Content Plan / Brief

Date: March 11, 2009

Client: Palmer Advertising

Prepare For: Creative Director / Copywriter

Prepared By: Barbra Gago

Project: Palmer Website Strategy (Re-Design)

Job Number: 20782

End Date: Projected Launch Date of April 11, 2009 (Other dates
noted below)

Overview

The following is a re-design & re-develop project for the Palmer Advertising
website. The site as it is,has been live for about six years. While the design
has served its purpose in the past, it now conflicts with the “Palmer re-brand
platform” (job #20326) that was developed late last year.

Since the company is positioning itself in a different light, the website must
reflect itsnew brand image. The site has also proven to be dysfunctional as a
marketing tool, or a lead generation device, and therefore a complete re-
develop of the site is to be conducted with a real SEO strategy and a long
term content development plan.

Content Objectives

The some of the current content will be used, but needs to be refreshed to
reflect more of the branding guidelines that have been outlined in the brand
platform. Through the copy we would like to convey the key messages that
are detailed later in this document, but we would also like to provide an
overall more robust site, with better descriptions and keyword rich content
that will help drive inbound traffic through higher organic search results.

• Raise organic search results through keyword rich content

• Generate “inbound marketing” traffic through organic search
• Reflect new brand guidelines and voice
 • Engage and interest users on a deeper level
• Exploit the creative personality of the company
• Provide educational materials – white papers, news articles, tips &
advice
• Position ourselves as experts within the community

Audience / Targets

The target audience for the site is the same target audience that was
outlined in the brand platform. Palmer is specifically targeting smaller to mid-
sized companies with annual advertising budgets of $500,000 to $5 million
per year. Due to solid experience, Palmer also wishes to parlay its extensive
experience to targeting community banking, fairs & festivals. Target
characteristics for website visitors may be:

• Perspective clients in general

• Varied Industries; Technology, Agriculture, Alternative Energies,
Financial Institutions, Automotive, Healthcare, Governmental, etc.
• Advertising & marketing decision makers
• In-house Marketing Professionals
• Designers, copywriters, and other creative people (potential
freelancers, etc)
• Award groups – Once creative is submitted
• Relatively tech savvy individuals
• Possibly other advertising or marketing agencies
• People in the “research” phase
• Simple and Clean design elements

Messaging and branding

Highlights - As outlined in the Brand Platform (Job #20326)

The content should convey all of the below feelings and perceptions. Our
objective is to deliver a robust site, full of great and useful content, while still
being professional and specific to our field. There will be a blog (with a
newsletter set up for monthly updates) as well as more explanatory efforts on
the site where needed (ref Haggin Marketing) for services, case studies, etc.

The creative to be present on the site is to be determined.

Agency Personality

The agency is very accommodating, flexible and adaptable. We think before

we act—every project begins with strategic planning, and we do not execute
creative based on guesswork, and it’s not interested in random, one off
projects.

Unique Sell Proposition

Palmer Advertising offers the creativity and service of a small shop combined
with the capabilities and talent of a big agency to provide small – to mid-sized
companies with the full range of services needed to drive their business
goals. We are frank, honest, approachable, and fun to work with.

Brand Promise

Palmer Advertising will give you big-agency caliber advertising – without big
agency waste, bureaucracy and attitude.

Key Message

You can have BIG, smart advertising without a big, impersonal, wasteful
advertising agency – all you need is Palmer Advertising.

Other Key Messages (Support)

• Every company—regardless of size or market niche—can improve its

business with advertising
• We specialize in inventing customized plans to advertise your
business
• We employ creative strategy, and strategic creative – to find ways to
make your advertising dollars go further
• Palmer is a small agency staffed with big agency personnel—so you
get the same quality of thinking and creative like at the big shops,
only without all the overloaded bureaucracy
• Palmer maintains constant and open communication
We are frank, honest, approachable—not to mention fun to work with

The copy voice, and brand tone should be:

• Competent
• Professional
• Sense of Humor
• Savvy
• Down to Earth
• Hip / Urbane
• Intelligent
• Knowledgeable
• Confident
• Relaxed & Friendly

Keyword Research

Keyword research was conducted to determine the keyword phrases that

should be used throughout the site. Currently, every page of our site has the
same keywords;we would like to avoid this with the re-development.

