“Building the Institutions that Build America”

Website PlanAugust 21, 2009

D R A F T

Website Vision, Mission

Vision: RR&A as the leading management, marketing and fundraising consulting firm.

Mission: rranda.com is a marketing website facilitating the communication of information between RR&A and institutions seeking assistance with managing and growing their business in order to increase RR&A sales and revenue.

Objective 1: Increase Number of Sales LeadsGoal A: Attract new clients

Actions:

a. Use search engine optimization (SEO) to drive website traffic.b. Use socnets to drive website traffic (see blog plan).c. Use referring sites (e.g. Chronicle of Philanthropy, Chamber of Commerce) to drive website traffic.d. Use e-mail campaign to drive site traffic (see RER promotional letter).

Goal B: Reconnect with past clients

Actions:

e. Send e-mail to past clients informing them that a link to their site has been added to rranda.com.f. Request endorsements from select past clients (e.g. Heritage, ISI, YAF, RIC).

Goal C: Capture customer lead information.

Actions:

g. Implement data capture system (e.g. website contact form) in order to build prospective client lists.h. Measure website trends via Google Analytics and adjust web strategies accordingly.

Objective 2: Increase Offline SalesGoal A: Provide website visitors the information needed to make a purchase decision.

Actions:

a. Identify the information required to make a purchase decision. b. Provide information that allows visitors to compare RR&A to competitors.c. Present information in format that is succinct and easy to navigate.

Goal B: Drive website visitors to contact RR&A.

Actions:

d. Structure site in a way that guides website visitors to necessary information and ends at the contact page.

e. Design contact form that is easy to find and use.f. Use Google Analytics tool to monitor website visitor progression through the site.g. Adjust website structure based on Google Analytics results.

Homepage Purpose:

RR&A • The Geneva Group

12 South Fifth Street

Geneva, IL 60134

(630) 208-9700 (Voice)

(630) 208-1499 (Fax)

RRandA@RRandA.com

www.rranda.com