As result of a thoughtful rebranding effort, FIA refocused its mission, strategy, and message. The U.S., Europe, and Asia affiliates consolidated to work under the vision of a united voice for the cleared derivative industry. FIA’s new website reflects this unified voice. We will discuss the challenges and opportunities of the cultural consolidation, and detail the related content strategy and collaboration that resulted in the user-focused site.

1. Rebranding for Global
Influence & Local Member
Value
August 11
8:30 – 9:30 a.m.
Charlie Jones, CAE
Dina Lewis, CAE

2. Where We Were

3. Challenge: Product & Service Offerings
• Global membership
• Advocacy
• Conferences
• Publications

4. Challenge: Budget
• Original scope planning
– Culture Shock
– Lack of due diligence
• Project reboot

5. Challenge: Autonomous Databases
• Login & Directory Profiles
• Access Levels
– Anonymous
– Multi-level Member Access
– Subscribers
– Registrants
– Divisions, Committees, Work Groups
• Calendar & Event Content

6. Challenge: Cultural Differences
• Protected vs. public content
• URLs
• Contractors vs. internal content
specialists
• Privacy laws
• Approval turnaround time

7. Challenge: Conflicting Content Strategies

8. Example: Content Inventory

9. Challenge: Conflicting Content Strategies
Events
Access to regional content

10. Challenge: Conflicting Content Strategies
• Style Guide
– Date format
– Taxonomy categories
• Workflow
– Distributed publishing
– Editorial control

11. Example: Governance Framework
Role Responsibilities Names
Content Creators Produce content for
publishing based on style
guidelines.
Conferences,
Communications, Advocacy,
Legal, Member Services
Content Approvers Manage publishing of
content. Responsible for
following content style and
governance guidelines.
Cameron - Universal and
Americas, Emma - Europe,
Pauline - Asia
Editorial Planning Team Manage quarterly web
content review meetings,
work with staff to execute
web content direction,
recommend website and
process updates and
improvements
Charlie, Emma, Kelly,
Heather
Analytics Team Create and distribute regular
Google Analytics web
metrics and dashboards
Cameron

12. Where We Were Where We Are
Why Are You Here

13. New
Integrated
Design

14. Our Launch Strategy
• Site rollout out/launch plan –
objectives and tactics

15. Announcement

16. Animated Tour

17. New Taxonomy

18. Taxonomy

19. Site Metrics—4 month check in
Unique
Page
Views
+ 8.9%
New
Member
Logins
+ 25%
Bounce
Rate
+ 19%
Device Usage: 89% desktops, 11% mobile

20. Future and Ongoing
• Merger plans
• Databases
• MarketVoice launch
• Usability testing of login processes to
improve bounce rate
• Test related content widget

21. Questions? Contact Us
Charlie Jones, CAE
Vice President, Global
Brand Management
Futures Industry Association
cjones@fia.org
202-466-5460
Dina Lewis, CAE
President
Distilled Logic, LLC
dina@distilledlogic.net
202-320-3060