Creative Brief – Madison Avenue Marketing Group Website Design
Background - Madison Avenue Marketing Group (MAMG) is an umbrella company / parent company. While we want the website to help define MAMG as a leader in the point-of-contact marketing industry, the site should also serve as a portal or meeting point for anyone who needs a specific point-of-contact marketing service. Underneath the MAMG umbrella are three “sub-companies” for which our various marketing specialists work. Those companies are BusinessVoice, WebArt and SensoryMax.
Target audience - We want this website to appeal to men and women between 30 and 60 years old. Theses people are either decision makers within their company or they are the people who inform or conduct research for the decision makers. Our ideal clients are medium to large companies. Our services often appeal to these vertical markets:
• Medical (Physician practices / clinics)
• Financial (Banks / credit unions)
• Automotive (tire retailers, etc.)
We would like to increase our appeal to the following verticals:
• Upscale hotels
• Automobile dealers and manufacturers
• Large grocery store chains
• National retailers
• Educational institutions (K thru college)
Goals - The goals of the MAMG website are as follows:
1) It should serve as a general information source for potential clients. Ultimately though, the site should drive those visitors to call us or visit the specific “sub-site” they need, whether it’s BusinessVoice.com, WebArt.com or SensoryMax.com.
2) It should contribute to a strong brand image for the new Madison Avenue Marketing Group (MAMG). This group is evolving from the BusinessVoice brand. We do not want the new website to look like the BusinessVoice site. However, since the written content on the BusinessVoice website represents who we are accurately, and some of it will be carrying over to the new MAMG site, please feel free to refer to it at http://www.BusinessVoice.com. Our blog may be helpful as well: http://www.businessvoice.com/blog/
3) It should feel welcoming and invite easy participation. We want visitors to click on the videos, reply to the blog posts, open the case studies, etc. So, the font, leading, icons, and white space should all suggest an ease of use and encourage interaction.