Comic Relief Website Phase 2 Creative Response. Agenda 1. Objectives of comicrelief.com 2. Ways in...

QuickTime™ and aTIFF (Uncompressed) decompressor

are needed to see this picture.



Comic Relief WebsiteComic Relief WebsitePhase 2 Creative Response




are needed to see this picture.AgendaAgenda

1. Objectives of comicrelief.com

2. Ways in which we could meet the objectives

3. Timings for Phase 2

4. Next steps





OBJECTIVES FOR CR.COMOBJECTIVES FOR CR.COM




are needed to see this picture.A site for the futureA site for the futureThis presentation addresses the following:• Scoping document already delivered by

marketing• Supporting the organisational strategy • A site to GROW with us - at least for the next

two years




are needed to see this picture.Objectives (scoping doc)Objectives (scoping doc)Site needs to achieve:• Build on the 2008 site changes• Clearly communicate the full story of Comic Relief (who

we are, what we do (365), money we have raised and spent, successes to date including lasting change, what its like to work for Comic Relief

• Inspire engagement with CR (whether campaign, employment, volunteering, grant application)

• Make the site fun, energetic and engaging• Attract a wider range of audiences and encourage repeat

visits




are needed to see this picture.Organisational supportOrganisational supportSite to support CR’s strategy in the following

ways:• As a channel for demonstrating impact in

compelling, transparent and motivating way• Helping to affect change in our areas of

greatest priority (Education for all, Malaria and UK Mental Health)

• Helping us leverage or create strategic (often global) relationships




are needed to see this picture.The futureThe futureThe new site needs to:• House scalable content areas• Work for both the traditional web user and the

more social dip in/dip out user• Allow integration with current and future

technologies• Give us more intelligent reporting that can help the

future development of the site




are needed to see this picture.Key AudiencesKey Audiences• Grant applicants• Industry bodies• Job seekers / volunteers• Prospective corporate / media partners• Prospective Licensees• Fundraisers• People looking for Red Nose Day / Sport Relief• Journalists / Media





MEETING THE OBJECTIVESMEETING THE OBJECTIVES




are needed to see this picture.Building the foundationsBuilding the foundations• Easy to find!• Credible, original content• Valuable, timely information• Clear navigation - don’t make

people think• Content to suit differing amounts

of time people may have• Sticky - Entertaining / Informative




are needed to see this picture.Making site easy to find Making site easy to find In this phase:• Define keywords that CR will appear up against in google• Google assesses RELEVANCE by spidering sites at least daily• Changes to site copy to increase matches to keywords• Update coded page titles, metatags, keywords, etc• Share functionality adds inks to our content = increased relevance• Regular updates mean more RELEVANT today

To add to ongoing digital strategy (365):• Identifying key influencers - getting them to link to us or blog about us

makes us more relevant• Using Social Media to up search results (google can search public

facing social media pages also)• Digital advertising (£) - can be used around specific events to up

clicks to site which in turn ups google’s ratings of us. (PayPerClick ads, ad banners, etc)




are needed to see this picture.Navigation & structureNavigation & structure• Clear and self-explanatory

– Carrying out usability testing to achieve a more user-centric approach to the site

– Asking test users to order site content how they would imagine it fitted together into categories

– Asking users to name the categories to see what titles make sense to them

– Using this data along with the organisational knowledge to determine the structure and navigation titles

– We can then retest this at a later stage with any further groups and make any amendments

• Site search - will need to see how this can be integrated into the new HR system?

• Content will be defined during the wireframing / content brief stage.




are needed to see this picture.Site overallSite overallWelcoming, friendly, easy to understand, visually engaging,

transparent, trustworthy

• Tone: Rewrite copy in a friendlier way.• Copy needs to be cut down or made more navigable• Navigation that is clear and self-explanatory• More real people featuring to make site feel more

personal• Overall more use of video / rich-media across site

– Need to consider accessibility and people with slow connections

• Show positive impact in engaging way




are needed to see this picture.Look and FeelLook and Feel• We believe our content is KING

– Using our strengths in the design / content of the site, eg our amazing comedy sketches available on the website

