Johns Hopkins University: Managing an Identity Initiative, Redesign and Content Strategy All at Once
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Transcript of 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
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RealityPerception
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CHALLENGES
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Hard to update
Content management is not possible
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Measuring success is not easy when the resources are not in place
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Mobile not-so-friendly view
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Navigation is not intuitive
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Google Custom Search is not tuned properly
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HOW ARE WE (NOT)
TELLING THE UNIVERSITY’S STORY?
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About Johns Hopkins University
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Does this school have my major?
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Can I get in? Can I afford it?
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Speak to too many audiencesNone of them well
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SO, NOW WHAT?
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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!
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CONTENT IS A CONVERSATION.
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WHO ARE WE TALKING TO?
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WHO ARE WE?
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CONTENT REVEALS TO THE WORLD WHO WE ARE.
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CONTENT STRATEGYEXTERNAL MESSAGING
INTERNAL WORKFLOW
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CONTENT IS THE CONVERSATION THAT FUELS
THE SALES PROCESS.
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CONTENT IS A SHARED ASSET.
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ANY GOOD NEWS YET?
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CONTENT STRATEGY= THE GPS
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New Johns Hopkins University IdentityPlease visit identity.jhu.edu for the whole story!
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STEP BY STEP PROCESS• Discovery• Personas• Pillars• Messaging Architecture• Voice/Tone
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DISCOVERY• 8 primary stakeholders
• Interviewed 17 stakeholders from different parts of the university
• Ran surveys on Facebook and from the email newsletter
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Presented Discovery to Core Team
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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
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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.
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Example of Shifting the BrandScientific Amazing Research that Changes the World
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MESSAGING ARCHITECTURE1. Gives priority to your business
objectives
2. Gives you firm documentation for explaining why certain content—and messages—need to come first
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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
AMC
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
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Six slots on each card interlock for building the house of cards of your dreams.
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5 RECOMMENDATIONS1. Prepare for the politics2. Clarify the tools3. Define the roles 4. Manage the communications5. Maintain momentum
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#1: PREPARE FOR THE POLITICS
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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
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Recommendation
Change is VERY scary:You need to manage that fear.
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#2. CLARIFY THE TOOLS
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Content strategy is a mystery to most people.
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DON’T GIVE ANYONE ANYTHING TO READ
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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
y
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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
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#3: DEFINE THE ROLES
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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.
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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
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Understand group dynamics
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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.
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#4: MANAGE THE COMMUNICATIONS
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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
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Content Strategy Point Person
Find the person who can clearly define and articulate the content needs
as they align to the business objectives
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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
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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
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#5: KEEP MOMENTUM
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KEEP ENGAGEMENTS SHORT & TIGHT
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RecommendationStakeholder interview process should be a separate part of the timeframe
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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
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Recommendation
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THE ONLY EASY DAY WAS YESTERDAY.-NAVY SEAL CREDO
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QUESTIONS?
Ahava Leibtag Lauren CusterAha Media Group, LLC Johns Hopkins University
[email protected]@gmail.com
ahavaL @laurenish