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Website Brief

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by

Alexander Hunt

on 31 December 2014

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Transcript of Website Brief

Website Creative Brief
Overview
Requirements
Deliverables
CSF Background
Central Square Foundation (CSF) is a
philanthropy fund
and
policy think tank
focused on Indian school education reform. Our goal is for all students to achieve numeracy and literacy at grade level and to ensure they complete a high school education.

We have functioned as a philanthropic funding and capacity-building organization since our founding in 2012, making investments in education-focused NGOs. We have since expanded into research and think tank activities.

Our existing website was built primarily to reflect our philanthropic side, but our communications objectives have changed. We now also aim to highlight our research activities establishing CSF as a thought leader in the education space and the port of call for information on education policy reform in India.

Vision
Design Preferences
Look and feel captures brand
Homepage slider provides opportunity for call to action
Powerful EdTech Map
Profiles investments
Dated look
Homepage and navigation doesn’t capture the diversity of work we do or issue we focus on.
Content too philanthropy heavy. Needs to highlight research activities.
Blog inactive and feels like a stand-alone product.
Static pages limit the user journey
Requires external content management
Content not searchable or filterable by the issues we work on.
Design not responsive (doesn’t adapt to multiple devices)
Low traffic & weak SEO
www.centralsquarefoundation.org
centralsquarefoundation.com
Built in 2012 by Olive Global. Still serves as webmaster.
Strengths
Weaknesses | Usability
Weaknesses | Technicality & Functionality
Monthly Traffic
~3850 sessions/month
67% new visitors
~7 pages/session
3:00 Avg. Session Duration
28% Bounce Rate
This 'blank slate' project willl completely re-engineer the design and structure to accommodate improved navigation, functionality and content. It should enhance the user journey by creating multiple points of entry to same content.
Scope
To provide a portal of knowledge for our target audience about developments in Indian school education reform. Not a sales tool to attract new donors or grantees.
Purpose
Establish our reputation as a thought leader in the education space
Broad
Goals
Increase traffic and garner subscribers through improved SEO
Update content in-house multiple times monthly to improve SEO and bolster credibility & legitimacy
Heighten brand awareness and become first stop for an audience interested in Indian education reform
Current Site Evaluation
Style & Brand Guide
(http://bit.ly/CSFBrandGuidelines)
desired web-safe font: open sans
Logo Kit
(http://bit.ly/CSFLogoKit)
Brand Identity
We like Sites that are...
Authoritative, Credible, Clean, Slick, Minimalist
Not too busy, with a balance of images and text and a lean top navigation.
Data-driven with multiple points of entry to the same item, making the user journey dynamic.
Fully responsive

