Best Website Relaunch Ever

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Best Web Relaunch Ever examines a website relaunch for Northfield Mount Hermon School from strategy to post-launch metrics. The presentation is designed to give you advice and a sense for key milestones should you consider for your own web relaunch. Presented by Doug Gapinski, mStoner, at the CASE I conference in January 2010.

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Best Website Relaunch Ever

  1. 1. BEST WEB RELAUNCH EVER Lessons Learned from Web Site Relaunches Thursday, January 28, 2010
  2. 2. Heather Sullivan Northfield Mount Hermon Communications & Marketing Director Doug Gapinski mStoner Creative Director Thursday, January 28, 2010
  3. 3. Thursday, January 28, 2010
  4. 4. Lessons Learned by Project Northfield Mount Hermon Mercersburg Academy Thursday, January 28, 2010
  5. 5. Lessons Learned by Phase Timing: the pre-planning phase Buy-in: the strategy phase Creative: the media and messages phase Tech: the implementation phase Post launch: sustaining and measuring phases Thursday, January 28, 2010
  6. 6. Good timing will make your relaunch efforts a bigger success. Timing: the pre-planning phase Thursday, January 28, 2010
  7. 7. Timing: align relaunch with institutional goals • institutional goals • strategic plan • mission and vision in context of 2010 • enrollment and fundraising goals • cultural / leadership & key role changes Thursday, January 28, 2010
  8. 8. Timing: know where you are Data and research Brand analysis Marketing platform Public-facing work In an ideal world... (including web relaunch) Institutional Strategy Thursday, January 28, 2010
  9. 9. Timing: leveraging cultural shifts New mission Northfield Mount Hermon engages the intellect, compassion, and talents of our students, empowering them to act with humanity and purpose. Branding interviews • academically rigorous • supportive learning • “casual” or informal feel within segment • service-oriented Marketing platform Intelligence, Compassion, Purpose. Timely cultural considerations • new leadership in marketing and admissions • sale of Northfield campus and impact on public and alumni perceptions • vestigal stereotypes: Northfield as “artsy” and Mt. Hermon as “jocks” • still working against “party-school” perception left over from the 70s Thursday, January 28, 2010
  10. 10. Planning and strategy aren’t just collaboration, they’re insurance. Buy-in: the strategy phase Thursday, January 28, 2010
  11. 11. Buy-in: select a vendor, if necessary White WhalemStoner Thursday, January 28, 2010
  12. 12. Buy-in: create a steering committee NMH (an example structure for smaller institutions) Theoretical (typically for larger institutions) • Senior Leadership • Marketing / Communications • Admissions • Advancement • Alumni Relations • Student Affairs • Information Technology • Academic Departments • Students • Faculty members Thomas K. Sturtevant, Head of School Claude Anderson, Dean of Enrollment Heather Sullivan, Director of Communications and Marketing Allyson Goodwin, Chief Advancement Officer & inclusion of other admin where appropriate Thursday, January 28, 2010
  13. 13. Buy-in: create a strategy document information architecture wireframes timelines GOGO Employment Opportunities Privacy Policy Emergency Preparedness Campus Police Accreditation © 2010 Waubonsee Community College Results for “Psychology” Aurora Campus 5 E. Galena Blvd. Aurora, IL 60506-4178 MAP DIRECTIONS Sugar Grove Campus Route 47 at Waubonsee Drive Sugar Grove, IL 60554-9454 MAP DIRECTIONS HOME > CLASS SEARCH CAMPUS | CLASSROOM | PROFESSOR | DAY/TIMEPHOTO Faculty results for “Psychology” Professor John Smith > Professor John Smith > Professor John Smith > Professor John Smith > Professor John Smith > Professor John Smith > > all faculty results Campus results for “Psychology” Erickson Hall > Erickson Hall > Erickson Hall > Erickson Hall > > all facility results Chat with Admissions Ut laoreet velit et nunc. Nunc convallis. GOGO Filter Results CAMPUS TIME CreditCredit Non-credit All select one... select one... GOGO Class description. Ut vel risus leo. Proin ut pharetra. Curabitur ante quam tristique vitae ut. Fermentum nec dolor etiam vitae adipiscing. Sapien leo. Maecenas viverra pharetra magna id. Sed consequat pulvinar