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Case Study

Web Strategy Consulting

Johns Hopkins University

Baltimore, MD

Issue

Johns Hopkins University’s rebranding efforts uncovered a disjointed and incongruent Web presence that did not convey a unified brand message or speak directly to the key audiences. Johns Hopkins asked idea ink to define a strategy to construct a cohesive Web brand and to get internal stakeholders on board with the new direction.

Idea

idea ink reviewed Johns Hopkins’ existing Web assets and interviewed internal constituents to identify areas of improvement and priorities for various internal entities (health care system, nine schools, administrative and functional departments, etc.). idea ink also designed and conducted surveys with other competitive universities to draw best practices.

Impact

Based on the findings, idea ink created a plan for Johns Hopkins’ new Web brand direction. idea ink’s recommendations included positioning the main homepage as the gateway to all things Johns Hopkins. Other tactics include uniform content management system, new organization and staffing structure, a Standard Operating Procedure, and an omnipresent pathway back to the center of the gateway to effectively connect the Johns Hopkins Web universe.

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Scope

  • Internal constituent interviews of all Johns Hopkins entities
  • Best practice research of 152 colleges and universities
  • Conduct a survey of competitor's standard operating procedures

Strategy

  • Arm www.jhu.edu with dynamic search and place it at the center of the Johns Hopkins Web universe
  • Staffing opportunities that included a Director of Web Strategy and an Information Architect
  • Building of standard operating procedures that include RFP, internal development and external development structural guidelines

Results

  • Plan with a clear pathway to unifying the Johns Hopkins Web universe
  • The JHU marketing department is moving towards strategy

 

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