A Proven Web Strategy Model for Not-for-Profits and Higher Education

A Proven Web Strategy

The Sale of Value with a Mission Focus

Concept origination: Summer 2003Model solidified: Summer 2008

By: Shaun Holloway

www.srholloway.com

Overview

• The Good News and Bad News• Model and Methodology• 3 Levels of Audience Engagement• 3 Parallel Approach• The “SWEET SPOT”• Key Take-Aways

The Good News

• It works. Tested from 2003 – 2009– Question – Why did [website/approach] fail?– This web strategy model was born to solve– Not-for-profit and Higher Education • Universities, colleges, science centers,

community organizations

• Designed for mission-based organizations that have a revenue component

The Good News

• Wide range of organization types and sizes

– Number of web pages (300 - 30,000+)– Number of web admin/contributors (1 – 75+)– Varying web budgets ($400 – $100,000+)– Varying political types – sensitive to authoritative– Varying stages of current situation

• Supports a networked organization culture

The Bad News

• Developing a web strategy takes time

– Full analysis needed of web resources, architecture, and integrated marketing efforts

– Selling the approach internally; demonstrate need– Support structure and money – Results of implementation starts slow but speeds

up exponentially over time

The Bad News

• The strategy and approach is interwoven(actually good news!)

• People will need to realize or be sold…– No magic bullet or single item will fix the

current situation– Requires simultaneous projects/management– Not everyone will understand the “big picture”

Let’s cut to the chase…

Give me the executive summary of what the web strategy model

looks like.

ResourceAttract Retain

Serve

EngageSales

Orientation

InformAdvertising Orientation

Web Strategy ModelMission-based organizations need to develop and market along parallel tracts toward the SWEET SPOT - the Mission and Vision.

Design

System Social

InterfaceUsability

NavigationSitemap

IntegrationServer architecture

Database designAdmin tools

New mediaVisibility

ConnectionApplication

Audience Content

Channel

This model represents multiple tracts and introduces the top layer of

strategy to impact the user-centered experience and build relationships.

Each circle represents a level of focus in the type of interaction taking place with the end user moving toward the

core, which is participation.

Each arrow represents a piece of the structural foundation needed to support the core experience for web interaction and function.

Parallel Development

Model & Methodology

• The Sale of Value– Google’s first company philosophy• “Focus on the user and all else will follow”

– Do the right thing

• The model focuses on the core bulls-eye– Building relationships with users– Advancing customer loyalty– Integrated engagement

Model & Methodology

• Each circle represents a level of focus in the type of interaction taking place with the end user moving toward the core, which is participation.

• Referred to as “orientation” – a user establishes and advances their relationship

with the organization

Model & Methodology

• Each arrow represents a piece of the structural foundation needed to support the core experience for web interaction and function.

• Referred to as a “Parallel” – Each needs advanced at the same time

Model & Methodology

• Parallel Development– The model represents multiple tracts and

introduces the top layer of strategy to impact the user-centered experience and build relationships.

• Mission-based organizations need to develop and market along parallel tracts toward the SWEET SPOT - the Mission and Vision.

Model & Methodology

• Review or write the WEBSITE mission and vision– Why do you have a website? – What does it do?– What is a user expected to do and/or learn

while visiting?

• Web strategy is encompassed by…– The Marketing and Communication Strategy– The IT Strategy– The Business Strategy

ResourceAttract Retain

Serve

EngageSales

Orientation

InformAdvertising Orientation

Web Strategy ModelMission-based organizations need to develop and market along parallel tracts toward the SWEET SPOT - the Mission and Vision.

Design

System Social

InterfaceUsability

NavigationSitemap

IntegrationServer architecture

Database designAdmin tools

New mediaVisibility

ConnectionApplication

Audience Content

Channel

This model represents multiple tracts and introduces the top layer of

strategy to impact the user-centered experience and build relationships.

Each circle represents a level of focus in the type of interaction taking place with the end user moving toward the

core, which is participation.

Each arrow represents a piece of the structural foundation needed to support the core experience for web interaction and function.

Parallel Development

Okay…

Where do we start?

