Bend Dermatology
Clinic
November 08, 2012
Prepared by: Brian Cash
<[email protected]>
Prepared for:
Dawn LaPlaca
<[email protected]>
BendDerm Site Remodel
Client Needs
Bend Dermatology Clinic is a diverse and growing organization needing a website platform which can grow with the client base without requiring commensurate organizational increases in web design or
development skills.
The site is maintained totally by management and employees (usually just one webmaster with occasional backup).
Bend Dermatology Clinic staff is interested in approaches to design, operation and maintenance that would:
1. Permit the site to be operated and maintained by a part-time webmaster without a substantial investment and training in desktop software.
2. Allow more state of the art features such as blogs, RSS feeds for some pages, and commerce engine, in the event that the organization would find these of value.
3. Maintain and enhance current search engine positioning, targeting key lead generating sources. Facilitate easier design, operation and maintenance of the website while attaining and maintaining a superior position in search engines.
Presumed required is a content management strategy that will allow Bend Dermatology Clinic to easily distribute content using Bend Dermatology Clinic including website, possibly a highly credible blog, and coordinated social media properties.
Solution
Alpine Internet Solutions (hereafter known as Alpine) proposes to enter a partnership with Bend Dermatology Clinic to co-develop a new site BendDerm Site Remodel.
Alpine recommends the development of a new site, starting with content and information infrastructure from current Bend Dermatology Clinic site, but with updated branding, original graphic design elements, new photography, and layout.
Content Development Strategies
It is anticipated that any original content will be produced entirely by Bend Dermatology Clinic project staff. Alpine will be available to help as well as provide educational resources.
Ongoing Support and Services
After the production of the website, Alpine will continue to provide responsive support and appropriate web hosting services on a monthly basis and periodic Search Engine Optimization and Social Media
educational services to more effectively drive and convert traffic to the site.
Process Description
Graphic Design and Planning
Alpine proposes to refactor the custom graphic design that
specifically reflects the unique nature of Bend Dermatology Clinic's position in the Central Oregon beauty and medical services market. A special emphasis will be placed on enhancing the functionality, look and feel for the Bend Dermatology Clinic site.
All initial changes would be focused on functionality and flexibility.
Alpine proposes to add all existing images, documents, and content into the new site. Production
Once the theme has been approved, built and content completed by Alpine and Bend Dermatology Clinic staff, Alpine will move the site into production, replacing the existing site.
Content Development
After the site theme has been produced, Alpine staff will be primarily responsible for populating the new site with content. Alpine will assume that Bend Dermatology Clinic staff be available to assist. A certain amount of such time has been proposed for this assistance and will help move this part of the process along. Once Bend Dermatology Clinic is satisfied with content, presentation, and function, we typically proceed to launch.
Launch
Launch is the final flurry of activity where final changes, adjustments, and fine tuning is done. This process is usually driven by a final punch list and tight feedback cycles as the site gets closer to launch.
Alpine coordinates the launch to ensure a smooth cut-over from the previous site to the new one.
In order to manage the launch process, Alpine staff will need to have access to the registration account and DNS account. It is generally recommended and assumed that Alpine transfer registration and DNS hosting to Alpine services as well.
Recommended Budget Items
Some of the following are items that may be done by a competent webmaster, fluent in HTML or javascript programming.
These services are offered by Alpine, but if there is a budget pinch and a qualified volunteer can perform these tasks in a timely manner, these might possibly be performed on a DIY basis. However, our experience has shown that Alpine by being directly accountable to the completion of the site, is better suited to
delivering the best results.
Please Note: These are also only recommendations based on existing data, and estimated based on current design, page content, and image quality.
Alpine will track time spent on each of these items and provide full reporting on request both during the project, and upon completion.
Timeline
As mentioned, each of these items is generally broken into shorter segments of time. Some require sequential execution, while others may be performed in parallel.
Depending on budgeting and marketing demands, Alpine expects to follow Bend Dermatology Clinic staff priorities to manage this substantial build process.
Here is a list of significant milestones: Finish Production (Late December)
Content updates and repopulation w/Bend Dermatology Clinic From Jan 1 to Jan 15 Final Changes Jan 15 to Feb 1
Launch Feb 1, 2013
Fee Summary
Graphic Design Services
Graphic design estimate for the following deliverables: 1. Home Master Design
2. Secondary Master Design
3. Reusable Widget / Sidebar Elements
Home/Secondary Master Design Coding
Master designs are the basis of all pages on your site. They are carefully crafted to match the approved graphic design, accommodate flexible display rules, be compatible with existing browsers, prevent future problems with well-written unreleased browsers, be readable on mobile devices, easy to support and flexible to allow for changes in content. The home page design will most likely contain a slide show of images to provide
information for the first time visitor.
Master Design implementation is HTML coding, sometimes known as "slicing" of the client approved Photoshop mock up of design.
$1,200
WordPress Installation and Initial Configuration
Alpine proposes to use WordPress as the primary software package for implementing the BendDerm Site Remodel site.
