Best Website Relaunch Ever

BEST WEB
RELAUNCH EVER
Lessons Learned from
Web Site Relaunches
Thursday, January 28, 2010

Heather Sullivan
Northfield Mount Hermon
Communications
& Marketing Director
Doug Gapinski
mStoner
Creative Director

Lessons Learned by Project
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 and
research
Brand
analysis
Marketing
platform
Public-facing
work
In an ideal world...
(including web relaunch)
Institutional
Strategy

Timing: leveraging cultural shifts
New mission
Northfield Mount
Hermon engages the
intellect, compassion,
and talents of our
students, empowering
them to act with
humanity and purpose.
Branding
interviews
• academically rigorous
• supportive learning
• “casual” or informal
feel within segment
• service-oriented
Marketing
platform
Intelligence,
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 School
Claude Anderson, Dean of Enrollment
Heather Sullivan, Director of Communications and Marketing
Allyson 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 Campus
5 E. Galena Blvd.
Aurora, IL 60506-4178
MAP DIRECTIONS
Sugar Grove Campus
Route 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
Admissions
Ut laoreet velit et nunc. Nunc
convallis.
GOGO
Filter Results
CAMPUS
TIME
CreditCredit Non-credit All
select one...
select one...
GOGO
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vitae ut. Fermentum nec dolor etiam vitae adipiscing. Sapien leo. Maecenas viverra
pharetra magna id. Sed consequat pulvinar Fermentum nec dolor. Etiam vitae
adipiscing. Sapien leo. Maecenas viverra pharetra magna id.
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 Campus
2060 Ogden Ave.
Aurora, IL 60504-7222
MAP DIRECTIONS
GOGO
Current Waubonsee Students
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elit. Fusce id libero scelerisque augue ultricies
tincidunt sed sed risus. In imperdiet nisl ac eros
hendrerit a venenatis urna imperdiet.
Aurora Campus
5 E. Galena Blvd.
Aurora, IL 60506-4178
MAP DIRECTIONS
Sugar Grove Campus
MAP DIRECTIONS
3/5
HOME > CURRENT WAUBONSEE STUDENTS
Quisque Viverra Enim Uteros
Vulputate Vehicula
Praesent Aliquam
Enim Vel Neque imperdiet
At Bibendum
Eros Tristique
NEWS ARCHIVE RSSNews Stories Upcoming Events
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Iaculis Eu Aliquam Eu Mauris Sit
Amet Neque Sed Sed Ante
Curabitur In Ipsum In Ante Auctor
Molestie Tincidunt
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Habitant Morbi Tristique
Program Highlights
Vestibulum
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nulla aliquam varius.
magna. Ut laoreet velit et
nunc. Nunc convallis.
Find Your X Number
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nulla aliquam varius. magna. Ut laoreet velit et nunc.
Nunc convallis.
GOGOEMAIL:
MyWCC Login
GOGO
USERNAME:
PASSWORD:
Find a Class
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nulla aliquam varius. magna. Ut laoreet velit et nunc.
Nunc convallis.
GOGO
Copley Campus
2060 Ogden Ave.
Aurora, IL 60504-7222
MAP DIRECTIONS
5/51/5
GOGO
.
2/5 4/5
INTERACTIVE MESSAGING FEATURE
10 ESSENTIAL QUESTIONS
1. Lorem ipsum dolor sit amet, consectetur adipiscing elit?
2. Fusce id libero scelerisque augue ultricies tincidunt sed sed risus?
3. In imperdiet nisl ac eros hendrerit a venenatis urna imperdiet?
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5. Aliquam feugiat mauris non quam aliquam semper?
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8. Pellentesque quis odio metus, eu tincidunt neque?
9. Nulla posuere nisi in metus eleifend nec vehicula lorem sodales?
10. Nunc id sem ut tellus pharetra tincidunt eget quis mi?
Aurora Campus
5 E. Galena Blvd.
Aurora, IL 60506-4178
MAP DIRECTIONS
Sugar Grove Campus
MAP DIRECTIONS
Top News Stories:
Curabitur eu orci non quam consectetur imperdiet id non magna. READ MORE X
NEWS ARCHIVE RSS FEED
Feature: Learning Environment
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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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convallis el untifinda rol stey
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consectetur imperdiet id non magna.
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Copley Campus
2060 Ogden Ave.
Aurora, IL 60504-7222
MAP DIRECTIONS
Career Development Programs >
Certificate Programs >
Find a Class
Enter 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 teaching
2) personal attention
to students
3) academic reputation
4) 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 qualitative
interviews:
• 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, leadership
interviews, 2008
External research
Internal 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 outline
with 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
search piece

www.youtube.comNorthfield Mount Hermon
youtube page

Mercersburg Academy former web site

Mercersburg Academy
viewbook

Mercersburg
Academy
print enrollment suite

Mercersburg
Academy
web features

Timing: building buzz
Mercersburg Academy
flash and static web ads

Timing: building buzz
Mercersburg
Academy
specialty 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 to
cost 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 CMS
training
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
Advancement
Services
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 day
1,875
Post launch: momentum

Post launch: metrics
page views per visit
4.68

Post launch: anecdotes
average stay on site
3:31

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
RELAUNCH
CHECKLIST

This presentation:
clients.mstoner.com/case
Heather Sullivan
hsullivan@nmhschool.org
Doug Gapinski
mStoner
doug.gapinski@mstoner.com
twitter: @thedougco

Best Website Relaunch Ever

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