Inspiration
For Example
AEI
http://www.aei.org/policy/education/
What We Like:
Social sharing; Topic tags appear under each item; Filterable side bar; Topic tags clickable to issue page; Backend recognizes this as the issue area; Backend allows easy updating of this list.
Freedom Works
http://www.freedomworks.org/issue/workplace-freedom
What We Like:
Content type labels appear in the corner of each uploaded item; Backend recognizes this as the content type for organization; Backend allows easy updating of this list
Brooking Institution
http://www.brookings.edu/
What We Like:
Mega Menus with a backend that allow for easy updating of submenu items. Subtle colors to position brand.
Hoover Institution
http://www.hoover.org/research/type/articles
What We Like:
Filterable by issue & content type. Subtle colors to position brand
ContentPlan
http://bit.ly/CSFSiteContentPlan
Navigation Plan
http://bit.ly/CSFSiteNavPlan
Brand Identity Documents
Project Management
Guiding Documents
Chain of Command
Alexander Hunt
Project Manager & Developer Liason
We expect check-ins multiple times a week to ensure timely completion of assigned tasks and adherence to project timeline.
alexander@centralsquarefoundation.org
+91 9971135920
Shrutipriya Dalmia
Associate Director, Communications
Azad Oommen
Executive Director
Technicality
Usability
Functionality
Size
Number of sections: ~6
Number of subsections: ~50
Number of pages: 250+
(automatically generated by bulk upload)
Hosting & Domain
Ownership of domain is secured. Hosting for emails and website to be migrated to new provider dependent on platform.
Content Scope
Content Collection
Type of content includes text, photos, videos, slideshares, pdfs, maps. Virtually all is pre-digitized.
~50% of content is ready for publication (e.g. research, projects)
~50% of content needs to be created and supplied (e.g. blog posts, a few reports, some media notes, backgrounders)
Content Population
With oversight from CSF, developer will complete population of content according to content plan provided on Google Drive.
In-House Management
Website editors with basic technical knowledge must be able to update content, embed videos, link to files, add/remove subcategories or tags. We therefore require a solution based on an open source Content Management System (Drupal, Joomla, Wordpress, with preference given to Wordpress)
Testing
Website must be accessible via all standard browsers, smartphones and tablets. As such no technologies such as Flash should be utilized.
Link check software should be employed to identify and repair broken links.
Potential Grantees
Government & Bureaucrats
Education Foundations & NGOs
Media
Education Research Organizations
Corporates & Business Leaders
Target Audience
Key Features
Fully responsive - adapts to any device’s screen.
Mega Menus that expands on rollover
Backend CMS that allows for easy updating of content as well as submenu items. Options for bulk import or single entry.
Fully integrated blog.
Integrates existing EdTech map.
Photo/Media Gallery functionality.
Curated Resource Repository/Map for each Issue page (similar to http://bit.ly/CSFEdTechMap)
Data-Driven
Dynamic organization by category will allow for multiple points of entry to the same item putting the user in control of the journey.
Issue tags to appear under each uploaded item; filterable and clickable to topic page; Backend data entry recognizes this as the issue area and organizes accordingly; Backend will allow for easy updating of this list.
Content type labels will appear in the corner of each uploaded item; Backend data entry recognizes this as the content type and organizes accordingly; Backend allows easy updating of this list
Enhanced SEO
Keyword Placement
XLM Sitemap
Page Titles
Header Tags
Meta descriptions and metatags
Optimized copy with high google ranked search words
Image Alternatives
Internal Links
Calls-to-Action
SEO-friendly custom URLs that are meaningful and straightforward
User Interaction & Tracking
User Interaction and Tracking
No page commenting functionality needed
Social Media integration through content engagement tool like AddThis
User activity tracked by Google Analyics
Embedded mailchimp database signup form. Also embed recent Mailchimp email blasts as new posts.
RSS feed signup
Feedback/contact form on contact page
Site Content Search Box
Social Media Icons (Facebook, Twitter, LinkedIn, YouTube)
Tag line

co-creating the new Indian education system for all our children.
Issues | Projects | Research | Media | Commentary | About
Sign up for updates
Twitter Feed
Love the EdMonitor from @CSF_India

Lorem ipsum @CSF_India #schooleducation

@CSF_India finds that #Technology improves#learning outcomes
name
email address
Multimedia
Sign up for Updates (MailChimp form embedded)
Twitter Feed
Most recent article, EdMonitor, report, upcoming, event, etc...
Updatable image slider with calls to action linked to internal pages.
Most Recent/popular uploads (report, op-ed, blog post, news article, etc...)
Content type labels
Issue type tags
Projects
Research
Media
Commentary
This report provides guidance to companies as they formulate or refine their strategy for education CSR.
Corporate Social Resp.
Corporates
CSR
Project Timeline
Key Performance Indicators
Next Steps
Fully functional website, built on Wordpress, that is free of bugs or glitches and that meets all of the requirements as laid out in this brief.
Increase traffic to 8000 sessions/month, double the current rate.
Increase returned visitor rate to ensure stakeholders are using the site as the first port of call for informaiton in education reform.
Increase mobile visitors to tap into internet users in India, where internet access is primarily on mobile.
Increase time spent and pages visited on site.
Increase download rate for research publications.
Increase subscriber signup rate to 100/month to bolster database.
Ranked in top 3 Google search results for select keywords.
Design firms will present a one-hour pitch on December 3 to include:
Project proposal including tech specs outlining how the solution will meet CSF's requirements
Any mockups or Wordpress themes that might support the proposal
Specific SEO approach to achieve traffic goals
Detailed budget
Detailed timeline with key development milestones from beginning of development on December 5 to launch on January 30.
November 19
Navigation Plan Complete (CSF)
November 20
Submit Briefs & Solicit Bids (CSF)
January 5
Project Launch
January 22
Creative Design Complete
February 19
Wordpress Theme Designed
March 6
Content Population &
Debugging Complete
Header & Home Page | Wireframe
Megamenu
Interior Page
Interested in this job?
Alexander
+91 9971135920
calling...
@centralsquarefoundation.org
End
March 9
LAUNCH
Logo links to home page
Capacity building of education officials on using data for improving learning outcomes
ASER Centre
EdTech
Governance
Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod.
Edwise
School Education
SMCs
This report highlights key reasons for the need for large-scale learner assessments.
Large Scale Assessmts
Assessments
Accountability
This report provides guidance to companies as they formulate or refine their strategy for education CSR.
RTE 2.0
Policy
Advocacy
Technology has a major impact on learning outcomes. This case study explains how.
Technology & learning
EdTech
Schools
Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod.
CSF hosts roundtable
Assessments
CSR
This report provides guidance to companies as they formulate or refine their strategy for education CSR.
Training on track
Teacher Training
Accountability
Training
Media Note
Report
Article
Blog Post
Op-Ed
Report
Investment
Ecosystem Initiative
co-creating the new Indian education system for all our children.
search
Issues
| Projects | Research | Media | Commentary | About
Sign up for updates
Twitter Feed
Love the EdMonitor from @CSF_India

