Below is a copy of the micro-site guidelines for the AI IS Communication program, for the latest version please request the latest version from the Web Ops teams.
UPDATED:11/2018
THESE GUIDELINES APPLY FOR ALL WEBSITES REQUESTS AND PRODUCTION OUTSIDE OF OUR MAIN PLATFORMS.
| PROPOSED MICROSITE NAME | |
| REQUESTER NAME |
| SIGN OFF | DATE AND MARK EITHER APPROVED, REJECTED OR AMEND REQUESTED (add detail). |
| HEAD OF DESIGN STUDIO: | |
| HEAD OF BRAND: | |
| CHIEF INFORMATION OFFICER: | |
| DIRECTOR OF COMMUNICATIONS: |
PURPOSE OF THIS DOCUMENT:
To provide guidance on situations where microsites are appropriate and to guide you through the necessary steps once your microsite has been agreed.
You can create an online presence for your campaign / project in different ways. Before requesting a dedicated microsite, make sure you’ve explored all other options with the digital team.
NEEDS AND OBJECTIVES
Microsites can be beneficial as they can allow the use of additional technology not available on current platforms, give room for distinct branding opportunities and can also focus user journeys around a theme or key function.
However, creating a microsite should not be an alternative to using current platforms without justification. Promoting a microsite creates distance between a project and the rest of the organization’s work, limiting supporter journeys and reducing the chance of cross conversion. They are not usable by sections, with whom the secretariat’s work achieves its greatest public impact.
Microsites have a production and management cost which is rarely considered at the outset. Brand & design, usability & accessibility, development, administration, support, domains & hosting and security are all factors that need to be managed and accounted for. These components will also need to be completed to IS standards and may incur a significant cost to the organisation.
Some essential questions to consider and action first are;
- Do you have clearly defined digital objectives?
- Do you have clearly defined target audience/s?
- How does this fit with the digital work of sections?
- Has your project and its digital elements been agreed and signed off?
- Have you discussed how best to achieve these objectives with the digital team before engaging an agency / consultant?
WHEN A MICROSITE MAY BE APPROPRIATE
Some factors which affect the need for a microsite will be if the project or microsite;
- Requires custom functionality not available on amnesty.org or another Amnesty platform.
- Requires unique branding.
- Is in partnership with another organisation.
- Has distinct content that will not be replicated elsewhere.
- Has an expected lifespan of under one year.
- Is able to be reused for other similar projects.
- Will provide measurable benefits over using an existing platform, and justifies the costs.
STEP 1: GET AGREEMENT
New IS microsites must be approved by the Director of Comms and have gone through the Strategy and Planning Unit. The approval process confirms the strategic need for the new site and its digital strategy.
THE STRATEGIC NEED FOR THE SITE
You need to provide evidence that your prospective site has:
- clear goals
- key performance indicators (KPIs)
- processes for evaluation
These must correspond to the goals of the wider campaign and organisation.
THE DIGITAL STRATEGY FOR THE SITE
You must provide evidence that you have thought about how the site will work in practice.
For example, you’ll need to show that:
- You have considered links to other digital channels.
- You have a promotional plan and target audience/s.
- You have not duplicated other IS sources of information (eg. amnesty.org) You have clear navigational journeys to amnesty.org where appropriate.
- You have explained how the site will be funded, quality controlled and managed beyond launch.
- You have plan for when and how the site will close.
- You have assigned a project owner at senior level and you have a named person assigned to monitor and update.
STEP 2: BUILD YOUR CAMPAIGN MICROSITE
There are 4 things you need to consider when building a campaign microsite
- Front-end design guidelines
- For the online style guide click here or online brand styles any unique branding please contact
- Technical build guidelines
- Please contact
- SEO and analytics
- Please contact
- Domain names, hosting and security
- Please contact
- Consult the campaigns team
- Please contact
STEP 3: MEASURE, MONITOR AND UPDATE YOUR SITE
After the campaign is launched you’ll need to;
- Report regularly on-site performance.
- Measure analytics against KPIs.
- If needed Iterate the site design and content in response to analytics and other feedback.
STEP 4: CLOSING THE MICROSITE
You must have a plan in place to archive and redirect the site at the agreed date.
- Contact I&T to discuss needs for archiving, information management and redirects.
- Notify digital team so amnesty.org and social links can be removed.
GUIDANCE ON HOSTING AND SECURING YOUR SITE
The following is offered as guidance on how you should develop and host your site. We have two over riding interests: retaining control over your site, and information security,
CONTROL AND MANAGEMENT
In order for you to update, change or close your site you need to have control. The site may exist long after the contract with your agency. To ensure long term control please ensure you put the following in place.
- Domain Name: The Domain name, for example ‘www.microsite.amnetsy.org’ should be provided by Amnesty IT department or purchased by the IS. Do not let your agency buy the domain name or they will retain control of the name.
- Hosting: Hosting should be provided by Amnesty IT department or a contract that you hold. Do not rely on the agency to arrange the hosting or they will retain control over the site. IT can advise.
- Passwords: Make sure you have the administrator password to the site.
- Source code: Ensure that the agency provides the source code and all the graphics and other artefacts. We should be able to rebuild the site without the help of the agency. IT can provide a secure repository.
INFORMATION SECURITY
There are real risks that you will expose the identities of visitors to the site. At best this will damage the reputation of Amnesty, at worst it will put visitors at risk. We have had a number of occasions where Information Security problems have delayed the launch of sites.
- Security: Make sure the agency is responsible for creating a secure site. Ask the IT department to test the site before it goes live. IT may recommend that the site is tested by a 3rd party. Allow time for corrective measures.
- Personal Information: If you are asking visitors to login or to enter personal details you are collecting personal information. Please work with IT to make sure that the approach is secure. Do not accept the assurance of your agency. All personal information should go into Engaging Networks.
- Compliance: If you are collecting personal information make sure that your approach is compliant with local data protection legislation.