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
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
Website now viewed strategically
But now too many execs in the kitchen
I know what
needs to be
I’ll look like
Role of CMS
Strategy influencesCMS decsions
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
Who will manage the CMS
When do you decide?
Should you choose CMS
before you engage design
Should design agency
recommend CMS based
on digital and content
What role should IT play
other than technical
Keeping on course
Customer and stakeholder interviews
Content audit and ROT analysis
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
Role of CMS vendor in
What is the right course
Exec level champion
Define business owner
Clarify role of IT
Value in-house expertise
Utilize industry analysts for validation
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
Who is navigating
When should you have analysts/consultants involved?
Who should own the project?
How do you account for changes?
Shifts in senior management
Shifts in strategy/goals
Plotting the course
What is optimal? One agency for all- branding, design,
Should design agencies do design and web
Best of breed? Choose agency based on specific skill
Which model has more management involved and risk?
Value of partners
• Make sure you are aligned
• Agency as well as technology
must be a fit
• Do they understand you and
• Have they similar partners?
• Are you ready to be a good
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