Solution:
Worked with Seigel+Gale and College Board team to concept, create and launch streamlined, user-centric site. As Content Strategist on the five-person Seigel+Gale team, served as lead to create:

• Content Matrix: Worked with information architects to inventory existing pages, establish new site hierarchy and concept content migration/creation methodology.
• Content Strategy: Worked with team lead to create and articulate guiding strategy for content creation.
• Message Matrix: Created matrix that tailors College Board’s key messages to primary user groups.
• Content Implementation Guidelines: Created manual to guide content creation aligned with Content Strategy.
• Content Examples: Wrote 17 content examples to portray content strategy in action.
• Writing Workshops: Led two writing workshops for College Board senior staff, management and editorial team. Introduced Content Implementation Guidelines, examined internal and external web pages, discussed content examples and led group conversation on best practices and creative approaches. Workshops served to unite team around new direction and convey key content creation concepts.