Alpine plans to provide one installation of WordPress to provide web pages, content navigation article generation and syndication.
About WordPress
WordPress is the largest blogging and web content management tool in the world, used on millions of sites and seen by tens of millions of people every day.
WordPress started as just a blogging system, but has evolved to be used as full content management system and so much more through the thousands of plugins, widgets, and themes, WordPress is limited only by your imagination.
WordPress is fresh software, but its roots and development go back to 2001. It is a mature and stable product. Alpine is a part of the WordPress development community. It is that community's hope that by focusing on user experience and web standards we can create a tool different from anything else out there.
Suite Components
WordPress does a few things really, really well. But, the thing that makes WordPress special is those add-ons. Alpine starts with a hand-selected combination of proven
components that make WordPress shine in it's role as a full-featured Content Management System. We call it the "Alpine WordPress Suite".
Alpine is a development partner with one of the best WordPress theme developers in the world. Under this arrangement, Alpine is able to provide the Pagelines 2.0 Professional
included with every WordPress system we host.
theme
Drag & Drop Design
PageLines 2.0 is Drag & Drop design, done right. It is the first ever framework with draggable "sections" of professional web design fully compatible with the 16,000
WordPress plugins. It is highly effective out of the box to mere mortals, but have a quick look around the Showcase and see what this theme is capable of in the hands of skilled craftsmen. We'd love to see your site featured there.
Video Tutorials
Alpine has integrated over 40 short tutorial videos into every nook and cranny of
WordPress. Editing your site before a big presentation and you need to know how to link to a PDF file? One click and you have a personal tutor showing you how to get it done. Search Engine Optimization
WordPress, with it's convenient syndication and information merchandizing features make your site behave like candy for search engines. BUT, too many people let their site falter by not following some very basic rules.
Search Engine Optimization is made up of two things:
First, don't get in the way. Expose your content. Title & Meta Optimization, Category Names,
Expose your site's content to Google and it's peers by tagging content appropriately and not hiding it behind logins, errors, images, or flash.
Second, write great content. Great content that people like to read.
Alpine will provide appropriate programs, plugins, and other methods to integrate other proposed software and services in this proposal.
CONTENT: Image Processing
Any new or modified images will be processed by our graphic designer so the tone and character will integrate perfectly. Estimated image count: 15 images.
Estimated modification of images at approx. 20 minutes each. Image modifications, upload, and HTML placement.
$480
CONTENT: Navigation Changes
Alpine will provide a service to implement Navigational structure based on site design. Alpine will also solicit Navigational changes, then manage implementation of requested changes to any page on the new site. Includes comprehensive link checking, and manual relinking of broken targets.
Esimated navigation item count: 20 navigation items. 20 minutes each.
CONTENT: Page Modifications (body, titles, descriptions, keywords) Alpine will provide services to implement mechanical changes to individual pages as required by site design specifications. Alpine will also solicit content changes, then implement requested changes or write additional copy for pages on the new site. Content services include comprehensive link checking, and manual relinking and
SEO-friendly 301 redirects of broken targets. Search Engine title, description, and keyword review is also an important part of page changes.
Estimated page count: 12 pages.
Estimated mechanical, copy, SEO title, Description modification required to 80% of pages (5 hrs. ~$480).
$480
Launch Process
When the new site is ready for launch, Alpine will “cut over” to the new site, replacing it immediately for all new visitors. Visitors are routed to the new site like a train is switched to a new track. It’s a bit of work for the railroad people to make the switch, but the passengers never notice.
Immediately prior to launch, Alpine will perform a global search & replace on the active domain name along with any requested values in case some global content policies have changed during development.
Finally, Alpine will also submit the new site to Google for indexing so the new site will appear in Google search results as soon as possible.
No additional cost for DNS changes. These changes are included in yearly fees.
$125
Rainmaker Email Marketing Setup (three stationery)
Alpine builds an email stationery derived from the updated web site design, but re-coded to email compatibility standards.
Alpine will import an initial list and provide system login information to enable email updates and marketing consistent with the new corporate brand.
Alpine will also create an email list signup form and embed such form into the website. Usage is optional and is charged on a pay with each use basis. There is a monthly option if
desired.
REFERENCE MATERIALS: Initial Search Engine Keyword Research Alpine will work with Bend Dermatology Clinic staff to produce a list of 25 key terms for use by Alpine and Bend Dermatology Clinic staff when writing new copy, or rewriting existing copy. These terms will be selected based on current search engine placement as well as strategic purposes.
Even though we believe that SEO is best performed by the site webmaster, we still want to see you start off on the right foot.
Once initial content is migrated, you’ll have this same list to work with, reinforcing your strategy over a long period - consistent with Alpine's long-standing advice and practices.
$300
REFERENCE MATERIALS: Key Staff Coaching / Training (6 sessions) Ensuring a smooth transitioning from an "under development" site to a "production" site requires careful and consistent training of the Bend Dermatology Clinic staff.
Too often, staffers have questions only while actually working on the site.