– Better use of our images

• Introducing a journey into the navigation - how you get around the content– By making the navigation playful it doesn’t detract

from the content

• Making the content itself more navigable.




are needed to see this picture.HOMEPAGEHOMEPAGE• First impressions: homepage needs to scream CR

– Show much more of what we do instantly• Clear navigation to key areas• Space to promote International activity• Clear indicators to point to Sport Relief and Red

Nose Day• Clear ways to engage - socially or otherwise• Regular News and content updates• Informative –News, Vision, Mission statement• Entertaining – Videos / TV clip, fun imagery• Engaging – More exploratory interface(s) with

content




are needed to see this picture.Navigation suggestionNavigation suggestion

• Graphically splitting up the navigation as the bottom four take you on a journey where the top ones are specific areas that need to be very quick to find





Making content Making content navigablenavigable

• Let people explore content at own pace

• Break down the content into manageable chunks

• Links to further information• Expandable Information on the

page• Multimedia - not just all copy• Interesting ways to explore

content




are needed to see this picture.Who we areWho we are• A combination of video, imagery and copy can be used to

represent the history of CR• May be a way to illustrate this based around the journey

of a £1 (CR Promise)• Perhaps a graphic linear timeline?• People at CR – CR employees quotes on their jobs and

working here, CEO, Directors and trustee profiles, celeb quotes?

• Our Partners– what they do for us– a couple of strong case studies would be great as well as a list of

all– quotes on working with us




are needed to see this picture.What We DoWhat We Do• CR Goals• Achievements of CR should be available throughout

the content of the site as well as being represented in this section - however these should stay updated

• Campaigning: Red Nose Day / Sport Relief– What are they? Past achievements? Links to media centre

areas and archive material– Talk about 2012– International RND?

• 365 activities and what we support– e.g. Sauces, Steve Redgrave, Dubble and International activities




are needed to see this picture.Difference we makeDifference we make• CR is a catalyst for change and catalyst for creativity. We bring

about this change through Power of Entertainment. Link to our entertaining videos, stories and imagery

• Money raised to-date• Money spent – issues/projects we support• Personal Stories – Stories of individuals whose lives have been

touched by CR – use of images, video interviews• Scope in this section for reaching out to a much wider

audience as is one area that is the heart and soul of what Comic Relief is about

• Interactive Map - requires a mixture of technical and content resource to produce and keep up to date so preferred option would be to have this post phase 2 as it needs to to tie in with GMS development / integration

• Meanwhile we could highlight some of the areas money is spent in geographically and also by issue




are needed to see this picture.Make it personalMake it personal




are needed to see this picture.Future?Future?Showcase volunteers and project

workers– Encourage people to

support– Real stories showing real

impact– Adds credible content– Updates help google!

• Now:– News articles to include

stories from our volunteers / or project workers?

– Volunteer bloggers from on the ground projects?




are needed to see this picture.Get InvolvedGet Involved• Clearer ways for people to see how they can fundraise • Links to our main campaigns• Useful Resources / Links• Keep In Touch • Links to other campaigns we support where people can

get involved

• Stories of people that have helped, feature real people to show how easy it is for anybody




are needed to see this picture.Supporters = heroesSupporters = heroesShowcase supporters

– Real people - you could too!

– People like you– Adds credible content– Updates help google!

• Now:– News articles to include

highlights of what our supporters do, whether fundraisers or volunteers

• Future:– Featured bloggers

(fundraisers, organisers etc)




are needed to see this picture.Grants & grant-makingGrants & grant-making• How to apply - make site more accessible for grant

applicants (major priority for both UK & International)– Better understanding–usability testing will help us to figure

out effective ways to cater for audience needs– Add Tracking following user through the journey to identify

any improvements • Highlight achievements – the impact Comic Relief has

made– Through projects we fund combined with personal stories

and how/where the money is spent (already covered earlier) • Information – an area that will house documents on

various aspects of grant making processes/procedures– A digital document library to house forms, reports,

processes and procedures relating to grants. Area that can grow over time.




are needed to see this picture.Grants & grant-makingGrants & grant-makingFurther considerations:• Feel that we need to work more closely with Grants and

the GMS team to ensure CR.com supports GMS better• Interactive map - problem with this last time was getting

the data to add up correctly. GMS may be able to help this but an ideal solution may be somewhat down the line and if still a requirement should be built into the overall GMS/CR.com pipeline planning

• How / when we update project summaries.




are needed to see this picture.Engagement - funEngagement - fun• Encourage longer engagement using archive of all our

comedy sketches / potentially any games already developed also

• Searchable archive of quality video (start with 10 for launch so search at later date?)

