dunrovin website rebranding and content strategy

Dunrovin Retreat CenterWebsite Re-launch

Overview1. How we got here2. Where we are going

First, a story …

Law school assignment:How to improve the jury deliberation process?

Moral of the story:Be clear on your objectives

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

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

How we got here

Financial objectives:‘What we measure’

Increase income from:• Rentals• Donors• Foundation Grants

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

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

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

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

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]

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

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

Introducing the new Dunrovin website

Phase I priorities – 3 key areas• Meeting rentals• Youth programs• Support/Donations

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!

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

Home Page

The 8-second ruleAverage attention span of a computer user is 8 seconds

Average attention span of a goldfish is 9 seconds

Did you see the book?

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?

Home Page essentials

Welcome blurbDescribes the site in 20-40 words:• Who• What• Where• Why

Home Page essentials

TaglineDescribes the value proposition/big promise of Dunrovin

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

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

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

Where we are going

Post launch• SEO page tags• Analytics plugin• Confirm registration of URL with

search engines

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]

Where we are going

Phase II pages• About section• FAQs• New images [location, natural beauty]

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

Website review

Dunrovin Retreat CenterDunrovin.org

JGO Digital

jgodigital.com

john@jgodigital.com

Integrated Marketing & Content Strategies for growing your business

John Gregory Olson is principal

of JGO Digital, a marketing

consultancy that helps

businesses grow customers and

sales. Services include Marketing

Strategy, Writing & Content

Development, Blogging, Social

Media and traditional Marketing

Communications.