An introduction to
CreativeMediaMedia ProductionMarketingAccountManagementDigitalResearchSEO/PPCStrategy/ConsultancyPR(Online/Offline)Brandin...
The people behind Curve• Graham Stevens – Director– Formerly Director of Creative services and Business Development Direct...
A selection of our clients
Harder working websites• Website services– Online identity– Copywriting (tone of voice, key messaging, business values)– U...
Testimonials“I have worked with the founder of Curve interactive over a long period oftime.I have always found Curve’s wor...
Defaqto - Example of sitemap
Defaqto - Example of wire-framing
Defaqto mortgagecentre design
PruProtect website
AXA PPP Healthcare – Build your own poster
AXA PPP Healthcare – Build your own poster
AXA PPP Healthcare – Build your own poster
PruProtect and PruHealth Vitality calculatorsReward Partner Savings calculator
PruProtect and PruHealth Vitality calculatorsCashback Savings calculator
PruProtect and PruHealth Vitality calculatorsCashback Savings PDFDynamically generated using user enteredcontent
PruProtect and PruHealth Vitality calculatorsVitality status calculator
PruProtect and PruHealth iPad appsiPad app for PruProtect Account Managers and BrokersPruProtectVitality SavingsiPad Icon
PruHealth landing pages
U34cycling.com
Eastwaybikes.com
Kansi.co.uk
Youth Hostel Schools Landing page
YHA – home pages and video
YHA – Facebook and YouTube channels
YHA – Do it for Real
YHA – Do it for Real
Acorn Care and EducationOnline and offlinemarketing
Advantage Day Nursery
PruProtect competition website
Emails – launch andauto-response
„Chance to ride‟ competition banners
PruHealth blog – Word Press
3M testimonial“Curve are a very dependable agile agency that consistentlyproduces excellent work in often very short times...
3M Automotive Aftercare
3M Car Care website"best site in 3M anywhere" 3M client
3M Car Care YouTube channel
3M Ventureshield website
3M Ventureshield website
3M Train Solutions
3M Marine
3M Water filtration landing page
Best Western hotels
3M Ultrathon insect repellent
3M Ultrathon insect repellent - mobile website
3M landing page for mobile devices
Stoneleigh wines - mobile website
Oxford Said Business school
Tana Water website – T6 water dispenser‘Please pass on mythanks to your team. Youdelivered ahead ofschedule. Some kind ofr...
Gill Noble Insurance website
JD Travel Insurance Consultants
3M Novec newsfeed website
Ancestry.com
3M factory illustrations for online tutorial
3M online tutorial
Email that delivers• Email marketing– Strategy, including contact plans, segmentation, split tests on subject linesand „fr...
Mobile usage increasesSource: Litmus based on 1 billion email opens
Source: stylecampaign.comGuide to successful mobile email
RAC -Member welcome emailA single email wasdesigned and builtto work acrossmobile, using html5and CSS3, and alsodesktop.
RAC e-newsletterA single email wasdesigned and builtto work acrossmobile, using html5and CSS3, and alsodesktop.
RAC e-newsletter – March „12“Curve Interactive have beenextremely professional withthe work they undertook forRAC. They ha...
RAC fuel consumptionemail to membersThis email was turnedaround in double-quicktime to hit RAC‟sdeadlines.“Thank you for a...
RAC Spring rewardscampaign“Its great to see anagency on the frontfoot with this.Many thanks for allyour hard work”RAC Memb...
PruProtect emailsA single email wasdesigned and builtto work acrossmobile, using html5and CSS3, and alsodesktop.
PruProtect emails• We design and build andin fact broadcastPruProtect‟s monthlynewsletter and salesemails.
Broadband choicesemail templates
Broadband choicesemail templates
BroadbandChoices
Broadband choicesemail templates
BSkyB email communications„Overall, this email hasoutperformed anyexpectations. Well done!‟Email marketing manager, BSkyB
BSkyB landing pages
BSkyB email communications
Sky Protect product - email“We are seeing abrilliant % clickingthrough and convertingto a sale”Sky Protect (21/07/2009)
Sky Protect product – landing page
Sky Protect landing page(unique url from remote control stickers)
Sky Protect - Non-converter emailPeople that havedropped out of thesign-up process
RSPB – email communications• For the RSPB wesegmented their databaseto separate those thatwere members and thosethat were ...
