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Implementing a Content Strategy
    During a Brand Refresh:

    Teach For America Case Study


    MIMA Summit, October 12, 2011
Who I Am




Contact info:
kristin.hodgson@teachforamerica.org
@kristinhodgson                       2
About Teach For America


                                 By the Numbers


                          2011-
                          2011-2012 School Year

                          •   48,000 applicants to the
                              corps

                          •   9,000 corps members

                          •   2,600 schools

                          •   600,000 students reached

                          Since 1990

                          •   3 million students taught

                          •   24,000 alumni



                                                          3
Teach For America – Twin Cities: Local Impact




                                                4
Agenda


I.     Background


II.    Organizational Moment


III.   What We Achieved


IV.    The Digital Decade


V.     Questions?




                               5
Web Presence: 2010




                     6
Wake Up Call




               7
Our Homework

       Preparing to redesign the website involved a lot of research and thought partnership, and
       required establishing a clear vision.

                                                     Assessing the Website’s “Achievement Gap”

              •    Evaluating the current site and thinking about its limitations
              •    Stakeholder interviews with ~50 people across the organization
              •    “Insights” market research work
              •    Further usability testing
              •    Identifying peer websites we admired, connecting with those teams




                                                                   Three Guiding Principles



* The Economic Impact of the Achievement Gap in America’s Schools, McKinsey & Company Social sector Office, 2009   8
Three Guiding Principles

                 •   The site should showcase the diversity and vibrancy of the
                     community focused on solving educational inequity
  Community      •   Foreground the multiple voices and perspectives of people who
                     make up that community
& Conversation
                 •   Encourage and enable communication among community
                     members



   Warmth        • The site should lead the way in refocusing and repositioning the
                   brand, projecting more personality, authenticity, and passion
  & Emotion      • Use people’s stories to “show” rather than “tell”




   Balanced      • Streamline the site and strike the right balance between text,
                   images, graphics, and multimedia
 Content Mix     • Go beyond an online TFA brochure


                                                                                      9
Timeline

The web team was focused on the website redesign, but other events and discussions in
the organization could not be ignored.

                       (Oct-
                    Q1 (Oct-Dec)           (Jan-
                                        Q2 (Jan-Mar)            (Apr-
                                                             Q3 (Apr-Jun)    Q4 (July)


   Website           Kickoff,       Sitemap, Defining key
   Redesign                                                     Writing CMS entry Launch
                    Research,      Wireframes messages         and asset
                     Strategy                                   creation


    Internal
     Events          New core        New book    TFA marks Marketing New CMO
                      values          by CEO,     20 years team re-org begins
                    announced        Founder                  begins

   Ongoing                                       Voice
     Brand
  Discussions                             Brand Personality

                                             Visual Signal


                                                                                         10
Agenda


I.     Background


II.    Organizational Moment


III.   What We Achieved


IV.    The Digital Decade


V.     Questions?




                               11
Our New Voice


 With all that was in flux – core values, visual signal, brand personality – and
 all that we wanted to accomplish – more inspiration, warmth, and emotion –
 establishing a new voice was critical.


 Working with the many writers on this project, I focused our attention in two
 areas:
                 Mechanics                           Tone and Substance


      •   Writing for the Web                   •   Inspiring

      •   Clear, direct                         •   Engaging

      •   Plainspoken                           •   Warm and welcoming

      •   Conversational                        •   Humble

                                                •   Focused on our mission

                                                                                   12
Before and After


 Original
 The prevailing notion is that children growing up in low-income communities
 cannot overcome the massive obstacles they face, and therefore the
 investments in solving these problems are futile. These beliefs prevent us from
 addressing the challenges of poverty and discrimination, and from building the
 capacity of our schools and school systems.

 Revised
 “This is the hardest work on the planet. It’s also the most important. We can
 never forget that the unit of change for an individual kid’s life is school. It starts
 in pre-K and goes straight through college. We need the broader systemic
 changes and then we need as many committed, talented, and revolutionary
 teachers as this nation can produce.” –Dave Levin




                                                                                          13
Balanced Content Mix




                       14
Balanced Content Mix: Why Teach For America?




   March – Defining        May – Displaying     July – Site content
    communication         near-final content    staged for launch
objectives page by page   in a WF like layout
                                                                      15
Brand Personality


Our brand personality is a set of human characteristics associated with the
Teach For America brand.

If Teach For America were a person, what would s/he be like?

It is the driver of emotional associations that people create with Teach For
America.



