Smart Marketing - EduWeb 2015, Chicago
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Transcript of Smart Marketing - EduWeb 2015, Chicago
jasonondesign.coma
jasonondesign.coma
GETTING
SHIT DONEDeliverables, Timelines, and Predicting the Future!
jasonondesign.coma
WHY YOUR PROJECTSUCKS
Lack of Commitment
Wrong Team (Insecurity)
Bad Process
Fear
BRANDINGDESIGNUSABILITYTECHNOLOGY
BRANDINGDESIGNUSABILITYTECHNOLOGY
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SPREAD THE WORDMY DREAM
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I lovemy job.
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I love chaos.
I do all the work
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THREE ACTIONABLE IMPROVEMENTSMY GOAL
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ENOUGH ABOUT MEABOUT YOU
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WHO DO YOUREPRESENT?
Campus Web Team
High Traffic Page
Department
Vendor
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YOURSUPERPOWER?
Leadership
Logistics
Communication
Programming
Design
Other
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FAVORITE THINGS?
Most fun?
Most successful?
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MIGHT HAVE MISSED
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Recap meetings
MIGHT HAVE MISSED
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Recap meetingsEndless design revisions
MIGHT HAVE MISSED
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Recap meetingsEndless design revisionsStaff changes
MIGHT HAVE MISSED
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Recap meetingsEndless design revisionsStaff changesChange orders
MIGHT HAVE MISSED
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Recap meetingsEndless design revisionsStaff changesChange ordersRemoving features to go live
MIGHT HAVE MISSED
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Recap meetingsEndless design revisionsStaff changesChange ordersRemoving features to go live60 page specs w/o critical info
MIGHT HAVE MISSED
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WE STOP WASTING TIME?WHAT IF...
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jasonondesign.comadream. build. launch.
100homes
1week
1998 HoustonHome Builders Blitz
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SO WHY WOULD A WEB PROJECT TAKE 6-12
MONTHS?
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Visual Design &Written Voice
Programming
Monitor & Improve
SetupCommunication
Sign-off
Setup
Communication
Go Live
Design Revisions
Cut Out Waste
jasonondesign.coma
Visual Design &Written Voice
Programming
Monitor & Improve
SetupCommunication
Sign-off
Setup
Communication
Go Live
Design Revisions
Value Ad
Cut Out Waste
jasonondesign.coma
Visual Design &Written Voice
Programming
Monitor & Improve
Design Revisions
Value Ad
Cut Out Waste
jasonondesign.coma
WHAT IF...No recap meetings
Go live in a week, before the needs change
It was ok to not know the details before a project starts
jasonondesign.coma
Picture!
pho
to: Jim
Gra
dy
cre
ative
co
mm
ons
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“Change is never painful. The resistance to change is.”
Buddha
pho
to: E
dw
ard
Dalm
uld
er
cre
ative
co
mm
ons
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WHAT DOES IT LOOK LIKE?ENOUGH CONTEXT
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5 DAYS ofDISCOVERY & DESIGN
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5 DAYS ofDISCOVERY & DESIGN
Direction, Research, and Testing
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5 DAYS ofDISCOVERY & DESIGN
Direction, Research, and Testing
Design w/Multiple Rounds of Revisions
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5 DAYS ofDISCOVERY & DESIGN
Direction, Research, and Testing
Design w/Multiple Rounds of Revisions
Sign-off (12 person committee)
jasonondesign.coma
5 DAYS ofDISCOVERY & DESIGN
Direction, Research, and Testing
Design w/Multiple Rounds of Revisions
Sign-off (12 person committee)
On-site photo-shoot
jasonondesign.coma
5 DAYS ofDISCOVERY & DESIGN
Direction, Research, and Testing
Design w/Multiple Rounds of Revisions
Sign-off (12 person committee)
On-site photo-shoot
Improved logo treatment BONUS
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5 DAYS ofDEVELOPMENT
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5 DAYS ofDEVELOPMENT
Templates programmed
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5 DAYS ofDEVELOPMENT
Templates programmed
Key features built (e.g. events, slideshow)
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5 DAYS ofDEVELOPMENT
Templates programmed
Key features built (e.g. events, slideshow)
Course catalog built SURPRISE
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5 DAYS ofCONTENT
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5 DAYS ofCONTENT
15 content editors trained
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5 DAYS ofCONTENT
15 content editors trained
Top 100 pages added
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5 DAYS ofCONTENT
15 content editors trained
Top 100 pages added
Sign-off on Navigation as 80% final
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5 DAYS ofCONTENT
15 content editors trained
Top 100 pages added
Sign-off on Navigation as 80% final
Breakout sessions for 3 key departments
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5 DAYS ofCONTENT
15 content editors trained
Top 100 pages added
Sign-off on Navigation as 80% final
Breakout sessions for 3 key departments
Workflow updated BONUS
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500 PAGES25 CONTENT EDITORS
NO POLITICS
1 MONTH
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PLANING, PROCESS, PEOPLE.HOW IS THIS POSSIBLE?
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PROJECT MANAGEMENTPLANNING & PROCESS
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MODELTIMELINE
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MODELTIMELINE
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MODELTIMELINE
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PROJECTMANAGER
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PROJECTMANAGER
Same work. Less time.