Let’s break it down…

3 Levels of Audience Engagement

Serve as checkpoints for the 3 parallels

3 Levels of Audience Engagement

InformAdvertising Orientation

This orientation focuses on informing and telling the

audience what they should know and be aware of

Serve as checkpoints for the 3 parallels

TELLING a need exists

3 Levels of Audience Engagement

The MOST IMPORTANT LEVEL

EngageSales Orientation

InformAdvertising Orientation

This level is the “missing link”

Websites that failare missing this

Don’t skip this level and be determined

This orientation has an activation focus where the

audience is involved

3 Levels of Audience Engagement

Gaining user loyalty through…

EngageSales Orientation

InformAdvertising Orientation

consistent and personal

communication,

visual appeal, and intuitive navigation is ONLY the start!

achieved through explaining how and why a need exists

TRUST is established

3 Levels of Audience Engagement

ATTRACT,

InformAdvertising Orientation

RETAIN, and

SERVE each audience.

EngageSales

Orientation

PartnerResource

Orientation

3 Levels of Audience Engagement

Foundation to achieve this level begins in the sales orientation level

InformAdvertising Orientation

Resource orientation emphasizes

reciprocal ROI

Establishes a user‘s trust

EngageSales

Orientation

Show a need exists

Provide valueto user

3 Levels of Audience Engagement

Ultimate goal is to become resource oriented

InformAdvertising Orientation

where audiences are attracted, retained, and

served,

in order to establish trust, repeat visitation,

EngageSales

Orientation

ResourceAttract Retain

Serve

more sales, and higher customer

loyalty.

That’s great but…

What is the process and how do we get there?

3 Parallel Approach

• Support the movement toward becoming Resource Oriented– Advancing the level of user engagement– Ensuring support structures are in place to deliver

• Need to happen simultaneously– Keep an eye on the big picture– Streamline support efficiencies and effectiveness

Digital experience needs to match the physical experience and/or the organization’s mission

ResourceAttract Retain

Serve

EngageSales

Orientation

InformAdvertising Orientation

Design

InterfaceUsability

NavigationSitemap

3 Parallel Approach - DESIGN

Usability is a key factor that needs considered for all

primary and secondary audiences

Intuitive…Interface

NavigationContent

Focuses on the technology and business processes needed to sustain the web presence

Design

InterfaceUsability

NavigationSitemap

3 Parallel Approach - SYSTEM

ResourceAttract Retain

Serve

EngageSales

Orientation

InformAdvertising Orientation

System

IntegrationServer architecture

Database designAdmin tools

Technology and business processes

are intertwined and include integration

of…

ApplicationsWidgets/media

Server architectureDatabase designAdmin interfaces

Content management

Focuses on Internet marketing, social media/networking, online ads, and SEO/SMO

Design

InterfaceUsability

NavigationSitemap

3 Parallel Approach - SOCIAL

ResourceAttract Retain

Serve

EngageSales

Orientation

InformAdvertising Orientation

System

IntegrationServer architecture

Database designAdmin tools

Integration is key to ensure resources are

properly aligned,

content pipelines full,

safe environment created,

web marketing fundamentals

utilized.

Social

New mediaVisibility

ConnectionApplication

Is that it?... No…

There are 3 components that surround the entire system.

They need considered along the way.

The “SWEET SPOT”

• Audience– Identify and define– Determine message, function, and experience

needed to meet level of desired engagement

Sweet Spot

Audience

The “SWEET SPOT”

• Content– Communicate what audience needs and wants– Create value for user to develop trust and loyalty– Must be relevant and timely

Sweet Spot

Audience Content

The “SWEET SPOT”

• Channel– Choose and/or create the right vehicle– Create the greatest impact to the user– Most “bang for the buck” out of a piece of content• Single point data/content entry• Multi-point distribution

The “SWEET SPOT”

• SWEET SPOT is the convergence of all 3– Integrate channels to link all 3 components– Required components to achieve objectives

Sweet Spot

Audience Content

Chan

nel

ResourceAttract Retain

Serve

EngageSales

Orientation

InformAdvertising Orientation

Design

System Social

InterfaceUsability

NavigationSitemap

IntegrationServer architecture

Database designAdmin tools

New mediaVisibility

ConnectionApplication

Audience Content

Channel

This is the Big Picture

• The web strategy model is a high-level view

• Each parallel track requires its OWN sub-strategy and approach to succeed

– Web Design and Content– Web Systems and Architecture– Web Marketing and Social Media

Key Take-Aways

• A Champion is needed who understands

• Relationships built on trust are required

• 3 parallels need to move at the same time

• Always think about Audience, Content, and Channel, while moving through each level of audience engagement

A Proven Web Strategy

The Sale of Value with a Mission Focus

Concept origination: Summer 2003Model solidified: Summer 2008

By: Shaun Holloway

www.srholloway.com