It is unhealthy for SEO to have every page labeled the same and tagged with
the same keywords. In order to truly optimize the site for search engines, we
must create copy that is full of keywords, plus tag individual pages with
relevant titles and keyword phrases.

The keywords have been broken up into multiple buckets. There are 10 main
categories of keywords, each with 50-100 related search queries, or phrases
from Google. These word phrases need to be taken into account when
developing the copy content for the site.

• Advertising
• Marketing
• Branding
• Services
• Marketing Strategy
• Media Planning
• Media Buying
• Marketing Tactics
• Direct Marketing
• SEM & SEO
• Blog Topics

Content Outline & Deliverables

The following is a detailed list of the copy that needs to be refreshed, or

developed from scratch for the new site. Much can be taken, and re-worked
from the original content, but that is at the writer’s discretion—employee bios
for example to not need to be re-written. The following content outline will
guide you through the seven main pages of the site, and the content that is
needed for each section.

About Section – 4 Copy Elements Needed

• Mission Statement & Brand Promise – To be defined

• History – This can be refreshed from copy on current site / or re-
written
• Approach – This should be a fluid and conversational description of
the “Palmer Process”
• Team – Here we will place the bios that have recently been
refreshed, no need to re-write.

Services Section – 5 Copy Elements Needed (Mostly defining service terms)

The services section is something new. Rather than a list of services, we

would like to also give a brief of what those terms actually mean. The
services are broken up into buckets that represent each stage of our process,
and then within these buckets, you have specific services that need to be
defined (in one or two sentences). For example, within our “Strategic
Planning” bucket we have “Primary & Secondary Research” as a service offer,
and we will need to define what primary and secondary research is.
 • Strategic Planning – Need brief overview
– Brand Analysis – Need definition
– Primary & Secondary Research – Need definition
– Campaign Planning – Need definition
– Contact Strategies – Need definition
– Performance Metrics – Need definition

• Marketing Services – Need brief overview

– Strategic Development – Need definition
– Audience Selection – Need definition
– Public Relations – Need definition
– Media Planning & Buying – Need definition
– Offer Development – Need definition
– eMarketing – Need definition
– Social Media Marketing – Need definition

• Creative Development – Need brief overview

– Competitive Positioning – Need definition
– Concept Development – Need definition
– Brand Development – Need definition
– Copy & Voice Writing – Need definition
– Visual & Web Design – Need definition
– Photography & Layout – Need definition

• Production & Distribution – Need brief overview

– Paper, Printing & Mailing – Need definition
– Tracking, Quality & Assurance – Need definition

• Analytics – Need brief overview

– Consistent reporting & measurement
– Promotion tracking
– ROI Analysis
– Optimization Planning

Work Section – Copy Elements TBA

The work section is going to provide a display of our best work. Along with
each piece, we would like to provide a brief description of the project, and
potentially a case study type of text element, maybe in more of a “problem /
solution” format. This will be determined, once the creative elements are
picked out. There will also be an area that is static (doesn’t move) which
defines the work we do online & offline.

– Case Studies – Needed for each creative element

– Online – (Already defined) Websites & Landing pages,
Banner ads, Widgets, Direct email, Webinars, PPC, SEO,
SEM, SMM (Social Media Marketing)
 – Offline – (Already defined) Direct mail, Print, Broadcast,
Radio, Outdoor, Branding Materials, Identity, Sales &
Marketing Collateral, Signage, and Public relations

Clients Section – List of clients

This section will be a simple list made of the following three categories;
Current, Past, and Aggregate clients. All clients will be listed.

News Section – No Copy needed at this time

The news section will link directly to the blog. The blog will be home to
multiple elements of news and information, these will include; Palmer press
releases, tips, tricks & resources for advertising and marketing, interesting or
helpful videos, aggregate info from community site, podcast, and blog, as
well as a monthly newsletter.

Contact Section – General Contact Info

Copy needed for contact page. Simple statement, and other general
information such as; addresses for both shops, phone numbers, possibly a
map, and a simple contact form that can be submitted via email.

Documents Attached

• Mission Statement & Brand Promise from brand platform

• Current Palmer History – to be refreshed
• Palmer Process – to be turned into written explanation
• Employee Bios – to be reviewed, if needed, refreshed
• A list of “Services” – to be defined
• List of clients – to be organized
• Current Contact Page – to be refreshed