Village Elders Internet Advertising
Web Development Process
The Village Elders approach to web development and site design follows the eight steps listed below, integrating communication, technology, and business dimensions throughout all steps.
(0) Preview
URL definition. Match to what the primary audience for the web site expects. If new, research the availability of a specific URL and three variants: .com, .net, and .org. Research common
misspellings, phonetically similar URLs, abbreviations as well as negative or anti-URLs. If owned by another, balance acquisition cost with cost-to-overcome a weak URL expenses. For branch or multiple location companies, research the availability of a geo-specific URL syntax.
(1) Site Requirements Analysis
Site Requirements determines all communication, technology and business functions to be included and those to be excluded.
The core communication document at this initial stage is a Web Design Brief, which condenses the project in four broad subcategories: Audience, Business Objectives, Creative Dimensions and Technology.
The core technology document at this point is a rough summary of three key elements: the operating system / hosting environment, the build/maintain/refresh resources, and a
competitive benchmark review. Operating system / hosting environment further branches into on-site or third-party hosting solutions and an assessment of security, reliability, portability and scale. The build/maintain/refresh resources further branches into internal or external solutions, further branching into either staff and training
Part of this process includes one or more meetings with key constituents within the client's firm.
(2) General Design
During General Design a project team consisting of designers and the client is formed. The project team creates a detail definition of the web presence, from the target audience’s point of view. This definition includes the general flow of information into and out of the web site, a description of any communication dependencies that exist between the client and target audience, the inclusion of legacy or new databases, the level of technical functionality required, as well as what will not be included and will be postponed. In short, this step roughs out the design from the user’s point of view exclusive of graphic and user interface design.
Examples of information flow into the site include:
• A detailed description of the target audience's Internet environment • Client content and deliverables
Examples of information flow out of the site include: • Target audience on-site interactivity mechanisms • Target audience response mechanisms
• Recurring electronic communications from client to target audience • Traditional outbound communications integration
The core document at this initial stage is a graphical depiction of the site's information architecture. This core document, also referred to as an editorial roadmap or web roadmap, identifies the span and depth of information that the site will carry. A multiple-path, intuitive navigational scheme is presumed.
This portion of the process includes increasingly refined meetings with key constituents within the client's organization.
(3) Detail Design
During Detail Design a technical definition of the system is crafted from the project team’s point of view, including:
• site information architecture
• copywriting and graphic creative elements
• page construction and maintenance considerations • database components
• e-commerce issues and downstream systems • traditional communication integration issues • reporting requirements
• hardware specifications
• Internet hosting and platform considerations
The initial portion of the project involves the client primarily to clarify operational, legal or procedural questions.
The process then includes the following key components: • Creative direction
˚ Copywriting point-of-view established; the site's voice is determined ˚ Graphic layout and design of home and all lower level pages originates ˚ User interface, navigational structure and interactivity components emerge • Database implementation of new or legacy systems takes place
• Integration with traditional internal and external communications begins • Back-end process assessment and integration is finalized
This narrow portion of the project primarily involves the client at a seminal decision point --- the review and approval of the site's core creative concept. This one decision underpins the
remainder of the construction process. The development process is designed to tolerate minor deviations and refinements to the core creative concept, but disruptive creative changes to work-in-progress materials ripple through every facet of the site. It is important to remember that a web site is an organic, interrelated communication tool. To maintain internal continuity and consistency, a significant creative change on one page must be extended to virtually all other pages, often with unanticipated and unintended effects. This undermines the sin
gularity of the site, and it is very expensive.
Once a creative concept is approved, the development of Level2, Level3, ... Level(n) pages takes place. A site-wide navigational scheme is implemented, interactive components are brought into
compliance with the graphic design, form submission and response pages are crafted, and back-end fulfillment materials are created.
Two additional core documents intertwine to form the basis for this step: a Project Estimate and a Project Bill of Materials (BOM). The Project Estimate specifies all of the component disciplines required to construct and maintain the site. These include Account Planning and Project Management, Technology, Training & Presentation, Creative Services, Site Maintenance and Analysis, as well as Account Administration. A detailed, line-item project estimate with subcategory specifications, hourly rates and estimated hours to complete tasks is prepared. The Project BOM spells out the exact nature and composition of the text, artwork, and image content required to build the site. This includes the inventory and placement of digital and hard-copy client materials which becomes the basis for a traffic system to conduct the orderly and timely retrieval and return of client property. The BOM also identifies and defines the platform, format and nature of all digital materials including text, graphics and images. This impacts development tasks related to extraction and translation of text content as well as the scanning, reformatting, sizing, color correction, cropping, and image optimization of graphic materials. This step also specifies original artwork, sound and animation to be created.
The Project Estimate is primarily an internal Village Elders document. However, the Project BOM involves intense and continuous coordination and communication with the client. This is often the most contentious and demanding portion of the project.
