Reed MacMillan, President

703-820-6127

Email: Reed@Kerplunk.com

Founded in September ’96.

Mission: “Corporate Storytelling”

Media: Print – Electronic –Video (Any Media – Any Message)

Method: Think before you produce

Find the right team

Web Experience

SIGCAT (Special Interest Group on CD Applications and Technology)

What I learned:

Practical – Cost-Effective – Innovative – Income Generating

What I also learned:

1. Last on priority list when added on top of everything else.
2. Expectation for information to be on the web can be burdensome.
3. Tools are evolving but not completely there.

Web-site identity

Build to meet your organizations needs.

1. Mission/Audience
2. Priorities
3. Budget
4. Planning
5. Architecting – The design document

Let’s talk about these 5 steps.

Audience

• Defined Already
• Somewhat Defined
• You are seeking a new audience – (a.k.a. - the web surfer)

Understanding the audience in Web-terms=

understanding the business in Web-terms

Q & A

Brainstorming/Prioritization/Refinement

• Sell a service
• Sell advertising space
• Raise money/donations
• Tell customers about organization
• Create a community
• Tell a story
• Receive feedback
• Post calendars and schedules
• Teach people a skill
• Post job opportunities
• Publish views on a subject
• Provide a unique resource on a topic
• Receive email from potential customers
• Create a staff directory
• Support and existing publication

Budget – Planning – Architecting

The right budget questions needs to be:

1. “How much income do I expect to generate by going on the web?”

2. “How much would you spend to accomplish the goals using a different method”

Planning

The decision to go on the web should be strategic. You need to measure the results. If you are not getting what you thought you would – rethink.

A few thoughts on what others have done to succeed:

Amazon.com - Innovation and close customer relationship

DoubleClick’s banner succes - Creative testing - Ability to quantify

Federal Express - Turning the customer into an employee

Onyx - Prioritization and responiveness combined with a high internal target

Resources:

Richard J. Gascoyne and Koray Ozcubucku:

Corporate Internet Planning Guide: Aligning Strategy with Internet Business Goals Copyright 1997 by Richard J. Gascoyne, ITP http://www.vnr.com

Lynda Weiman:

1. <deconstructing web graphics>

2. <coloring web graphics>

3. & 4. <designing web graphics> (1 & 2)

Copyright (dates vary) New Riders Publishing, http://mcp.com/newriders

Crystal Waters:

web concept and design: a comprehensive guide for creating effective web sites

Copyright 1996 New Riders Publishing http://mcp.com/newriders

Favorite Web Site: http://www. entropy8.com - innovative and artsy

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