com 585 tuesday march 7, 2005 instructor: kathy gill
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Com 585
Tuesday March 7, 2005Instructor: Kathy Gill
Agenda Introduction Ballard Background Audience/Personas Scenarios Content Plan Technical Specifications Privacy Policy Marketing Plan
Introduction
Vision statement
An online resource to help you connect with a neighborhood It’s all about community!
Experience the uniqueness!
Focus on Ballard!
Objectives
Offer unique content to users
Share compelling stories and engage with the neighborhood
Give visitors an exclusive opportunity to feel the pulse of a neighborhood
Act as portal site for the neighborhood
Provide a template for other Seattle neighborhoods
Process GoalsDesign a user-friendly, effective and informative Web site
Give an overview of the community and what makes it unique
Provide residents with tools to connect with this community
Offer visitors an online resource to delve into the local lore
Give insider information not readily available on other sites
Personal Goals
Work together as a team
Communicate effectively
Learn new skills from each other
Contribute content/ideas
Have fun in the process
Success CriteriaNumber of site hits
Community feedback (quantity and quality of user contributions)
User feedback/Site surveys (Catalyst Tool)
Resulting business or economic growth in Ballard
Individual/social success stories
Feedback from City of Seattle about neighborhood growth
Overall team satisfaction in designing the project, new understanding of Web design and content development
Audience Analysis Residents of the neighborhood
People who actively participate in neighborhood issues
Visitors exploring the local flavor of a neighborhood
Journalists, writers, researchers, academics or students looking for information specific to area/community
Business leaders, City or government officials
Competitive Analysis• Types
– National (CitySearch, Seattlest)– Local publications (Stranger, Seattle Weekly, The Seattle
Times) – No blogs (1 perspective, 1 neighborhood)
• Differences– Local focus– Offbeat events and attractions
• How we are unique– Niche focus– Community– Personal focus . . . storytelling
Shingletown USA to Hiptown USA
Ballard
Ballard Overview Where is Ballard?
Northwest of downtown Seattle Bordered by Puget Sound & Salmon Bay
What is it known for? Scandinavian heritage Ballard locks Artwalk and museums
Why did we choose it? Distinct local flavor Unique character
Ballard Then Established in 1889 Strong Scandinavian ties Downtown retains old world charm,
historic landmark Lumber mills to fishing/boat building –
Ballard Locks (1912) Combination of immigrant heritage, blue-
collar population, maritime and lumber created unique character
Ballard Today Strong ties to heritage (parades, museums,
events) Artistic draw (art walks, theatres, galleries) Maintains small-town feel but near city Local character (pubs, restaurants) Mix of locals (fishermen, artists, executives,
students) Strong and organized community
involvement
Personas & Scenarios
Matt Jonson• Age: 30
• Status: Single with girlfriend Natalie
• Home: Condo in Columbia City
• Job: Initech in Redmond
• Hobbies: Weekend Warrior, Biking, Soccer, etc
• Looking for a place to ride bikes with friends
• Looking for independent coffee shops with wi-fi and good pastries
• Looking for a good spot to have happy hour with friends
• Girlfriend lives in Ballard
• First date at Le Gourmand
Mike Garrett• Age: 29
• Status: Married, 2 children, ages 1yr. & 4yrs., 1 dog
• Home: rental home in Phinney Ridge
• Job: Sales Manager at a company in Pioneer Square
• Hobbies: movies, football, baseball, snow sports, fishing and hiking.
• Looking for a house in Ballard
• Looking to develop his family network in Ballard
• Looking for family friendly activities
• Looking for entertainment and concerts, sports events and information
Loretta Jamieson• Age: 47
• Status: Single, lives with partner Joe Davis (Coach-photo archivist), 2 Dogs
• Home: Rents in Ballard
• Job: Metro Bus Driver, $40,000 Annual Income
• Hobbies: Yoga, community activism, local arts enthusiast, participates in solstice parade, casual internet user
• Looking for dog parks and dog-friendly businesses and care
• Looking for community connections and resources
• Looking to find neighborhood activities, live music, restaurants, and community forums
• Looking to create a virtual neighborhood
The Young and the Restless
Matt & Natalie Information for the savvy Independent coffee shops with WiFi and more Outdoor adventurers (Bike routes, Soccer fields, Co-
ed leagues) Getting to know their city (Pea-Patches, Restaurants) Matt wants to move to Ballard
The Family Man Mike Garrett Connecting with friends and family (Dinner at Zagi’s) Entertain the kids (The Secret Garden) Getting some culture (Nordic Heritage Museum) Getting away from the kids (Daycare) Recommendations (Statistics) Backroads home Finding a new community (Looking for house)
Metro Gal Loretta Jamieson Making neighborhood connections (local storytelling) Ballard Community Center (Yoga) Online forums/ Looking for Like-minded individuals Looking for self-improvement classes (pottery, journal
writing) Dog parks (dog blogs) Helping ourselves and others (fair housing activist) Community within her community
Site Tasks
Overview Site Stuff Getting Around Community Portal Neighborhood Character Local Connections Things to Do
Site Stuff Member login (moderated functions) News Events Contact Us Search Privacy Policy
Getting Around Includes tasks involving getting
around in the area, such as:– Read & post routes to avoid traffic
– Listen to traffic reports– View detailed street maps– Find bus routes and schedules– Buy parking permits– View traffic congestion maps– Finding ride-share information
Community Portal Includes tasks related to living in the
community, such as:– Communicating with others– Participating in community improvement– Exploring community involvement
