The Confederated Salish and Kootenai Tribes (CSKT)
The Confederated Salish and Kootenai Tribes of the Flathead Reservation, a federally recognized tribe in Montana, recently issued a Request for Proposal (RFP) for a complete website redesign. The objective is to enhance user experience, implement best practices, address SEO and accessibility issues, cater to diverse audience needs, and foster a strong sense of community.
Recognizing the significance of an overarching content strategy, we decided to prioritize its development before commencing the full redesign process. This strategic approach ensures that the content effectively resonates with their target audiences and aligns with their organizational goals.
Timeline
9/18/23 – 10/14/23
RFP Review & Ideation
After reviewing the RFP, we began brainstorming ideas and crafting a proposal that took into account the following key audiences in terms of content and the overall user experience:
Potential CSKT Members
Employees of CSKT
Current Residents of the Flathead Reservation/Surrounding Areas Seeking Information
Potential Visitors
Businesses Seeking Partnerships
Content Alignment Summary
After we familiarized ourselves with the RFP and generated ideas for the organization, we proceeded to delve into research to identify CSKT’s current challenges and opportunities. This initial analysis formed the basis for drafting messages that the site needed to communicate to its audience, strategically aligned with the organization’s overarching content objectives.
During this phase, we also assessed the existing content and its value to both CSKT and the user. Additionally, we explored potential future content and the opportunities it could bring to increase awareness and further CSKT's advancement.
A Redesigned Strategy
Once we became well-versed in the current state of the site and thoroughly examined its pages, along with conducting a comparative analysis of similar entities like the Cherokee Nation, Seneca Nation of Indians, and the Cheyenne and Arapaho Tribes, we began shaping our new content and website strategy. This process was guided by our carefully crafted core strategy statement.
New Content Design Artifacts
The revamped content and website strategy prioritized organization, presentation, and alignment with both the organization's objectives and user needs.
To visualize the new website's structure, we crafted a prioritization table, sitemap, content model, and wireframes. Additionally, to maintain consistency and effectiveness in the organization's voice and tone, we developed a comprehensive writing style guide.
Evaluation Key Performance Indicators (KPIs)
In determining the effectiveness of our new content strategy and website redesign, it's crucial to balance the risks against the rewards, taking into consideration financial investments and resource allocation. Ultimately, success is measured by increased engagement, awareness, and website traffic. Below, we've outlined key performance indicators (KPIs) to aid in evaluating the impact of the redesign process:
Time Spent on the Site
Pages Per Session
Bounce Rate
Event Sign-Ups
Video and Photo Clicks
Conversion Rates