                               …If a brand personality is a set of human characteristics
                                                               associated with a brand,
                                                                     and ours is “TBD,”
                                 why don’t we put some of our real humans on display?



                                                                                           16
Profile Collection


We collected over 400 profiles from corps members, alumni, and supporters




                                                                            17


             back – it was a treasure trove – well
Evolving Visual Signal




                         18
Website Design




                 19
Agenda


I.     Background


II.    Organizational Moment


III.   What We Achieved


IV.    The Digital Decade


V.     Questions?




                               20
The Qualitative/Fuzzy Math Wins


•   Streamlined site, with fewer pages
•   Reduction in word count by approximately 45%
•   Defined messaging architecture for the site
•   Simplified language
•   Infusion of inspiration
•   A platform that allows for frequent site updates and a distributed publishing
    model




                                                                                    21
Quantitative Wins

    We set out to create a website that inspires and engages, and metrics
    confirm we’ve gone a long way toward that goal.


•   Our engagement metrics show we are      Metric             Change – YOY
    encouraging quality time on site        Visits/Visitor             20%


•   Engagement metrics look even better
    when we isolate the time right before   Pages/Visit                56%
    an application deadline


•   Over the coming year, we have grand     Time on Site               83%
    plans to iterate


                                            Bounce Rate               -35%




                                                                              22
Agenda


I.     Background


II.    Organizational Moment


III.   What We Achieved


IV.    The Digital Decade


V.     Questions?




                               23
Content Strategy in 2010-2011

                 •   The site should showcase the diversity and vibrancy of the
                     community focused on solving educational inequity
  Community      •   Foreground the multiple voices and perspectives of people who
                     make up that community
& Conversation
                 •   Encourage and enable communication among community
                     members



   Warmth        • The site should lead the way in refocusing and repositioning the
                   brand, projecting more personality, authenticity, and passion
  & Emotion      • Use people’s stories to “show” rather than “tell”




   Balanced      • Streamline the site and strike the right balance between text,
                   images, graphics, and multimedia
 Content Mix     • Go beyond an online TFA brochure


                                                                                      24
Authenticity: The Value of the Moment




                                             “Authenticity seems to be the
                                           value of the moment,
                                               rolling off the tongues of
                                             politicians, celebrities, Web
                                              gurus, college admissions
                                           advisers, reality television stars.”




          Source: New York Times, 9/9/11                                      25
Storytelling as Buzzword




                                           “Storytelling is a buzzword with
                                           lots of different interpretations.
                                              Either the internet is killing
                                            stories, or it’s the best thing to
                                          happen to them since the printing
                                                         press.”




          Source: A List Apart, 8/23/11                                      26
Agenda


I.     Background


II.    Organizational Moment


III.   “The Digital Decade”


IV.    What We Achieved


V.     Questions?




                               27

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Implementing a Content Strategy During a Brand Refresh: Teach For America Case Study