opportunities– Learning about doing business locally– Finding safety information
Neighborhood Character
Most prominent differentiator Includes tasks related to the spice-of-life,
such as:– Read stories about local people or
businesses– Watching videos or reading stories about
area– Learning about popular or unique spots– Sharing opinions, experiences, or pictures
Things To Do
Tasks in this section will primarily link to third-party resources for finding information and reading reviews. Might include:– Learn about unique local spots – Find great date places or ideas– View event calendars– Search for food, shops or activities– Research best places to take visitors
Content Development Plan
Unique Content Our website will provide content to
communicate the unique character of the Ballard Neighborhood. – Different than Citysearch, local focus– Different than blogs, multiple perspectives– Different than local papers, promotes
smaller, offbeat community events
Content Categories
Community Things to Do Neighborhood Character Connections Getting Around
Content Types Types include:
– Articles (Olsen’s Scandinavian Foods, Archie McPhee’s, Cascioppo’s Brothers)
– Stories (Ballard Locks, Ballard Library, Golden Gardens)
– Photographs (Photo essays and archives)– Illustrations (maps, etc.)– Animations (flash content)– Multimedia presentations (flash, podcasts, full
motion video)
A Church for Every Bar
Usability Considerations
Considerations Content organization Consistency Demographic Colors Web site name Optimized media content
Technical Specifications
The design of oursite.net will base its functional and technical specifications on existing university policy, and a policy statement posted on the web site.
Functional SpecificationsHome Page
The web site’s content will be static Search will be a function throughout Web site’s user administration pages will be listed hierarchically below home
page. These pages will include: - Privacy policy
- Site registration for users
Functional Specifications (cont.)
The main web site’s home page will act as a portal, guiding users to individual channels for each community
A community’s home page (or channel) will consist of an overview of the neighborhood in text form, augmented with graphics and photos.
Community Pages A menu on the community home page will list
tasked-based, menu driven categories that include:
- Community - Things to Do- Neighborhood Character- Connections- Getting Around
This menu will appear as a top-level navigation aid throughout the community web site
Community Pages Sub Categories
Sub-pages will be grouped and cross-referenced through the five main channels. These include:
o Furry Friends - pet-friendly resources
o Carless in Seattle - navigate without a car
o Outdoor Adventures - outdoor shops and resources
o Ballard, we have problem… local services and resources
o Edumacate me! - community history and points of interest
o Dates & Mates - where to go and what to do
o Holiday Treats - about local holiday traditions & events
o Kids Corner - schools, parks, playgrounds & kid resources
o Where’s Wireless? - Internet hotspots
o Ballard Rocks - share opinions and experiences
Site Map
Wireframe
Site proxy with colorpalette
Technical Specifications The website will use xhtml
Cascading Style Sheets will be utilized for design and content management
The site will support all common browsers
All common operating systems will be supported
The site will be optimized for a monitor displaying 1024 x 768 pixels
File naming conventions will be consistent
Technical Specifications (cont.)
All images and graphics will use the RGB color space
Access to the site will be defined by a posted privacy policy
The website will incorporate some multimedia, although not on the top level of the site. This multimedia will include, but not be limited to, Flash, Java, Windows Media and Real Networks
To support text-based browsers and users with disabilities, the website will include “alt” information tags on all graphic and multimedia assets.
Privacy Policy oursite.net will not distribute or sell any of your
personal information to third parties We will not release account and other personal
information When we believe it is appropriate we will
release personal information to comply with law; enforce or apply our Terms of Use and other agreements; or protect the rights, property, or safety of oursite.net, or others
Privacy Policy – Public Forums
The oursite.net Web site may make chat rooms, forums, and message boards available to its visitors
Information that is disclosed in chat rooms, forums, and message boards becomes public information
oursite.net may post the transcript of a chat session on a Web site or other media for informational, example, or demonstration purposes
Marketing Plan
SWOT Analysis
Threats • Weak participation of residents• Operating costs• Competitive landscape• Forum abuse
Marketing & Financial Objectives
Marketing Objectives
Expand registered users Increase daily/repeat
visitors Provide a positive
experience to all users Establish recognition
Financial Objectives
Set/accomplish goals Raise capital through
various sources Increase public
contribution
Target Markets & Keys to Success
Target Markets Neighborhood
residents Visitors (local & out-
of-town) Local businesses
Keys to Success
Determine needs of residents
Provide sufficient information
Generate participation Strategic publicity Uncover funding
channels
Strategy Pyramid (1)
Strategy Publicize website
within neighborhood, generate participation and strengthen relationship with residents and visitors
Tactics Emphasize our vision
statement Regularly update,
organize activities and create subjects
Work closely with community & business leaders
Strategy Pyramid (2)
Programs to implement our tactics Direct mail Email and E-journal (newsletter) Search engine marketing & optimization Exchange links with other websites Organize activities Build community and business base Promote social networking
Conclusion