Specifications include, but are not limited to: Process Map, Audience Messaging Strategy & Segmentation • Based on learnings by NHCC during the digital strategy sessions with Admissions, the vendor will create an admissions process map to share with NHCC for feedback to guide messaging by audience o This should include a presentation of the map along with options for revisions. • The vendor will create a high-level website messaging strategy addressing the following audiences: o Prospective Students including: Traditional Non-traditional PSEO Concurrent o Current students o Influencers o Donors/Alumni o Employers o Community o Employees/Staff/Faculty/Administration o Academia/Peer Schools • The messaging strategy will: o reflect the existing tone of voice, key brand messaging and approved proof points from the brand strategy (The brand strategy will be completed in June) o prioritize audiences and broad messaging points by audience and identify key callsto-action o be informed by the business requirements gathering from key NHCC stakeholders • This part should include multiple rounds to review the messaging strategy (done collectively) as well as make allowances for revisions Deliverables: Audience Messaging Strategy & Segmentation • Messaging strategy document that segments out key audiences and will guide final content development for the website o Does not include writing actual content for the website (i.e. body copy, headlines, subheads, etc.) Content Inventory • The purpose of the content inventory is to categorize, label, and evaluate existing content’s value and importance to NHCC’s various audiences. • The key objectives of the content inventory include: o Allowing a more accurate estimate of content requirements for a new NHCC.edu o Evaluating the quality of existing website content o Contrasting with the messaging strategy to identify gaps in existing content • The vendor will develop content parameters to be used for determining what is pageworthy content. This document will be used to categorize the existing content. o Parameters may include: Content type Analytics Audience Journey stage Backlinks o Parameters will provide the guidelines for: outlining types of content blocks/pages needed for website (i.e. blog, video, contact page, testimonials, about us, history, etc.) setting criteria for how to determine what content should stay and/or be refined, be created/newly written, combined or eliminated • Review content inventory report detailing categorized content and content parameters with NHCC o Approval of content blocks/pages required before sitemap can be created o Includes meetings with the NHCC team for review and approval Deliverables: Content Inventory • Content review and development parameters documentation • This deliverable should be robust enough to support the second phase of the website redesign: website build, content migration. It will be used as a guiding document for the second phase RFP.