Marketing Brief Web Marketing Brief Save my progress and resume later | resume a previously saved form Resume Later In order to be able to resume this form later, please enter your email and choose a password. Your Email: A Password: Confirm Password: About your Company / Organization Please tell us a bit about yourself... Name: Address Street Address Address continued City StatePlease select... Alabama Alaska Arizona Arkansas California Colorado Connecticut Delaware District Of Columbia Florida Georgia Hawaii Idaho Illinois Indiana Iowa Kansas Kentucky Louisiana Maine Maryland Massachusetts Michigan Minnesota Mississippi Missouri Montana Nebraska Nevada New Hampshire New Jersey New Mexico New York North Carolina North Dakota Ohio Oklahoma Oregon Pennsylvania Rhode Island South Carolina South Dakota Tennessee Texas Utah Vermont Virginia Washington West Virginia Wisconsin Wyoming Puerto Rico Virgin Island Northern Mariana Islands Guam American Samoa Palau Zip Phone #: ( ) - Primary Contact Full Name: Phone #: ( ) - Email: Your website URL (example: http://www.companyname.com) Have you developed a mission statement or values statement? If so, copy it here. What does your company do best? What sets you apart from your competitors? Organizational Philosophies: What primary trait does your company portray? Examples: 1) Stability, longevity; 2) Friendliness, affordability; 3) Reliability and great customer-service. What tone of voice would you like communicated? ie, authoritative, personal, informative, young and hip, etc. CharacterWhich of these attributes best describe your Organization? Attributes Innovative Reliable Visionary Exciting Growing Industry Leader Stable Caring Other Mission / Purpose Please help us understand your purpose, marketing needs, and target audiences: What are the top two or three goals for this website? Vision Describe your ideal vision for this website. Feel fee to add as many initiatives as you would like. Even if not directly relevant to the current project. Initiatives This website should:Please select... Provide Information / Education Increase Brand Awareness To Impress / Build Credibility Facilitate Transactions Provide Customer Service Generate Leads Display Portfolio Display Catalog Other About / For: Immediate Need: Critical Important Somewhat Important Not Important 3 to 5 years: Critical Important Somewhat Important Not Important 5+ years: Critical Important Somewhat Important Not Important Details Add another initiative... Target Audience(s) Think about typical audiences you will be communicating with and how they might use this site. Create as many audience types as necessary. But, feel free to leave the details empty for now. Examples: Prospects Partners Current Customers Former Customers Stockholders Directors Employees Dealers Investors Members Students Vendors Audience (repeatable section) Type:Please select... Prospect Customer Partner Employee Name: Internet Savvy: Expert Intermediate Novice All Types Appropriate Lead / Conversion ActivitiesTrial PeriodProduct DemonstrationPersonal Phone CallsPersonal Onsite VisitPersonal Site/Plant TourProposalContract NegotiationRetail VisitSeminars / SpeakingWholesale Distribution Describe a good example of a member of this audience. How might they use this website? How might this website help you serve this audience? What does this type of user want from you? Audience Size and Value Size of this audiencePlease select... Tens Hundreds Thousands Hundreds of Thousands Millions Typical Transactions Smallest Amt (USD): Largest Amt (USD): Typical Amt (USD): Estimated Audience Behavior "Conversion" RateFirst, try to quantify a "Conversion Rate" of a new member of this audience. As in, given a certain number of qualified members of this audience, how many would normally transact with your organization? Statement: "Out of Please select... Ten One Hundred One Thousand One Millionqualified members, Please select... One Two Three Four Five Six Seven Eight Nine Tenwill convert." "Return Business" RateNext, try to quantify a "Returning Business Rate" of a satisfied member of this audience. As in, given a certain number of members of this audience, how many will return to transact with you? And, how often? Statement: "Out of Please select... Ten One Hundred One Thousand One Millionsatisfied members, Please select... One Two Three Four Five Six Seven Eight Nine Tenwill repeat their purchase each Please select... Day Week Month Year." Targeting Timeframe Not all audiences can be targeted right away for many reasons. When do you envision your organization able to address the opportunity presented by this audience. Immediate Need: Critical Important Somewhat Important Not Important Additional Comment? 