GBA 578 December 19, 2002 1

Building & Building & Developing Developing

FoundationMakerFoundationMakers.coms.com

Mark FaggianoMark FaggianoGBA 578GBA 578

December 19, December 19, 20022002

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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

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Proof That I’m Not LazyProof That I’m Not Lazy

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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

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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.

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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.

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Step 2: Who’s the Step 2: Who’s the Audience Audience

Primary Users will Primary Users will be:be:

AthletesAthletes AgentsAgents MediaMedia

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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

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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

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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

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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 !

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Step 6: ManageStep 6: Manage

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QuestionsQuestions