Insurefor.com
The Specials email
The Specials referral landing page
The Specials re-mail
Wonga – email for the affiliates to use
Heath Farm email
Acorn Care andEducation email
Film and Video• Sales Promotion films• Product launch films• Video blogging films• Testimonial films• Recruitment films• E...
Offline collateral driven by online• Offline creative– Direct mail– Press ads– Envelope creative– Letterheads/ business ca...
Heath Farm Foster care collateral
Heath Farm Press ad
Full page press ad for Heath Farm
Heath Farm tri-fold leaflet
PDQit direct mail and envelope creative
Marketing collateralJD Travel ConsultantsLeaflet for placement inhospitals and charity receptions
Reed Business Information Inventory tip sheet pdf
New Scientist Acquisition campaignEmail Letter = DM piece (Post-It note desk organiser)
Reed Business Information rebrand –magazine cover-wrap
Campaigns that drive business• Marketing creative– Concepting, identifying key audience touch points and creating singlemi...
Pollutec video testimonials(expandable video banners)
XpertHR video testimonials(expandable video banners)
Search engine optimisation (SEO)On-page SEO• Title tag• Heading tags• Internal anchor text• Minimal external links• Alt te...
BloggingHaving a blog that is “remarkable” and “linkworthy” will increase thenumber of inbound links to your site.• You ne...
SEO: VideoThe very latest industry research predicts that by 2013 that over 90% ofall web traffic with be made through vid...
Paid search• Paid Search– Keyword and keyphrase strategy– Adword descriptions– Continued bid optimisation– Integrated with...
Google Ads
Thank youContact:Graham Stevens graham@curve-interactive.com M. 07973 750076www.curve-interactive.com
The Process• Kick-off meeting to discuss requirements• Focus groups/expert review (if appropriate)• Information architectu...
Information Architecture – our approach• Our starting point is to ask - who are the users of the site?• What do they want ...
The IA - working with you• The IA mission for the site is to redesign the structure of the information toget the connectio...
Customer Journeys
Audit of existing website (example)Hasting Direct Content AuditPri Sec Tert (including intra-content links) Relevance Page...
Sitemap as a diagram (Example)
Home page wireframe (Example)
The design process• In parallel with the IA stream, we‟ll present• 2-3 distinct, clearly defined, visual routes• We‟ll pro...
Copywriting and content
Tone of voice• Markets are conversations.• Markets consist of human beings, not demographic sectors.• Conversations among ...
This is how we do it….The Graphic Equaliser for LanguageYour corporate values
Content Creation• Our aim in creating content is always to be:• Clear• Concise• Consistent• Convenient• Customer-focused• ...
Search engine optimisation• Identifying keywords– Pages in scope– Google Keyword Tool– Keyword Spy• Placing keywords• In t...
Project Management• Remotely managed through our secure online project managementtool, Basecamp, with individual threads a...
Copywriting and content
Tone of voice• Markets are conversations.• Markets consist of human beings, not demographic sectors.• Conversations among ...
This is how we do it….The Graphic Equaliser for LanguageYour corporate values
Tone: Language: Sentences: Paragraphs: Educationallevel ofaudience:FamiliaritywithBrand /subject:InformalFormalNon-technic...
Content Creation – the Six „C‟s• Our aim in creating content is always to be:• Clear• Concise• Consistent• Convenient• Cus...
Project Management• Remotely managed through our secure online project managementtool, Basecamp, with individual threads a...
Change requests
Information Architecture – our approach• Our starting point is to ask - who are the users of the site?• What do they want ...
