Johns Hopkins University: Managing an Identity Initiative, Redesign and Content Strategy All at Once

1,846 views

Published on

Published in: Marketing
0 Comments
4 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
1,846
On SlideShare
0
From Embeds
0
Number of Embeds
437
Actions
Shares
0
Downloads
17
Comments
0
Likes
4
Embeds 0
No embeds

No notes for slide
  • http://www.youtube.com/watch?v=iued3RW2WM4
    http://web1.johnshopkins.edu/~assets/identity/videos/logo-animation.webm
  • Content strategy is a mystery to many people. You have to clearly define and explain the tools several times, and don’t be surprised when people question the methodology. They just don’t understand the process and have never been through it before.
  • Need people who embrace an iterative process
  • People who really get digital/ Just b/c someone is an expert in content doesn’t make them an expert in digital (Ahava explain what that is and what to look for- get to know you meeting and background—icebreaker)

  • Individual interviews are important but group interviews are just as important for people to air their concerns and talk about their own professional goals- the problems they perceive and want to “fix”
  • Focused and a priority
    We took 9 months
    5 would have been perfect
  • –getting all the research—from that discovery presentation you need to press start
  • Show Progress
  • Johns Hopkins University: Managing an Identity Initiative, Redesign and Content Strategy All at Once

    1. 1. Johns Hopkins University: Managing an Identity Initiative, Redesign and Content Strategy All at Once AHAVA LEIBTAG PRESIDENT AHA MEDIA GROUP, LLC @ahavaL @laurenish LAUREN CUSTER DIRECTOR, DIGITAL STRATEGY JOHNS HOPKINS UNIVERSITY
    2. 2. @ahavaL @laurenish #confabedu RealityPerception
    3. 3. @ahavaL @laurenish #confabedu CHALLENGES
    4. 4. @ahavaL @laurenish #confabedu Hard to update Content management is not possible
    5. 5. @ahavaL @laurenish #confabedu Measuring success is not easy when the resources are not in place
    6. 6. @ahavaL @laurenish #confabedu Mobile not-so-friendly view
    7. 7. @ahavaL @laurenish #confabedu Navigation is not intuitive
    8. 8. @ahavaL @laurenish #confabedu
    9. 9. @ahavaL @laurenish #confabedu
    10. 10. @ahavaL @laurenish #confabedu Google Custom Search is not tuned properly
    11. 11. @ahavaL @laurenish #confabedu
    12. 12. @ahavaL @laurenish #confabedu HOW ARE WE (NOT) TELLING THE UNIVERSITY’S STORY?
    13. 13. @ahavaL @laurenish #confabedu About Johns Hopkins University
    14. 14. @ahavaL @laurenish #confabedu Does this school have my major?
    15. 15. @ahavaL @laurenish #confabedu Can I get in? Can I afford it?
    16. 16. @ahavaL @laurenish #confabedu Speak to too many audiences None of them well
    17. 17. @ahavaL @laurenish #confabedu SO, NOW WHAT?
    18. 18. @ahavaL @laurenish #confabedu JHU.edu is one of the most visible manifestations of our brand We need to: • Define our audience • Tell the university’s story • Encourage engagement • Create gateways • Implement workflow and governance!
    19. 19. @ahavaL @laurenish #confabedu
    20. 20. CONTENT IS A CONVERSATION. @ahavaL @laurenish #confabedu
    21. 21. WHO ARE WE TALKING TO? @ahavaL @laurenish #confabedu
    22. 22. WHO ARE WE? @ahavaL @laurenish #confabedu
    23. 23. CONTENT REVEALS TO THE WORLD WHO WE ARE. @ahavaL @laurenish #confabedu
    24. 24. CONTENT STRATEGY EXTERNAL MESSAGING INTERNAL WORKFLOW @ahavaL @laurenish #confabedu
    25. 25. CONTENT IS THE CONVERSATION THAT FUELS THE SALES PROCESS. @ahavaL @laurenish #confabedu
    26. 26. @ahavaL @laurenish #confabedu
    27. 27. CONTENT IS A SHARED ASSET. @ahavaL @laurenish #confabedu
    28. 28. @ahavaL @laurenish #confabedu
    29. 29. ANY GOOD NEWS YET? @ahavaL @laurenish #confabedu
    30. 30. CONTENT STRATEGY= THE GPS @ahavaL @laurenish #confabedu
    31. 31. @ahavaL @laurenish #confabedu New Johns Hopkins University Identity Please visit identity.jhu.edu for the whole story!
    32. 32. STEP BY STEP PROCESS • Discovery • Personas • Pillars • Messaging Architecture • Voice/Tone @ahavaL @laurenish #confabedu
    33. 33. DISCOVERY • 8 primary stakeholders • Interviewed 17 stakeholders from different parts of the university • Ran surveys on Facebook and from the email newsletter @ahavaL @laurenish #confabedu
    34. 34. Presented Discovery to Core Team @ahavaL @laurenish #confabedu
    35. 35. PERSONAS • Ran a persona workshop where we created 6 distinct personas • Chose 3 ultimately • Went back and did parent research to confirm our parent personas (interviewed 7 parents) • Talked to admissions to confirm our student personas @ahavaL @laurenish #confabedu
    36. 36. @ahavaL @laurenish #confabedu
    37. 37. PILLARS Brainstorming session that gives the primary stakeholders an opportunity to express what they currently think the perception of the brand is, as well as what they would like the brand to become. @ahavaL @laurenish #confabedu
    38. 38. @ahavaL @laurenish #confabedu
    39. 39. Example of Shifting the Brand Scientific Amazing Research that Changes the World @ahavaL @laurenish #confabedu
    40. 40. @ahavaL @laurenish #confabedu
    41. 41. MESSAGING ARCHITECTURE 1. Gives priority to your business objectives 2. Gives you firm documentation for explaining why certain content—and messages—need to come first @ahavaL @laurenish #confabedu
