Strategy

Every part of the site was designed to support our strategy and goals (educate/sell respectively).

We balanced the relationship between our purpose, the needs and tastes of our intended audience, the strengths and weakness of our competitors, and our own available resources by: 

1. Defining the message that we wanted to convey and deciding on how best to persuade our audience to accept the message
2. Selecting a fun and informal tone that utilized the colors of a first place award - a color scheme that all would recognize and be familiar with, while maintaining a degree of professionalism that would appeal to the more sophisticated segment of our target audience - primarily the dog owners.
3. Planned site features that would help us reach our goals
4. Identified our capabilities and how they could be best used to meet our goals
5. Selecting an appropriate  visual and presentation approach that would best suit a variety of tastes
6. Setting a time table once the site was complete to determine if it was meeting predetermined goals.

 Content Development at a Glance

• Identify information content - what was most interesting to our target audience
• Site accessibility issues
• Obtaining a URL that would enable users to find the site easily - corporate/internet branding
• Development tools and technologies for on-line delivery