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
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
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