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Transcript of "Introduction to curve interactive i pad version"

  1. 1. An introduction to
  2. 2. CreativeMediaMedia ProductionMarketingAccountManagementDigitalResearchSEO/PPCStrategy/ConsultancyPR(Online/Offline)Branding &PositioningClearCastapproval& Station deliveryTV, Video& RadioGraphic Design/BrochurewareEmail marketingDigitalBannersWebsites /Social MediaSEO websiteoptimisationKeyword research/CopywritingPlanning / Buyingacross allmedia channelsMobilewebsites/appsUK Focus GroupsSurveysInternationalAgency PrincipalsTV/Posters/Press/Direct MailCloud-basedProjectManagementCampaignplanningCreativeMediaMedia ProductionMarketingAccountManagementDigitalResearchSEO/PPCCurve Integrated marketing
  3. 3. The people behind Curve• Graham Stevens – Director– Formerly Director of Creative services and Business Development Director at leadingdigital marketing agency Harvest Digital, before which he was Business DevelopmentDirector at top online design agency – Victoria Real.Early in 2007 Graham left Harvest Digital to set up Curve Interactive.– Graham has a wealth of experience overseeing successful online marketingcampaigns, and of building client relationships of mutual advantage.Over the last few years he has developed accounts with clients such as Tesco, Marks &Spencer, Norwich Union, Auto Trader, Thomas Cook, 3M, BSkyB, RSPB, Shelter, BreastCancer care, Pizza hut, and many more.• The teamComprises: A/c Managers, Copywriters, InformationArchitects, Designers, Developers, Usability experts
  4. 4. A selection of our clients
  5. 5. Harder working websites• Website services– Online identity– Copywriting (tone of voice, key messaging, business values)– Usability, Accessibility, information architecture– Design and development– Search engine optimisation– Social Networking– iPhone/iPad apps– QA testing– Maintenance– Hosting– Tracking
  6. 6. Testimonials“I have worked with the founder of Curve interactive over a long period oftime.I have always found Curve’s work to be of high standard, well projectmanaged, delivered on time and on budget!Curve interactive will always go the extra mile, whether it is to delivermore than was expected, or work all hours to get your project out on time.To sum up in one sentence. Curve interactive always delivers.”Matt PritchardHead of OnlinePruHealth
  7. 7. Defaqto - Example of sitemap
  8. 8. Defaqto - Example of wire-framing
  9. 9. Defaqto mortgagecentre design
  10. 10. PruProtect website
  11. 11. AXA PPP Healthcare – Build your own poster
  12. 12. AXA PPP Healthcare – Build your own poster
  13. 13. AXA PPP Healthcare – Build your own poster
  14. 14. PruProtect and PruHealth Vitality calculatorsReward Partner Savings calculator
  15. 15. PruProtect and PruHealth Vitality calculatorsCashback Savings calculator
  16. 16. PruProtect and PruHealth Vitality calculatorsCashback Savings PDFDynamically generated using user enteredcontent
  17. 17. PruProtect and PruHealth Vitality calculatorsVitality status calculator
  18. 18. PruProtect and PruHealth iPad appsiPad app for PruProtect Account Managers and BrokersPruProtectVitality SavingsiPad Icon
  19. 19. PruHealth landing pages
  20. 20. U34cycling.com
  21. 21. Eastwaybikes.com
  22. 22. Kansi.co.uk
  23. 23. Youth Hostel Schools Landing page
  24. 24. YHA – home pages and video
  25. 25. YHA – Facebook and YouTube channels
  26. 26. YHA – Do it for Real
  27. 27. YHA – Do it for Real
  28. 28. Acorn Care and EducationOnline and offlinemarketing
  29. 29. Advantage Day Nursery
  30. 30. PruProtect competition website
  31. 31. Emails – launch andauto-response
  32. 32. „Chance to ride‟ competition banners
  33. 33. PruHealth blog – Word Press
  34. 34. 3M testimonial“Curve are a very dependable agile agency that consistentlyproduces excellent work in often very short timescales.Graham and his team go the extra mile to understand therequirements and deliver work on time and to a highstandard. I am happy to recommend them to any Companythat is looking for an agile but safe pair of hands to help themwith their marketing and website needs.”James Simpson, eBusiness Leader
  35. 35. 3M Automotive Aftercare