    42. 42. @ahavaL @laurenish #confabedu Current Identity Pillars Want to move the identity pillars Messaging Statement Business Objective Collaborative Teamwork  Our specialists collaborate across disciplines to provide you with personalized care  Collaboration across disciplines Approachable Approachable  Our doctors are genuine  We are the opposite of stuff: We call our doctors by their first names  Accessibility Expert Expert Leaders  We provide complex care  We provide excellence in research and education resulting in innovation  An academic medical center provides a higher-level of diagnostic and treatment care  Expand geographic reach  Excellence in research and education  AMC Fractionated Patient- centered  We put patients first  Our specialists travel to the community to make it easier for you to come to us  Fast access  Specialists in the community
    43. 43. @ahavaL @laurenish #confabedu
    44. 44. @ahavaL @laurenish #confabedu Six slots on each card interlock for building the house of cards of your dreams.
    45. 45. @ahavaL @laurenish #confabedu
    46. 46. @ahavaL @laurenish #confabedu
    47. 47. @ahavaL @laurenish #confabedu
    48. 48. 5 RECOMMENDATIONS 1. Prepare for the politics 2. Clarify the tools 3. Define the roles 4. Manage the communications 5. Maintain momentum @ahavaL @laurenish #confabedu
    49. 49. #1: PREPARE FOR THE POLITICS @ahavaL @laurenish #confabedu
    50. 50. RESPECT THE NEWNESS OF THE PROCESS • People feel ownership over their process • When you introduce a new process, be prepared for questions about the process itself, not just the content strategy parts of the process @ahavaL @laurenish #confabedu
    51. 51. Recommendation Change is VERY scary: You need to manage that fear. @ahavaL @laurenish #confabedu
    52. 52. #2. CLARIFY THE TOOLS @ahavaL @laurenish #confabedu
    53. 53. Content strategy is a mystery to most people. @ahavaL @laurenish #confabedu
    54. 54. @ahavaL @laurenish #confabedu
    55. 55. DON’T GIVE ANYONE ANYTHING TO READ @ahavaL @laurenish #confabedu
    56. 56. @ahavaL @laurenish #confabedu Establish Content Governance Content Analysis Content Creation Establishing workflows Content Planning • Persona Development • Messaging Architecture • Identity Pillar Identification Build OR clarify the business case Content Auditing Discovery
    57. 57. Recommendation • Explain how each tool will be used each time you begin the workshops to create it • Don’t get bogged down in the exact wording during the workshops • Try to emphasize that it will take time for these ideas to marinate @ahavaL @laurenish #confabedu
    58. 58. #3: DEFINE THE ROLES @ahavaL @laurenish #confabedu
    59. 59. Filter the team 1. What’s the job of the consultant? What’s the job of each person on the team? 1. Who are the best people to be involved in all aspects of the process? Manage accordingly. @ahavaL @laurenish #confabedu
    60. 60. Define Digital • Define what people’s backgrounds are in the web and digital • Consider going out together for an icebreaker to get to know each other in a different way • Understand that education is an ongoing part of the process @ahavaL @laurenish #confabedu
    61. 61. Understand group dynamics @ahavaL @laurenish #confabedu
    62. 62. Recommendation Ask? • Who is there to give feedback? • Who is there to be a stakeholder? Prompt stakeholders for specific types of feedback, understanding you don’t need to take every piece of feedback they give. @ahavaL @laurenish #confabedu
    63. 63. #4: MANAGE THE COMMUNICATIONS @ahavaL @laurenish #confabedu
    64. 64. Pick the right point person • This person guides the internal process and frequently engages with the consultant • It could be an editor, project manager, or strategist; someone with proven editorial skillset who understands content planning @ahavaL @laurenish #confabedu
    65. 65. Content Strategy Point Person Find the person who can clearly define and articulate the content needs as they align to the business objectives @ahavaL @laurenish #confabedu
    66. 66. Project Management • Hold the team accountable to their to-do list • Connect the dots within the project, and related projects • Ensure the right people are in the right conversation • Assign deadlines and enforce them with everything in your being @ahavaL @laurenish #confabedu
    67. 67. Recommendation • Provide weekly status updates on both ends – Don’t rely on a project management system to keep in touch with the team – Tools can help team be collaborative, but that doesn’t make it collaboration – Determine what works for you and your team @ahavaL @laurenish #confabedu
    68. 68. #5: KEEP MOMENTUM @ahavaL @laurenish #confabedu
    69. 69. KEEP ENGAGEMENTS SHORT & TIGHT @ahavaL @laurenish #confabedu
    70. 70. Recommendation Stakeholder interview process should be a separate part of the timeframe @ahavaL @laurenish #confabedu
    71. 71. How do you keep the sense of momentum going? @ahavaL @laurenish #confabedu Establish Content Governance Content Analysis Content Creation Establishing workflows Content Planning • Persona Development • Messaging Architecture • Identity Pillar Identification Build OR clarify the business case Content Auditing Discovery YOU ARE HERE
    72. 72. Recommendation @ahavaL @laurenish #confabedu
    73. 73. @ahavaL @laurenish #confabedu
    74. 74. THE ONLY EASY DAY WAS YESTERDAY. -NAVY SEAL CREDO @ahavaL @laurenish #confabedu
    75. 75. @ahavaL @laurenish #confabedu
    76. 76. QUESTIONS? Ahava Leibtag Lauren Custer Aha Media Group, LLC Johns Hopkins University ahava@ahamediagroup.com lauren.custer@gmail.com ahavaL @laurenish @ahavaL @laurenish #confabedu

    ×