Unifying Brand through Content Management
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1 Unifying Brand through Content Management Presented Mike Boyle, Consultant Systems Alliance, Inc.
2 Agenda Systems Alliance Introduction Strategic Initiatives for Web Properties Loyola College Example Discussion 1
3 Pace of Change and Competition Drive Technology Integration Today, as never before, institutions of higher education are driven by the speed of change in the marketplace and the intensity of competition. Contention for customers and an increasingly rapid pace of innovation create pressure to execute plans at peak efficiency, on time and on budget. Technology can be an enabler and accelerator of success when properly deployed or a major barrier. No one can afford the false starts and broken projects that can result from improper planning. To maximize return on investment and ensure success, every technology project should be carefully linked to a series of indicators or benchmarks, correlating project objectives and results to direct increases in revenue, enhancement of business relationships and the efficient deployment of resources. Business Improvement Opportunity Process Enhancement or Re-design Technology Enabler Business Objective 2
4 Higher Education Technology Value Proposition Higher Education Technology Adoption Technology Investment Levers Effective Recruitment BUILD and ENHANCE RELATIONSHIPS (Faculty, Staff, Prospects, Parents, Alumni) ENSURE EFFICIENT USE of RESOURCES (Financial, Human) Why Will You Deploy Technology? Attract the Best and Brightest? Shorten the Recruiting Cycle? Identify & Target to the Best Prospects? Broaden Relationships? Strengthen your brand? Attract and Retain the Best Staff? Support Development Efforts? Find the Most Appropriate Vendors and Decrease the Cost of Doing Business? Increase Self Service Applications? Identify and Work with Complimentary Partners? Deploy staff appropriately? Control Expenses? Establish/Monitor Performance Metrics? Select best use of capital? 3
5 Typical Concerns of Higher Education Clients in the Higher Education Industry typically focus their primary web initiatives on their brand, recruiting, and development. Student Lifecycle (Time) Population Size Prospects Applicants Current Students Alumni Key Functions: Self Service Education Strong Calls to Action Critical Success Factors Search Engine Visibility Clarity in Brand Relevant Web Content Marketing initiatives Key Functions: Complete Application Financial Commitment Critical Success Factors Security Ease of Use FAQ s Etc. Key Functions: Take Classes Use administrative systems Critical Success Factors Stability Easy Navigation Performance/Speed Key Functions: Provide Ongoing Contact Development Communication Critical Success Factors Maintaining Contact Accepting Donations Relevant Content 4
6 Your Virtual Campus 5
7 Client Profile Loyola College in Maryland 6
8 Client Example: Loyola College in Maryland Key Statistics: Originally Implemented SiteExecutive in June of 2001 Over 220 Content Authors Approximately 3,500 pages under management Other Applications Include: Blackboard Datatel Web Advisor Groupwise Benefactor Liquid Matrix Other Properties: Loyola Clinical Centers Preparing Tomorrow Campaign Sellinger School of Business (Future) As Loyola s technology has matured, we are focused on making the transition from functional, departmentally-based, paper driven processes to service-driven, web-enabled, college processes. John McFadden Assistant Vice President, Chief Information Officer Loyola College in Maryland 7
9 The Premise After significant investment in connecting the physical devices on campus throughout the 1990 s, attention has turned: The current issue: Re-engineer the Processes & Connect the Applications Source: John McFadden, Loyola College 8
10 Source: John McFadden, Loyola College 9 President Functional Management Systems Development Student Devel. Administrative Academic Functional Objectives
11 Process Objectives Source: John McFadden, Loyola College 10 President Process Management Systems Housing Development Registration Fund Raising Student Devel. Administrative Academic Functional Objectives
12 Process Management Systems We are supporting the college the strategic objects through web enabled, service driven processes. These are personalized, event driven, interapplication transactions. Strategic College Objectives Academic Administrative Housing Student Devel. Registration Fund Raising Development President Process Objectives Functional Objectives Source: John McFadden, Loyola College 11
13 Resident Students Commuter Students Faculty Administration Staff Propects Alumni Applicants Trustees Friends Authentication and Security Systems BlackBoard Trans BlackBoard Learn Endeavor SiteExecutive Other Systems Microsoft Office Groupwise Netware Benefactor Colleague Web Advisor Event Driven Inter System Transactions College Databases Voice/Data/Video Infrastructure Source: John McFadden, Loyola College 12
14 Goal: To Integrate and Exploit Assets Web Enabled Systems Administrative System Functionality Database Extensions College Needs Linked Applications Data Warehouse Source: John McFadden, Loyola College 13
15 Why Enterprise Content Management? Through an effective web strategy, organizations can integrate brand management and improve university-wide knowledge sharing. SiteExecutive allows you to integrate once, and leverage that integration across multiple websites. These could include: Internet Broadest customer base Extranet Secure, externally available site providing specific information to known customers: faculty, students, alumni, etc. Intranet Site with deep functionality to serve closest constituents. While many organizations struggle with presenting various types of application data in a meaningful format, SiteExecutive allows integration of structured and unstructured data. Efficiently managing brand attributes around a complex application architecture provides a competitive advantage. 14
