The foundation of the 543 Group methodology involves both an objective and subjective analysis of current Web site strengths, weaknesses, opportunities and threats, in order to drive out the strategies and tactics that will reach and engage customers and prospects and motivate them to action. The approach includes a hard look at business goals and objectives, including how success of Web site initiatives will be measured. The methodology generally encompasses not only primary Web sites, but also other forms of interactive/online communications, and the related business processes affected.
The goal is to 'do the job right the first time' by providing the proper foundation and core elements of online marketing that will serve the organization for the foreseeable future. It is, in effect, creation of a proper 'roadmap' to reach the desired results from online marketing efforts, and it provides the plan for the steps that follow.
Customized to meet individual client requirements, timeframes, and budgets, the 543 Group Web Strategy & Development Methodology is generally broken down as follows:
Strategy & Purpose
- Business Objectives - What Will Visitors Be Able To Do? - Including research, buy, get support, opt-in, share, etc.
- Online Brand Strategy
- Competitive Positioning
- ROI Expectations
Measures of Success
- Objective Measures By Which Online Marketing Success Will Be Evaluated - Including Web Key Performance Indicators (KPIs)
NAB Research (Optional)
- Conducting original research or analyzing current research to properly identify needs, attitudes, and behaviors for specific targeted users that can best be influenced through online marketing efforts
Content & Functionality
- Communications/Marketing
- Commerce
- Customer Support
- Process Enablement
- Personalization/Customization
User Experience & Design
- Branding
- Voice/Tone
- Navigation
- Color
- Typography
- Graphics
- Photography
- Rich Media
- Limitations - Form Factor, Browser Compatibility, etc.
Technical Performance & Support
- Testing
- Hosting
- Tracking
- Updates & Support Processes and Technologies
Marketing & Promotion - Including Reach & Engage Programs
- Naming & Metadata
- Search Engine Optimization
- Search Engine Marketing
- Banners and Other Online Insertion Advertising
- Viral
- Loyalty Programs
- Contests & Promotions
Content Map & Checklist Development
- All Primary & Secondary Components and Links
- Database Requirements
- Visual Site Map (if needed)
- Wireframe Models (if needed)
Functional Requirements
- Functions for Each Area
- Processing Requirements - for each object/action
- Integration Requirements - internal and external
- Content Syndication Requirements
- Reporting Requirements
- Assumptions
- Development Issues
Database Requirements
- Platforms
- Volumes
- Tables
- Integration
- Data Relationships & Mining
- Content Management System(s)
Security Requirements
- Rules
- Schemes
- Integration
- Administration
Project Plan Development - if proceeding to design, development, and implementation
Depending on client requirements, the following additional components may also be included:
Brand Creative Brief
Mood Boards
Regionalization/Globalization Requirements
Web Site Taxonomy
