Johns Hopkins University: Managing an Identity Initiative, Redesign and Content Strategy All at Once

Johns Hopkins University: Managing an Identity Initiative,

Redesign and Content Strategy All at Once

AHAVA LEIBTAGPRESIDENTAHA MEDIA GROUP, LLC

@ahavaL @laurenish

LAUREN CUSTERDIRECTOR, DIGITAL

STRATEGYJOHNS HOPKINS

UNIVERSITY

@ahavaL @laurenish #confabedu

RealityPerception

CHALLENGES

Hard to update

Content management is not possible

Measuring success is not easy when the resources are not in place

Mobile not-so-friendly view

Navigation is not intuitive

Google Custom Search is not tuned properly

HOW ARE WE (NOT)

TELLING THE UNIVERSITY’S STORY?

About Johns Hopkins University

Does this school have my major?

Can I get in? Can I afford it?

Speak to too many audiencesNone of them well

SO, NOW WHAT?

JHU.edu is one of the most visible manifestations of our brand

We need to:• Define our audience• Tell the university’s story• Encourage engagement• Create gateways • Implement workflow and

governance!

CONTENT IS A CONVERSATION.

WHO ARE WE TALKING TO?

WHO ARE WE?

CONTENT REVEALS TO THE WORLD WHO WE ARE.

CONTENT STRATEGYEXTERNAL MESSAGING

INTERNAL WORKFLOW

CONTENT IS THE CONVERSATION THAT FUELS

THE SALES PROCESS.

CONTENT IS A SHARED ASSET.

ANY GOOD NEWS YET?

CONTENT STRATEGY= THE GPS

New Johns Hopkins University IdentityPlease visit identity.jhu.edu for the whole story!

STEP BY STEP PROCESS• Discovery• Personas• Pillars• Messaging Architecture• Voice/Tone

DISCOVERY• 8 primary stakeholders

• Interviewed 17 stakeholders from different parts of the university

• Ran surveys on Facebook and from the email newsletter

Presented Discovery to Core Team

PERSONAS• Ran a persona workshop where we created 6 distinct

personas

• Chose 3 ultimately

• Went back and did parent research to confirm our parent personas (interviewed 7 parents)

• Talked to admissions to confirm our student personas

PILLARSBrainstorming session that gives the primary stakeholders an opportunity to express what they currently think the perception of the brand is, as well as what they would like the brand to become.

Example of Shifting the BrandScientific Amazing Research that Changes the World

MESSAGING ARCHITECTURE1. Gives priority to your business

objectives

2. Gives you firm documentation for explaining why certain content—and messages—need to come first

Current Identity Pillars Want to move the identity pillars

Messaging Statement Business Objective

Collaborative Teamwork Our specialists collaborate across disciplines to provide you with personalized care

Collaboration across disciplines

Approachable Approachable Our doctors are genuine We are the opposite of stuff: We call

our doctors by their first names

Accessibility

Expert Expert Leaders We provide complex care We provide excellence in research and

education resulting in innovation An academic medical center provides a

higher-level of diagnostic and treatment care

Expand geographic reach

Excellence in research and education

Fractionated Patient-centered

We put patients first Our specialists travel to the community

to make it easier for you to come to us

Fast access Specialists in the

community

Six slots on each card interlock for building the house of cards of your dreams.

5 RECOMMENDATIONS1. Prepare for the politics2. Clarify the tools3. Define the roles 4. Manage the communications5. Maintain momentum

#1: PREPARE FOR THE POLITICS

RESPECT THE NEWNESS OF THE PROCESS

• People feel ownership over their process

• When you introduce a new process, be prepared for questions about the process itself, not just the content strategy parts of the process

Recommendation

Change is VERY scary:You need to manage that fear.

#2. CLARIFY THE TOOLS

Content strategy is a mystery to most people.

DON’T GIVE ANYONE ANYTHING TO READ

Establish

Content

Governance

Content

Analysis

Content

Creation

Establishi

ng workflows

• Persona Development

• Messaging Architecture

• Identity Pillar Identification

Content Planning

Build OR

clarify the business case

Content Auditing

Discover

Recommendation• Explain how each tool will be used each

time you begin the workshops to create it

• Don’t get bogged down in the exact wording during the workshops

• Try to emphasize that it will take time for these ideas to marinate

#3: DEFINE THE ROLES

Filter the team

1. What’s the job of the consultant? What’s the job of each person on the team?

2. Who are the best people to be involved in all aspects of the process? Manage accordingly.

Define Digital• Define what people’s backgrounds are in

the web and digital• Consider going out together for an

icebreaker to get to know each other in a different way

• Understand that education is an ongoing part of the process

Understand group dynamics

RecommendationAsk?• Who is there to give feedback?• Who is there to be a stakeholder?

Prompt stakeholders for specific types of feedback, understanding you don’t need to take every piece of feedback they give.

#4: MANAGE THE COMMUNICATIONS

Pick the right point person

• This person guides the internal process and frequently engages with the consultant

• It could be an editor, project manager, or strategist; someone with proven editorial skillset who understands content planning

Content Strategy Point Person

Find the person who can clearly define and articulate the content needs

as they align to the business objectives

Project Management• Hold the team accountable to their to-do list

• Connect the dots within the project, and related projects

• Ensure the right people are in the right conversation

• Assign deadlines and enforce them with everything in your being

Recommendation• Provide weekly status updates on both

ends– Don’t rely on a project management system

to keep in touch with the team– Tools can help team be collaborative, but

that doesn’t make it collaboration– Determine what works for you and your team

#5: KEEP MOMENTUM

KEEP ENGAGEMENTS SHORT & TIGHT

RecommendationStakeholder interview process should be a separate part of the timeframe

How do you keep the sense of momentum going?

Establish

Content

Governance

Content

Analysis

Content

Creation

Establishing workflows

• Persona Development

• Messaging Architecture

• Identity Pillar Identification

Content

Planning

Build OR

clarify the

business case

Content Auditing

Discovery

YOU ARE HERE

Recommendation

THE ONLY EASY DAY WAS YESTERDAY.-NAVY SEAL CREDO

QUESTIONS?

Ahava Leibtag Lauren CusterAha Media Group, LLC Johns Hopkins University

ahava@ahamediagroup.comlauren.custer@gmail.com

ahavaL @laurenish

Johns Hopkins University: Managing an Identity Initiative, Redesign and Content Strategy All at Once

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