Copy and Concepts for the World Wide Web Week 1 Site Strategy 1) HOW IS THE WEB DIFFERENT FROM CONVENTIONAL MEDIA? > Comparison to print, broadcast, direct mail and collateral media Media Comparison Table > Unique opportunity to combine several forms > The good news: It's frontier mentality, there are no rules or models > The bad news: It's changing faster than you can master it. > Regardless of the differences, it's still simply a channel for telling a client's story, selling their products, conveying their personality   2) WHERE STRATEGIES COME FROM > It's about selling > The Science: Understanding marketing, branding, and positioning > The Art: Defining and communicating a client's personality   3) TRANSLATING A CLIENT'S STRATEGY > The creative brief, goals checklist Creative Brief Form Web Prep Questionnaire > Example of strategy translation Pyramid Creative Brief Pyramid Creative Strategy Pyramid Key Frame Pyramid Ales Site http://www.brazildg.com/mungaport/ > Another example brief for www.svcseattle.com Word document   4) A WORD ABOUT RULES They rule out brilliant exceptions. You Are Not Here http://no-such.net/WORK/   5) ASSIGNMENT Write a creative brief for the site of your choosing.