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The Strategy Behind Planned Parenthood Online - Jon Platner / Forum One Web Executive Seminar

Jon Platner, Planned Parenthood Federation of America's Director of Online Operations, discusses the strategy behind the organization's efforts to develop an improved online portal for the organization and its affiliates. Platner spoke at Forum One Communication's Web Executive Seminar on Sept. 26, 2007. Learn more at http://www.forumone.com/content/calendar/detail/2170 . Contact Tim Shaw / tshaw@ForumOne.com .

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The Strategy Behind Planned Parenthood Online - Jon Platner / Forum One Web Executive Seminar

  1. 1. Jon Platner Director Online Operations Planned Parenthood Online Forum One Communications Web Executive Seminar September 26, 2007
  2. 2. our story …
  3. 3. <ul><li>our organization </li></ul><ul><li>our vision </li></ul><ul><li>our challenge </li></ul><ul><li>getting buy-in </li></ul><ul><li>the pay-off </li></ul><ul><li>the future </li></ul>agenda …
  4. 4. <ul><li>mission </li></ul><ul><li>health care </li></ul><ul><li>education </li></ul><ul><li>advocacy </li></ul><ul><li>structure </li></ul><ul><li>Planned Parenthood Federation of America </li></ul><ul><li>110 local Planned Parenthood affiliates </li></ul><ul><li>860+ health centers </li></ul>our organization …
  5. 5. <ul><li>one online portal </li></ul><ul><li>one consistent online brand </li></ul><ul><li>one body of health information </li></ul><ul><li>one place for users to locate a health center </li></ul><ul><li>one effort around online health services </li></ul>our vision …
  6. 6. our vision …
  7. 7. The Planned Parenthood Online Plan
  8. 8. The Planned Parenthood Online Plan
  9. 9. The Planned Parenthood Online Plan
  10. 10. The Planned Parenthood Online Plan
  11. 11. The Planned Parenthood Online Plan
  12. 12. <ul><li>identity </li></ul><ul><li>control </li></ul><ul><li>fundraising </li></ul><ul><li>service information </li></ul>our challenge …
  13. 13. <ul><li>early on </li></ul><ul><li>mission </li></ul><ul><li>business opportunity </li></ul><ul><li>later on </li></ul><ul><li>data </li></ul><ul><ul><li>traffic, usability, SEO, consumer needs </li></ul></ul><ul><li>resources </li></ul><ul><li>personal touch </li></ul>getting buy-in …
  14. 14. <ul><li>task </li></ul><ul><li>find out how to get the HPV vaccine </li></ul><ul><li>intended path </li></ul><ul><li>sexual health -> STDs -> HPV -> “Contact your health care provider, public health department, or local Planned Parenthood health center for information and/or referral.” </li></ul><ul><li>user path </li></ul><ul><li>site search for “HPV vaccine” -> affiliate-level page -> “The HPV vaccine is now available at these Planned Parenthood health centers … ” </li></ul>a usability story …
  15. 15. <ul><li>61 affiliates on plannedparenthood.org </li></ul><ul><li>700,000 health center searches per month (130 percent increase over past year) </li></ul><ul><li>10,000 online appointment requests per month (100 percent increase over past year) </li></ul><ul><li>one body of health information </li></ul><ul><li>coordinated advocacy and fundraising efforts </li></ul><ul><li>less competition on search engines </li></ul><ul><li>happy users ;-) </li></ul>the pay-off …
  16. 16. <ul><li>100 percent affiliate participation by June 2008 </li></ul><ul><li>redesign of plannedparenthood.org </li></ul><ul><ul><li>promotion of affiliate content at portal-level </li></ul></ul><ul><ul><li>integration of service and education </li></ul></ul><ul><ul><li>grouping of content by topic </li></ul></ul><ul><li>online health center </li></ul><ul><li>beyond plannedparenthood.org </li></ul><ul><li>challenges remain … </li></ul>the future …
  17. 17. [email_address]
  • carlyhodes

    Aug. 11, 2013
  • Michael.Crawford

    Apr. 3, 2009
  • pearlbear

    Jan. 29, 2008

Jon Platner, Planned Parenthood Federation of America's Director of Online Operations, discusses the strategy behind the organization's efforts to develop an improved online portal for the organization and its affiliates. Platner spoke at Forum One Communication's Web Executive Seminar on Sept. 26, 2007. Learn more at http://www.forumone.com/content/calendar/detail/2170 . Contact Tim Shaw / tshaw@ForumOne.com .

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