Organizing Web Content Power Point


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A presentation on integrating marketing strategy with website development especially for fundraising and development purposes

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Organizing Web Content Power Point

  1. 1. Organizing Web Content and Design to Meet Marketing Objectives Walter Gill and Cathy Brown,CAE February 13, 2007 Connecting Great Ideas and Great People
  2. 3. What We’ll Cover Today <ul><li>Planning Considerations </li></ul><ul><li>Evaluating Your Website </li></ul><ul><li>Children Affected by AIDS Foundation (CAAF) Case Study </li></ul><ul><li>Budgeting </li></ul>
  3. 4. Planning Considerations <ul><li>Identify an internal marketing team that will manage this process and designate a final decision maker. </li></ul>
  4. 5. Planning Considerations <ul><li>Identify a budget. </li></ul>
  5. 6. Planning Considerations <ul><li>Identify your supplier/partner that will work with this team. This can be an outside supplier like Redlon Park Creative or this can be your internal webmaster and /or creative production director. </li></ul>
  6. 7. Planning Considerations <ul><li>Identify the association’s marketing objectives. From these objectives identify those which apply to the website. </li></ul>
  7. 8. Planning Considerations <ul><li>In most cases: an association’s target market is either members or the customers of your members. Your website objective is either to serve and satisfy members or to serve and satisfy your member’s customers. A measurable objective might be to increase members or member satisfaction. </li></ul>
  8. 9. Planning Considerations <ul><li>Determine a reasonable timetable for this process. </li></ul>
  9. 10. Planning -- Evaluation <ul><li>Formally evaluate your website with the entire team. </li></ul><ul><ul><li>Step 1 – Determine if your brand is evident? </li></ul></ul><ul><ul><li>Acknowledge what a website is. It is your association’s brand carried world-wide via the web. </li></ul></ul>
  10. 11. Planning -- Evaluation <ul><li>Step 2 – What are you doing with your brand? </li></ul><ul><ul><li>Be clear about your brand objective for your website. </li></ul></ul>
  11. 12. Planning -- Evaluation <ul><li>Step 3 – What do you want the visitor to do? </li></ul><ul><ul><li>Is it obvious what the visitor is supposed to do? Interactivity gives the visitor something to do. Even if understanding or increased knowledge is the objective, can the visitor do something to indicate that? </li></ul></ul>
  12. 13. Planning -- Evaluation <ul><li>Step 4 – What do you want the visitor to feel? </li></ul><ul><ul><li>What brand triggers are evident on the site? There are nine Emotional Trigger points that define the relationship consumers have with any brand and predict purchase behavior. </li></ul></ul>
  13. 14. Evaluation -- Brand Triggers <ul><li>Approachability - I feel like the brand is accessible, obtainable, and approachable-it's within my reach, it's in my league. </li></ul><ul><li>Curiosity - I feel the brand is intriguing. It piques my interest, and stimulates my imagination. I want to know it even better. </li></ul><ul><li>Empowerment - I feel the brand makes me more confident, self-assured, and free. </li></ul>
  14. 15. Evaluation -- Brand Triggers <ul><li>Familiarity - I feel I know the brand well enough to talk about it. I &quot;get&quot; it. I feel I understand what the brand is saying to me. </li></ul><ul><li>Identification - I feel the brand reflects me, who I am. It shares my values and concerns. </li></ul><ul><li>Pride - It gives me status. I feel proud using the brand. It makes me feel part of a special club. </li></ul>
  15. 16. Evaluation -- Brand Triggers <ul><li>Relevance - I feel the brand plays a meaningful role in my life. It really fits me. </li></ul><ul><li>Trust - I feel I can count on the brand. I feel it keeps its promises. It's honest and won't let me down. </li></ul><ul><li>Warmth - I feel admiration and fondness for the brand. I feel comfortable using it. I desire it. </li></ul>
  16. 17. Planning -- Evaluation <ul><li>Step 5 – How effective is the positioning? </li></ul><ul><ul><li>A positioning statement provides the underlying platform for communications. It distinguishes your offerings from those of the competition by articulating your association’s unique strengths. </li></ul></ul>
  17. 18. Evaluation -- Positioning <ul><li>Effective positioning is: </li></ul><ul><ul><li>Credible -- People can believe it. </li></ul></ul><ul><ul><li>Relevant -- People care about the premise. </li></ul></ul><ul><ul><li>Unique -- No one else can believably claim it. </li></ul></ul><ul><ul><li>Durable -- It can last. </li></ul></ul>
  18. 19. Planning -- Evaluation <ul><li>Step 6 – Can we do more with less? </li></ul><ul><ul><li>Don’t treat your website like a file cabinet or your desktop. Feel free to take something off the site every time you add something. </li></ul></ul>
  19. 20. The Actual CAAF Case Study <ul><li>Redlon Park recommends that the process of achieving a unified web presence for the Children Affected by AIDS Foundation be a simple one. </li></ul><ul><ul><li>Agreement on the creative concept and reason for undertaking this project </li></ul></ul><ul><ul><li>Redlon Park Creative presents a proposed budget and work authorization </li></ul></ul><ul><ul><li>CAAF agrees to a budget and work schedule </li></ul></ul>
  20. 21. A Conceptual Exploration <ul><li>The public, at large </li></ul><ul><li>Existing and potential individual donors </li></ul><ul><li>Existing and future volunteers </li></ul><ul><li>News media </li></ul><ul><li>Current and prospective employees </li></ul><ul><li>Board members </li></ul><ul><li>Grantees and their various audiences </li></ul><ul><li>Corporate sponsors and underwriters </li></ul>