  36. 36. 3M Car Care website"best site in 3M anywhere" 3M client
  37. 37. 3M Car Care YouTube channel
  38. 38. 3M Ventureshield website
  39. 39. 3M Ventureshield website
  40. 40. 3M Train Solutions
  41. 41. 3M Marine
  42. 42. 3M Water filtration landing page
  43. 43. Best Western hotels
  44. 44. 3M Ultrathon insect repellent
  45. 45. 3M Ultrathon insect repellent - mobile website
  46. 46. 3M landing page for mobile devices
  47. 47. Stoneleigh wines - mobile website
  48. 48. Oxford Said Business school
  49. 49. Tana Water website – T6 water dispenser‘Please pass on mythanks to your team. Youdelivered ahead ofschedule. Some kind ofrecord in my book! –which is fantastic!You are becoming knownas an outfit that candeliver on time regardless.The work is strong too.Something very rare thesedays.’Serge Millbank, CEO – Stream20
  50. 50. Gill Noble Insurance website
  51. 51. JD Travel Insurance Consultants
  52. 52. 3M Novec newsfeed website
  53. 53. Ancestry.com
  54. 54. 3M factory illustrations for online tutorial
  55. 55. 3M online tutorial
  56. 56. Email that delivers• Email marketing– Strategy, including contact plans, segmentation, split tests on subject linesand „from‟ lines, frequency and creative testing in general– Newsletters, sales emails and transactional/process emails– Brand, Tone of Voice, Copywriting– Design, based on best practice guidelines, addressing deliverability issues– Production of HTML and plain text variants, tracking tags etc.– Broadcast (including testing on multiple platforms)– Reporting (open rates, click through rates, conversion rates)
  57. 57. Mobile usage increasesSource: Litmus based on 1 billion email opens
  58. 58. Source: stylecampaign.comGuide to successful mobile email
  59. 59. RAC -Member welcome emailA single email wasdesigned and builtto work acrossmobile, using html5and CSS3, and alsodesktop.
  60. 60. RAC e-newsletterA single email wasdesigned and builtto work acrossmobile, using html5and CSS3, and alsodesktop.
  61. 61. RAC e-newsletter – March „12“Curve Interactive have beenextremely professional withthe work they undertook forRAC. They have been able tocome up with some ground-breaking techniques anddesigns that enabled RAC’semails stand out not onlyvisually, but also marking animpressive improvement inend user usability and overallcampaign performance.Alec Saiko, RAC emailmanager
  62. 62. RAC fuel consumptionemail to membersThis email was turnedaround in double-quicktime to hit RAC‟sdeadlines.“Thank you for all your hardwork on this, and quickturnaround times”Email marketing manager, RAC
  63. 63. RAC Spring rewardscampaign“Its great to see anagency on the frontfoot with this.Many thanks for allyour hard work”RAC MembershipProposition DevelopmentManager
  64. 64. PruProtect emailsA single email wasdesigned and builtto work acrossmobile, using html5and CSS3, and alsodesktop.
  65. 65. PruProtect emails• We design and build andin fact broadcastPruProtect‟s monthlynewsletter and salesemails.
  66. 66. Broadband choicesemail templates
  67. 67. Broadband choicesemail templates
  68. 68. BroadbandChoices
  69. 69. Broadband choicesemail templates
  70. 70. BSkyB email communications„Overall, this email hasoutperformed anyexpectations. Well done!‟Email marketing manager, BSkyB
  71. 71. BSkyB landing pages
  72. 72. BSkyB email communications
  73. 73. Sky Protect product - email“We are seeing abrilliant % clickingthrough and convertingto a sale”Sky Protect (21/07/2009)
  74. 74. Sky Protect product – landing page
  75. 75. Sky Protect landing page(unique url from remote control stickers)
  76. 76. Sky Protect - Non-converter emailPeople that havedropped out of thesign-up process
  77. 77. RSPB – email communications• For the RSPB wesegmented their databaseto separate those thatwere members and thosethat were not.• We then targeted the non-members with a salesemail, however we tested2 separate emails on 10%of the database. To 5%we sent a „direct ask‟email and to the other 5%a more newsy emailwhich showed themwhere the money wasbeing spent.• The second email faroutperformed the directsales one in term ofmembership sign-ups, and as a result wethen sent this email out tothe remaining database.
