WashtenawFamily.com “ Bringing Families Back Together, One Desktop at a Time”
Our Audience <ul><li>Families in Washtenaw County </li></ul><ul><ul><li>Dad, Mom, Kids Preschool-12 </li></ul></ul><ul><li...
The Burke Family Milan, Michigan <ul><li>Dad - Harold (39) </li></ul><ul><li>Mom - Rebecca (42) </li></ul><ul><li>Two Kids...
The Burke Family <ul><li>Harold </li></ul><ul><ul><li>Sports fan, enjoys Italian cuisine, politically active </li></ul></u...
Washtenaw County <ul><li>≈ 82,000 Family Households </li></ul><ul><li>≈ 60,000 Kids Enrolled Pre-School Thru 12th Grade </...
Why Do They Matter? <ul><li>An un-tapped market </li></ul><ul><ul><li>No Washtenaw County daily newspaper </li></ul></ul><...
What They Need <ul><li>Locality </li></ul><ul><ul><li>A centralized location to acquire news and information relevant to W...
How Will WashtenawFamily.com Meet Those Needs? <ul><li>Locality </li></ul><ul><ul><li>All news on the site relevant to Was...
How Will WashtenawFamily.com Meet Those Needs? <ul><li>Camaraderie </li></ul><ul><ul><li>Adult and Kids Sections </li></ul...
How Will WashtenawFamily.com Meet Those Needs? <ul><li>Practicality </li></ul><ul><ul><li>Podcasts </li></ul></ul><ul><ul>...
The Behrman Family Saline, MI <ul><li>Mom- Aimee (35) </li></ul><ul><li>Dad - John (40) </li></ul><ul><li>2 Kids </li></ul...
The Behrman Family <ul><li>Aimee </li></ul><ul><ul><li>Enjoys exercise, Sorority adviser, Interested in school board activ...
The Moldenhauer Family Dexter, Michigan <ul><li>Dad - Scott (37) </li></ul><ul><li>Mom - Kate (34) </li></ul><ul><li>Two K...
The Moldenhauer Family <ul><li>Scott </li></ul><ul><ul><li>Reads the paper every morning, banker, reads The Wall Street Jo...
Audience Behavior What We Think We Know <ul><li>Diverse interests </li></ul><ul><li>Want to spend more time together </li>...
Audience Behavior What We Need To Know <ul><li>Will we get the following that we anticipate? </li></ul><ul><li>Do those li...
WashtenawFamily.com “ Bringing Families Back Together, One Desktop at a Time”
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Audience Presentation

  1. 1. WashtenawFamily.com “ Bringing Families Back Together, One Desktop at a Time”
  2. 2. Our Audience <ul><li>Families in Washtenaw County </li></ul><ul><ul><li>Dad, Mom, Kids Preschool-12 </li></ul></ul><ul><li>Multiple & overlapping interests </li></ul><ul><li>Desire to spend more time together </li></ul>
  3. 3. The Burke Family Milan, Michigan <ul><li>Dad - Harold (39) </li></ul><ul><li>Mom - Rebecca (42) </li></ul><ul><li>Two Kids </li></ul><ul><ul><li>Justin (7) </li></ul></ul><ul><ul><li>Rachel (5) </li></ul></ul>
  4. 4. The Burke Family <ul><li>Harold </li></ul><ul><ul><li>Sports fan, enjoys Italian cuisine, politically active </li></ul></ul><ul><li>Rebecca </li></ul><ul><ul><li>Loves water aerobics, Member of MADD </li></ul></ul><ul><li>Justin </li></ul><ul><ul><li>Midfielder on local soccer team, Likes video games, Enjoys snacking </li></ul></ul><ul><li>Rachel </li></ul><ul><ul><li>Horse lover, Goes to Ballet on Wednesdays, Plays piano </li></ul></ul>
  5. 5. Washtenaw County <ul><li>≈ 82,000 Family Households </li></ul><ul><li>≈ 60,000 Kids Enrolled Pre-School Thru 12th Grade </li></ul><ul><li>Average Family Size: 2.94 </li></ul>
  6. 6. Why Do They Matter? <ul><li>An un-tapped market </li></ul><ul><ul><li>No Washtenaw County daily newspaper </li></ul></ul><ul><ul><li>No website dedicated primarily to Washtenaw County news </li></ul></ul><ul><li>We are losing the “old media” feel </li></ul><ul><ul><li>Gathering around, sharing stories, engaging with one another as a family over current events </li></ul></ul>
  7. 7. What They Need <ul><li>Locality </li></ul><ul><ul><li>A centralized location to acquire news and information relevant to Washtenaw County </li></ul></ul><ul><li>Camaraderie </li></ul><ul><ul><li>A source of communication and bonding formerly provided by print newspapers </li></ul></ul><ul><li>Practicality </li></ul><ul><ul><li>A news outlet that is accessible through multiple avenues </li></ul></ul>
