Strategy and Program Planning
While we would agree that "strategic" is arguably the most overworked
word in the business marketplace, there is no substitute for good
Determining the best direction to take in planning a speech or
brochure can often be achieved through a short conversation and
an email or two. But complex marketing initiatives require a more
thorough planning process.
In larger organizations with diverse interests and agendas, using
a coordinated planning exercise can make all the difference in
the success or failure of a new marketing initiative. This is
especially true in the creation of a corporate website.
Beginning to understand how such a process should proceed is
often best determined through a brief survey process engaging
both departmental level and senior management. A number of important
questions will need to be answered, then reconciled to a shared
vision of what needs to be achieved. Among them:
- Who will the site serve?
- Will the site serve multiple areas of interest beside that
of the company, such as vendors, customers and allied organizations?
- What role will the new site (or sites) play in the day-to-day
life of the company?
- What are the expectations of corporate and/or divisional
leaders with regard to the utility of the site in its "first
- Will the site be content rich, highly transactional, straightforward
or graphically rich?
- In mapping out the design of the new site, who are the stakeholders
whose needs determine its content areas and functional role?
- Now, or in the future, will the site need to have "hooks"
into real time supply chain or customer management applications?
- Will site development services, such as design and coding,
be provided by the client or vendor?
- Will current design considerations support future site development
plans, so that site enhancements can be implemented with reasonable
It is vital that senior management, as well as line and departmental
managers, engage in the pre-development planning process. While
implementation leadership usually resides at the department level,
the CEO or CMO is often the arbiter of a website's look and feel,
as well as functional issues.
Another issue is the willingness of organizations to "process
the process" of site development. Candidly, we favor a developmental
approach that allows for the reality of the day-to-day to penetrate
the work, so that wrong directions and false deadlines are avoided.
Sorting out complex marketing options with a seasoned, knowledgeable
marketer who brings a working knowledge of media and methods to
the table often yields unanticipated benefits.
The Golden Group
inspiring the imagination,
stirring the soul!
Copyright 2002, 2014 The Golden Group.
The Golden Group is a marketing, creative and Web services firm
located in the Metrowest area of Greater Boston, Massachusetts.