Fermentum nec dolor. Etiam vitae adipiscing. Sapien leo. Maecenas viverra pharetra magna id. Class Title 101 CAMPUS | CLASSROOM | PROFESSOR | DAY/TIME Class description. Ut vel risus leo. Proin ut pharetra. Curabitur ante quam tristique vitae ut. Fermentum nec dolor etiam vitae adipiscing. Sapien leo. Maecenas viverra pharetra magna id. Sed consequat pulvinar Fermentum nec dolor. Etiam vitae adipiscing. Sapien leo. Maecenas viverra pharetra magna id. Class Title 101 CAMPUS | CLASSROOM | PROFESSOR | DAY/TIME Class description. Ut vel risus leo. Proin ut pharetra. Curabitur ante quam tristique vitae ut. Fermentum nec dolor etiam vitae adipiscing. Sapien leo. Maecenas viverra pharetra magna id. Sed consequat pulvinar Fermentum nec dolor. Etiam vitae adipiscing. Sapien leo. Maecenas viverra pharetra magna id. Class Title 101 ADVANCED SEARCH > Apply Now Contact Us Faculty & Staff Directory MyWCCC Search INFORMATION FOR: New Students Current Waubonsee Students Parents Faculty & Staff Alumni Corporate Clients The Local Community Waubonsee Community College Learning at Waubonsee Student Experience Admissions Library News & Events Giving About Us Copley Campus 2060 Ogden Ave. Aurora, IL 60504-7222 MAP DIRECTIONS GOGO Employment Opportunities Privacy Policy Emergency Preparedness Campus Police Accreditation © 2010 Waubonsee Community College Current Waubonsee Students Lorem ipsum dolor sit amet, consectetur adipiscing elit. Fusce id libero scelerisque augue ultricies tincidunt sed sed risus. In imperdiet nisl ac eros hendrerit a venenatis urna imperdiet. Aurora Campus 5 E. Galena Blvd. Aurora, IL 60506-4178 MAP DIRECTIONS Sugar Grove Campus Route 47 at Waubonsee Drive Sugar Grove, IL 60554-9454 MAP DIRECTIONS 3/5 HOME > CURRENT WAUBONSEE STUDENTS Quisque Viverra Enim Uteros Vulputate Vehicula Praesent Aliquam Enim Vel Neque imperdiet At Bibendum Eros Tristique NEWS ARCHIVE RSSNews Stories Upcoming Events Mauris Ultrices Tincidunt Nunc Eros Iaculis Eu Aliquam Eu Mauris Sit Amet Neque Sed Sed Ante Curabitur In Ipsum In Ante Auctor Molestie Tincidunt Suspendisse Fermentum Condimentum Augue Sit Amet Nam Sed Felis Sapien Pellentesque Habitant Morbi Tristique Program Highlights Vestibulum Phasellus nec ante quam. Integer congue risus eu nulla aliquam varius. magna. Ut laoreet velit et nunc. Nunc convallis. Find Your X Number Phasellus nec ante quam. Integer congue risus eu nulla aliquam varius. magna. Ut laoreet velit et nunc. Nunc convallis. GOGOEMAIL: MyWCC Login GOGO USERNAME: PASSWORD: Find a Class Phasellus nec ante quam. Integer congue risus eu nulla aliquam varius. magna. Ut laoreet velit et nunc. Nunc convallis. GOGO Apply Now Contact Us Faculty & Staff Directory MyWCCC Search INFORMATION FOR: New Students Current Waubonsee Students Parents Faculty & Staff Alumni Corporate Clients The Local Community Waubonsee Community College Learning at Waubonsee Student Experience Admissions Library News & Events Giving About Us Copley Campus 2060 Ogden Ave. Aurora, IL 60504-7222 MAP DIRECTIONS 5/51/5 GOGO Employment Opportunities Privacy Policy Emergency Preparedness Campus Police Accreditation © 2010 Waubonsee Community College . 2/5 4/5 INTERACTIVE MESSAGING FEATURE 10 ESSENTIAL QUESTIONS 1. Lorem ipsum dolor sit amet, consectetur adipiscing elit? 2. Fusce id libero scelerisque augue ultricies tincidunt sed sed risus? 3. In imperdiet nisl ac eros hendrerit a venenatis urna imperdiet? 4. Nam consequat iaculis odio, ut rhoncus enim iaculis non? 5. Aliquam feugiat mauris non quam aliquam semper? 6. Curabitur non felis nec justo faucibus viverra id ut magna? 7. Integer non turpis in nibh faucibus placerat? 8. Pellentesque quis odio metus, eu tincidunt neque? 9. Nulla posuere nisi in metus eleifend nec vehicula lorem sodales? 10. Nunc id sem ut tellus pharetra tincidunt eget quis mi? Aurora Campus 5 E. Galena Blvd. Aurora, IL 60506-4178 MAP DIRECTIONS Sugar Grove Campus Route 47 at Waubonsee Drive Sugar Grove, IL 60554-9454 MAP DIRECTIONS Top News Stories: Curabitur eu orci non quam consectetur imperdiet id non magna. READ MORE X NEWS ARCHIVE RSS FEED Feature: Learning Environment Aliquam erat volutpat. Vivamus rhoncus tincidunt Curabitur eu orci non quam consectetur imperdiet id non magna. Phasellus nec ante quam. Integer congue risus eu nulla aliquam varius. magna. Ut laoreet velit et nunc. Nunc convallis. 