Rebranding For Global Influence & Local Member Value
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The document details a rebranding initiative aimed at enhancing global influence while providing value to local members. It addresses challenges in product offerings, budget constraints, content strategies, and governance frameworks, as well as the implementation of a new integrated design and improved user analytics. Future plans include merger considerations, database management, and usability testing to optimize member engagement.
Rebranding For Global Influence & Local Member Value
- 1. Rebranding for Global Influence & Local Member Value August 11 8:30 – 9:30 a.m. Charlie Jones, CAE Dina Lewis, CAE
- 3. Challenge: Product & Service Offerings • Global membership • Advocacy • Conferences • Publications
- 4. Challenge: Budget • Original scope planning – Culture Shock – Lack of due diligence • Project reboot
- 5. Challenge: Autonomous Databases • Login & Directory Profiles • Access Levels – Anonymous – Multi-level Member Access – Subscribers – Registrants – Divisions, Committees, Work Groups • Calendar & Event Content
- 6. Challenge: Cultural Differences • Protected vs. public content • URLs • Contractors vs. internal content specialists • Privacy laws • Approval turnaround time
- 7. Challenge: Conflicting Content Strategies
- 9. Challenge: Conflicting Content Strategies Events Access to regional content
- 10. Challenge: Conflicting Content Strategies • Style Guide – Date format – Taxonomy categories • Workflow – Distributed publishing – Editorial control
- 11. Example: Governance Framework Role 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
- 12. Where We Were Where We Are Why Are You Here
- 14. Our Launch Strategy • Site rollout out/launch plan – objectives and tactics
- 15. Announcement
- 16. Animated Tour
- 17. New Taxonomy
- 18. Taxonomy
- 19. Site Metrics—4 month check in Unique Page Views + 8.9% New Member Logins + 25% Bounce Rate + 19% Device Usage: 89% desktops, 11% mobile
- 20. Future and Ongoing • Merger plans • Databases • MarketVoice launch • Usability testing of login processes to improve bounce rate • Test related content widget
- 21. Questions? Contact Us Charlie Jones, CAE Vice President, Global Brand Management Futures Industry Association cjones@fia.org 202-466-5460 Dina Lewis, CAE President Distilled Logic, LLC dina@distilledlogic.net 202-320-3060