Lorem ipsum @CSF_India #schooleducation

@CSF_India finds that #Technology improves#learning outcomes
name
email address
Multimedia
Acountability
& Governance

Assessments
SMC
RTE 25 percent
School Rating
Data Systems
Megamenu to capture the diversity of activities of CSF!
Projects
Research
Media
Commentary
This report provides guidance to companies as they formulate or refine their strategy for education CSR.
Corporate Social Resp.
Corporates
CSR
Capacity building of education officials on using data for improving learning outcomes
ASER Centre
EdTech
Governance
Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod.
Edwise
School Education
SMCs
This report highlights key reasons for the need for large-scale learner assessments.
Large Scale Assessmts
Assessments
Accountability
This report provides guidance to companies as they formulate or refine their strategy for education CSR.
RTE 2.0
Policy
Advocacy
Technology has a major impact on learning outcomes. This case study explains how.
Technology & learning
EdTech
Schools
Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod.
CSF hosts roundtable
Assessments
CSR
This report provides guidance to companies as they formulate or refine their strategy for education CSR.
Training on track
Teacher Training
Accountability
Training
Media Note
Report
Article
Blog Post
Op-Ed
Report
Investment
Ecosystem Initiative
co-creating the new Indian education system for all our children.
search
Issues

| Projects | Research | Media | Commentary | About
Multimedia
Filterable by content type on interior "issues pages." Filterable by issue on interior "content pages."
Projects
Research
Media
Commentary
Capacity building of education officials on using data for improving learning outcomes
ASER Centre
EdTech
Governance
Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod.
ATRI Venture
School Education
SMCs
This report highlights key reasons for the need for large-scale learner assessments.
Large Scale Assessmts
Assessments
Accountability
Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod.
State of SLAS
Assessments
CSR
An investigation into how India could better prepare its teachers
Training on track
Teacher Training
Accountability
Training
Report
Article
Op-Ed
Investment
Ecosystem Initiative
Education
Technology

EdTech
OER
Data Systems
Teachers
& Leaders

School Leaders
Teacher Training
Quality
Schools

ECE
APS
PPP
Vocational Ed
Education
Policy

RTE
State of Ed
Learning
search
Assessments
This is introductory text outlining the current landscape on the topic, defining our position, and sharing our outlook for the future.
Research
Report
Policy notes
White paper
Working paper
Backgrounder

Projects
Investment
Government Engagement
Ecosystem Initiatives
Internal Project

Media
News Article
Multimedia
Media Note
Press Release
Op-Ed
Events

Commentary
Policy Watch
Guest Experts

Curated Resource Map
Student Learning
Teacher Training
School Admin
Other
Partner Publications
Key Organizations & Providers
Filter by: Content Type
Basecamp
Full transcript