The document details the re-launch strategy for the Dunrovin Retreat Center website, focusing on clarity of objectives across financial, strategic, marketing, and communication goals. It outlines target audiences, key messages, and essential content for the homepage to enhance user engagement and drive rentals, donations, and program participation. Future recommendations include SEO improvements, analytics, and social media strategies to support ongoing marketing efforts.

1. Dunrovin Retreat Center
Website Re-launch

2. Overview
1. How we got here
2. Where we are going

3. First, a story …
Law school assignment:
How to improve the jury
deliberation process?

4. Moral of the story:
Be clear on your objectives

5. How we got here
Set objectives:
• Focus – do things with purpose
• Walk in agreement
Can two walk together, except
they be in agreement?
Amos 3:3

6. How we got here
Objectives logic flow
Financial Objectives
Revenue
Growth
Profitability
Budget
Strategic Objectives
Big picture strategy to deliver
Financial Objectives
• Market Share
• Product Development
Marketing Objectives
Desired customer behavior that
will yield the Strategic Objectives
Communication Objectives
Messages & channels that yield the
Marketing/Strategic Objectives
Thought process for
Dunrovin website

7. How we got here
Financial objectives:
‘What we measure’
Increase income from:
• Rentals
• Donors
• Foundation Grants

8. How we got here
Strategic objectives:
‘What we will do’
How to achieve growth:
• Increase rental bookings
from previous years
•
Increase donations from
existing and new donors
•
Gain eligibility for foundation
grants for MN youth
programs

9. How we got here
Marketing objectives:
• Who we will influence
• What we need them to do
Who:
• Meeting planners
•
Church youth leaders
•
Foundation grant writers

10. How we got here
Marketing objectives:
• Who we will influence
• What we need them to do
What:
• Find our website
•
Choose Dunrovin as a
meeting site
•
Choose Dunrovin as a
youth camp/retreat site
•
Give financial support

11. How we got here
Communication objectives:
• What channel to reach them
• What we need to say
Website discovery:
• Relevant keywords &
search optimization
•
Relevant info & user
experience optimization
•
Useful, helpful content to
answer questions

12. How we got here
Communication objectives:
• What channel to reach them
• What we need to say
Meeting planner messages:
• Logistics & facilities
[capabilities]
•
Natural, remote North woods
beauty [differentiator]
•
Proximity to Twin Cities
[convenience]

13. How we got here
Communication objectives:
• What channel to reach them
• What we need to say
Youth leader messages:
•
Camper experiences that build life
skills & hope for the future
•
Youth experiences that develop
servant leadership & influence
skills
•
Youth retreat experiences that
encourage spiritual growth &
fellowship

14. How we got here
Next step: Gather information
Data sources:
•
Board of Directors – strategy &
vision
•
Exec – strategy, vision, mission,
objectives
•
Youth testimonials – video,
written, cruise, come-and-see
•
Staff – FAQs
•
Staff – operations & logistics
•
Keyword research – Google

15. Introducing the new
Dunrovin website
Phase I priorities – 3 key areas
•
Meeting rentals
•
Youth programs
•
Support/Donations

16. Introducing the new Dunrovin website
Awesome!
Brand messages that make Dunrovin unique
•
Peaceful, beautiful venue for meetings &
retreats
•
Inner city youth experience nature,
encouragement, love of God
•
Inner city youth learn relationship skills,
self-discipline for successful living
•
Youth get leadership training to bring
influence into the world
•
Youth have spiritual retreats to grow in
faith

17. Introducing the new Dunrovin website
Your first impression:
hospitable, helpful
Content Strategies
•
Answer most common questions
•
Provide useful, helpful information
•
Direct audience to 3 key areas of the site
•
Give them a reason why they should stay
•
Tell them what to do [calls to action]

18. Home Page
The 8-second rule
Average attention span of a
computer user is 8 seconds
Average attention span of a
goldfish is 9 seconds

20. Did you see the book?

21. Home Page objectives
Home page must answer
the following questions:
•
•
•
•
What is Dunrovin?
What do they have here for me?
What can I do here on this site?
Why should I be here and not
somewhere else?

22. Home Page essentials
Welcome blurb
Describes the site in
20-40 words:
• Who
• What
• Where
• Why

23. Home Page essentials
Tagline
Describes the value
proposition/big promise
of Dunrovin

24. Home Page essentials
Tagline
“This is the refreshing.”
Isaiah 28:12
Rationale [hospitality, welcome]:
• Bible scripture associates Dunrovin
with its Christian roots and mission
• Nonthreatening reference for
nonbelievers or people of other faiths
• Universal idea of a place for renewal
and refreshment

25. Home Page essentials
Calls to action
• Primary – call the office; talk to us
about your needs
• Secondary – make a donation
• CTAs on every page as appropriate

26. Home Page essentials
Start here
• Visual navigation leading to key places
on the site
• Rental availability
• Meeting rental options
• Youth programs
• Donation/ministry support options

27. Where we are going
Post launch
• SEO page tags
• Analytics plugin
• Confirm registration of URL with
search engines

28. Where we are going
Phase II recommendations
Revision process:
• Gather feedback for 30-60 days;
evaluate based on objectives
• Allow time to establish baselines for
evaluating traffic & activity
• Make changes during periodic updates,
not ad hoc [manage the process]

29. Where we are going
Phase II pages
• About section
• FAQs
• New images [location, natural beauty]

30. Where we are going
Beyond the website
• Facebook page – a place to engage
with Dunrovin youth and leverage
word of mouth
• Blog strategy – TBD
• Twitter strategy – TBD
• Brochures
• Events – promotion tie-ins with 50year anniversary
• Aggregated newsletter – target
meeting planners/other key audiences

31. Website review
Dunrovin Retreat Center
Dunrovin.org

32. JGO Digital
Integrated Marketing &
Content Strategies for
growing your business
John Gregory Olson is principal
of JGO Digital, a marketing
consultancy that helps
businesses grow customers and
sales. Services include
Marketing Strategy, Writing &
jgodigital.com
Content Development, Blogging,
john@jgodigital.com
Social Media and traditional
Marketing Communications.