GBA 578 December 19, Building & Developing FoundationMakers.com Mark Faggiano GBA 578 December 19, 2002

2GBA 578 December 19, 2002 Project Background Reasons I chose my topic: Background in marketing and web strategy Background in marketing and web strategy Learned web development and associated technologies in MSIT Learned web development and associated technologies in MSIT Managing first site creation and development Managing first site creation and development The GOAL of the program The GOAL of the program

3GBA 578 December 19, 2002 Proof That I’m Not Lazy

4GBA 578 December 19, 2002 If You Build It, We’ll Market It Foundation Makers… A start-up sports marketing firm Helps athletes build and market their charitable cause Increases the value of athletes by creating opportunities

5GBA 578 December 19, 2002 Step 1: Goals for the Site FoundationMakers.com must do the following: Establish a web strategy that fits with our corporate strategy and with the company’s marketing strategy. Establish a web strategy that fits with our corporate strategy and with the company’s marketing strategy. Deliver a site that target audiences find the site intuitive, informative, and impressive. Deliver a site that target audiences find the site intuitive, informative, and impressive. Create a user experience that invokes the purchase of Foundation Makers services by potential clients. Create a user experience that invokes the purchase of Foundation Makers services by potential clients. Create a community of dedicated visitors. Create a community of dedicated visitors.

6GBA 578 December 19, 2002 Goals (con’t) Search engine optimization is critical. Search engine optimization is critical. Send the message that the company knows the Web and uses it appropriately Send the message that the company knows the Web and uses it appropriately Quality execution (graphics, writing, navigation, etc.) Quality execution (graphics, writing, 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 Audience Step 2: Who’s the Audience Primary Users will be: Athletes Athletes Agents Agents Media Media

8GBA 578 December 19, 2002 Step 3: Goals for Each Audience Step 3: Goals for Each Audience Athletes: Athletes: Inform and drive to purchase Inform and drive to purchase Agents Agents Ease sense of intrusion Ease sense of intrusion Media: Media: Functional Functional

9GBA 578 December 19, 2002 Step 4: Look and Feel Step 4: Look and Feel FoundationMakers.com should: Look like a combination of ESPN and MTV Look like a combination of ESPN and MTV Inform the and motivate user Inform the and motivate user Convey the company’s Convey the company’s Passion for sports Passion for sports Commitment to Community Outreach Commitment to Community Outreach Its ability to have fun Its ability to have fun

10GBA 578 December 19, 2002 Step 5: Selecting a Partner How the Process began: Initiated an RFP to 15 development firms 8 firms responded Narrowed the list to 4 Chose a partner

11GBA 578 December 19, 2002 Finding the Right Partner Web partners must be a combination of: Creative Creative Enthusiastic Enthusiastic Technologically savvy Technologically savvy Smart business people Smart business people Not easy to find !

12GBA 578 December 19, 2002 Step 6: Manage

13GBA 578 December 19, 2002 Questions