16 Why SiteExecutive When compared to custom code, SiteExecutive: Mitigates implementation risk significantly by leveraging proven technology Shortens implementation timeframes Can be leveraged across properties using a common infrastructure Maintains a user community that provides feedback and subsidizes continued product and feature set development Key solution benefits include: SiteExecutive Phase 1 Branding Content Architecture Navigation Search Secure Access Phase 2 Basic Integration System Queries Phase 3 Basic Integration System Queries College Graduate Alumni Decentralized content contribution with centralized content control Flexible and open architecture Standards Based technology Ease of Use Responsive Local support Security and Access Control Web Infrastructure SiteExecutive can be deployed across multiple properties leveraging a common infrastructure 15
17 Loyola College Websites * * * * * * Denotes SiteExecutive powered site 16
18 Our View of Content Management Content Management is a coordinated solution that includes integrated systems and processes that provide global access to and management of a common pool of digital assets used to collaborate and share information between a company and its customers, employees and business partners. Digital Assets include: People Business Processes Seamless Integration of People, Content and Processes at Internet Speed Content Documents/Publications Client Financials Text/Copy Data Product & Service Detail Business Forms Reports Web Pages Photographs/Images Illustrations/Artwork Audio/Video Clips Content Management solutions provide a mechanism for enterprises to manage content (from authoring through delivery/publishing) across multiple sales and distribution channels, personalized to varying types of customers. 17
19 The Webmaster Bottleneck Alleviated Traditional Methods As more constituents see the value of publishing their information online, the demand on the web team increases. Most webmasters are consumed by routine maintenance of content, hindering their ability to advance the site s functionality or capability. Content Management Systems Well Designed Content Management Systems allow end users to be self sufficient. Features such as workflow, permissions and templates provide the appropriate checks and balances, allowing many people to contribute to the website, while retaining the branding and information architecture of the organization. 18
20 How SiteExecutive Works Page Elements Templates: Control page structure and look. Modules: Add enhanced functionality to templates and pages allowing for navigation, searching, and a wide range of enterprise functions. Body Area: Edited and managed by content managers. 19
21 How SiteExecutive Works Page Elements Templates: Control page structure and look. Modules: Add enhanced functionality to templates and pages allowing for navigation, searching, and a wide range of enterprise functions. Body Area: Edited and managed by content managers. 20
22 How SiteExecutive Works Page Elements Templates: Control page structure and look. Modules: Add enhanced functionality to templates and pages allowing for navigation, searching, and a wide range of enterprise functions. Body Area: Edited and managed by content managers. 21
23 CMS Key Features Component Key Features Key Benefits General Administrative Interface Browser based, password protected login. Contains Site Tree, Tabs, and Information Area. Supports multiple virtual sites within one instance of Site Executive. Users, Groups, Permissions are all managed here. URL Strings are filtered to appear as static HTML pages. Meta tag standards can be administered across the site. Comprehensive solution provides full access from anywhere. Templates and Style Sheets Built in template editor eliminates the need for added design software tools. Style sheets are associated with templates, supporting CSS. SiteExecutive facilitates the production of 508 compliant sites. Templates are subject to permissions, providing granular control over brand. Provides central control, yet permits efficient tailoring where required Content Editing WYSIWIG editor is geared toward the non-technical end user. Objects such as images, documents, links are easily incorporated into content. Page versions are readily accessible for review or editing. Object locking is enforced, ensuring system integrity. All links and object updates are dynamic. WYSIWIG Editor and Enhanced Navigation masks complexity of the system 22
24 CMS - Key Features Component Key Features Key Benefits Approval and Workflow Policies Hierarchal approval process allows site administrators to maintain control. Facilitated via for effective management and communications. Object locking and audit trails insure integrity and accountability. Scalable to support complex workflows involving individuals or groups. Decentralizes content creation while maintaining centralized control Modules Modules fall into three categories: Basic, Add On, and Custom. Empower average users with sophisticated functionality. End users experience an interactive site, as opposed to a static one. API allows development team to extend the application. Easily extended to other databases or applications. Powerful framework for extension and integration Managing Objects Multi file upload replicates directory structures. Objects are easily renamed, moved, edited without damaging site. All edits are maintained in an objects audit trail, providing granular detail on all activity within the site. Reporting utility permits administrative views into the system. Binary files can be included in or excluded from search results. XML based system is very flexible and open 23
