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Stage 1:
Preliminary research and concept definition
Determine the role of the web in your
activity We will develop a series of tools that will evaluate
how much of a client's overall budget should be spent with
interactive media. This first step will enable us to highlight
all the added value of the web as a media as well as a new
distribution channel. Therefore we will together prepare the
right indicators to better evaluate the investment opportunity.
This exercise will be performed with the participation of
several constituencies of your organization. We will then
be able to define your proper targets and priorities in terms
of functionalities and information process. The issue of this
step is also to integrate several factors within a team with
which we will continue our interaction
Define interactive objectives The implication
of your web site within your operation can be total. We will
appraise its potential fit in your sales cycle, brand/service
awareness, brand/service loyalty and repeated visits against
purchase conversion, after sales and service support… By setting
the objectives, we will make sure to integrate the matching
devices to meet your goals.
Develop site result evaluation tools
It is important to implement the pertaining reporting tools
to analyze the current status according to your web site objectives
to prove that your investment in interactive marketing communication
has had a positive effect on your business as a whole. Therefore
several reporting templates will be define and prepared.
Develop content and functionality
elements The final step of this first phase is to come back
to you with a comprehensive list of content and functionalities
introducing the potential building blocks of your web site.
This doesn't include any graphic component but a complete
flow chart of pages from the home page to the implication
within your legacy system together with reporting templates.
At this stage you will have a clear view on the potential
of the web site in your operation together with its overall
structure and functional aspects.
Stage 2:
Technological appraisal
Perform technology audit Once we have
selected the key functionality and content elements, we will
perform a technology audit to determine how to optimize bridges
between the site, the web server, and your legacy systems.
Information architecture
Then we will not only be able to define the web site architecture
but also assess technologically the key components and their
compatibility. Architecture and technology choice is a key
for a web site success as it handles the overall site connectivity
and access speed. Therefore will we suggest several choices
which will scpecify different level of traffic constraints.
Stage 3:
Marketing team awareness
Marketing team education It is important
that your marketing and sales team are aware of all the functionalities
included in your site as it will include off-line marketing
support as well as exclusive online marketing tools. Moreover
the linkage between off-line and on-line will become more
and more prominent since your site may become a marketing
tool on its own. We will make sure your marketing team becomes
fully aware of the web capability so that more and more they
initiate additional tools and content components.
I-Marketing Plan At this stage, it
is important to prepare a strategic marketing plan which will
give an overview of the potential marketing support required
along with the enhancement opportunities for your site. We
will end up this session with a fully integrated on-line marketing
plan covering the first year of the web site operation.
Stage 4 :
From paper to action
The alpha mock-up site
We will integrate the defined components within a graphic
chart along with the programmation of web site functionalities.
We will also begin to prepare the integration of the server
requirement into your legacy systems. You will then begin
to oversee the implication of all this strategic planning.
Begin operation integration It will
be about time to consider some investment within key areas
such as infrastructure and organization extension. The objective
is not to have you handle the whole project on your own as
it is proven that the cost of ownership of such a web site
is not worth it. Specialized companies may then be involved.
We will remain at your disposal for further recommendation
in service providers.
Phase 5 :
Last check list prior launching
The beta mock-up site
After we gathered and integrated all the content and functionalities
comments of the alpha site, we will launch final version online
under restricted access. We will then team up to test this
last unofficial version and comment the last details. This
test period is essential and the site will remain under restricted
access until it has been finally approved by your organization.
I-media content
As we are finalizing the beta site, we develop the appropriate
I-media materials: from I-banner to pop-up ads. We will also
make sure that you have the right iconography and labeling
to integrate your site promotion within all your off-line
marketing materials.
Phase 6 :
Implementation and follow up
Implement the I-media plan
Once the I-media strategy prepared we will fully implement
the I-media plan from the web site launch to the on-line promotion.
Strategic follows up
As we have defined the proper targets for each constituency
of your organization we will set up the suitable database
tools for each team to review their objectives and prepare
their reports.
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