A Good Fit
Small- to medium-sized business
Values-driven (what they oﬀer and
how they oﬀer it)
Has a mix of marketing, educational
and communication needs
Looking for integrated services
Build from The User Out
It starts with website users,
not website builders.
Build a site that is usable and
accessible, to meet user needs.
This will ultimately meet
• browser and device
• maintainable and extensible
Gather information (discovery):
• understand the organization
and the brand
• visual language and tone
Surface all expectations:
• functional speci cation
• technical speci cation
What is the content you have to present?
What do you want visitors to know?
What do people look for on your site?
(They are coming for a reason.)
What content needs to be managed?
What changes? How often does it change?
Why does it change?
Content should be structured semantically.
Identi es the types of similar
content that exist on the website.
Collections recognize patterns
and turn content into data.
Data is more usable to web
applications, search engines
Design on the web
is an enhancement.
Design is presentation.
Design is technical.
Design + Development
Functionality built within
Bradley is a Zend Certi ed Engineer (ZCE) in Zend
Framework, with the honor of being the 14th person
in the United States to receive this certi cation.
Ensure accessibility and usability
Tested across browsers and devices
Getting It on Paper
Starts with information-gathering (discovery):
• who is this for? (audience, tone)
• where will they see it? (distribution)
• what do you want them to do?
Identify the speci cations:
• materials, substrate, process
What do you want
to tell your audience?
Why does it
matter to them?
Presentation of content
Easy to understand;
Showcases the brand
and reinforces the values
Release and follow-through:
• review by target audience
• mock-ups and proofs
• press checks
Printer as partner (another
• review the speci cations
• environmental/social impacts
of the paper and process
• high-quality production
• How many relationships do you need in order
to be successful?
• What is the measure of a successful relationship?
• With whom should you build relationships?
• How do they want to connect with you?
• What do they need to hear from you?
• What do you want to tell them?
Plan the work; work the plan
Of all the possible marketing activities,
which are most eﬀective?
Keep the list short;
do a few things very well;
say no to distraction
Use the best tools
Test, measure, evaluate
Additional work is at foundline.com
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