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Navigating the 3 r’sRebranding, 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• Replace outdated CMS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 apps support
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
2+ years and still waiting
Incompetent
implementation
agency
PM with no web CMS
experience
Industry analyst
assessed product fit
CMS abandoned
Industry analyst to the rescue
Analyst engaged to review current requirements
Focused on needs, not functions
Shortlisted products
Products demos with implementation partner
Organizational and strategic changes
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
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.
Rebranding Our message Content marketing Clinical expansion
Redesign Audience
engagement Sales Philanthropic support
Website now viewed strategically
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 CMSWho decides?
IT
Marketing
Industry
consultants
Digital Agency
Strategy influences CMS decsions
Digital Strateg
y
Content
Strategy
CMS
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
CMS Considerations- Technical
Platforms
• .NET• JAVA• Open
Source
3Rd party
• CRM• Recruiting• Event
registration
Applications
• Sharepoint
• Search• Video
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 digital and content strategy?
What role should IT play other than technical considerations?
Keeping on course
Customer and stakeholder
interviews
Develop personas
Content audit and ROT analysis
Topic inventories
Partner Interactions
CMS Partner
Branding Agency
Digital Agency
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
Getting back on course
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? Strategy Technology
Who should own the project? Marketing IT
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, 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?
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?
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