  • 1. Implementing a Content Strategy During a Brand Refresh: Teach For America Case Study MIMA Summit, October 12, 2011
  • 2. Who I Am Contact info: kristin.hodgson@teachforamerica.org @kristinhodgson 2
  • 3. About Teach For America By the Numbers 2011- 2011-2012 School Year • 48,000 applicants to the corps • 9,000 corps members • 2,600 schools • 600,000 students reached Since 1990 • 3 million students taught • 24,000 alumni 3
  • 4. Teach For America – Twin Cities: Local Impact 4
  • 5. Agenda I. Background II. Organizational Moment III. What We Achieved IV. The Digital Decade V. Questions? 5
  • 8. Our Homework Preparing to redesign the website involved a lot of research and thought partnership, and required establishing a clear vision. Assessing the Website’s “Achievement Gap” • Evaluating the current site and thinking about its limitations • Stakeholder interviews with ~50 people across the organization • “Insights” market research work • Further usability testing • Identifying peer websites we admired, connecting with those teams Three Guiding Principles * The Economic Impact of the Achievement Gap in America’s Schools, McKinsey & Company Social sector Office, 2009 8
  • 9. Three Guiding Principles • The site should showcase the diversity and vibrancy of the community focused on solving educational inequity Community • Foreground the multiple voices and perspectives of people who make up that community & Conversation • Encourage and enable communication among community members Warmth • The site should lead the way in refocusing and repositioning the brand, projecting more personality, authenticity, and passion & Emotion • Use people’s stories to “show” rather than “tell” Balanced • Streamline the site and strike the right balance between text, images, graphics, and multimedia Content Mix • Go beyond an online TFA brochure 9
  • 10. Timeline The web team was focused on the website redesign, but other events and discussions in the organization could not be ignored. (Oct- Q1 (Oct-Dec) (Jan- Q2 (Jan-Mar) (Apr- Q3 (Apr-Jun) Q4 (July) Website Kickoff, Sitemap, Defining key Redesign Writing CMS entry Launch Research, Wireframes messages and asset Strategy creation Internal Events New core New book TFA marks Marketing New CMO values by CEO, 20 years team re-org begins announced Founder begins Ongoing Voice Brand Discussions Brand Personality Visual Signal 10
  • 11. Agenda I. Background II. Organizational Moment III. What We Achieved IV. The Digital Decade V. Questions? 11
  • 12. Our New Voice With all that was in flux – core values, visual signal, brand personality – and all that we wanted to accomplish – more inspiration, warmth, and emotion – establishing a new voice was critical. Working with the many writers on this project, I focused our attention in two areas: Mechanics Tone and Substance • Writing for the Web • Inspiring • Clear, direct • Engaging • Plainspoken • Warm and welcoming • Conversational • Humble • Focused on our mission 12
  • 13. Before and After Original The prevailing notion is that children growing up in low-income communities cannot overcome the massive obstacles they face, and therefore the investments in solving these problems are futile. These beliefs prevent us from addressing the challenges of poverty and discrimination, and from building the capacity of our schools and school systems. Revised “This is the hardest work on the planet. It’s also the most important. We can never forget that the unit of change for an individual kid’s life is school. It starts in pre-K and goes straight through college. We need the broader systemic changes and then we need as many committed, talented, and revolutionary teachers as this nation can produce.” –Dave Levin 13
  • 15. Balanced Content Mix: Why Teach For America? March – Defining May – Displaying July – Site content communication near-final content staged for launch objectives page by page in a WF like layout 15
  • 16. Brand Personality Our brand personality is a set of human characteristics associated with the Teach For America brand. If Teach For America were a person, what would s/he be like? It is the driver of emotional associations that people create with Teach For America. …If a brand personality is a set of human characteristics associated with a brand, and ours is “TBD,” why don’t we put some of our real humans on display? 16
  • 17. Profile Collection We collected over 400 profiles from corps members, alumni, and supporters 17 back – it was a treasure trove – well
  • 20. Agenda I. Background II. Organizational Moment III. What We Achieved IV. The Digital Decade V. Questions? 20
  • 21. The Qualitative/Fuzzy Math Wins • Streamlined site, with fewer pages • Reduction in word count by approximately 45% • Defined messaging architecture for the site • Simplified language • Infusion of inspiration • A platform that allows for frequent site updates and a distributed publishing model 21
  • 22. Quantitative Wins We set out to create a website that inspires and engages, and metrics confirm we’ve gone a long way toward that goal. • Our engagement metrics show we are Metric Change – YOY encouraging quality time on site Visits/Visitor 20% • Engagement metrics look even better when we isolate the time right before Pages/Visit 56% an application deadline • Over the coming year, we have grand Time on Site 83% plans to iterate Bounce Rate -35% 22
  • 23. Agenda I. Background II. Organizational Moment III. What We Achieved IV. The Digital Decade V. Questions? 23
  • 24. Content Strategy in 2010-2011 • The site should showcase the diversity and vibrancy of the community focused on solving educational inequity Community • Foreground the multiple voices and perspectives of people who make up that community & Conversation • Encourage and enable communication among community members Warmth • The site should lead the way in refocusing and repositioning the brand, projecting more personality, authenticity, and passion & Emotion • Use people’s stories to “show” rather than “tell” Balanced • Streamline the site and strike the right balance between text, images, graphics, and multimedia Content Mix • Go beyond an online TFA brochure 24
  • 25. Authenticity: The Value of the Moment “Authenticity seems to be the value of the moment, rolling off the tongues of politicians, celebrities, Web gurus, college admissions advisers, reality television stars.” Source: New York Times, 9/9/11 25
  • 26. Storytelling as Buzzword “Storytelling is a buzzword with lots of different interpretations. Either the internet is killing stories, or it’s the best thing to happen to them since the printing press.” Source: A List Apart, 8/23/11 26
  • 27. Agenda I. Background II. Organizational Moment III. “The Digital Decade” IV. What We Achieved V. Questions? 27