crowdSPRING

Private creative brief

LET ME TELL YOU ABOUT US:

Classical Marketing is an integrated marketing agency catering to Fortune 500 companies. Benefits Classical Marketing delivers include:
• More Cost Effective Marketing Solutions/Campaigns
• Research helps us size the market and the opportunity
• Increased Campaign Performance, (response rates, new customers, more loyal customers, greater profitability)
• Database Analytics (that help us target audience segments more effectively, help direct our strategy more efficiently, help us valuate each customer and optimize marketing budgets, analytics help us understand our customers propensity to respond and also to determine and grow ROI)
• Strategies leverage various communication channels to help determine the most cost efficient and effective ways to communicate with our prospects and customers
• Creative design and copy development that connects, engages and motivates an increase in measurable response
• Campaign fulfillment management services that maximizes the timing and quality of the program
• Willingness to consider ‘performance based’ compensation agreements; earning our profits by increasing the profitability of our clients marketing programs. This creates true partnerships where both the client and Classical prosper.
• Fast forming teams of experienced marketing professionals from several key marketing disciplines; strategy, marketing research, creative, database, interactive, integrated marketing and others.
• Award winning work that drives customer behavior while building client brand value.

HERE IS WHAT WE NEED:

Last updated in 2005, classicalmarketing.com lacks depth of content and conveys a tone beneath CM’s professionalism. Potential leads have been lost because the site is underwhelming. CM needs to redesign the site at classicalmarketing.com to (1) support the current sales process and (2) generate new leads on its own.

Objectives:
• Convey CM’s advanced approach to integrated and interactive marketing solutions
• Validate industry and client experience
• Lead generation:
>>o Create web pages that are search engine indexable
>>o Mirror sales pitch
>>o Motivate phone calls, email inquiries, and in-person introductory meetings

Deliverables:
• one (1) homepage
• up to four (4) templates for subpages

OUR TARGET AUDIENCE IS:

Target Audience (all businesses):
• B2B
• Insurance
• Financial
• Retail
• Club membership
• Healthcare (hospitals, medical offices)
• Educational (universities and junior colleges)

Desired Reaction:
“It is very obvious this firm has extensive cross-channel experience and specifically knows how to leverage this channel for themselves. I want to contact them to see what advanced solution they can offer me.”

WE LIKE THESE DESIGNS:

Tone, Look & Feel:
• More serious/professional than current site
• Tested, proven, experienced (but not old)
• Technologically advanced, highly creative
• Classical roots with modern applications

Examples of sites/elements liked:
• aspenmarketing.com – like presentation of various industries and companies worked with
• studionorth.com – like different creative design approach
• peppergroup.com – like video descriptions provided by peers about individuals they work with
• sugarsync.com – like general homepage layout

Examples of sites/elements disliked:
• fusionb2b.com – the site under-delivers
• goda.com – the site is too basic

WE ABSOLUTELY MUST HAVE (or we don't want to see) THIS IN OUR DESIGN:

Executional Mandatories / Visual elements on the web pages:
• New CM logo
• Corporate colors
• Clear, concise presentation and navigation
• Good use of white space
• Movement (but do NOT want flash)
• Contact information present, but not dominant
• Site will not be copy heavy (on homepage, think 2 paragraphs and several bullets)