From Brand to Back-End Content & Experience Strategy
This site represents a comprehensive content and experience strategy that uses all the tools that Rubicon CX brings to bear from both a user-facing experience, as well as back-end considerations. It was created as a pro-bono project for a group of like-minded alumni from my alma mater. It takes a story driven approach to advocate for change at Washington & Lee University.
In our current time, we believe that any association with the confederacy will act as a millstone around our University's neck. Formed in early June 2020, a group of alumni began advocating for change at the University to increase diversity, inclusion, and equity--starting with the name of the school and the confederate baggage it entails.
On a private Facebook group, members have shared many stories have been shared, as well as their letters to the President and the Board of Trustees for the university advocating for this change. And it's stories and letters like these that will help us to ensure a bright future for the university. These stories and letters form the heart of the content experience strategy.
The experience design was crafted to lead users to these stories, along with additional background information, as well as ways to stay active and involved.
From a systems perspective, a foundational taxonomy for the stories and letters was designed to quickly allow alumni to find who among their peers have already joined. Some content modeling was also developed to launch and design the site on the WordPress platform, including technical plug-ins.
Finally, while not our bread and butter, the visual design was tweaked using the chosen WordPress theme.
NASCAR had spent many years outsourcing it's main digital presences to third-parties, foregoing any syndication and advertising opportunities and ceding editorial control of it's wealth of existing content to that third party. They merely provided images and data from action at the tracks.
Upon deciding to take control of their digital footprint by taken the sites in house and standing up Adobe Experience Manager (AEM) from scratch, they engaged with a team to lead the content and experience strategy of the site. As lead content strategist, Tim Truxell, took the lead performing an existing state audit, supplemented by further reasearch, which then lead a suite of content activities and deliverables to inform not on the new experience design, but also site maintenance and management once the site had launched. These activities spanned all three content strategy pillars (content experience, content delivery, and content governance):
We'd be more happy to share additional examples of our work, but because of client confidentiality agreements, these cannot be currently posted publicly.
However, we'd be more than happy to walk you through any deliverables or other work that we have done in the past. Just get in touch to schedule time to do just that and we'll send you the login in credentials for the full portfolio site.