This training is often best done using our "piano lesson", hands-on format. A regular weekly meeting either over "GoTo Meeting" or in person.
There is a general goal to work together on the site, and during the course of the meeting important questions are asked and answered in the context of hands-on goal-directed activity.
Meetings may be recorded, archived, and played back when needed.
It is recommended that this is a series of 6, one hour meetings with one key Bend Dermatology Clinic staffer.
$450
Total $5,485
Website Hosting, Monitoring, Change Management, and Support -Professional (per month)
This initial monthly fee is what we charge for hosting, maintaining, monitoring, and supporting the Bend Dermatology Clinic site on a monthly basis.
We believe Alpine offers a great combination of service, technology, and flexibility for a very reasonable, low monthly amount.
Your Alpine monthly fee covers the following services:
- A web hosting service is a type of Internet service that allows individuals Web Hosting
and organizations to make their website accessible via the World Wide Web without buying their own server.
Alpine is a Web host that provides disk space, processing power, and internet connectivity on a server we own, in a data center we maintain. In addition, Alpine provides a secure platform for your site and your data, protecting you from the unrestricted, malicious internet.
- Alpine automatically performs regular, scheduled backups of all of your files Backups
and data. We also maintain a 30 day rotation of these backups offsite from the server. The result is that in the case of emergency, we are able to restore your files up to 30 days after there is any kind of problem.
- Alpine monitors your site's performance and availability once every minute. Monitoring
When (not if) your site slows down because of a spike in traffic or a bot attack, our staff is alerted. We check and we respond, immediately taking any required corrective action.
- Alpine servers track all changes to all site components. If an Alpine Source Control
employee changes something for you, or you change something. We can revert back to the original, or tell you who made that change and when. This is imperative for when more than one person is working on a site and is essential to promote good teamwork. This is also critical as part of your security strategy.
- Finally, Alpine is available as a support channel to help you through changes Support
that you would like to make on the site. Our staff is available to answer questions and help you decide on future directions you may wish to apply technology. Alpine understands your business, we can and often do make suggestions as we review your site on a periodic basis.
Monthly Site Performance Checkup Meetings - KPI Review (per month)
Meet in person or over the phone once a month to review Key Performance Indicators (KPI) and discuss Search Engine Marketing Efforts, industry trends, and how they support the overall corporate results. All indicators are simple measurements that take a small amount of time to collect, but when reviewed and presented together tell a powerful story. KPI review, together with careful planning will help you start to see the effectiveness of each online marketing channel. Eventually, the KPIs turn into a dashboard where you will be able to instantly see the current condition of the organization, and fine tune programs to adapt.
Each set of key performance indicators is cooperatively selected based on your interest, then fine tuned over the months and years as the team learns what works, where, and what doesn't work.
The Alpine SEO checkups program is in Beta as we determine the best combination of short, medium, and long-term costs and benefits. We would like to work with
{company_name} to design a program that fits your organization perfectly. Alpine's KPI Analyst will gather all reporting dependencies, update client report repositories, and update the client-specific Key Performance Indicators.
KPIs are at the bare-minimum, the typical visits, views, bounce rate, time on site, sources, and keywords. But, the really interesting numbers are typically things like mailing list signups, purchases, contest entries, leads generated, etc.
These numbers will be kept in a Google Spreadsheet, shared for all members of the product team to review at any time.
Then, during the first week of the month, the Alpine KPI Analyst and Bend Dermatology Clinic staff will meet to discuss the Key Performance numbers and decide on actions to take for the coming month.
We would also suggest some kind of visitor survey, perhaps once or twice a year. Client must commit to at least a series of 6 meetings, one per month.
That which gets measured gets done." - Andy Grove, Intel Corp.
Monthly Total $181
Domain Management (per year)
Includes free registration, transfer, or renwal (if Alpine managed domain name). Same price if client self-managed. If self-managed, Alpine should have registrar name, id and password for immediate access. If Alpine does not have ready access to DNS settings, certain types of emergency assistance are not available.
This is a per-domain cost.
Please complete the Domain Name Information Form for each domain Alpine will be handling on the behalf of Bend Dermatology Clinic.
$30
Yearly Total $30
Fee Schedule
Any additional work beyond that specifically outlined in this proposal will be billed at the current Alpine staff rate.
That current staff rate is currently $96.
One half of total project fee is due upon contract acceptance with work-in-progress reports and invoices due monthly through project completion.
Monthly and yearly items will be billed one month in advance with net-10 terms.
In Conclusion
Bend Dermatology Clinic is a business that will benefit from: Greater visibility on the web
More images of beautiful scenery, people, events, and resources and their connections to Bend Dermatology Clinic.
Showcasing the practice areas at Bend Dermatology Clinic
Communicating the vibrancy of Bend Dermatology Clinic’s industry specific marketing
Providing the right information to the prospect based on their relationship with Bend Dermatology Clinic
All of us at Alpine are thankful for our continuing relationship with Bend Dermatology Clinic and appreciate the opportunity to continue to serve your needs.
Thanks for your time and attention through this process. - Brian
