UN Foundation UNF Site build. Proposal

Transcription

1 UN Foundation UNF Site build Proposal Version February 2015

2 Table of Contents 1. Project Overview Background Business Goals and Objectives Summary of approach Business Requirements Functional Non-functional Solution Strategy Creative/Design/Systems Functional Assumptions, Constraints, Risks and Dependencies Assumptions Exclusions Risks Project team, Roles and Responsibilities Operating systems / Browsers Timeline and Costs Timeline Costs Havas Worldwide Australia - Proposal - Version 0.1 page 2 of 11

3 1. Project Overview 1.1. Background Havas Worldwide built the Climasphere website in 2013 ( The UN Foundation wants to create a white label platform that will be based on this design and will act as a news hub for global content: articles, blogs and resources, concerning the Sustainable Development Goals (SDG). This platform will provide the tools and information to easily share the progress of the SDG with their peers and followers Business Goals and Objectives Our goal will be to raise the public profile of the SDG in the eyes of the general public, and engage commentators to contribute and share their content with the platform. Ultimately, we will position the site as THE go-to platform to get the most interesting and informative content about the SDG on the web, leveraging the unique contacts of the UN Foundation and highlighting the amazing work being done to achieve meaningful SDG target Summary of approach Our strategy will focus on creating a neutral platform that collates the best stories from influencers around the web into one place, and published on a regular daily basis (24 hours cycle) from around the world. The content will consist of 60% new aggregation, 20% original content and 20% resources. We will use high profile and local ambassadors as our USP, in order to maintain a level of original and engaging content on the site Havas Worldwide Australia - Proposal - Version 0.1 page 3 of 11

4 2. Business Requirements 2.1. Functional A website that provides the same experience (functional) as the Climasphere site. Responsive site (working on desktop, tablet and mobile) same functionality as climasphere (only difference is content). A copy of the site will be created. Key features include: content pulled through from different RSS feeds tagging of articles categories (these need to be defined) contact us form social media integration (share and like) commenting archiving of articles google analytics search new design (mainly reskin, so keep the layout) hosting kentico license 2.2. Non-functional branding social influencers content user guide is included (updates to existing one) 2015 Havas Worldwide Australia - Proposal - Version 0.1 page 4 of 11

5 3. Solution 3.1. Strategy Ambassador contribution National: We recommend having a group of 4-5 global ambassadors, at launch to discuss the progress of the SDG so far. They will front the launch by contributing unique content, partnered with existing or new resources. Local: We want to cover the development of the SDGs at a local level, and will offer 4-5 bloggers from around the word the chance to contribute to the site on a weekly basis, giving their locations take on the SDGs and what it will mean for their region to achieve the ambitious goals. We also recommend seeking content and support from politicians and global leaders in the areas outlined in the goals (EG: Emma Watson for women s equality, Al Gore for climate change etc) to endorse the website and highlight a call to action for people to get involved in lobbying their leaders for effective SDG targets. Our audience Due to the broad nature of the SDGs, we will target a broad audience for who we wish to engage with and contribute to the site. We will begin by conducting an audit of relevant activist groups that fall under the SDGs and engaging with their established audiences and commentators in order to promote our platform as a source of news that will be relevant to them. Once we have a regular flow of engagement from these audiences, we propose promoting the platform to a wider audience via a social media engagement strategy (not included in this proposal). Social media Social media sharing functionality will form an important part of the site, and will be prominently available on all content pages. Social media channels, Twitter and Facebook, will be used to syndicate our content, in order to reach a wider audience and offer our audience a chance to comment on and engage with our site. The editor of the site will be responsible for updating these two channels on a regular basis, making sure that any content that is posted to the site, is also promoted on Facebook and Twitter. The site branding (to be established) will be syndicated on both platforms, and will allow us to establish what our tone of voice will be when communicating with our audience. The social media channels will also act as a monitoring barrier allowing us to keep control of user feedback that may need to be censored Havas Worldwide Australia - Proposal - Version 0.1 page 5 of 11

