baltimore Buildings
baltimore Buildings
baltimore Buildings
20NTC Session Proposal

Don’t Set It and Forget It: Post-Launch Digital Strategy


Your new website is finally up – celebrate then move on, right? Celebrate, yes – but your launch is just the beginning of your digital strategy!

Getting a redesign launched is a Herculean task, particularly when a site has years of neglected content to prune, weed, and migrate. Compressed timelines mean compromises and sometimes hasty decision just to get the job “done” on time.

But after you exhale, it’s time to switch gears from moving mountains to thinking more strategically. The year after a major relaunch is an important time to continually gauge the successes or failures of the site.

This session will cover the practical steps taken by AFP and Message Agency around AFP’s website launch. We will demonstrate how setting goals early can serve as guideposts for decision-making before and after launch. We’ll also cover how to use metrics, audits, and audience engagement to refine your digital strategy.

Learning Outcomes

  • Establish business goals, signals, and metrics to benchmark current and future progress
  • Use audience research and analytics to refine audience segments, digital personas, and user journeys
  • Set up effective internal processes for continual optimization

Target Audience

Communications Staff, Webmasters, Digital Strategists

Additional Speakers

Marcus Iannozzi, Founder and Principal, Message Agency



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