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PROJECTMANAGER
Same work. Less time.
In control.
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PROJECTMANAGER
Same work. Less time.
In control.
Assertive. Requires commitment.
jasonondesign.coma
PROJECTMANAGER
Same work. Less time.
In control.
Assertive. Requires commitment.
Flexible.
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PLANNINGAND PROCESS
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PLANNINGAND PROCESS
Roadmap (constant assessment)
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PLANNINGAND PROCESS
Roadmap (constant assessment)
Roles (internal & external)
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PROJECT MANAGEMENTREMOVING WASTE
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REMEMBERWE FAIL BECAUSE OF
Ego/Fear Bad Process
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REMEMBERWE FAIL BECAUSE OF
Ego/Fear
Unknown
Bad Process
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REMEMBERWE FAIL BECAUSE OF
Ego/Fear
UnknownableUnknown
Bad Process
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REMEMBERWE FAIL BECAUSE OF
Get Training
Get an Expert
Best Practices
Ego/Fear
UnknownableUnknown
Bad Process
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REMEMBERWE FAIL BECAUSE OF
Get Training
Get an Expert
Best Practices
Ego/Fear
Test
Fail
Improve
UnknownableUnknown
Bad Process
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RIGHT TIME.RIGHT PEOPLE
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CREATIVETEAM
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CREATIVETEAM
Flexible
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CREATIVETEAM
Flexible
Confident
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CREATIVETEAM
Flexible
Confident
Expert Designer/Writer
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CREATIVETEAM
Flexible
Confident
Expert Designer/Writer
Creativity on Demand
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DEVELOPMENTTEAM
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DEVELOPMENTTEAM
Flexible.
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DEVELOPMENTTEAM
Flexible.
Enjoys helping.
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DEVELOPMENTTEAM
Flexible.
Enjoys helping.
Prefers simple solutions.
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DEVELOPMENTTEAM
Flexible.
Enjoys helping.
Prefers simple solutions.
Expert at tools used.
jasonondesign.coma
DEVELOPMENTTEAM
Flexible.
Enjoys helping.
Prefers simple solutions.
Expert at tools used.
Uses plugins/modules to get to 80% fast.
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So, is everyone an
expert?
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BUT...YES!
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EXPERTSASK QUESTIONS.
A sales people have answers.
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Do details and icons help conversions?
Which Test Won?
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No details = 11% more conversions.
Which Test Won?
jasonondesign.comaWhich Test Won?
Which is more effective?
jasonondesign.comaWhich Test Won?
40% increase in “add to cart” clicks
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Do images or text convert better in email?
Which Test Won?
jasonondesign.coma
Do images or text convert better in email?
No Images+200% click-throughs+ 300% revenue no icons
Which Test Won?
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EXPERTSASK QUESTIONS.
A sales people have answers.
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SMART PEOPLE. FOCUSED.
YOU’RE SURROUNDED BY EXPERTS
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ON CAMPUSEXPERTS
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ON CAMPUSEXPERTS
Stakeholders
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ON CAMPUSEXPERTS
Stakeholders
Core web team
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ON CAMPUSEXPERTS
Stakeholders
Core web team
Perspective Liability to asset!
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ON CAMPUSEXPERTS
Stakeholders
Core web team
Perspective Liability to asset!
Content team
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ON CAMPUSEXPERTS
Stakeholders
Core web team
Perspective Liability to asset!
Content team
Design team
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IT’S NOT RUSHINGIT’S HAVING A PLAN & NOT WASTING TIME.
Setup CommunicationSign-off
SetupCommunication
Go Live
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REALISTIC EXPECTATIONSWHAT’S POSSIBLE
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ONE MONTH
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One Month
‣ Full Website Redesign & Rebrand
‣ On-site Photo Shoot in NYC
‣ Client team trained on CMS
‣ Client team deployed 100 pages
RECRUITMENT
ONE MONTH
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In 2.5 months, inquiries doubled.
In 6 months,a 4-fold increase.
RECRUITMENT
ONE MONTH
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RECRUITMENT
ONE MONTH
Time Investment
‣ 11 gravity switch team members
‣ 1 core client member (40h)
‣ 3 client contributors (<20h each)
‣ 12 client perspective (<2h each)
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IN 2 WEEKS4 Gravity Switch team members
4 Core client members (<10h each)
1 Super involved board
1 Writer (20h)
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IN 1 WEEK2 Gravity Switch team members
2 Core client members (<10h each)
1 Writer (<15h)
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IT’S FUN AGAIN!HELL YES!
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SOUNDS GOOD BUT...GETTING STARTED
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RISKS?WHAT ARE YOU AFRAID OF?
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TOYOTAStart small
Have a flexible plan
Share your success
Repeat
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HELP A COLLEGE DO IT RIGHTMY DREAM
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WHAT DOES THAT LOOK LIKEENOUGH CONTEXT
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THREE QUESTIONS
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THREE QUESTIONS
What’s the worst that could happen?
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THREE QUESTIONS
What’s the worst that could happen?
Where’s our biggest win?
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THREE QUESTIONS
What’s the worst that could happen?
Where’s our biggest win?
Who’s first?
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SPEAKING OF
QUESTIONS
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SEE YOU AT DRUPALCON BARCELONATHANK YOU