  78. 78. Insurefor.com
  79. 79. The Specials email
  80. 80. The Specials referral landing page
  81. 81. The Specials re-mail
  82. 82. Wonga – email for the affiliates to use
  83. 83. Heath Farm email
  84. 84. Acorn Care andEducation email
  85. 85. Film and Video• Sales Promotion films• Product launch films• Video blogging films• Testimonial films• Recruitment films• E-learning films• Corporate PR films• Internal communications films• “Facebook” and “LinkedIn” films• “About Us” films• Crisis communication films• “Powerpoint” films• SEO website ranking films• Portrait films• Experiential events and films• Conference films• TV and cinema films• Advertising films• Animations• Radio ads• Voiceovers• Even funny films……
  86. 86. Offline collateral driven by online• Offline creative– Direct mail– Press ads– Envelope creative– Letterheads/ business cards
  87. 87. Heath Farm Foster care collateral
  88. 88. Heath Farm Press ad
  89. 89. Full page press ad for Heath Farm
  90. 90. Heath Farm tri-fold leaflet
  91. 91. PDQit direct mail and envelope creative
  92. 92. Marketing collateralJD Travel ConsultantsLeaflet for placement inhospitals and charity receptions
  93. 93. Reed Business Information Inventory tip sheet pdf
  94. 94. New Scientist Acquisition campaignEmail Letter = DM piece (Post-It note desk organiser)
  95. 95. Reed Business Information rebrand –magazine cover-wrap
  96. 96. Campaigns that drive business• Marketing creative– Concepting, identifying key audience touch points and creating singleminded proposition– Online advertising (banners, overlays, interactive executions etc.)– Campaign micro sites and landing pages– Social networking– Promotions, games, competitions– Viral marketing
  97. 97. Pollutec video testimonials(expandable video banners)
  98. 98. XpertHR video testimonials(expandable video banners)
  99. 99. Search engine optimisation (SEO)On-page SEO• Title tag• Heading tags• Internal anchor text• Minimal external links• Alt text for images• URL structure• Keyword density• Creation of remarkable content• Easily shared content• Create videosOff-page SEOAccording to SEOmoz 70% of rankingmetrics relate to linksInbound Links:• Link building strategy, get links fromhighly authorative sites from the ISPindustry.• Guest blogging• Acquire same links your competitorshave• Submit articles to content aggregators• Create a useful widget/tutorial that islink-worthy• Create a „how to guide‟ on industryknowledge• Participate in conversations online inrelevant blog posts and forums
  100. 100. BloggingHaving a blog that is “remarkable” and “linkworthy” will increase thenumber of inbound links to your site.• You need to enable comment functionality and „sharing‟ buttons on your blog so itbecomes more „linkable‟.• Adding fresh content helps with SEO as Google crawls your website every time newcontent is added.• Allowing users to subscribe via email to your blog gives you permission to market totheir inbox directly in the future.
  101. 101. SEO: VideoThe very latest industry research predicts that by 2013 that over 90% ofall web traffic with be made through video.• At the top of almost every search you make now you will see a link to a Youtubevideo. As you‟re reading this article, take a moment to go over to Google and searchon a keyword for your industry. If you don‟t see videos at the top, then you have theopportunity to own that space.• We are currently developing a series of videos for a number of clients so that theycan „own‟ the space.
