bar association web & mobile strategy best practices
DESCRIPTION
Fig Leaf Software is a full services marketing, web & mobile digital agency with extensive experience working with Bar Associations. In this presentation from a recorded Webinar you’ll learn: 1) How to develop a reliable content strategy and plan for content migration 2) The value of focus groups and user surveys 3) What happens during the web & mobile design process 4) How to manage the content on your website using a CMS 5) How to make your website accessible on mobile devicesTRANSCRIPT
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Bar AssociationWeb Strategy
Fig Leaf Software
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Agenda
What you’ll learn:o How to develop a reliable content strategy
and plan for content migrationo The value of focus groups and user surveyso What happens during the design processo How to manage the content on your websiteo Making your website accessible on mobile
devices
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About Fig Leaf Software
Reliableo Veteran Owned, Founded in 1992o Based in Washington, DC with National Client
BaseExperienced
o Award winning user experience, creative & information technology company
o Multiple State Bar Associations, Legal clients and member-driven organizations
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About Bret Peters
Chief Marketing Officer15 years with Fig Leaf Software
www.linkedin.com/in/bretpeters
I work with organizations to help drive revenue and membership by delivering value via web and mobile experiences.
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Our ClientsAlbany Law SchoolAmerican Bankruptcy InstituteAmerican Bar AssociationAmerican Immigration Lawyers AssociationAssociation of Corporate CounselCornell University Law SchoolCourt Services and Offender Supervision AgencyDistrict of Columbia BarEnvironmental Law InstituteFederal Bureau of InvestigationFederal Judicial CenterGeorgetown University Law CenterThe International Center for Not-for-Profit Law
Maryland State BarMERITASNational Center for State CourtsNorth Carolina CourtsNorth Carolina State BarState Bar of GeorgiaUniversity of Michigan Institute of Continuing Legal EducationUS Bankruptcy CourtUS CourtsUS Department of JusticeUS Senate Judiciary CommitteeWest Virginia State Bar
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DC Bar
• Web Redesign• CMS
Implementation• AMS Integration• Content Strategy• Content Migration• Training • Managed Services• Marketing Support• Technical Support
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State Bar of Georgia
• Web Redesign• CMS
Implementation• iMIS Integration• Content Strategy• Content Migration• Training • Managed Services• Marketing Support• Technical Support
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Maryland State Bar
Launching this Fall!
Launching this Fall!
• Web Redesign• Ektron CMS Implementation• AMS Integration• Content Strategy• Content Migration• Training • Managed Services• Marketing Support• Technical Support
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Bar Redesign Process
Phased Approach• Mobile first design• Dedicated PM• Status Meetings• Regular Reports• Source Code
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Content StrategyYour Bar’s Biggest Challenge
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Content Strategy
● What is it? o It is not a single solution or a single
deliverable
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What is Content Strategy?
● Substance o Identity, words, media
● Structure o IA, navigation, taxonomy, platforms
● Workflow o Process, tools, calendars
● Governance o Policies, roles
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Why Create a Content Strategy?
● Because content drives revenueo Conversions, calls-to-action
● Because the Internet is increasingly personalo Unsatisfied users don’t buy, don’t join, don’t
donate, don’t enroll and don’t return
● Because responsive design requires ito It’s not about the device, it’s about the
viewpoint of the user
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Content Audit - Who’s is it?
Identify content owners
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Content Audit - Where is it?
Identify where the content lives
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Content Audit - Who sees it?
Review and understand trafficstatistics
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Content Audit: How do they use it?
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User ExperienceFocus Groups & User Surveys
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Your Bar Website Visitors
Identify Personas● Roles● Education● Demographics● Preferences● Needs
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Primary Bar Audiences: Legal
● Bar Members (lawyers & judges)● Paralegals & legal secretaries● Law office managers● Lawyers who are not members
(primarily out of state)
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Secondary Bar Audiences: Public
● General public (seeking information or assistance)
● Businesses who work with the Bar● Teachers and/or students● Media
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Map Content to Personas
How does your content map to each persona?
● Map available content to answer questions personas would ask
● Identify holes, unanswered questions● Create content to fill gaps● Migrate content to new site, new IA
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Web Page Structure
Focus: If you can put yourself into the shoes of the persona you can write for the page / site. ● Who is the target persona for the page? ● What is the primary goal of the page? ● What’s in it for the targeted persona? ● Where are they in the sales cycle (if selling)?● How will they find the content?
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Focus Groups (Internal Example)
Focus Group 1 (5 people)● Bar Counsel● Executive Office● Communications● Pro Bono● Finance
Focus Group 1● Bar Counsel● Bar Counsel● Communications● Pro Bono● Finance
Focus Group 1● Bar Counsel● Bar Counsel● Communications● Pro Bono● Finance
Focus Group 1● Bar Counsel● Bar Counsel● Communications● Pro Bono● Finance
Focus Group 3 (7 people)● Professional Responsibility Board● Pro Bono● Programs● Sections● Membership
Focus Group 2 (8 people)● Membership● Regulation Counsel● Communications● Human Resources● Continuing Legal Education
Focus Group 4 (5 people)● Communications● Executive Office● Continuing Legal Education● Sections● Programs
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User Surveys
● Public Survey● Member Survey● Internal Survey● Interviews
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User Experience Details of the Design Phase
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Design Process
1. Creative Session with notes & project plans2. Creative Brief (with sitemap & wireframes)3. Design mock-ups / comps4. Responsive prototype or theme
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Creative Session
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Creative Brief
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Design Mockups / Comps
Unique page design visions based off of wireframes and creative brief.
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Design Mockups / Comps
Dozens of unique page designs showing key functionality
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Responsive Prototype or Theme
● HTML ● CSS● Clickable● Responsiv
e
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Managing Content Use your Subject Matter Experts
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Member Managed Content
Allow members to set their communication preferences, pay dues, and participate
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Managing Content with a CMS
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WYSIWYG Editing
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CMS Reports
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CMS Settings
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We’d be delighted to help you
● Develop a reliable content strategy and plan for content migration
● Perform focus groups and user surveys● Redesign your mobile and web
experiences● Install & configure a Content
Management System (CMS)● Train your staff & support you long-
term
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Bar Website Assessment
Contact Seth to set up a complimentary bar association website assessment.
Seth LandBar Association Strategist404-981-3070 (office)678-618-2500 (cell)[email protected]
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Thank You“We’ve Got You Covered”