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 06/13Defined project scope and identified key objectives
• A Regional working group formed Discovery meetings took place every two weeks
• Development occurred iterativelyKey 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
Email Broadcast
Web Mobile Social Media
Future Channels
Admin 3Admin 2Admin 1 Admin 5Admin 4
“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?
Design & Development Process
Phase 2: Discovery & PlanningPhase 1: Training
Content Input (12-16 weeks)
Phase 3: Artwork Phase 4: HTML/CSS & Mobile App
Sitemap & Wireframe Branding Development Template DevelopmentTraining
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