site migration
What
Moving from a legacy platform to a new platform
Content management system upgrade
Prepping for future integration
Introducing new features
Optimizing content
Content audit
why
CUSTOMER CENTRIC APPROACH
-
Deliver relevant content anytime, anywhere on any device
-
Data driven decisions
how
CONTENT
audit
CONTENT
1,500 pages
500 pages
$90K avoided migration costs
audit
DATA
analytics
DATA
analytics
Page Views
Time Spent
Conversion Rates
Benchmark Data
OPTMIZATION
seo
OPTMIZATION
seo
Keywords
URL Redirects
Monitor Traffic
REVIEW
cycle
REVIEW
cycle
Writer Girl Optimize Content
Stakeholders fact check
SITE
map
SITE
map
Restructure Information Architecture
Deep vs Flat
Navigation
FRESH
ideas
FRESH
ideas
Recipes
Quizzes
Tips
Infographics
Activity Plans
Surveys
STYLE
guide
STYLE
guide
New Digital Web
Style Guide
WCAG Compliance
who
The internal digital team plus extended resources of writers and agency partners.
when
-
Soft Freeze 5/1 - 9/1
-
Hard Freeze 9/1 - 9/30
-
Launch October 2020
in progress
-
Hospitals Locations
-
Average of 35-40 pages per sub-site
-
Eliminate 13 sub-sites
-
490 pages condensed to 15 pages
-
~$35K avoided migration costs
site
architecture |
Evaluating page views, relevancy, and page level
Flattening structure to access information with less clicks
Double Navigation |
Removing confusion and creating a better user experience
Content Audit
&Optimization |
Reviewing content, removing redundancy and optimizing for search
Rebrand
Redefining
Healthcare
8 Months in design, development and implementation, working with a team of 15 internal resources and agencies, my team launched a microsite for our rebrand campaign and bridging strategy to connect name change and multiple sites.
Brand Microsite Objective
Position ProMedica as a national leader in
redefining health care.
•Champion Healthy Aging
•Cultivate Innovation
•Lead in SDOH
Reposition HCR ManorCare properties under
the ProMedica umbrella.
Paid Search Ads
Name Change Connection
Objective to increase volume to the facilities
Social Media
Facebook Ads
Associating name change and driving to convert customers lower in the funnel to choose ProMedica.
Regional Landing
Page
Brand Campaign
Microsite