6 Supporting activity To support the launch we recommend using any partners / supporters to extend the platform reach: Launch pack created for all corporate supporters and partners to push out on launch day, including press release, assets and a number of suggested social media posts for Twitter and Facebook Creative/Design/Systems We will need a creative name that encapsulates what the SDGs mean, and what the site will provide for our audience as a news hub. The following are suggestions for your consideration: The Beacon Tagline - The guiding light to our future Rationale - A site that will shine a guiding light on global sustainability issues. Sustainable Goals Today Tagline Together we achieve Rationale In order to secure meaningful Sustainable Development Goals to ensure the safe and secure future of generations to come, we must work together today. Beyond 2015 Tagline Our future, Our goals Rationale We need to take action now if we are to have a real impact on changing our planet beyond SustainaWell Tagline Your source of sustainability news Rationale A deep source of knowledge and information about the Sustainable Development Goals that keeps on giving. Global Goals Tagline - One earth, One vision, One future Rationale - A site housing the goals from across the globe for creating a sustainable future. Equal Action Tagline - Global Goals, Global News, Global Voice Rationale - Every action we take has an equal and opposite reaction. We are all equally responsible for levelling the playing field and giving everyone in this world an equal chance at equal rights, equal opportunities and an equal chance at taking action to secure our future Functional The functionality of the new site will be the same as the Climasphere site: with amendments to the relevant content buckets: We recommend the following structure to the platform News reel: Content taken from around the web, redrafted by our editors and our summary of the article included (this will also avoid copyright issues) Havas Worldwide Australia - Proposal - Version 0.1 page 6 of 11

7 RSS Feed: Two channels from each region (US, Europe and APAC) that will pull in the best content about the SDGs, automatically updated in order to give the platform an ojn the pulse feel. Blogs: A contributor section, added to by local bloggers, activists and high level influencers, with the main aim of producing original content for the site and encouraging a sharing mechanism via social media tabs. Video / Pictures (Mulitimedia): A section of the site dedicated purely to stimulating visual aggregated content from around the web concerning the SDGs. These will mainly be sources from events and conferences from around the world from events and conferences taking place to discuss the SDGs. Resources: A page dedicated to hosting downloadable research and white papers relating to, but not directly concerning, the SDG goals. Twitter Feed: We will include a tab relating to a hashtag (TBC) about the SDG. We will conduct research into what words best suit this and regularly tweet from our own social media channels on this hashtag sharing links back to our site to specific content relating to our tweet message Havas Worldwide Australia - Proposal - Version 0.1 page 7 of 11

8 4. Assumptions, Constraints, Risks and Dependencies 4.1. Assumptions This proposal is based on the assumption that the existing climasphere site will be cloned and then reskined based on the new brand. The functionality will not be changed. Content will be updated Exclusions all updates to authors in the CMS to be done by UN Foundation any image license cost social strategy communication strategy no reporting will be provided, however standard google analytics will be set up no seo strategy (best practice will be followed) content entry up to 14 hrs copy writing up to 14hrs design includes 1 round of revisions 4.3. Risks The timeline for this project is extremely tight. Any delay on deliverables from UN Foundation (feedback, assets) will impact the deadline Havas Worldwide Australia - Proposal - Version 0.1 page 8 of 11

9 5. Project team, Roles and Responsibilities Project team member name Title Roles Responsible for Aaron Crowther General Manager Overview Project Management Project completion Birga Bardenhorst Executive Digital Producer Digital Project Management Website build management Nick Day Account Manager Content Project Management Content pre-population and launch Charmaine Tanti Account Executive Implementation Implementation Bjorn Miller Technical Lead Website Build Technical Delivery Adam Shutler Digital Design Director Branding Design 2015 Havas Worldwide Australia - Proposal - Version 0.1 page 9 of 11

10 6. Operating systems / Browsers These will be the tested browsers for the website. The website will likely be compatible with previous versions, though these will not be tested. Win 7 OSX ios Mobile (I-phone 5) ios Mobile (I-phone 6) Android Mobile (Galaxy 4) ios Tablet (IPAD 2) Android Tablet (Nexus) IE 8.0 IE 9.0 IE 10 IE 11 Firefox (Latest) Yes Yes Yes Yes Safari Yes Yes Safari ios Yes Yes Yes Chrome v.40 (Latest) Yes Yes Chrome Android (Latest) Yes Yes Opera v.20 Yes Yes Android Device Native Yes Yes 2015 Havas Worldwide Australia - Proposal - Version 0.1 page 10 of 11

11 7. Timeline and Costs 7.1. Timeline 7.2. Costs Phase Deliverables Cost Requirements Analysis Scoping Initial meetings Estimates Proposal Branding Concept design Production Management Design Production (roll out all templates based on approved concept design) Development Testing External cost Kentico license (base) 12 months hosting TOTAL 2015 Havas Worldwide Australia - Proposal - Version 0.1 page 11 of 11