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DATE:
CLIENT: School
of Visual Concepts
WEB SITE TITLE: SVC
Web Site
OBJECTIVES What is the purpose of this site to sell,
build brand image, secure inquiries?
We want to secure at least 50 qualified inquiries per
month off the site about upcoming classes.
AUDIENCES Who are the primary audiences we're trying
to reach? What's their profile in terms of web savvy, and what is the
typical set-up they will be using to view this site with?
Two kinds of people come here:
1) People wanting to start a career in communications arts--they tend
to be mid-20s, college educated, GenX, broke, a bit discouraged, but artistically
motivated
2) People already in the field looking for career development skills--they
may be a bit older, already employed, short on time, but able to come
up with the dollars
COMPETITION What sites are we competing with, both
in and outside of client's industry?
www.ais.com
www.creativecircus.com
www.portfoliocenter.com
STRATEGY
(Single take-away after visiting the site: "You should
(action) (client product/service) because (reason with NO conjunctions)."
You should take classes at SVC because it will help you get a better job
in advertising, graphic design, or illustration
EVIDENCE/COPY POINTS
What makes the above strategy statement true?
Many talented people have been hired into very good jobs
after taking classes at SVC. (Specific case histories available)
+ Classes are a la carte, take whatever your schedule
and budget allows
+ Classes taught by knowledgeable, respected, award-winning working
professionals
+ Classes are affordable, the School location and hours are convenient
- Not a full time, nor an accredited program
- Building is a dump
CONTENT (On a separate sheet create outline of
all material to cover, designate that which is mandatory and which is
optional. Indicate what material needs to be updated and how often.)
MANDATORIES/CAUTIONS Any legal issues, copyright, trademark or other
do's/don'ts?
None in particular
TECHNOLOGY Are there any specific technologies or
enhancements we want to be sure to include/not include in this site
(streaming audio, secure server for transactions, VRML, etc).
Need to have means for easy updating of site by
non-technical people. Also need a way to allow for instructor
PERSONALITY/TONALITY What is the voice or style of this site. Describe
as if a person.
Young, aggressive, a bit irreverent, confident, yet not too formal or
"big school" (like Art Center)
DEADLINES
CONCEPT/SCHEMATIC:
COPY:
BETA:
RELEASE:
RESPONSIBILITIES Who will provide and/or approve site concept
and components?
Larry Asher & Linda Hunt
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