3/5 VIDEO / SLIDE SHOW / AUDIO Highlights PROGRAMS Transfer Programs > People Programs Places / Facilities < > < > < > Ut laoreet velit et nunc nunc convallis el untifinda rol stey Curabitur eu orci non quam consectetur imperdiet id non magna. Phasellus nec ante quam. Integer congue risus eu nulla aliquam varius. Apply Now Contact Us Faculty & Staff Directory MyWCCC Search INFORMATION FOR: New Students Current Waubonsee Students Parents Faculty & Staff Alumni Corporate Clients The Local Community Waubonsee Community College Learning at Waubonsee Student Experience Admissions Library News & Events Giving About Us Copley Campus 2060 Ogden Ave. Aurora, IL 60504-7222 MAP DIRECTIONS Career Development Programs > Certificate Programs > Find a Class Enter topics or keywords: > ADVANCED SEARCH Credit Non-Credit All search GOGO key tasks and ownership Thursday, January 28, 2010
  14. 14. Buy-in: align with research & do your own The top five characteristics of importance to parents: 1) quality of teaching 2) personal attention to students 3) academic reputation 4) value of education (ROI) 5) and personal/ethical development Association of Independent Schools of New England, 2008 [NMH responds to] students’ desire to set a meaningful life course... the evolution of the school’s academic, extracurricular, and support structures will offer students the tools they require to cultivate and live examined lives. Northfield Mount Hermon Vision and Values Statement, 2006 Themes from qualitative interviews: • quality academics delivered in a holistic way • “more like home” than competitors • a community that welcomes and fosters individualism • value placed on service Student, faculty, leadership interviews, 2008 External research Internal research or current positioning Intake / discovery / focus groups NMH Thursday, January 28, 2010
  15. 15. Deliver a cohesive, compelling cross-platform message. Creative: the media and messages phase Thursday, January 28, 2010
  16. 16. Creative: define what you’ll keep vs. blow up content outline with writing assignments Thursday, January 28, 2010
  17. 17. Creative: create a marketing platform Northfield Mount Hermon concept 1 Thursday, January 28, 2010
  18. 18. Creative: create a marketing platform Northfield Mount Hermon concept 2 Thursday, January 28, 2010
  19. 19. Creative: create a marketing platform Northfield Mount Hermon concept 3 Thursday, January 28, 2010
  20. 20. Creative: test and refine Northfield Mount Hermon testing results matrix Thursday, January 28, 2010
  21. 21. Creative: integration opportunities Northfield Mount Hermon web site nmhschool.org Thursday, January 28, 2010
  22. 22. Creative: provide proof points for specificity Northfield Mount Hermon branding page Thursday, January 28, 2010
  23. 23. Creative: be authentic & have a conversation NMH facebook NMH twitter NMH flickr Thursday, January 28, 2010
  24. 24. Creative: use what you’ve already got Northfield Mount Hermon NMHbook Thursday, January 28, 2010
  25. 25. Timing: integration opportunities Northfield Mount Hermon search piece Thursday, January 28, 2010
  26. 26. Timing: integration opportunities www.youtube.comNorthfield Mount Hermon youtube page Thursday, January 28, 2010
  27. 27. Timing: integration opportunities Mercersburg Academy former web site Thursday, January 28, 2010
  28. 28. Timing: integration opportunities Mercersburg Academy viewbook Thursday, January 28, 2010
  29. 29. Timing: integration opportunities Mercersburg Academy print enrollment suite Thursday, January 28, 2010
  30. 30. Timing: integration opportunities Mercersburg Academy web features Thursday, January 28, 2010
  31. 31. Timing: building buzz Mercersburg Academy flash and static web ads Thursday, January 28, 2010
  32. 32. Timing: building buzz Mercersburg Academy specialty ads Thursday, January 28, 2010
  33. 33. Migration: assignments and schedule Migration kickoff / migration assignments Content migrated into content management system and declared ready for review Entire site reviewed, feedback and changes due to migration lead by week’s end Feedback and changes incorporated into site Second round of review to confirm that all changes have been made Final testing, approval for go-live WEEK 1 WEEKS 2, 3, 4 WEEK 5 WEEK 6 WEEK 7 WEEK 8 Heavy lifting Editing Review Touch up, launch Thursday, January 28, 2010
