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Rebranding for Global Influence & Local Member Value
August 118:30 – 9:30 a.m.Charlie Jones, CAEDina Lewis, CAE
Where We Were
Challenge: Product & Service Offerings• Global membership
• Advocacy
• Conferences
• Publications
Challenge: Budget • Original scope planning
– Culture Shock– Lack of due diligence
• Project reboot
Challenge: Autonomous Databases• Login & Directory Profiles• Access Levels
– Anonymous– Multi-level Member Access– Subscribers– Registrants– Divisions, Committees, Work Groups
• Calendar & Event Content
Challenge: Cultural Differences• Protected vs. public content• URLs• Contractors vs. internal content
specialists• Privacy laws• Approval turnaround time
Challenge: Conflicting Content Strategies
Example: Content Inventory
Challenge: Conflicting Content Strategies
Events
Access to regional content
Challenge: Conflicting Content Strategies• Style Guide
– Date format– Taxonomy categories
• Workflow– Distributed publishing– Editorial control
Example: Governance FrameworkRole Responsibilities Names Content Creators Produce content for
publishing based on style guidelines.
Conferences, Communications, Advocacy, Legal, Member Services
Content Approvers Manage publishing of content. Responsible for following content style and governance guidelines.
Cameron - Universal and Americas, Emma - Europe, Pauline - Asia
Editorial Planning Team Manage quarterly web content review meetings, work with staff to execute web content direction, recommend website and process updates and improvements
Charlie, Emma, Kelly, Heather
Analytics Team Create and distribute regular Google Analytics web metrics and dashboards
Cameron
Where We Were Where We Are
Why Are You Here
New IntegratedDesign
Our Launch Strategy• Site rollout out/launch plan –
objectives and tactics
Announcement
Animated Tour
New Taxonomy
Taxonomy
Site Metrics—4 month check in
Unique Page
Views+ 8.9%
NewMember
Logins+ 25%
Bounce Rate
+ 19%
Device Usage: 89% desktops, 11% mobile
Future and Ongoing• Merger plans• Databases• MarketVoice launch• Usability testing of login processes to
improve bounce rate• Test related content widget
Questions? Contact UsCharlie Jones, CAEVice President, Global Brand ManagementFutures Industry [email protected]
Dina Lewis, CAEPresidentDistilled Logic, [email protected]
