What was the scope of their involvement?
Extractable is partnering with us on what we’re calling our website redesign and CMS implementation project. As I mentioned, our website is very outdated and needs to brought into today’s world and also be forward-thinking. They’re currently working on the first phase, which includes helping us identify the best CMS solution to drive our business and also support what we’re looking to do with our website. They’re walking us through that entire process.
From a website redesign perspective, they are a true agency partner. They are providing start-to-finish project management resources. They will be doing all the design and development and a huge piece of execution as well on bringing our redesign to life. We’re looking to launch that in the fourth quarter of 2017.
There are some critical pieces in the first phase. We are in dire need of a more robust and clean search functionality. Search is a huge piece of this website. Intuitive design and navigation are another. Also, as much as possible in this first phase, we want to customize the experience to the end user. We’re not in a place where we can get to marketing automation just yet, but there are some elements where we’ll be taking the ability to identify folks and, if they return to the site, be able to deliver some content specialized to them based on their previous behavior on the site. We’re not yet at the point where I can call it dynamic content, but we will be making some forays into that as well to personalize the experience as much as possible.
From a design perspective, we’ll be really trimming down. Our current site has over 300 pages, and the new design won’t even be close to that. We’ll be trimming down content so it’s easy to digest, engaging, and highly visual using multimedia. We also need that whole responsive design, looking at it from a mobile-first angle. We want to really optimize the mobile experience, making that simple, easy, and convenient for folks. Organizationally, we are moving to an omni-channel platform, so the design work Extractable is doing rolls in nicely to the overall work we’re doing to provide that consistent experience across the board.
In the current phase, we have seven or eight people from Extractable working on our project. We broke the project into two phases, and we’re approaching the end of the design, navigation, site matrix, and visual design phase. The first phase also includes identification and selection of our CMS solution. The next phase will really dive into content, development, and our CMS implementation. I don’t yet know how many resources will be involved in the second phase.
How did you come to work with Extractable?
We did a formal RFP process. Extractable was included in the various agencies we went to, based on work they’d done with our SVP of member experience. They had done some initial work with her, so there was a relationship there. They emerged the winners for the project.
How much have you invested with Extractable?
At this juncture, we’re at about $60,000–$75,000.
What is the status of this engagement?
Extractable formally came on in November of 2016, and the relationship is ongoing. We know that they will be partnering with us for a good amount of time. That’s been very much on the table, and they’ve been open about their recommendations if this really is a multi-year project. We’ve been very open and accepting of that, recognizing that it’s a multi-year effort.
After completion of the first phase in Q4, we’ll be launching into the next phase. We want to bring online chat functionality to our website, but that’s not something we can support in the first phase. We want to bring appointment generation and calendaring into the second phase. Our marketing automation platform will be coming in the second phase, in addition to ongoing search engine optimization. We know this is definitely more than a one-year partnership.
In addition to working on the whole plan, we had to create a business case per our internal process to get the budget approved. Extractable partnered with us for that very early stage and provided us with details about what the website will be able to do out-of-the-gate. They helped us project, five years down the road, what the lead generation and return on investment will look like from year one to year five. They were tremendous in that process.