulting in a customizable and user-friendly web presence with clear, consistent and well-maintained messaging.

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Content Categorization & Migration: Organizing & Preserving Your Message in a Website Redesign

  1. 1. Content Categorization & Migration: Organizing & Preserving Your Message in Website Redesign eduWEB 2011 Information Architecture Track Presented by: Amanda Vande Brake, EMG & Dave Diehl, Hood College 08.01.2011
  2. 2. <ul><li>Hood College, est. 1893 </li></ul>Introducing . . . <ul><ul><li>Private, liberal arts university </li></ul></ul><ul><ul><li>50-acre campus in historic Frederick, MD </li></ul></ul><ul><ul><li>1,486 undergraduates & 962 students seeking master’s degrees, certificates or certifications   </li></ul></ul><ul><ul><li>13:1 student-to-faculty ratio </li></ul></ul><ul><ul><li>A “Great School at a Great Price” in U.S. News & World Report’s &quot;America’s Best Colleges in the Universities-Master’s category“ </li></ul></ul><ul><ul><li>One of the “Best Northeastern Colleges” & “America’s Best Values” in the Princeton Review </li></ul></ul>
  3. 3. <ul><li>Earthbound Media Group </li></ul>Introducing . . . <ul><ul><li>Established in 1999 </li></ul></ul><ul><ul><li>Privately held company </li></ul></ul><ul><ul><li>50+ higher education clients, past & present </li></ul></ul><ul><ul><li>40 full-time employees </li></ul></ul><ul><ul><li>Los Angeles Office – Headquarters </li></ul></ul><ul><ul><li>Orange County, CA & Austin, TX Offices </li></ul></ul>
  4. 4. Who we are We are a strategic marketing agency rooted in storytelling and digital technology Introducing EMG
  5. 5. Core Divisions Strategy Media Plans brand stories and experiences that engage consumers in relevant, meaningful ways Plans propagation of brand stories and experiences through owned, paid, earned and shared media Translates brand stories and experiences to visual identity and concepts Discovers new methods of consumer engagement utilizing technology Creative Technology
  6. 6. Core Competencies & Service Lines Strategy Media Plans brand stories and experiences that engage consumers in relevant, meaningful ways Plans propagation of brand stories and experiences through owned, paid, earned and shared media Translates brand stories and experiences to visual identity and concepts Discovers new methods of consumer engagement utilizing technology Creative Technology Experience & Storytelling Performance & Intelligence Relationship Building Custom Development Strategic Consulting & Planning
  7. 7. Project Overview
  8. 8. Hood College: Website Redesign & CMS Implementation <ul><li>Approach & Solutions </li></ul><ul><li>Audit of website and all marketing materials </li></ul><ul><li>Conducted stakeholder and student focus groups </li></ul><ul><li>Designed information architecture and creative for new site </li></ul><ul><li>Developed and implemented a content migration plan  </li></ul><ul><li>Integrated Content Management System solution (Ektron) with custom components </li></ul><ul><li>Conducted staff training for new Content Management System </li></ul>
  9. 9. Hood College: Website Redesign & CMS Implementation <ul><li>What We Knew Going In . . . </li></ul><ul><li>Centralized content management resource </li></ul><ul><ul><li>Little enterprise-wide content ownership / responsibility </li></ul></ul><ul><ul><li>Need for content owners to be identified and on-boarded </li></ul></ul><ul><li>Not all pages tagged by analytics </li></ul><ul><ul><li>Need for manual content indexing </li></ul></ul><ul><li>Lack of structured content database </li></ul><ul><ul><li>Need for manual content migration </li></ul></ul>
  10. 10. Hood College: Website Redesign & CMS Implementation <ul><li>What Was Discovered Along the Way . . . </li></ul><ul><li>High volume of ROT pages / content </li></ul><ul><ul><li>Redundant </li></ul></ul><ul><ul><li>Outdated </li></ul></ul><ul><ul><li>Trivial </li></ul></ul><ul><li>Hood migration resource needs </li></ul><ul><ul><li>EMG set pace, Hood completed </li></ul></ul><ul><ul><li>Manual process requires QA still </li></ul></ul><ul><li>Content optimization = content owner </li></ul><ul><li>Content migration = content manager </li></ul>
  11. 11. Content Migration: To Dos & How Tos
  12. 12. <ul><li>Create a comprehensive page-level inventory of ALL site content </li></ul><ul><li>Listing of each individual page details: </li></ul><ul><ul><li>Place within the hierarchy </li></ul></ul><ul><ul><li>Current (new URL added in migration plan) </li></ul></ul><ul><ul><li>Primary, secondary audiences, etc. </li></ul></ul><ul><li>Level of effort is high if no analytics, minimal if every page is tagged </li></ul><ul><li>Completed by content strategist and / or information architect </li></ul>Step 1: Take Inventory
