Best Website Relaunch Ever

BEST WEBRELAUNCH EVER

Lessons Learned from Web Site Relaunches

Thursday, January 28, 2010

Heather SullivanNorthfield Mount Hermon

Communications & Marketing Director

Doug GapinskimStoner

Creative Director


Lessons Learned by Project

Northfield Mount Hermon

Mercersburg Academy


Lessons Learned by Phase

Timing: the pre-planning phase

Buy-in: the strategy phase

Creative: the media and messages phase

Tech: the implementation phase

Post launch: sustaining and measuring phases


Good timing will make your relaunch efforts a bigger success.

Timing: the pre-planning phase


Timing: align relaunch with institutional goals

• institutional goals

• strategic plan

• mission and vision in context of 2010

• enrollment and fundraising goals

• cultural / leadership & key role changes


Timing: know where you are

Data andresearch

Brand analysis

Marketingplatform

Public-facingwork

In an ideal world...

(including web relaunch)

InstitutionalStrategy


Timing: leveraging cultural shifts

New missionNorthfield Mount Hermon engages the intellect, compassion, and talents of our students, empowering them to act with humanity and purpose.

Brandinginterviews• academically rigorous• supportive learning• “casual” or informal feel within segment• service-oriented

MarketingplatformIntelligence, Compassion, Purpose.

Timely cultural considerations• new leadership in marketing and admissions• sale of Northfield campus and impact on public and alumni perceptions• vestigal stereotypes: Northfield as “artsy” and Mt. Hermon as “jocks”• still working against “party-school” perception left over from the 70s


Planning and strategy aren’t just collaboration, they’re insurance.

Buy-in: the strategy phase


Buy-in: select a vendor, if necessary

White WhalemStoner


Buy-in: create a steering committee

NMH (an example structure for smaller institutions)

Theoretical (typically for larger institutions)

• Senior Leadership• Marketing / Communications • Admissions • Advancement • Alumni Relations

• Student Affairs • Information Technology • Academic Departments • Students • Faculty members

Thomas K. Sturtevant, Head of SchoolClaude Anderson, Dean of EnrollmentHeather Sullivan, Director of Communications and MarketingAllyson Goodwin, Chief Advancement Officer

& inclusion of other admin where appropriate


Buy-in: create a strategy document

information architecture wireframes

timelines

GOGO

Employment Opportunities Privacy Policy Emergency Preparedness Campus Police Accreditation

© 2010 Waubonsee Community College

Results for “Psychology”

Aurora Campus5 E. Galena Blvd.

Aurora, IL 60506-4178

MAP DIRECTIONS

Sugar Grove CampusRoute 47 at Waubonsee Drive

Sugar Grove, IL 60554-9454

MAP DIRECTIONS

HOME > CLASS SEARCH

CAMPUS | CLASSROOM | PROFESSOR | DAY/TIMEPHOTO

Faculty results for “Psychology”

Professor John Smith >






> all faculty results

Campus results for “Psychology”

Erickson Hall >

Erickson Hall >

Erickson Hall >

Erickson Hall >

> all facility results

Chat with AdmissionsUt laoreet velit et nunc. Nunc convallis.

GOGO

Filter Results

CAMPUS

TIME

CreditCredit Non-credit All

select one...

select one...

GOGO

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Class Title 101

CAMPUS | CLASSROOM | PROFESSOR | DAY/TIME


Class Title 101

CAMPUS | CLASSROOM | PROFESSOR | DAY/TIME


Class Title 101

ADVANCED SEARCH >

Apply Now Contact Us Faculty & Staff Directory MyWCCC Search

INFORMATION FOR: New Students Current Waubonsee Students Parents Faculty & Staff Alumni Corporate Clients The Local Community

Waubonsee Community College

Learning at Waubonsee Student Experience Admissions Library News & Events Giving About Us

Copley Campus2060 Ogden Ave.

Aurora, IL 60504-7222

MAP DIRECTIONS

GOGO



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Aurora, IL 60506-4178

MAP DIRECTIONS



MAP DIRECTIONS

3/5HOME > CURRENT WAUBONSEE STUDENTS

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NEWS ARCHIVE RSS News Stories Upcoming Events

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Program Highlights

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GOGOEMAIL:

MyWCC Login

GOGO

USERNAME:

PASSWORD:

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GOGO






Aurora, IL 60504-7222

MAP DIRECTIONS

5/5 1/5

GOGO



.

2/5 4/5

INTERACTIVE MESSAGING FEATURE

10 ESSENTIAL QUESTIONS

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Aurora, IL 60506-4178

MAP DIRECTIONS



MAP DIRECTIONS

Top News Stories:

Curabitur eu orci non quam consectetur imperdiet id non magna. READ MORE X

NEWS ARCHIVE RSS FEED

Feature: Learning EnvironmentAliquam erat volutpat. Vivamus rhoncus tincidunt Curabitur eu orci non quam consectetur imperdiet id non magna. Phasellus nec ante quam. Integer congue risus eu nulla aliquam varius. magna. Ut laoreet velit et nunc. Nunc convallis.

3/5

VIDEO / SLIDE SHOW / AUDIO

Highlights

PROGRAMS

Transfer Programs >

People

Programs

Places / Facilities

< >

< >

< >

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Aurora, IL 60504-7222

MAP DIRECTIONS

Career Development Programs >

Certificate Programs >

Find a ClassEnter topics or keywords:

> ADVANCED SEARCH

Credit Non-Credit All

search

GOGO

key tasks and ownership


Buy-in: align with research & do your own

The top five characteristics of importance to parents: 1) quality of teaching2) personal attention to students3) academic reputation4) value of education (ROI)5) and personal/ethical development

Association of Independent Schools of New England, 2008

[NMH responds to] students’ desire to set a meaningful life course... the evolution of the school’s academic, extracurricular, and support structures will offer students the tools they require to cultivate and live examined lives.