3-5 years: Critical Important Somewhat Important Not Important 5+ years: Critical Important Somewhat Important Not Important Add another audience type... Interactive Forms About FormsForms are some of the most basic interactive features of a website.It is helpful to consider a form completion a transaction which involve an exchange of information and value. Help us understand what information a prospect might provide which you may find valuable. Examples: FormsSurveysInvitationsRegistrations Online Orders Customer Service Lead Generation Order Tracking Forms Name: Description: Goal: Describe what goal this form helps accomplish. Does this form help transact a sale, better customer service? Does it move a prospect one step closer to a sale? Does it bring a former customer back? Value Per Lead End game: Completing this form leads to...Please select... A New Prospect A Qualified Lead A Conversion Dollar Value per Completion: When this form is completed, does this result in a transaction, a lead, or some other form of value? An example: While web visitors generally don't buy a house online, they will complete forms which indicate their interest. If 100 visitors complete the form, how many sales Strategic Importance:Please select... Should Have Wishlist Nice to Have Must Have Add another Form Search Engines Search engine optimization (SEO) is the process of improving the visibility of a website or a web page in search engines via the "natural" or un-paid ("organic" or "algorithmic") search results. In general, the earlier (or higher ranked on the search results page), and more frequently a site appears in the search results list, the more visitors it will receive from the search engine's users. SEO may target different kinds of search, including image search, local search, video search, academic search, news search and industry-specific vertical search engines. Search Engine Keywords Do you have a short list of keywords in mind that you feel you might be highly qualified to earn high placement? Keyword Ideas: If you know of any, please provide another comparable website demonstrating success in SEO marketng either in your industry, or a similar product. Example Sites URL: Comment: Another Site Content Development Resources Web content development is the process of researching, writing, gathering, organizing, and editing information for publication on web sites. Web site content may consist of prose,graphics, pictures, recordings, movies or other digital assets that could be distributed by a hypertext transfer protocol server, and viewed by a web browser.Normally, our clients prefer to do most of this themselves, but Alpine is happy to provide highly qualified specialists to perform a variety of services. Below are listed a number of common requests. If a service is not listed, be sure to add it. "Do-It-For-Me" Assistance Copywriting Copy Editing Photography SEO/Keyword Analysis and Planning Paid Search / SEM Banner Advertising Other Help Needed: Are all of your products / services displayed on the site? If not, why? Tracking Web analytics is the measurement, collection, analysis and reporting of internet data for purposes of understanding and optimizing web usage. Web analytics is not just a tool for measuring website traffic but can be used as a tool for business research and market research. Web analytics applications can also help companies measure the results of traditional print advertising campaigns. It helps one to estimate how traffic to a website changes after the launch of a new advertising campaign. Web analytics provides information about the number of visitors to a website and the number of page views. It helps gauge traffic and popularity trends which is useful for market research. If any, what analytic techniques do you currently use on your site? What numbers do you want to track on your site? Who is responsible to deliver site statistics? Number of visitors per month? Average length of visit? Which pages are the most popular? How do you measure / track web leads? How often do you currently review the numbers?DailyWeeklyMonthlyRarelyNever Email Marketing Describe any current email marketing efforts: What is the total size of unique emails on your mailing list? Do you have the master list segmented into smaller groups? If so, describe: How frequently do you send updates? How do you track effectiveness of email marketing? How do you manage unsubscribes and list membership? Password Protected Areas Do you have an extranet for dealers / partners? I so, please describe: Does the company have an Intranet for employees? If so, please describe: Page 10 Thanks for completing our Marketing Brief. We know this was terribly time consuming, but this will be incredibly valuable in our work with you.To *help* make it worth your time, we will add an extra $100 to your next project deposit just for finishing this process. Captcha Please enter the characters you see in this picture: Characters This helps prevent automated form submissions. If you are not sure what the characters are, make your best guess. You will have another try in the next screen.Can't see the image? Click here for an audible version in English. Save my progress and resume later | resume a previously saved form Need assistance with this form?
