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WEB202 » 02) Site Objectives

Being sure that everyone’s strategic ideas line up is key. The first part of defining our strategy is examining our own Site Objectives for the site.

Describe your possible Site Objectives in detail including but not limited to:

1. Brand Identity: conceptual associations, emotion reactions and overall impressions.
   • What are the guiding principles that define the company’s approach? What is your (rational and emotional) brand promise?
   • What are the specific market needs the company exists to address? What does the company do to address these needs?
   • Which market segment does your product or service serve? Why is your product or service different from the competition, and why should your customers care? Why do customers buy from you and not your competition?
   • When your customers experience your product or service, what emotions does the encounter elicit? What values, beliefs and or benefits do you want customers to associate with your brand?
   • If the brand was a person, what would it’s personality be? How would it look, act and talk?
2. Business Goals: strategic objectives intended to make or save money.
   • What problem does the company’s product or service solve? What niche will it fill? What is the company’s solution to the problem?
   • Who are the company’s customers, and how will the company market and sell its products to them?
   • What is the size of the market for this solution? Who are the competitors and how will the company maintain a competitive advantage?
3. Success Metrics: concrete indicators of how effectively the user experience is meeting strategic objectives and goals.
   • Where can you track within the site or within the store how many people we “converted” from just browsing to actively buying or participating?

Requirements:

• This shall be written as a comprehensive report in paragraph style that you, your team and Client can easily view and understand.
• Post a link to this assignment in the comments section AND print it out to turn in as your Site Objectives assignment according to the class Schedule (Spring) or Schedule (Summer).

Resources:

• The Marketer’s Guide to Developing a Strong Corporate and Brand Identity | HubSpot
• Designing a Brand Identity | Creative Market