Northfield Mount Hermon Vision and Values Statement, 2006

Themes from qualitativeinterviews:• quality academics delivered in a holistic way• “more like home” than competitors• a community that welcomes and fosters individualism• value placed on service

Student, faculty, leadershipinterviews, 2008

External researchInternal research or current positioning

Intake / discovery /focus groups

NMH


Deliver a cohesive,compelling cross-platform message.

Creative: the media and messages phase


Creative: define what you’ll keep vs. blow up

content outlinewith writing assignments


Creative: create a marketing platform

Northfield Mount Hermon concept 1


Creative: test and refine

Northfield Mount Hermon testing results matrix


Creative: integration opportunities

Northfield Mount Hermon web site nmhschool.org


Creative: provide proof points for specificity

Northfield Mount Hermon branding page


Creative: be authentic & have a conversation

NMH facebook

NMH twitter

NMH flickr


Creative: use what you’ve already got

Northfield Mount Hermon NMHbook


Timing: integration opportunities

Northfield Mount Hermonsearch piece



www.youtube.comNorthfield Mount Hermon youtube page


http://www.youtube.comnmhschool

http://www.youtube.comnmhschool


Mercersburg Academy former web site



Mercersburg Academyviewbook



Mercersburg Academyprint enrollment suite



Mercersburg Academyweb features


Timing: building buzz

Mercersburg Academyflash and static web ads


Timing: building buzz

Mercersburg Academyspecialty ads


Migration: assignments and schedule

Migration kickoff / migration assignments

Content migrated into content management system and declared ready for review

Entire site reviewed, feedback and changes due to migration lead by week’s end

Feedback and changes incorporated into site

Second round of review to confirm that all changes have been made

Final testing, approval for go-live

WEEK 1

WEEKS 2, 3, 4

WEEK 5

WEEK 6

WEEK 7

WEEK 8

Heavy lifting

Editing

Review

Touch up, launch


Build it like you’re going to live in it. (Because you are!)

Tech: the implementation phase


Tech: choosing a content management system

How well does that platform you’re looking at handle key features?

• Editing interface

• Navigation

generation

• Add-on flexibility

• Approval and

authorization

• Versioning

• Testing and error

reporting

• Timed release

and archiving

• RSS and native

content syndication

• Granular control

of pages

• Rich media options

Usability Workflow Content


Tech: choosing a content management system

Package/Approach Pros Cons

Sitecore in Microsoft server environment • Strong vendor support• Exceptional ease of use• Extensibility – supports a wide variety

of languages, and can be customized to meet stringent requirements.

• Inline edit capability• Blackbaud product stack consistency• Large development and enhancement

community

• Licensing costs•Current PHP/MySQL web

applications must be rewritten in .NET and the database ported to SQL Server or a separate event/scheduling application acquired.

•May require webmaster ramp-up

Drupal in LAMP server environment • Licensing costs•Current PHP/MySQL web

applications can be re-used.• Familiar development environment• Large development and enhancement

community

• Lack of vendor support• Inline edit capability not available

unless nicEdit or other add-in WYSIWYG and AJAX are used.

Adding specificity tocost vs. ease of use vs. support


Tech: define scope and functionality

Examples:

• NMH book

• Flickr feed placement

• Curriculum Guide

• Web Calendar system

• Athletics section

• Blogs

A tech specs document explains

how page components will work

with an emphasis on function

rather than on code.


Tech: define the mechanics of the launch

Phase 1

• Home page

• Gateways

• Pages accessible

from any top level

navigation

Phase 2

• All secondary pages

• Key tertiary pages

(admissions,

academics)

• Departments /

programs / schools

Phase 3

• The other 10,000+

pages in the site

Phased launch


Like houses, the best web sites are constantly maintained.

Post launch: sustaining a site


Post launch: training

Workflow CMStraining

Content entry &web writing

• web / IT team• communications staff • web / IT team

• communications staff

plus appropriate members of

• department staff• college or school level faculty• college relations• advancement / development


Post launch: work with a team

Heather Sullivan

Communications Director

Jesse Bardo

Admission Counselor

Bruno Drupeyeron

AdvancementServices

Christopher Arnini

Web Manager

Rachel Hanley

Writer

Sharon Labella-Lindale

Assistant Director


Reflect.

Post launch: the measuring phase


Post launch: momentum

active blogs by students, faculty members,and for alumni30+


visits per day1,875

Post launch: momentum


Post launch: metrics

page views per visit4.68


Post launch: anecdotes

average stay on site3:31


PREPLANNING• review strategic plan• discuss cultural shifts• multiple RFPs

STRATEGY• create steering committee• set ROI and other goals• meet with stakeholders• focus groups• create relaunch strategy document

CREATIVE• explore marketing channels• use integration opportunities• define scope incl. writing • creative brief• multiple concepts as budget permits• test, test, test• migration plan

TECH• tech scope document• investigate multiple CMSs• create a functional specs document• phased launch plan

POST-LAUNCH• training sessions• team development / new hires • collect analytics and anecdotes

RELAUNCHCHECKLIST


This presentation:

clients.mstoner.com/case

Heather Sullivan

Northfield Mount Hermon

[email protected]

Doug Gapinski

mStoner

[email protected]

twitter: @thedougco


mailto:[email protected]




Best Website Relaunch Ever

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