NTEN 2009Your Website as an

Experience of Your BrandKam Santos, Director of Communications

.

Who We Are

• Cross-Cultural Solutions was founded in 1995 and is a recognized leader in the field of international volunteering.

• Each year, over 4,000 people volunteer abroad with CCS in Africa, Asia, Latin America, and Eastern Europe.

Our vision is of a world where people value cultures different from their own, are aware of global issues, and are empowered to effect positive change.

Vision

Our mission is to operate volunteer programs around the world in partnership with sustainable community initiatives, bringing people together to work side-by-side while sharing perspectives and fostering cultural understanding.

We are an international not-for-profit organization with no political or religious affiliations.

Our Mission

.

Values

• Shared Humanity When people of different cultures have an opportunity to connect, there comes an understanding of our shared humanity.

• Respect We accept, appreciate and respect that people know and understand what is appropriate for their own communities.

• Integrity We commit to ensuring the safety, flexibility, professionalism, transparency and excellence of our programs.

.

Our Programs

.

CCS Website 2005

CCS Project Brief

1. Ensure sustainability

3. Be dynamic, interactive, current, exciting, elegant

5. Involve brand advocates, be authentic

7. Reinforce CCS vision, mission, values

9. Keep on-brand

Brand Qualities

1. Connecting People, Opportunity for Cultural Exchange

2. International, Global Reach

3. Dynamic, Engaging

4. Excellence in Programming, Leader in our Field

5. Inspiring, Transformative Experience: The Experience of a Lifetime

• Age 18-30

• Women

• Web-savvy, current, social networkers

• People in transition, typically students or recent graduates

Primary Audience

• 99% of CCS volunteers who completed an evaluation rated their overall program experience as "Excellent" or "Good."

• Over 75% of our volunteers agree to represent CCS, and share stories about their CCS experience

• At least 5 NTEN attendees are alumni.

Harness Brand Love

.

CCS Community 2008

.

CCS Website 2009

10 Things We Did Differently

1) Invest in CMS

2) Incorporate years of volunteer survey comments

3) Incorporate staff feedback

4) Develop user personas

5) Design multiple wireframes, >6 by launch.

10 Things We Did Differently (cont.)

1) Relate site to CCS Community

2) Planned site map with SEO/SEM

3) Use Brand Manual & Style Guides

4) Learned from Google Analytics, HeatMapping!

5) Sought inspiration from peer orgs

Insights We Gained

1. Keep Brand Manual, Style Guide, Project Brief At-Hand Through Design & Implementation

3. Commit to Ongoing Brand Development. Launch, Revise, Launch, etc.

5. More User Testing by Stakeholders Before Lauch.

How to Get Started

1. Look at your qualitative and quantitative data.

3. Listen to buzz, and embrace the positive brand love.

5. Learn from your peers, and other key players you feel are in a non-competing position.

www.crossculturalsolutions.org