Navigating the 3 R's, Rebranding, Redesign and Retooling
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Presentation at J Boye Philadelphia May 2013 on issues and challenges on doing a redesign of a major website along with a rebranding if the company and a CMS selection.
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Navigating the 3 R's, Rebranding, Redesign and Retooling
- 1. Navigating the 3 r’s Rebranding, redesign and retooling Patricia Eagan @coastalcandy
- 2. Is it sailing into the Perfect Storm??
- 3. Or learning to avoid the storm?
- 4. It’s about having the right charts
- 5. In the beginning • Replace outdated CMS • Needed more than publishing platform • Personalization, targeted content, social apps support
- 6. CMS selection Product chosen based on functionality – not strategic Tech platform not supported in-house Implementation partner- little experience with product No top-level champion
- 7. 2+ years and still waiting Incompetent implementation agency PM with no web CMS experience Industry analyst assessed product fit CMS abandoned
- 8. Industry analyst to the rescue Analyst engaged to review current requirements Focused on needs, not functions Shortlisted products Products demos with implementation partner
- 9. Organizational and strategic changes
- 10. Rebranding: from this- blah The Jackson Laboratory is a nonprofit biomedical research institution and National Cancer Institute-designated Cancer Center based in Bar Harbor, Maine. Its mission is to discover the genetic basis for preventing, treating and curing human diseases, and to enable research and education for the global biomedical community
- 11. To this- bold We discover precise genomic solutions for disease and empower the global biomedical community in our shared quest to improve human health. Our work will improve both life span and health span––and make medicine more precise, predictable and personal.
- 12. Rebranding Our message Content marketing Clinical expansion Redesign Audience engagement Sales Philanthropic support Website now viewed strategically
- 13. Retooling CMS Mobile/Responsive Social Search engine Website now viewed strategically
- 14. But now too many execs in the kitchen I know what needs to be done I’ll look like the hero
- 15. Role of CMS Who decides? IT Marketing Industry consultants Digital Agency
- 17. CMS Considerations- Business No longer just a back end support system – not just for publishing but engagement Business needs drive CMS as part of the overall web experience in today’s content marketing approach. Your implementation partner needs to be aligned with your strategy and be audience focused Buy what you need now – don’t get caught up in all the bells and whistles if not part of your strategy
- 18. CMS Considerations-Technical Platforms • .NET • JAVA • Open Source 3Rd party • CRM • Recruiting • Event registration Applications • Sharepoint • Search • Video
- 19. Who will manage the CMS Who hosts the software? Who provides web development?
- 20. When do you decide? Should you choose CMS before you engage design agency? Should design agency recommend CMS based on digital and content strategy? What role should IT play other than technical considerations?
- 21. Keeping on course Customer and stakeholder interviews Develop personas Content audit and ROT analysis Topic inventories
- 22. Partner Interactions CMS Partner Digital Agency
- 23. It’s a little tight in here Branding agency – digital strategy- design input Design agency – digital strategy input- design CMS service provider- design agency or collaboration Role of CMS vendor in monitoring implementation
- 24. Getting back on course
- 25. What is the right course Exec level champion Define business owner Clarify role of IT Value in-house expertise Utilize industry analysts for validation
- 26. Charting the course Select design agency Define digital and content strategy Select CMS based on requirements Define project charter and scope Clearly define roles and responsibilities
- 27. Who is navigating When should you have analysts/consultants involved? Strategy Technology Who should own the project? Marketing IT How do you account for changes? Shifts in senior management Shifts in strategy/goals
- 28. Plotting the course What is optimal? One agency for all- branding, design, development? Should design agencies do design and web development? Best of breed? Choose agency based on specific skill Which model has more management involved and risk?
- 29. Value of partners • Make sure you are aligned internally first • Agency as well as technology must be a fit • Do they understand you and your needs? • Have they similar partners? • Are you ready to be a good partner?
- 30. Reaching your destination Do you know where you are going? Do you have the right people piloting the course? Do you have the right navigational aids? What is most important is having the right partners who understand your goals and want you to achieve them Or you will find yourself in the perfect storm