09NTC: Your Website as an Experience of Your Brand (Cross-Cultural Solutions)


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Case Study: Cross-Cultural Solutions

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  • 09NTC: Your Website as an Experience of Your Brand (Cross-Cultural Solutions)

    1. 1. NTEN 2009 Your Website as an Experience of Your Brand Kam Santos, Director of Communications
    2. 2. <ul><li>Cross-Cultural Solutions was founded in 1995 and is  a recognized leader  in the field of international volunteering. </li></ul><ul><li>Each year, over 4,000 people volunteer abroad with CCS in Africa, Asia, Latin America, and Eastern Europe.  </li></ul>. Who We Are
    3. 3. Our vision is of a world where people value cultures different from their own, are aware of global issues , and are empowered to effect positive change . Vision
    4. 4. Our mission is to operate volunteer programs around the world in partnership with sustainable community initiatives , bringing people together to work side-by-side while sharing perspectives and fostering cultural understanding . We are an international not-for-profit organization with no political or religious affiliations . Our Mission
    5. 5. <ul><li>Shared Humanity When people of different cultures have an opportunity to connect, there comes an understanding of our shared humanity. </li></ul><ul><li>Respect We accept, appreciate and respect that people know and understand what is appropriate for their own communities. </li></ul><ul><li>Integrity   </li></ul><ul><li>We commit to ensuring the safety, flexibility, professionalism, transparency and excellence of our programs. </li></ul>. Values
    6. 6. . Our Programs
    7. 7. . CCS Website 2005
    8. 8. CCS Project Brief <ul><li>Ensure sustainability </li></ul><ul><li>Be dynamic, interactive, current, exciting, elegant </li></ul><ul><li>Involve brand advocates, be authentic </li></ul><ul><li>Reinforce CCS vision, mission, values </li></ul><ul><li>Keep on-brand </li></ul>
    9. 9. Brand Qualities <ul><li>Connecting People, Opportunity for Cultural Exchange </li></ul><ul><li>International, Global Reach </li></ul><ul><li>Dynamic, Engaging </li></ul><ul><li>Excellence in Programming, Leader in our Field </li></ul><ul><li>Inspiring, Transformative Experience: The Experience of a Lifetime </li></ul>
    10. 10. <ul><li>Age 18-30 </li></ul><ul><li>Women   </li></ul><ul><li>Web-savvy, current, social networkers </li></ul><ul><li>People in transition, typically students or recent graduates </li></ul>Primary Audience
    11. 11. <ul><li>99% of CCS volunteers who completed an evaluation rated their overall program experience as &quot;Excellent&quot; or &quot;Good.&quot; </li></ul><ul><li>Over 75% of our volunteers agree to represent CCS, and share stories about their CCS experience </li></ul><ul><li>At least 5 NTEN attendees are alumni. </li></ul>Harness Brand Love
    12. 12. . CCS Community 2008
    13. 13. . CCS Website 2009
    14. 14. 10 Things We Did Differently <ul><li>Invest in CMS </li></ul><ul><li>Incorporate years of volunteer survey comments </li></ul><ul><li>Incorporate staff feedback </li></ul><ul><li>Develop user personas </li></ul><ul><li>Design multiple wireframes, >6 by launch. </li></ul>
    15. 15. 10 Things We Did Differently (cont.) <ul><li>Relate site to CCS Community </li></ul><ul><li>Planned site map with SEO/SEM </li></ul><ul><li>Use Brand Manual & Style Guides </li></ul><ul><li>Learned from Google Analytics, HeatMapping! </li></ul><ul><li>Sought inspiration from peer orgs </li></ul>
    16. 16. Insights We Gained <ul><li>Keep Brand Manual, Style Guide, Project Brief At-Hand Through Design & Implementation </li></ul><ul><li>Commit to Ongoing Brand Development. Launch, Revise, Launch, etc. </li></ul><ul><li>More User Testing by Stakeholders Before Lauch. </li></ul>
    17. 17. How to Get Started <ul><li>Look at your qualitative and quantitative data. </li></ul><ul><li>Listen to buzz, and embrace the positive brand love. </li></ul><ul><li>Learn from your peers, and other key players you feel are in a non-competing position. </li></ul>
    18. 18. www.crossculturalsolutions.org