  8. 8. How Will WashtenawFamily.com Meet Those Needs? <ul><li>Locality </li></ul><ul><ul><li>All news on the site relevant to Washtenaw County, separated by topic </li></ul></ul><ul><ul><li>News of national importance tied back to Washtenaw County </li></ul></ul><ul><ul><ul><li>Ex.: Feature story on the effect of President Obama’s Stimulus Package on Washtenaw County jobs </li></ul></ul></ul><ul><ul><li>Local advertisements and classifieds </li></ul></ul>
  9. 9. How Will WashtenawFamily.com Meet Those Needs? <ul><li>Camaraderie </li></ul><ul><ul><li>Adult and Kids Sections </li></ul></ul><ul><ul><ul><li>Simplified stories, Kid-Friendly events </li></ul></ul></ul><ul><ul><ul><li>All news stories will contain a hyperlink, linking to the “Kids Version” of the story, The Kid Konnection </li></ul></ul></ul><ul><ul><li>Family Event Calendars </li></ul></ul><ul><ul><ul><li>Customizable by type and date </li></ul></ul></ul>
  10. 10. How Will WashtenawFamily.com Meet Those Needs? <ul><li>Practicality </li></ul><ul><ul><li>Podcasts </li></ul></ul><ul><ul><ul><li>Types </li></ul></ul></ul><ul><ul><ul><ul><li>Daily top stories </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Spoken versions of stories on the site </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Original stories especially formatted for Podcasts </li></ul></ul></ul></ul><ul><ul><ul><li>Adults </li></ul></ul></ul><ul><ul><ul><ul><li>News can be taken on the go </li></ul></ul></ul></ul><ul><ul><ul><li>Kids </li></ul></ul></ul><ul><ul><ul><ul><li>Special kid-friendly versions easy to consume </li></ul></ul></ul></ul><ul><ul><li>Personalization </li></ul></ul><ul><ul><ul><li>Both adults and kids can choose how they want the site to look </li></ul></ul></ul><ul><ul><ul><li>Advertisements and classifieds tailored to individual tastes </li></ul></ul></ul>
  11. 11. The Behrman Family Saline, MI <ul><li>Mom- Aimee (35) </li></ul><ul><li>Dad - John (40) </li></ul><ul><li>2 Kids </li></ul><ul><ul><li>Zachary (7) </li></ul></ul><ul><ul><li>Riley (4) </li></ul></ul>
  12. 12. The Behrman Family <ul><li>Aimee </li></ul><ul><ul><li>Enjoys exercise, Sorority adviser, Interested in school board activities </li></ul></ul><ul><li>John </li></ul><ul><ul><li>Owns Necto Nightclub, enjoys travel </li></ul></ul><ul><li>Zachary </li></ul><ul><ul><li>Rides bikes, does karate, likes comics </li></ul></ul><ul><li>Riley </li></ul><ul><ul><li>Pre-school student, plays with legos, karate student </li></ul></ul>
  13. 13. The Moldenhauer Family Dexter, Michigan <ul><li>Dad - Scott (37) </li></ul><ul><li>Mom - Kate (34) </li></ul><ul><li>Two Kids </li></ul><ul><ul><li>Charlie (6) </li></ul></ul><ul><ul><li>Jessica (8) </li></ul></ul>
  14. 14. The Moldenhauer Family <ul><li>Scott </li></ul><ul><ul><li>Reads the paper every morning, banker, reads The Wall Street Journal at work </li></ul></ul><ul><li>Kate </li></ul><ul><ul><li>Realtor (uses advertisements frequently), enjoys celebrity gossip and parenting tips </li></ul></ul><ul><li>Charlie </li></ul><ul><ul><li>Plays Little League, likes to play with trucks, enjoys hip-hop </li></ul></ul><ul><li>Jessica </li></ul><ul><ul><li>Likes Disney movies, figure skater </li></ul></ul>
  15. 15. Audience Behavior What We Think We Know <ul><li>Diverse interests </li></ul><ul><li>Want to spend more time together </li></ul><ul><li>Busy lifestyles </li></ul><ul><li>Want one place to acquire useful facts and opinions </li></ul><ul><li>Want local news and event information </li></ul>
  16. 16. Audience Behavior What We Need To Know <ul><li>Will we get the following that we anticipate? </li></ul><ul><li>Do those living in Washtenaw County want to be exposed to more local news than national news? </li></ul><ul><li>Will the kids respond to our model? </li></ul><ul><li>Will we eventually be able to institute a pay wall to increase revenue? </li></ul>
  17. 17. WashtenawFamily.com “ Bringing Families Back Together, One Desktop at a Time”

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