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Navigating the 3 r’s
Rebranding, redesign and retooling
Patricia Eagan @coastalcandy
Is it sailing into the Perfect Storm??
Or learning to avoid the storm?
It’s about having the right charts
In the beginning
• Replace outdated CMS
• Needed more than
publishing platform
• Personalization, targeted
content, social...
CMS selection
 Product chosen based on functionality – not strategic
 Tech platform not supported in-house
 Implementat...
2+ years and still waiting
 Incompetent
implementation agency
 PM with no web CMS
experience
 Industry analyst
assessed...
Industry analyst to the rescue
 Analyst engaged to
review current
requirements
 Focused on needs, not
functions
 Shortl...
Organizational and strategic changes
Rebranding: from this- blah
The Jackson Laboratory is a nonprofit biomedical research
institution and National Cancer Inst...
To this- bold
We discover precise genomic solutions for disease
and empower the global biomedical community in
our shared ...
Rebranding
 Our message
 Content marketing
 Clinical expansion
Redesign
 Audience engagement
 Sales
 Philanthropic s...
Retooling
 CMS
 Mobile/Responsive
 Social
 Search engine
Website now viewed strategically
But now too many execs in the kitchen
I know what
needs to be
done
I’ll look like
the hero
Role of CMS
Who decides?
IT
Marketing
Industry consultants
Digital Agency
Strategy influencesCMS decsions
Digital
Strategy
Content
Strategy
CMS
CMS Considerations- Business
 No longer just a back end support system – not just for
publishing but engagement
 Busines...
CMS Considerations-Technical
Platforms
• .NET
• JAVA
• Open
Source
3Rd party
• CRM
• Recruiting
• Event
registration
Appli...
Who will manage the CMS
Who hosts
the software?
Who provides
web development?
When do you decide?
Should you choose CMS
before you engage design
agency?
Should design agency
recommend CMS based
on dig...
Keeping on course
Customer and stakeholder interviews
Develop personas
Content audit and ROT analysis
Topic inventories
Partner Interactions
CMS Partner
Digital Agency
It’s a little tight in here
 Branding agency – digital
strategy- design input
 Design agency – digital
strategy input- d...
Getting back on course
What is the right course
 Exec level champion
 Define business owner
 Clarify role of IT
 Value in-house expertise
 U...
Charting the course
 Select design agency
 Define digital and content strategy
 Select CMS based on requirements
 Defi...
Who is navigating
 When should you have analysts/consultants involved?
 Strategy
 Technology
 Who should own the proje...
Plotting the course
 What is optimal? One agency for all- branding, design,
development?
 Should design agencies do desi...
Value of partners
• Make sure you are aligned
internally first
• Agency as well as technology
must be a fit
• Do they unde...
Reaching your destination
 Do you know where you are going?
 Do you have the right people piloting the course?
 Do you ...
Contact info:
patricia.eagan@jax.org
Twitter:
@coastalcandy
LinkedIn:
Linkedin.com/in/patriciaeagan
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Navigating the 3 R's, Rebranding, Redesign and Retooling

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Presentation at J Boye Philadelphia May 2013 on issues and challenges on doing a redesign of a major website along with a rebranding if the company and a CMS selection.

Published in: Internet
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Navigating the 3 R's, Rebranding, Redesign and Retooling

  1. 1. Navigating the 3 r’s Rebranding, redesign and retooling Patricia Eagan @coastalcandy
  2. 2. Is it sailing into the Perfect Storm??
  3. 3. Or learning to avoid the storm?
  4. 4. It’s about having the right charts
  5. 5. In the beginning • Replace outdated CMS • Needed more than publishing platform • Personalization, targeted content, social apps support
  6. 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. 7. 2+ years and still waiting  Incompetent implementation agency  PM with no web CMS experience  Industry analyst assessed product fit  CMS abandoned
  8. 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. 9. Organizational and strategic changes
  10. 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. 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. 12. Rebranding  Our message  Content marketing  Clinical expansion Redesign  Audience engagement  Sales  Philanthropic support Website now viewed strategically
  13. 13. Retooling  CMS  Mobile/Responsive  Social  Search engine Website now viewed strategically
  14. 14. But now too many execs in the kitchen I know what needs to be done I’ll look like the hero
  15. 15. Role of CMS Who decides? IT Marketing Industry consultants Digital Agency
  16. 16. Strategy influencesCMS decsions Digital Strategy Content Strategy CMS
  17. 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. 18. CMS Considerations-Technical Platforms • .NET • JAVA • Open Source 3Rd party • CRM • Recruiting • Event registration Applications • Sharepoint • Search • Video
  19. 19. Who will manage the CMS Who hosts the software? Who provides web development?
  20. 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. 21. Keeping on course Customer and stakeholder interviews Develop personas Content audit and ROT analysis Topic inventories
  22. 22. Partner Interactions CMS Partner Digital Agency
  23. 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. 24. Getting back on course
  25. 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. 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. 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. 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. 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. 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. 31. Contact info: patricia.eagan@jax.org Twitter: @coastalcandy LinkedIn: Linkedin.com/in/patriciaeagan

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