INTRODUCTION
Objectives
• Identify current constraints for N9 Marketing teams
• Understand the relationship between content and digital channels
• Identify the 4 key requirements for Adaptive Content
• Understand key elements of Content Modeling
• Review the onboarding process and deliverables
Project Overview
Key Milestones
• Initial project kick-off on 06/13
Defined project scope and identified key objectives
• A Regional working group formed
Discovery meetings took place every two weeks
• Development occurred iteratively
Key development decisions were reviewed with the working group on a periodic basis
• Enterprise rollout was initiated on 4/14
Current State – Silo’d Marketing Channels
Admin 1
Admin 2
Admin 3
Admin 4
Admin 5
Email
Broadcast
Web
Mobile
Social
Media
Future
Channels
Multi Channel Content Governance
webCentral
Email
Broadcast
Web
Mobile
Social
Media
Future
Channels
“IT’S NOT WEB CONTENT, MOBILE CONTENT, TABLET CONTENT, EMAIL
CONTENT, SOCIAL CONTENT, OR EVEN PRINT CONTENT.
IT’S JUST YOUR CONTENT.”
Adaptive Content
Four requirements of Adaptive Content
• Reusable content:
Content that has been developed to maximize reuse across marketing channels
• Structured content:
Discrete content chunks can be combined in different ways for different channels
• Presentation-independent content:
Design decisions can be made by the platform, rather than having style and format imposed on
the content.
• Meaningful metadata:
Tags, groups, and date information can be used to filter content
Content Modeling
Process by which undifferentiated blobs of content are organized into a system of:
• Content types:
What kind of content is it? Is it an event, dinning, fitness, CYP, Lodging etc.?
• Attributes:
what fields or content elements can or must be entered?
• Limits:
What limits are set on each attribute/field? Does the field require a specific numeric format,
character limit, or date format?
• Relationships:
How are different content types connected? What attributes and data limits can be shared
among different content types?
TEMPLATES DEFINE HOW CONTENT IS PRESENTED FOR EACH CHANNEL
Templates
Images
Main content
Details
Description
Events
Events
Events
ONBOARDING PROCESS
Design & Development Process
Training
Sitemap & Wireframe
Branding Development
Template Development
Phase 1: Training
Phase 2: Discovery & Planning
Phase 3: Artwork
Phase 4: HTML/CSS & Mobile App
Content Input (12-16 weeks)
Wireframing
Sitemap
Deliverables
• Visual design comps (Photoshop source files)
• Responsive design templates (HTML 5/CSS 3)
• Native iOS mobile application
• Native Android mobile application
• Web site
• Web style guide
QUESTIONS