25 Sample Engagement PHASE PLAN - Review Objectives - Finalize Scope - Create Project Plan - Assign Resources DESIGN - Concept Review - Inventory Content - Define Styles and Templates - Finalize Infrastructure/Architecture IMPLEMENT - Installation and Configuration - Core Training - Template Development - Content Migration (CIU) - Review and Acceptance DEPLOY -Training - Knowledge Transfer - Migration to Production - Go Live ESTIMATED TIME 1 Week 2 Weeks 2 Weeks 2 Weeks RESOURCE REQUIREMENTS SA: Project Manager Client: Project Manager, Key Stakeholders SA: Project Manager, Graphics Designer Client: Project Manager, Design Resources, Network Management SA: Project Manager, Training Dept., Graphics Designer, Network Support Client: Project Manager, Site Administrators, Content Leads, Network Management SA: Project Manager, Graphics Designer, Training Client: Project Manager, Design Resources, Network Management 24
26 Collaborating for Success A typical SiteExecutive implementation includes input and commitment by the following entities on campus: Systems Alliance will be responsible for maximizing the business benefits of the implementation and minimizing project risk. Our responsibilities will include the following: Providing a project manager and support personnel with academic medical experience, a thorough understanding of deployment and implementation processes to implement Site Executive to support the vision for the school Provide disciplined project management capabilities and processes including change control, scope management, and project communications Information Services will provide project based resources to support the Systems Alliance technical team, including the following: Network Management personnel for deployment and ongoing management of Site Executive Development personnel for training and knowledge transfer on SE s Application programming interface Database resources for deployment and ongoing management of Site Executive Input regarding adherence to institution s technology policy and standards Public Relations will provide: Ongoing operational/branding/ subject matter expertise Communication with the end user community Participation in the Product Enhancement Program (propose new features and enhancements to Systems Alliance/Site Executive products and documentation) Ongoing management of subsequent roll out efforts Participation in a KM initiative to ensure that internal staff develop product expertise 25
27 Key New Features Content Import Utility: Used for content and website conversions 80 to 90% of content converted 100% of images and binary files Ability to leverage existing templates and stylesheets Dreamweaver Integration/Stylesheet support: Ability to import template files from Dreamweaver Syndicated Content Feeds: RSS Support 26
28 Typical Resource Requirements Ongoing site administration involves a larger community of content authors throughout the organization, however, the central web team typically has the following skills represented: Resource Time Required (FTE) Primary Activities Comments Database Administrator <10% Database backups Database administrators typically help manage the infrastructure and are Performance Monitoring Application Upgrades instrumental in application upgrades. Day to day involvement is negligible. Application Engineer <10% Application Maintenance Application/Network engineers serve as the technical lead for the application and Performance Monitoring Server Administration Implementation of modules it s hosting. Level of activity is primarily driven by application upgrades and implementation of custom modules. Webmaster/ Site Manager % Template Building/Implementation User Administration Overall Site Development This role can vary within implementations, contingent on team dynamics, but we have found our most successful implementations enjoy consistent attention from the site owner, who also interacts with other parties. Developers Variable Module Development Application Integration Development resource requirements are driven by client integration and application development requirements. Your internal experience and initiatives will drive these staffing levels, and Systems Alliance can provide consultation on scoping specific requirements. 27
29 Representative High Level Infrastructure The following diagram represents a robust, highly redundant, three tier environment. Your requirements including site traffic, redundancy, and performance would drive your recommended architecture: Dev/QA Stage & Prod Rendering Web Server / App. Server 2x3+Ghz, 2GB OS: Windows 2003 SiteExecutive CF MX 6.1 2x3+Ghz, 2GB OS: Windows 2003 SiteExecutive CF MX 6.1 2x3+Ghz, 2GB OS: Windows 2003 Server SiteExecutive CF MX 6.1 2x3+Ghz, 2GB OS: Windows 2003 Server SiteExecutive CF MX 6.1 DB Servers H/W 2x3+Ghz, 2GB, OS Microsoft Windows 2003 Server Database Server MS SQL Server 2000 H/W 2x3+Ghz, 2GB, OS Microsoft Windows 2003 Database Server MS SQL Server 2000 SAN 28
30 Contact Information Contact Information: Mike Boyle, Business Development Systems Alliance, Inc. 34 Loveton Circle, Suite 102 Sparks, MD ext
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