  21. 22. Phase I – A Human Face <ul><li>In Phase I of the Children Affected By AIDS Foundation website update, the marketing objective was to put a human face on the foundation. Relevant questions were: </li></ul>
  22. 23. Phase I – A Human Face <ul><ul><li>If the content objective is to put a human face on your association, what faces would you select? </li></ul></ul><ul><ul><li>If it is not possible to use a child’s face, can we use a parent face? </li></ul></ul><ul><ul><li>Is the founder available to talk about his own commitment and reason for starting the foundation? </li></ul></ul><ul><ul><li>Which celebrity can tell a credible story for his or her involvement in the foundation? </li></ul></ul>
  23. 24. Phase II: Beyond A Pretty Face <ul><li>Making the best use of recent Redlon Park Creative Phase I improvements </li></ul><ul><li>Maintaining important content now found on three different sites while merging them into one </li></ul><ul><li>Creating a “brand” image & design which will umbrella all of the current sites </li></ul><ul><li>Communicating a “fresh” perspective </li></ul>
  24. 25. Why “fresh”? <ul><li>CAAF is maturing organizationally </li></ul><ul><li>CAAF is broadening its program scope and reach to include international programs </li></ul><ul><li>CAAF’s commitment is to continually renew its brand presence and bring new energy and vision to those who are involved with it </li></ul>
  25. 26. Why “fresh”? <ul><li>Redlon Park Creative recognizes that marketing solutions need to evolve with the times. We will provide you with marketing strategies as well as the video and new media services you need to communicate clearly and effectively in the digital age. </li></ul>
  26. 27. Strategy: <ul><li>Define your relationship with the community through marketing. Strategically, as you define your marketing message, you define your relationship with the community. The community in turn defines your relevance and whether or not you are effective in doing what you do. </li></ul>
  27. 28. Strategy: <ul><li>Have a singular message. </li></ul><ul><ul><li>There should be a singular marketing message built upon your brand. It’s the primary message that the public, employees, volunteers, constituent families and funding sources receive when they come in contact with CAAF. </li></ul></ul>
  28. 29. Strategy: <ul><li>Craft a message that is comfortable to the community. </li></ul><ul><ul><li>A message must feel right, make sense, apply to all who come in contact with CAAF and have a continuity that goes beyond individuals, moments in time and current trends. </li></ul></ul>
  29. 30. Resource Allocation <ul><li>This process requires a commitment to “fresh” thinking and may require “letting go” of some content in order to be clearer in communications. If messages can be more compelling with less text and be more user-friendly with fewer pages, than it may be possible to achieve more with less. </li></ul>
  30. 31. Resource Allocation <ul><li>This process may require more staff resources to consistently update the website content rather than put it “all” online at once in hopes of having everything covered. CAAF may find it appropriate to regularly contract for, or employ ongoing content development and updating. </li></ul>
  31. 32. Resource Allocation <ul><li>We return to the original creative concept of working with you toward a new horizon in which the benefits of the internet are maximized to help CAAF reach its target audiences with informative, stimulating, interactive communications through a singular portal. </li></ul>
  32. 33. Creative Direction <ul><li>Based on the strategy of defining your relationship with the community the website’s primary functionality will be to enhance the transparency and accessibility of CAAF to the most important audience – people who have money or time to give to CAAF. </li></ul>
  33. 34. Creative Direction <ul><li>Based on the strategy to have a singular message, the message will communicate “You can help.” </li></ul>
  34. 35. Creative Direction <ul><li>Based on the strategy to craft a message that is comfortable to the community, the site will explain in simplest terms – “this is what happens when you help.” </li></ul>
  35. 36. Phase I Workplan & Budget $5000 45 days Execute new design, copy, audio, graphics/ prepare for launch 10,000 Total – Intro animation $4,000 30 days Develop new design, audio & graphics and layout flash intro $1,000 30 days Review old website and develop a singular message
  36. 37. Phase II – Site overhaul *This $25,000 represents approximately 50% of Redlon Park Creative’s typical charges. It can be completed in 4 months from start to finish or done in phases. $10000 IV 45 days Execute new design, copy, audio, graphics/ prepare for launch $5,000 III 30 days Support new design and layout with research & analysis/write new text (concurrent with design) $5,000 II 30 days Develop new design, audio & graphics and layout new site $5,000 I 30 days Review website content/functionality and develop new site map & content
  37. 38. Now it’s your turn. <ul><li>Thank you. </li></ul><ul><li>Remember: </li></ul><ul><ul><li>Plan </li></ul></ul><ul><ul><li>Evaluate </li></ul></ul><ul><ul><li>Take Action </li></ul></ul>
  38. 39. Wrap Up Slide <ul><li>Walter Gill </li></ul><ul><li>President, Redlon Park Creative </li></ul><ul><li>Phone: 207-450-4632 </li></ul><ul><li>E-mail: </li></ul><ul><li>Websites: www. </li></ul><ul><li> </li></ul>Connecting Great Ideas and Great People