• Ensuring videos are updated to provide sticky content• Using YouTube to host video means:

– Updated channel content benefiting our wider SM strategy– More channel views provides us with better leverage with

YouTube when we want more prominence on their site at key moments or annotation links enabled

• People can rate videos, or respond to videos via YouTube channel




are needed to see this picture.Go SocialGo Social• Facebook Open

Graph? • Including Like button

on our pages; every Like posts an update to that user's Facebook page.

• if you're logged into Facebook: Suddenly Cr.com stories can be ranked not just by an editor but by your friends too.




are needed to see this picture.Media CentreMedia Centre• A central Media Centre that serves all campaigns

– Available even after a campaign site has been taken down– Can ‘pull’ some content through to the new rednoseday.com

site • Easily identifiable (branded?) sections

– Like to include journalists in usability testing if budget allows• Content managed by Media Team

– Media Team can upload/amend/remove Press Releases as PDFs and word docs

– Images can be uploaded/removed by Media Team• Searchable

– Can tag releases and images with keywords so that they are searchable from the site search.




are needed to see this picture.Keep In TouchKeep In Touch• Having Keep In Touch pods on relevant pages

• Future: we ned to tie in with 365 in how we want to communicate with people so any further changes will be post Phase 2 - eg more personalisation




are needed to see this picture.DonateDonate• Upsells that are flexible to change with what we

want to cross-promote• Any changes will be part of looking at Donate

as a product over all our sites




are needed to see this picture.Timely = relevanceTimely = relevance• Keeping the site current -

what’s happening right now?• Latest News articles• Press Release uploads• Video archive updates• Keeping the site fully

representative of activity around CR

• Q: How do we propose to do this? Ideally requires a site editor permanently - as part of 365




are needed to see this picture.Site VisionSite Vision• Content should drive the site• Focused on positive impact• Use our best assets - Entertainment, video, images, digital• Clear message: Comic Relief + Supporters / Partners = Positive change• Be a HUB for all our achievements and activity• Can GROW with us





TIMINGSTIMINGS




are needed to see this picture.Key milestonesKey milestonesThe project plan has agreed and is very tight:• 12th May: Feedback on this response to digital• 14th May: 1st Usability testing to be completed• 3rd June: 1st review of Wireframes available for

review• 24th June: Wireframes approved• 1st July: all content briefs received by digital• 15th July: Videos / pdfs delivered to Digital• 4th August: All page designs approved• 3rd September: Client approval on site• 6th September: QA / Proof-reading / Code freeze• 30th September: Go live





NEXT STEPSNEXT STEPS




are needed to see this picture.Next stepsNext steps• Feeding back on the creative response

– After this presentation I will make available a digital version– As marketing wrote the initial brief and need an overall view

on the site I would like everyone to send their feedback and comments to him by 11th May

– Marketing will then feed back to Digital - this eliminates conflicting feed back and opens up discussions around priorities

• From the feed back we will determine priorities in order to form a pipeline of what will launch in September but also a plan for beyond

• There needs to be a discussion regarding ‘beyond’ and how this is managed as an ongoing product rather than a project. It will require 365 resource and commitment from different parts of the organisation to continue to stay current and fresh.





THANK YOU for listeningTHANK YOU for listening

CR Digital. 7th May 2010

Comic Relief Website Phase 2 Creative Response. Agenda 1. Objectives of comicrelief.com 2. Ways in...

Documents

Transcript of Comic Relief Website Phase 2 Creative Response. Agenda 1. Objectives of comicrelief.com 2. Ways in...