  34. 34. Build it like you’re going to live in it. (Because you are!) Tech: the implementation phase Thursday, January 28, 2010
  35. 35. Tech: choosing a content management system How well does that platform you’re looking at handle key features? • Editing interface • Navigation generation • Add-on flexibility • Approval and authorization • Versioning • Testing and error reporting • Timed release and archiving • RSS and native content syndication • Granular control of pages • Rich media options Usability Workflow Content Thursday, January 28, 2010
  36. 36. Tech: choosing a content management system Package/Approach Pros Cons Sitecore in Microsoft server environment • Strong vendor support • Exceptional ease of use • Extensibility – supports a wide variety of languages, and can be customized to meet stringent requirements. • Inline edit capability • Blackbaud product stack consistency • Large development and enhancement community • Licensing costs • Current PHP/MySQL web applications must be rewritten in .NET and the database ported to SQL Server or a separate event/ scheduling application acquired. • May require webmaster ramp-up Drupal in LAMP server environment • Licensing costs • Current PHP/MySQL web applications can be re-used. • Familiar development environment • Large development and enhancement community • Lack of vendor support • Inline edit capability not available unless nicEdit or other add-in WYSIWYG and AJAX are used. Adding specificity to cost vs. ease of use vs. support Thursday, January 28, 2010
  37. 37. Tech: define scope and functionality Examples: • NMH book • Flickr feed placement • Curriculum Guide • Web Calendar system • Athletics section • Blogs A tech specs document explains how page components will work with an emphasis on function rather than on code. Thursday, January 28, 2010
  38. 38. Tech: define the mechanics of the launch Phase 1 • Home page • Gateways • Pages accessible from any top level navigation Phase 2 • All secondary pages • Key tertiary pages (admissions, academics) • Departments / programs / schools Phase 3 • The other 10,000+ pages in the site Phased launch Thursday, January 28, 2010
  39. 39. Like houses, the best web sites are constantly maintained. Post launch: sustaining a site Thursday, January 28, 2010
  40. 40. Post launch: training Workflow CMS training Content entry & web writing • web / IT team • communications staff • web / IT team • communications staff plus appropriate members of • department staff • college or school level faculty • college relations • advancement / development Thursday, January 28, 2010
  41. 41. Post launch: work with a team Heather Sullivan Communications Director Jesse Bardo Admission Counselor Bruno Drupeyeron Advancement Services Christopher Arnini Web Manager Rachel Hanley Writer Sharon Labella-Lindale Assistant Director Thursday, January 28, 2010
  42. 42. Reflect. Post launch: the measuring phase Thursday, January 28, 2010
  43. 43. Post launch: momentum active blogs by students, faculty members, and for alumni30+ Thursday, January 28, 2010
  44. 44. visits per day 1,875 Post launch: momentum Thursday, January 28, 2010
  45. 45. Post launch: metrics page views per visit 4.68 Thursday, January 28, 2010
  46. 46. Post launch: anecdotes average stay on site 3:31 Thursday, January 28, 2010
  47. 47. PREPLANNING • review strategic plan • discuss cultural shifts • multiple RFPs STRATEGY • create steering committee • set ROI and other goals • meet with stakeholders • focus groups • create relaunch strategy document CREATIVE • explore marketing channels • use integration opportunities • define scope incl. writing • creative brief • multiple concepts as budget permits • test, test, test • migration plan TECH • tech scope document • investigate multiple CMSs • create a functional specs document • phased launch plan POST-LAUNCH • training sessions • team development / new hires • collect analytics and anecdotes RELAUNCH CHECKLIST Thursday, January 28, 2010
  48. 48. This presentation: clients.mstoner.com/case Heather Sullivan Northfield Mount Hermon hsullivan@nmhschool.org Doug Gapinski mStoner doug.gapinski@mstoner.com twitter: @thedougco Thursday, January 28, 2010

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