dunrovin website rebranding and content strategy
DESCRIPTION
Overview of website rebranding and content strategy for Dunrovin Retreat Center, a Christian nonprofit youth outreach organization.TRANSCRIPT
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Dunrovin Retreat CenterWebsite Re-launch
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Overview1. How we got here2. Where we are going
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First, a story …
Law school assignment:How to improve the jury deliberation process?
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Moral of the story:Be clear on your objectives
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How we got here
Can two walk together, except they be in agreement?
Amos 3:3
Set objectives:• Focus – do things with purpose• Walk in agreement
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How we got hereObjectives logic flow
Financial ObjectivesRevenueGrowth
ProfitabilityBudget
Strategic ObjectivesBig picture strategy to deliver
Financial Objectives• Market Share• Product Development
Communication ObjectivesMessages & channels that yield the
Marketing/Strategic Objectives
Marketing ObjectivesDesired customer behavior that will yield the Strategic Objectives
Thought process for Dunrovin website
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How we got here
Financial objectives:‘What we measure’
Increase income from:• Rentals• Donors• Foundation Grants
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How we got here
Strategic objectives:‘What we will do’How to achieve growth:• Increase rental bookings
from previous years• Increase donations from
existing and new donors• Gain eligibility for foundation
grants for MN youth programs
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How we got here
Marketing objectives:• Who we will influence• What we need them to do
Who:• Meeting planners• Church youth leaders• Foundation grant writers
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How we got here
Marketing objectives:• Who we will influence• What we need them to do
What:• Find our website• Choose Dunrovin as a
meeting site• Choose Dunrovin as a
youth camp/retreat site• Give financial support
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How we got here
Communication objectives:• What channel to reach them• What we need to say
Website discovery:• Relevant keywords &
search optimization• Relevant info & user
experience optimization• Useful, helpful content to
answer questions
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How we got here
Communication objectives:• What channel to reach them• What we need to say
Meeting planner messages:• Logistics & facilities
[capabilities]• Natural, remote North woods
beauty [differentiator]• Proximity to Twin Cities
[convenience]
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How we got here
Communication objectives:• What channel to reach them• What we need to sayYouth leader messages:• Camper experiences that build life
skills & hope for the future• Youth experiences that develop
servant leadership & influence skills
• Youth retreat experiences that encourage spiritual growth & fellowship
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How we got here
Next step: Gather informationData sources:• Board of Directors – strategy &
vision• Exec – strategy, vision, mission,
objectives• Youth testimonials – video,
written, cruise, come-and-see• Staff – FAQs• Staff – operations & logistics• Keyword research – Google
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Introducing the new Dunrovin website
Phase I priorities – 3 key areas• Meeting rentals• Youth programs• Support/Donations
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Introducing the new Dunrovin website
Brand messages that make Dunrovin unique• Peaceful, beautiful venue for meetings &
retreats• Inner city youth experience nature,
encouragement, love of God• Inner city youth learn relationship skills,
self-discipline for successful living• Youth get leadership training to bring
influence into the world• Youth have spiritual retreats to grow in
faith
Awesome!
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Introducing the new Dunrovin website
Content Strategies• Answer most common questions• Provide useful, helpful information• Direct audience to 3 key areas of the site• Give them a reason why they should stay• Tell them what to do [calls to action]
Your first impression: hospitable, helpful
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Home Page
The 8-second ruleAverage attention span of a computer user is 8 seconds
Average attention span of a goldfish is 9 seconds
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Did you see the book?
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Home Page objectives
Home page must answer the following questions:
• What is Dunrovin?• What do they have here for me?• What can I do here on this site?• Why should I be here and not
somewhere else?
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Home Page essentials
Welcome blurbDescribes the site in 20-40 words:• Who• What• Where• Why
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Home Page essentials
TaglineDescribes the value proposition/big promise of Dunrovin
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Home Page essentials
Tagline
Rationale [hospitality, welcome]:• Bible scripture associates Dunrovin
with its Christian roots and mission• Nonthreatening reference for
nonbelievers or people of other faiths• Universal idea of a place for renewal
and refreshment
“This is the refreshing.”Isaiah 28:12
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Home Page essentials
Calls to action• Primary – call the office; talk to us
about your needs• Secondary – make a donation• CTAs on every page as appropriate
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Home Page essentials
Start here• Visual navigation leading to key places
on the site• Rental availability• Meeting rental options• Youth programs• Donation/ministry support options
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Where we are going
Post launch• SEO page tags• Analytics plugin• Confirm registration of URL with
search engines
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Where we are going
Phase II recommendationsRevision process:• Gather feedback for 30-60 days;
evaluate based on objectives• Allow time to establish baselines for
evaluating traffic & activity• Make changes during periodic updates,
not ad hoc [manage the process]
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Where we are going
Phase II pages• About section• FAQs• New images [location, natural beauty]
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Where we are going
Beyond the website• Facebook page – a place to engage
with Dunrovin youth and leverage word of mouth
• Blog strategy – TBD• Twitter strategy – TBD • Brochures• Events – promotion tie-ins with 50-
year anniversary• Aggregated newsletter – target
meeting planners/other key audiences
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Website review
Dunrovin Retreat CenterDunrovin.org
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