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• Replace outdated CMS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

16.
Strategy influencesCMS decsions
Digital
Strategy
Content
Strategy
CMS

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

31.
Contact info:
patricia.eagan@jax.org
Twitter:
@coastalcandy
LinkedIn:
Linkedin.com/in/patriciaeagan