  13. 13. <ul><li>Identify an individual owner for each page of content </li></ul><ul><li>Owners responsible for final content, might not write it directly </li></ul><ul><li>Should be included in website discovery and planning processes </li></ul><ul><li>Should be included in administrative and content training </li></ul><ul><li>Opportunity to become your strongest advocates! </li></ul>Step 2: ID Owners
  14. 14. Step 3: ID ROT <ul><li>Review all inventoried content, identifying all content ROT: </li></ul><ul><li>Redundant: About Us info, fast facts, program / class info </li></ul><ul><li>Outdated: events, schedules, fast facts, program / class info </li></ul><ul><li>Trivial: “insider” info better included on intranet, etc. </li></ul><ul><li>Evaluation owned by content strategist </li></ul><ul><li>Level of effort is very high and dependant on total # of pages </li></ul>
  15. 15. Step 4: Present Page-level Recommendations <ul><li>Develop page-level recommendations within the site map and content </li></ul><ul><li>migration plan, resolving any ROT and other content challenges by </li></ul><ul><li>recommending the following for the owner to address: </li></ul><ul><li>Pages to delete </li></ul><ul><li>Pages to add </li></ul><ul><li>Pages to combine or edit significantly </li></ul><ul><li>Pages to edit / update minimally </li></ul><ul><li>Recommendations made by content strategist </li></ul><ul><li>Level of effort is moderate and dependant on engagement of owners </li></ul>
  16. 16. Step 5: Owners Revise Content <ul><li>After finalizing page-level direction with content strategist, content </li></ul><ul><li>owners oversee or directly execute delivery of final site content. </li></ul><ul><li>Communicate expectations and timelines clearly and often </li></ul><ul><li>Provide training and support for less confident owners </li></ul><ul><li>Provide a standardized Word or document template </li></ul><ul><li>Level of effort is moderate and dependant on engagement of owners </li></ul><ul><li>NOTE: Content development continues throughout design phase and even after launch toward optimization, so stress the “living” nature of your site content to lower the stakes for your owners and keep the process moving! </li></ul>
  17. 17. Step 6: Begin Migration <ul><li>After finalizing page-level site map and content migration plan with </li></ul><ul><li>owners, page-to-page migration can begin! </li></ul><ul><li>Content migration plan is your color-by-number, page-level plan </li></ul><ul><li>With a plan, migration can be completed by students / interns w/ oversight </li></ul><ul><li>Level of migration and QA effort is high and dependant on # of pages in site </li></ul><ul><li>NOTE: Beginning migration is dependant on the CMS being fully tested and functional within its production environment. </li></ul>
  18. 18. Step 7: Quality Check Migrated Content <ul><li>Conduct various levels of quality control and testing to confirm viability of </li></ul><ul><li>migrated content throughout process and at completion. </li></ul><ul><li>Visual check: Is spacing and formatting correct?, etc. </li></ul><ul><li>Link check: Are all the links directing visitors appropriately upon click?, etc. </li></ul><ul><li>Check content migration resources’ work throughout process to identify and address any bugs, issues and needs in an agile way </li></ul><ul><li>Level of effort is high and can be accomplished via automated and manual processes </li></ul>
  19. 19. Step 8: Go Live & Repeat! <ul><li>Content goes live, owners evaluate performance and optimize. </li></ul><ul><li>Level of effort is moderate </li></ul>
  20. 20. Project Outcomes & Takeaways
  21. 21. <ul><li>EMG’s approach was that of a marketing & a web development consultant </li></ul><ul><li>Before design and development of the site began, EMG gained a true understanding of: </li></ul><ul><ul><li>The College </li></ul></ul><ul><ul><li>Its marketing strategies </li></ul></ul><ul><ul><li>Its culture </li></ul></ul><ul><li>EMG included all constituencies in focus groups and discovery interviews </li></ul><ul><ul><li>Faculty, staff & students </li></ul></ul><ul><ul><li>Generated buy-in and commitment </li></ul></ul><ul><ul><li>Campus community felt heard and involved   </li></ul></ul>Added Value
  22. 22. <ul><li>Don’t underestimate the resources and time it takes to migrate content </li></ul><ul><li>Sweat the little stuff </li></ul><ul><li>Involve faculty in the development </li></ul><ul><li>If you are not IT, involve them! </li></ul>Lessons Learned
  23. 23. <ul><li>An attractive, robust and highly functional institutional website </li></ul><ul><li>A great, adaptable marketing tool </li></ul><ul><li>A community that </li></ul><ul><li>loves its website! </li></ul>Ultimate Outcomes
  24. 24. Q & A
  25. 25. Thank you for your time! Dave Diehl, MBA Executive Director, Marketing & Communications [email_address] Amanda Vande Brake, MA Vice President, Client Services [email_address]

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