Post on 12-Jan-2015
description
Challenge: • Brand does not clearly communicate the organization’s mission or purpose
• Limited geographic scope
• Limited growth potential.
Opportunity: • Rebranding resulting in broader understanding of the organization’s purpose
• Improved search.
Tools: Change Management, Marketing, Project Management
Challenge: • No strategy to introduce the new brand to core constituents throughout Vermont • Limited budget for communications outreach (bumper stickers & bookmarks) • Geographic footprint remains small Opportunity:
• Website refresh to bring new brand identity to the organization’s online initiative
• Improve site navigation for content clarity
• Leverage past successes to validate organization effectiveness
Tools:
Web 2.0, Marketing, Project Management, Human Computer Interaction, Marketing, Web Standards
The Journey to Building Community
< current
home page
Rebranding results in new identity:
Rebranding presents new challenges:
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Google Analytics • Analyze baseline traffic• Establish goals for future utilization
Vermont Partnership for Fairness and Diversity [HOME]
Left navigation
"Report harassment or
discrimination of these services
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public accommodation
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anti-harassment laws
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harassment & discrimination
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Involved"
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Create an inclusive, equitable
organization
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school
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education
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underrepresented groups.
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Building Fair and Inclusive Communities in the Digital Age
Revised site navigationIntegration of brand and improved navigation
Technology will never be a substitute for ideas. But technology IS capable of solving the marketing and communications challenges for non-profit organizations like the Vermont Partnership for Fairness and Diversity.
How? By abolishing the communications silos. Integrate and reinforce the message through all forms of online initiatives and social media. Test. Study. Revise. Repeat.
Is usability an issue? Is the site speaking clearly? Do we know empirically what’s working and what’s not? Can our constituents find us?
This Capstone seeks to implement all of the available assets presented by Web 2.0 and related MSIT curriculum to build communities that are fair and inclusive.
Wireframe Development
Tools created to develop a broader audience
Keyword Search and SEOMaking enhancements to the website to improve ranking in search engines
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Opportunity: • Use email initiatives for outbound training information to specific constituencies
• White paper and related research documents to communities who stand to benefit
• Potential for research purposes
Extending the Community—
Growing the Brand
Opportunity: • Posting of links to important organization initiatives & information: 1/17/10 Curtiss Reed profile; 6/24/10 Gubernatorial Survey results; engage diaglogue
• Generate “Fans” for future e-newsletter dialogue
Opportunity: Create a Vermont Partnership YouTube presence
Opportunity: • Improve LinkedIn contacts for Executive Director (Currently only five connections)
• Expand network
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