The document discusses how to build a successful website by identifying the organization's story and mission. It emphasizes finding the core story and offering upfront to guide the vendor. Important questions are listed to help define goals, stakeholders, key metrics and what success looks like. The document also notes that the launch is not the end, and the site will continue to evolve after going live.

1. The Story of a Website
Building a successful web project
Clay Schossow, New Media Campaigns
@newmediaclay

2. New Media Campaigns
• 12 Person Full-Service Agency in Carrboro
• Clients include universities, startups, local non-
profits, and Fortune 500 companies.
• Worked on more than 500 projects
• Featured in BBC, BusinessWeek, Inc, N&O, and
more

3. PRESTO!

4. Identifying Your Website’s Story
• What’s the mission of the organization and how can
the online presence augment that?
• Is it sparking an interactive dialogue?
• Will it be drawing in new “customers” or helping
current ones?
• Really easy to say Both to all of these, but choose

5. Your Story Is Your Rock

6. Important Questions for You
• Who do you admire online?
• Rank your stakeholders
• What are the key conversion points?
• What’s our online presence look like 6 months post-
launch?
• What does success look like? (Traffic, sales, etc.)

7. Questions Your Vendor Will Ask
• Are there any required technologies? Why and what
are they?
• Goals?
• Budget and timeline?
• Is this overall a good fit?

9. The NMC Checklist
 Design?
 Development?
 Marketing?
 Mobile?
 Custom tools or database?

10. Helping ALCE Find Their Story
• Assisted Living Comparison Experts
• Came to NMC as a for-profit business with a specific
business model and search algorithm
• Spent time understanding core story and offering
• Blew up the whole model and went to donations w/ a
regional roll out

11. Takeaways
• Find your story upfront
• Spend time answering your questions to help guide
vendor with theirs
• Embrace change and know that it’s coming
• Launch is not the end of the trip, but just a major
bridge

12. Thanks!
Clay Schossow
www.newmediacampaigns.com
clay@newmediacampaigns.com
@newmediaclay