  102. 102. Paid search• Paid Search– Keyword and keyphrase strategy– Adword descriptions– Continued bid optimisation– Integrated with offline campaigns that may be running
  103. 103. Google Ads
  104. 104. Thank youContact:Graham Stevens graham@curve-interactive.com M. 07973 750076www.curve-interactive.com
  105. 105. The Process• Kick-off meeting to discuss requirements• Focus groups/expert review (if appropriate)• Information architecture/ Customer journeys• Copywriting (establish Tone of Voice and key brand messages)• Design• Integration with back-end• Evaluation
  106. 106. Information Architecture – our approach• Our starting point is to ask - who are the users of the site?• What do they want to do?• And – what are your stakeholder goals for the site?• A good information architecture will ensure that each different user groupcan find the content they need easily and clearly, in a way that makes senseto them – and meets your goals.• Right data at right time• Content & terminology appropriate to users• Take account of User‟s mental model• Reflected in the Identity design of the site• brand, personality• features that appeal to users• tone of language• trust
  107. 107. The IA - working with you• The IA mission for the site is to redesign the structure of the information toget the connections and relevancies right for the users.• After some preparation, we would hold an initial workshop with you/yourstakeholders to agree content areas and identify various links andconnections• Develop annotated wireframes for guidance to designers• Refine and agree these with you/ your stakeholders• Provide annotated wireframes for designers to use• Be available to verify designs within the design process
  108. 108. Customer Journeys
  109. 109. Audit of existing website (example)Hasting Direct Content AuditPri Sec Tert (including intra-content links) Relevance Page typeMotorbike Insurance Hub Note differences between this and the stand-alone HBT site, linked to from the homepage, which includes an additional Policy Wording PDFMotorbike Insurance ^Yamaha ??? Content Note comparison table elementSuzuki ??? Content Note comparison table elementBMW ??? Content Note comparison table elementKawasaki ??? Content Note comparison table elementHonda Bike ??? Content Note comparison table elementGet a Quote Utility Launches popupMotorbike Insurance FAQs Content Includes anchor questions at topHints and Tips Content, List Page of teasers, note all text is a link (no-no) and inconsistencies in copy/capitalisationSafe Biking ContentSafe biking tips ContentBike Safety, Maintenance, & Rider Schools ContentThe New Traffic Wardens ??? ContentSat Navs for your motorbike ContentScooter Insurance ContentTouring Bike Insurance ContentContact Us HygieneHome Insurance HubHome Insurance ^Get a Quote Utility Launches popupHome Insurance FAQs Content Includes anchor questions at topHints and Tips Content, List Page of teasers, note all text is a link (no-no) and inconsistencies in copy/capitalisationFalling House Prices ??? ContentCutting Cost of Home Insurance ContentBarbecue Safety Tips ??? Food safety ContentBuildings and Contents Insurance ContentKeeping children safe at parties ??? ContentDIY disasters ??? ContentElectrical accidents ??? Certificate needed ContentBuildings Insurance Contentinsure.co.uk Off-site linkContents insurance ContentContact Us HygieneBusiness Insurance HubBusiness Insurance no other types of business? ^Get a Quote Utility Launches iprism business insurance site (should we integrate?)Contact Us HygieneTravel Insurance HubTravel Insurance ^Get a Quote Utility Launches popupUK Travel Insurance ??? Same as travel insurance ContentColumbus Direct Launches Columbus Direct insurance site (should we integrate?)European Travel Insurance ??? Same as travel insurance ContentColumbus Direct Launches Columbus Direct insurance site (should we integrate?)Contact Us HygieneVan Insurance HubVan Insurance ^Vance Insurance FAQs Content Includes anchor questions at topHints and Tips Content, List Page of teasers, note all text is a link (no-no) and inconsistencies in copy/capitalisationVan Insurance Cover ContentThe Electric Van ??? ContentVan insurance UK ??? Same as van insurance ContentGladiator Link to Gladiator insurance siteCommercial Van Insurance ??? Same as van insurance ContentGladiator Link to Gladiator insurance siteContact Us HygieneClassic Car Insurance HubClassic Car Insurance ^Get a Quote Utility Launches iprism business insurance site (should we integrate?)Contact Us HygieneRetrieve a Quote Utility Launches popupAbout Us Content Includes YouTube nested videos (Hastings commercials)Terms & Conditions Content Includes anchor questions at topPrivacy Policy Content Includes anchor questions at topAffiliate Programme ContentRecruitment ContentSite Map Hub TBDHasting Direct Content AuditPri Sec Tert (including intra-content