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Website Strategic Brief

Website Strategic Brief

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Published by BarbraGago
This brief outline the strategic direction of the Palmer Advertising website redesign. It details the background, objectives, competitive analysis results, best practices, brand voice, etc.
This brief outline the strategic direction of the Palmer Advertising website redesign. It details the background, objectives, competitive analysis results, best practices, brand voice, etc.

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Categories:Types, Research
Published by: BarbraGago on Jun 14, 2009
Copyright:Attribution Non-commercial


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Strategic Brief Date:
February 23, 2009
Palmer Advertising
Prepare For:
Creative & Production Department
Prepared By:
Barbra Gago
Palmer Website Strategy (Re-Design)
 Job Number:
End Date:
Projected Launch Date of April 11, 2009 (Other datesnoted below)
 The following is a re-design & re-develop project for the Palmer Advertisingwebsite. The site as it is,has been live for about six years. While the designhas served its purpose in the past, it now conflicts with the “Palmer re-brandplatform” (job #20326) that was developed late last year.Since the company is positioning itself in a different light, the website mustreflect this new brand image. The site has also proven to be dysfunctional asa marketing tool, or a lead generation device, and therefore a complete re-develop of the site is to be conducted with a real SEO strategy and a longterm content development plan.
Our objective is to re-design the site (front and backend) to adhere to themessaging provided by the brand platform, and to be the primary marketingtool & lead generation apparatus for Palmer Advertising. Here is a list of theprimary objectives:
Generate sales enquiries (primary marketing tool)
Raise brand awareness
Raise organic search results
Generate “inbound marketing” traffic
Reflect new brand guidelines
Engage and interest users
Build outreach lists – emails
Exploit the creativity of the company
Provide educational material
Encourage brand loyalty
Position ourselves as experts within the community
Audience / Targets
 The target audience for the site is the same target audience that wasoutlined in the brand platform. Palmer is specifically targeting smaller to mid-sized companies with annual advertising budgets of $500,000 to $5 millionper year. Due to solid experience, Palmer also wishes to parlay its extensiveexperience to targeting community banking, fairs & festivals. Targetcharacteristics for website visitors may be:
Perspective clients in general
Varied Industries; Technology, Agriculture, Alternative Energies,Financial Institutions, Automotive, Healthcare, Governmental, etc.
Advertising & marketing decision makers
In-house Marketing Professionals
Designers, Copywriters, and other creative people (potentialfreelancers, etc)
Award groups – Once creative is submitted
Relatively tech savvy individuals
Possibly other advertising or marketing agencies
 The following are sites we analyzed for competitive purposes, and todetermine best practices among the advertising and marketing community.
Alt – Marketing & Advertising Firm
Grey – Local Full Service Agency
Goodby – Local Full Service Agency
Doremus – Full Service Agency Specializing in High Tech
Haggin Marketing – Marketing Agency
Gumas – Full Service Agency
Wong DoodyOthers sites to reference: AMP Agency (Branding, Interactive, Promotional) &Burder Engel (Full Service) Olgilvy (Local Full Service). Possibly otheradvertising or marketing sites may also be referenced for features or othercreative elements.
Competitive Research Results
 These are our findings from the competitive analysis conducted. Based onthe seven sites listed above, here is a summary of our findings:
Overall these sites are interactive, mostly by use of flashanimation. Therewere few that were really engaging (adding additional information or addedvalue such as white papers, videos, tips, etc) aside from explaining what theircompany could do for you. All of the sites were well designed, but specificallyto exhibit their brand personality through their creative, and not to engage orreally interest the user, or connect on a deeper level.While some sites do engage the user, most of these sites exist solely todisplay their work, and act as an online portfolio. Haggin marketing, and acouple others do more actively engage you, and this is due to the magnitudeof content available, such as blogs, white papers, innovative/interactive flashdemonstrations, and product summaries. The look and feel of most of the sites is professional, sterile, and modern.Many of them have an almost corporate feel to them. Rather than using thesite to present their personality most of them depended on the work to showtheir personality.Common Observations
Corporate look and feel, lots of white space, little personalityshowing
A lot of Flash or Java was used
Very interactive and creative ways of showing off creative
Strong emphasis on the creative
Many companies present their client by logo
On average there was about 10-15 clients displayed
Work per client ranged from 3-6 pieces
A lot of work was presented w/case studies and/or explanations of the project
All presented their “philosophy”, “process”, “approach”, etc.
“Leadership” section always introduces the employees (usually Clevel)
All introduced their team
Most sites aside from the creative were not very robust
Only smaller companies had blogs
No social media efforts were detected (Wong Doody 55 SocialBookmark links)
Half low page ranks below 5, half with decent page ranks 5, or above
No place for client feedback/comments or referralsBest Practices
Navigation: About, News, Portfolio, Clients, Services, People,Philosophy or Approach, Contact, additionally “access” if clientaccess available, and blog
Display 6 - 10 Clients w/ 3-5 pieces, and case study / campaignoverview

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