Successfull Internet Marketing Strategies Are No Accident.
Some people seem to survive through dumb luck. The rest of us aren't so blessed. If you don't have your
objectives clearly in mind-and make sure those objectives are healthy for your overall business model-your
initiative will fail.
dataSpheric's strategy-oriented process for Arizona web development begins with your core business
objectives. Our strategic worksheet outlines an interactive approach that ideally begins with a revue of your
business model. When we're finished we'll have a written definition of success and we'll have determined real
world, quantifiable metrics to determine success.
We'll also have a concrete basis to begin the creative or experiential objectives for the website project.
Each visual decision will be made with these strategic objectives in mind. It's best to fill this worksheet
in with the help of dataSpheric's project manager who knows how to coach you through this process.
Web Strategic Worksheet
©2000-2004 dataSpheric
Overview:
When we do web work, the last thing we look at is how it looks. We're not here to put
up pretty pictures, we're here to accomplish objectives. These objectives are what guide our decisions
every step of the way.
In this worksheet we closely identify what we want to do and why we want to do it. Answers here should be
short and concise. Don't worry about dressing things up in fancy marketing terms right now. We are concerned
with the steak, we'll address the sizzle later.
Strategic Objectives:
Make a list off the strategic objectives for this website and record them in three categories below:
Primary Objective
Secondary objectives (more than 2 or 3 and you are in danger of diluting your message)
Other objectives
Strategic Integration:
How will this product/project relate to your other marketing presences and strategy?
Should this product/project reflect your organization's mission or statement of purpose?
How will this product/project relate to your overall mission-strategy?
Marketing Objectives:
Audience you want to capture (circle all appropriate)
- Local
- Regional
- National
- International
How will your site be marketed? (circle all appropriate)
Traditional marketing:
- Radio
- TV
- Print
- Direct/Indirect Mail
New Marketing:
- Search engines
- Traffic bartering
- e-Marketing (describe)
User Profiles:
In what age brackets are your users? (circle all appropriate)
- Kids
- Teens
- College
- Young adult
- Mid-Adult
- Silver/Gold
Where will the user be when they access your site? (circle all appropriate)
- Home
- Office
- Mobile
- Other (explain)
Platforms:
What browsers will your users be using?
What operating systems will your users be using?
Properties:
Who will provide copy content for the site?
Who will provide image content for the site?
Who will provide legal review of the site?
The strategic worksheet is the golden rule for the project. Any conflict or
misunderstanding between primary project stakeholders must be identified by our Project Manager at
this stage and resolved before the project can move forward. Because of the core business model
implications of this worksheet, this process can be rather sensitive for the smaller businessperson.
In larger organizations it can involve teams of people in focus group or workshop settings or as a
"virtual team" communicating electronically.
If you work for another Phoenix web site company, you notice that many of these questions
establish the software parameters that we will design for. We feel it's very important to establish
these as part of the strategic understanding to guide browser compatibility issue resolution. Certain
questions determine accessibility issues or may have implications for information architecture and in
the case of age bracketing. This is Phoenix web development geared to real business requirements!
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