At this point in the process, there are four client-approved core documents: the Design Brief, a complete and detailed Site Roadmap, a Project Estimate, and a Project Bill of Materials. These four documents constitute the business, communication and technology site plan foundation. Upon client approval, resources are then marshaled and brought to bear on the site's
construction. From this point forward in the process, significant deviations from the plan invoke a change order process that is both expensive and time-consuming.
(4) Site Construction
Site construction primarily involves the integration of the communication and technology dimensions of the project within Design Brief constraints. Construction typically takes place in protected development space located within the site's ultimate hosting environment.
Once the site's creative and operational concepts are approved, the development of Level2, Level3, ... Level(n) pages takes place. A site-wide navigational scheme is implemented,
interactive components are brought into compliance with the graphic design, form submission and response pages are crafted, and back-end fulfillment materials are created.
A somewhat irregular production schedule drives a series of client approval meetings for the duration of the process. Typically, the site's deepest information branch is built-out to the base-page level and approved by the client before peer branches are constructed.
As construction nears its end, the site is ready for installation, internal testing, as well as fit-and-finish detailing.
(5) Installation, Internal Test, and Training
Installation involves withdrawal of the production site's protected status, allowing for limited internal testing of the complete site. A controlled pool of internal, but critical, users are allowed full access to the completed site to identify gross content flaws and oversights, perform limited scope functional tests, and provide general feedback on navigation, information flow, process logic and site functionality. A final automated link check is performed.
Internal client training takes place.
At this stage the site is fully functional and complete.
(6) Site and System Test
Site and System Testing involves stress testing of the complete site under as realistic conditions as is possible. This includes live testing of e-commerce transactions, fulfillment processes, form input submission and responses, animation, interactive devices such as calculators or survey instruments, plus community building elements such as discussion forum, mail-to, and list serve functions.
It is the responsibility of the client to participate in this system test and provide Village Elders with specific feedback and results.
Once testing is concluded, the client provides project acceptance in writing.
(7) Maintenance
A web site is a dynamic and organic communication tool, not a one-way mass communication device. It more closely resembles personal selling than advertising because of its intimate one-on-one environment. Further, because of user expectations, it demands roughly the same publishing attention as would a monthly or weekly printed publication.
Web site maintenance includes, but is not limited to, the following types of services. • Content additions, deletions and changes
• Technical corrections - both programming and system/hosting administration • Functional enhancements
• Traffic analyses
• Response to user interactions • Survey of current Internet trends • Refreshment planning
(8) Post Production Marketing and Promotion
This component of web development is beyond the scope of a strict web development plan. However, by definition web sites exist in an emerging fifth channel that interacts with, is influenced by, and influences the four traditional channels of print, radio, film and television. Therefore a Marketing and Promotion plan is central any site's success. The key objectives of such a plan is to create an integrated and proactive communication plan to build affinity with targeted groups or individuals to:
• generate user activity appropriate to the site's objectives • diplomatically deflect unqualified traffic
• build and maintain return visits from targeted individuals
• negotiate mutually beneficial site referrals and cross links with other sites • integrate the web presence with all traditional communications channels • garner mentions in traditional press
Two broad categories of activities form the basis for Marketing and Promotion plans: Digital Communications, and Traditional Integrated Marketing Communications. A skeletal outline is contained below.
Digital Communications • Display
Banner advertising Micro sites
Reciprocal relationships with compatible sites
• SEM /SEO – Search Engine Marketing / Search Engine Optimization
Optimize the site content to maximize the probability of being successfully indexed by major search engines
META tags
Web site HTML text and copywriting Source Code structure
Search engine and directory submissions Organic inclusion
Paid inclusion Key words and key phrases Relevant Text Ads
AdWords AdSense • E-Mail Permission Marketing
Customer Prospect Competitor • WebPR
Research and strategic contact planning to identify, initiate on-line dialog with, and maintain productive contact with, or observation of, the following target audiences:
• customers • prospects • past customers
• product category user groups
• enthusiast & amateur "directory - resource" sites • company & specific product user groups • direct competitors
• indirect competitors • vendor/suppliers
• ancillary/companion firms
• publishers, editors, staff / freelance writers for: ˚ on-line trade publications
˚ trade associations, trade show, & convention planners • financial & investment analysts and writers
• legislative/judicial/administrative related: city county state federal • military related • network/nonprofit organization
• educational sites (early brand contact opportunities) Traditional Integrated Marketing Communications
Integrate with traditional training, PR, advertising, and internal/external communications • trade publication press relations (magazines, newsletters)
• local general news press relations (newspaper, radio, tv)
• association press relations (trade organizations)
• governmental entity relations (c/c/s/f regulatory org.)
• traditional advertising (electronic and print)
• product design and packaging (URL is a key component of both) • internal communications (at all levels, including the paper system)