links) Relevance Page typeHome HomeCar Insurance HubCar Insurance ^See terms and conditions Hygiene Launches popupAudi ??? ContentBMW ??? ContentVauxhall ??? ContentFord ??? ContentFiat ??? ContentNissan ??? ContentPeugot ??? ContentHonda ??? ContentVolvo ??? ContentGet a Quote Utility Launches popupCar insurance FAQs ContentHints and Tips Content, List Page of teasers, note all text is a linkCar Safety for Pets ContentDriving in Ice ContentDriving in Winter Conditions ContentGeneral Car Maintenance ContentIn Car Entertainment ContentInsurance Companies Profit 2009 ??? ContentInsurance Over Easter ??? ContentKeeping Insurance Low ContentUsing mobile phones while driving ContentMOT ContentNew Cars ContentSafety Seat Check up ContentDriving in Fog ContentCongestion Charges ContentDavid James goes Green ??? ContentNew or Used Cars from Dealers ??? ContentOver 50s Insurance ContentSafe Driving can help you get cheap car insurance ContentCutting Cost of running a Car ContentDriving Abroad ContentAA Safety tips and Security ContentCar Insurance ??? ContentEnvironmentally Friendly Vehicles ??? Mixed ContentWomens car insurance ContentCar insurance UK ??? Same as car insurance ContentContact Us Hygiene
  110. 110. Sitemap as a diagram (Example)
  111. 111. Home page wireframe (Example)
  112. 112. The design process• In parallel with the IA stream, we‟ll present• 2-3 distinct, clearly defined, visual routes• We‟ll progress the chosen route through careful iteration, with regularfeedback, IA and stakeholder input• We‟ll incorporate usability, Search engine optimisation and best practicecopywriting (link - headline model)
  113. 113. Copywriting and content
  114. 114. Tone of voice• Markets are conversations.• Markets consist of human beings, not demographic sectors.• Conversations among human beings sound human. They are conducted in a humanvoice.• Whether delivering information, opinions, perspectives, dissenting arguments orhumorous asides, the human voice is typically open, natural, uncontrived.
  115. 115. This is how we do it….The Graphic Equaliser for LanguageYour corporate values
  116. 116. Content Creation• Our aim in creating content is always to be:• Clear• Concise• Consistent• Convenient• Customer-focused• Compelling
  117. 117. Search engine optimisation• Identifying keywords– Pages in scope– Google Keyword Tool– Keyword Spy• Placing keywords• In the metadata• In the links• In the page content• Internal & external links add weight to your ranking– Links must contain your search terms:» Get started with your Family Tree >
  118. 118. Project Management• Remotely managed through our secure online project managementtool, Basecamp, with individual threads as required, timelines andresponsibilities assigned.• Regular update meetings between key members of Curve and Ancestry• Availability with key personnel at all times• Version control, disaster recovery, risk management all built in
  119. 119. Copywriting and content
  120. 120. Tone of voice• Markets are conversations.• Markets consist of human beings, not demographic sectors.• Conversations among human beings sound human. They are conducted in a humanvoice.• Whether delivering information, opinions, perspectives, dissenting arguments orhumorous asides, the human voice is typically open, natural, uncontrived.
  121. 121. This is how we do it….The Graphic Equaliser for LanguageYour corporate values
  122. 122. Tone: Language: Sentences: Paragraphs: Educationallevel ofaudience:FamiliaritywithBrand /subject:InformalFormalNon-technicalTechnicalShort, punchyLong, complexBlock copyBullet pointPostgraduateKindergartenFamiliarUnfamiliarThe Curve Graphic Equaliser for Language
  123. 123. Content Creation – the Six „C‟s• Our aim in creating content is always to be:• Clear• Concise• Consistent• Convenient• Customer-focused• Compelling
  124. 124. Project Management• Remotely managed through our secure online project managementtool, Basecamp, with individual threads as required, timelines andresponsibilities assigned.• Regular update meetings between key members of Curve and Easynet• Availability with key personnel at all times• Version control, disaster recovery, risk management all built in
  125. 125. Change requests
  126. 126. Information Architecture – our approach• Our starting point is to ask - who are the users of the site?• What do they want to do?• And – what are your stakeholder goals for the site?• A good information architecture will ensure that each different user group can find thecontent they need easily and clearly, in a way that makes sense to them – and meetsyour goals.• Right data at right time• Content & terminology appropriate to users• Take account of User‟s mental model• Reflected in the Identity design of the site• brand, personality• features that appeal to users• tone of language• trust

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