3. INTRODUCTION
We propose a strategic BDS website refresh in a 2-step approach to regain traction in the digital space in 2015, as well
as re-position the BDS digital brand strategy for 2016 as a retail marketing thought leader.
Our objective is to bring the BDS family of brands together as one voice, one vision, and one company in 4th quarter
2015, while simultaneously building content authority through blogs, case studies and industry news for phase 2 in
2016. Both phased approaches will be in line with the BDS branding standards currently established and the UI/UX
will support modern technology requirements and collapsed view ports; ultimately creating a seamless and responsive
environment within all devices.
Roll Out Period: June - Sept. 2015
view calendar on page 15
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4. 2015: DIGITAL STRATEGY Phase 1
Our objective is to update the BDS website to launch in 4th quarter 2015. This strategy will present a unique approach
in bringing the family of brands together in one voice, while further positioning the BDS brand strategy in a contemporary
fashion. The brand strategy on the homepage header will support the results of increased ROI and customer traffic as
the by-product of the BDS core solutions and further service offerings.
Roll Out Period: June - Sept. 2015
view calendar on page 18
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5. DIGITAL STRATEGY: FIRST TIME USER ENGAGEMENT
A popup will greet all first time visitors who land on BDSmktg.com. Channel Partners and RMSe domains will further
redirect to BDSmktg.com. Once a user has visited the site, a cookie will be stored and the popup will not be viewable
again until either the user clears their cache/cookies, or uses a device that has not yet cached the visited domain.
Purpose:
Introduce BDS family of brands together in one voice, one vision, and one domain.
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6. DIGITAL STRATEGY: HOMEPAGE COMPOSITION
Objective:
Create a strong focus on information hierarchy that will introduce the brand through a new voice, visual hierarchy, and
further supported by a strategic brand video* showcasing a unique service value. The bottom fold will continue driving
the new brand position by displaying individual service listings under each core solution. This will allow the user to better
understand the core solutions and the services in which to engagement with.
Areas Of Importance:
1. Primary: Brand promise
2. Secondary: Quick contact form
3. Tertiary: Core Solutions / Services interactive piece
* Proposed asset by WB
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7. CONT PHASE 1: Homepage Breakdown Above Fold
The layout will introduce a the new content structure and hierarchy. This layout and overall composition is best served
not only to each core solution and service listing, but most importantly supported by a modern and responsive web
environment that is supported on all devices.
Example View: Desktop, Tablet Landscape
Areas Of Importance Above The Fold:
1. Sticky Navigation Menu
2. Core Solutions
3. Services
4. Brand Promise / Hook
5. Brand Video *
6. Quick Contact Form
* Proposed asset by WB
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1 2
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8. CONT PHASE 1: Homepage Breakdown Below Fold
The new brand position will reside in the middle of the page and introduce the core BDS solutions. The hierarchy will
introduce each core solution, followed by interaction a user can engage with to build a custom inquiry submission.
Example View: Desktop, Tablet Landscape
Areas Of Importance Below The Fold:
1. BDS brand position
2. Core Solutions
3. Service Selector (build a plan)
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1
2
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9. CONT PHASE 1: Brand Navigation Structure
A sticky navigation bar will reside on the website, this navigation will follow a user during scroll events and help the over
arching user experience as the brand position moves into 2016.
Objective:
Create a navigation structure that visually supports a new hierarchy of information, driven by the new BDS position.
Example View: Desktop, Tablet Landscape
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10.
11.
12. 2016: DIGITAL STRATEGY Phase 2
Moving into 2016, the objective becomes to transition the BDS website into a thought leader engine, becoming a
trend setter and recognized industry leader in retail marketing solutions, while further driving forward thinking ideas and
solution oriented retail marketing campaigns within the current core solutions offered. The drive of this approach is to
present website users with what’s new, what’s industry trending, and what retail marketing needs should be identified
for the customers of tomorrow.
The digital strategy in 2016 will shift from a contemporary, end-customer experience position; and transition to a modern
layout showcasing BDS marketing solutions, supported with current market trends and topics, with annually updated case
study results based on the new BDS brand position.
Roll Out Period: TBD on approval
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13.
14. CONT PHASE 2: Mobile Layout / Navigation Breakdown
As users visit the website across different devices, the purpose remains dedicated to the overall user experience. In order
to effectively execute the navigation strategy, we will need to begin breaking down the experience on smaller devices.
Objective:
Create the structured navigation to be accessible on
all devices, without creating a negative user experience.
Example View: Tablet Portrait, Mobile Device Portrait
Areas Of Importance:
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Brand position statement and CTA to
further introduce the full service suite
Main navigation
fly out button
Further engage a user to swipe
down the screen, also supporting a
integrated solution approach
Case study call out
Single most recent blog call out
15. CONT PHASE 1&2: Mobile Layout / Fly out Navigation Breakdown
The main navigation will now accessed through a menu icon in the top right. Also included: all main secondary
navigation, and social media awareness. Each brand will remain prominent in the lower menu for seamless page
jump transitions. Subsequent links will be found in the footer as a global element throughout the mobile experience.
Objective:
Create a seamless and uniform mobile navigation hierarchy
Direction:
Organize primary links in a mobile environment which allows the user to
easily control their experience without a mouse.
Example View: Tablet Portrait, Mobile Device Portrait
Areas Of Importance:
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Brand navigation bar minimizes
to only logo and close option
Main navigation
button close
Social Media engagement
also included in fly out navigation
Sub navigation items are
recognized by a right arrow
16.
17. BRAND DOMAIN ROLLOUT: CALENDAR
The design examples presented showcase how each brand will become unified under a single BDS brand position.
We believe both of these layouts best represent a solution that includes necessary information about the new brand
strategy, while in a format that does not require a user to re-learn a conventional layout when visiting a website for the
first time. Each layout also supports a refreshed brand position as we position BDS as the primary domain and service
suite in 2016.
End Goal: Create a digital experience that best supports each core solution on all devices.
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18. BRAND DOMAIN ROLLOUT: CALENDAR
Completing a phase 1 rollout by Sept. 1st 2015 will be contingent on approval dates and the necessary time to design,
developed, Q/C test, debug and release the BDS website respectively. Our final approval dates needed in order to
successfully complete our forecasted launch date are below. Phase 2 implementation will be discussed at a later time.
Approvals: Dates are contingent on necessary approval stages with a hard design approval date on June 19th
followed by a final development link approval no later than August 31st.
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Enter Development by June 19th
JUNE JULY
Testing, /C, Debugging
AUGUST
Internal Development Link(s) Review
SEPTEMBER
LAUNCH
