“Stories typically arrive in an inbox or in a social media post that lead to a website. So why not make the end destination the best and brightest of all our communication platforms? This concept, along with the sincere desire for our audience to follow along in our campus’ sustainability journey, catapulted us on a path to transform our website engagement strategy.

This session will demonstrate how a user-centric website overhaul can be a transformative path for storytelling and branding. Attendees will be guided through Sustainable Stanford’s redesign process and witness how it is a paramount opportunity to refresh content and visuals, improve the storytelling process and other communication strategy procedures (e.g. annual reporting), and unify the stories and data of campus progress that is shared through newsletters or other push communications.

We’ll demonstrate our approach to the make-over, sharing engagement strategies that strive to answer audiences’ curiosities and encourage website exploration. And we will also showcase the outcomes: digital storytelling tools that work together to illustrate Stanford’s sustainability progress towards its goals. The Sustainable Stanford website and its storytelling tools–a Story and Project Library, Data Hub, Systems Maps, and more–depict features that simplify complex topics, reduce our website footprint, establish our brand’s visual identity, and offer tailored content based on user engagement and preferences.

By attending this session, you’ll also see how your sustainability efforts can, and should, be packaged and marketed as a true brand in order to “compete” and hold the attention of inundated audiences. We hope you will gain inspiration from the redesigned Sustainable Stanford website, and hear of lessons learned that can help transform your website into your biggest storytelling asset.”

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Presenters

Cara Uy-Segal, Associate Director, Sustainability Communications & Engagement, Stanford University – Office of Sustainability Cara approaches projects with a passion and eye for art and design, intrigue in psychology, and a glee for words, which result in delightful and effective communication pieces and engagement initiatives. With a desire for getting audiences to recognize there is no planet B, Cara has worked as a steward of the earth since she was a kid and focuses on communications and engagement in her higher education sustainability career.

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