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GBA 578 December 19, 2002 1
Building & Building & Developing Developing
FoundationMakerFoundationMakers.coms.com
Mark FaggianoMark FaggianoGBA 578GBA 578
December 19, December 19, 20022002
2GBA 578 December 19, 2002
Project BackgroundProject BackgroundReasons I chose my topic:Reasons I chose my topic:
Background in Background in marketing and web marketing and web strategystrategy
Learned web Learned web development and development and associated technologies associated technologies in MSITin MSIT
Managing first site Managing first site creation and creation and development development
The GOAL of the The GOAL of the programprogram
3GBA 578 December 19, 2002
Proof That I’m Not LazyProof That I’m Not Lazy
4GBA 578 December 19, 2002
If You Build It, We’ll If You Build It, We’ll Market ItMarket It
Foundation Makers…Foundation Makers… A start-up sports A start-up sports
marketing firmmarketing firm Helps athletes build Helps athletes build
and market their and market their charitable causecharitable cause
Increases the value Increases the value of athletes by of athletes by creating creating opportunitiesopportunities
5GBA 578 December 19, 2002
Step 1: Goals for the SiteStep 1: Goals for the SiteFoundationMakers.com must do the following:FoundationMakers.com must do the following:
Establish a web strategy that fits with our Establish a web strategy that fits with our corporate strategy and with the company’s corporate strategy and with the company’s marketing strategy.marketing strategy.
Deliver a site that target audiences find the Deliver a site that target audiences find the site intuitive, informative, and impressive.site intuitive, informative, and impressive.
Create a user experience that invokes the Create a user experience that invokes the purchase of Foundation Makers services by purchase of Foundation Makers services by potential clients.potential clients.
Create a community of dedicated visitors. Create a community of dedicated visitors.
6GBA 578 December 19, 2002
Goals (con’t)Goals (con’t)
Search engine optimization is critical.Search engine optimization is critical. Send the message that the company Send the message that the company
knows the Web and uses it appropriatelyknows the Web and uses it appropriately Quality execution (graphics, writing, Quality execution (graphics, writing,
navigation, etc.)navigation, etc.) Stay within the budget.Stay within the budget. Outshine our competition on the Web.Outshine our competition on the Web.
7GBA 578 December 19, 2002
Step 2: Who’s the Step 2: Who’s the Audience Audience
Primary Users will Primary Users will be:be:
AthletesAthletes AgentsAgents MediaMedia
8GBA 578 December 19, 2002
Step 3: Goals for Each Step 3: Goals for Each Audience Audience
Athletes:Athletes: Inform and drive to purchaseInform and drive to purchase
AgentsAgents Ease sense of intrusionEase sense of intrusion
Media:Media: FunctionalFunctional
9GBA 578 December 19, 2002
Step 4: Look and Feel Step 4: Look and Feel
FoundationMakers.com should:FoundationMakers.com should: Look like a combination of ESPN and Look like a combination of ESPN and
MTVMTV Inform the and motivate userInform the and motivate user Convey the company’sConvey the company’s
Passion for sportsPassion for sports Commitment to Community OutreachCommitment to Community Outreach Its ability to have funIts ability to have fun
10GBA 578 December 19, 2002
Step 5: Selecting a Step 5: Selecting a PartnerPartner
How the Process How the Process began:began:
Initiated an RFP to Initiated an RFP to 15 development 15 development firmsfirms
8 firms responded8 firms responded Narrowed the list Narrowed the list
to 4to 4 Chose a partnerChose a partner
11GBA 578 December 19, 2002
Finding the Right Finding the Right PartnerPartner
Web partners must be Web partners must be a combination of:a combination of:
CreativeCreative EnthusiasticEnthusiastic Technologically Technologically
savvysavvy Smart business Smart business
peoplepeople
Not easy to find !Not easy to find !
12GBA 578 December 19, 2002
Step 6: ManageStep 6: Manage
13GBA 578 December 19, 2002
QuestionsQuestions