1. Kelly Geist Learning Center IMD213/Creative Strategy Brief
Situation - Kelly Geist Learning Center was established in Coal Township, Pennsylvania in May 2015 by Kelly Moore.
Kelly’s mission was to provide local parents with a safe, trustworthy facility that ensures their child’s development towards
school readiness, starting as young as six weeks old.
Because of the business’ success in 2015, it has expanded it staff by four teachers and 24 more children.
Kelly Moore needs a website developed for her business that will aid as a promotional and informative tools for parents to
relieve some of the administrative work that has increased with her expansion.
Because the company is recently established, it is in need of a unique logo that the community can identify the business
with.
Kelly Geist Learning Center will have a company logo, business cards, design and development of an interactive responsive
seven page website, and a mobile app. All designs will have a consistent logo, use of color and overall feel to create unity
and recognition.
KellyGeistLearningCenter.com will make it easier for parents to download and print documents needed for registration,
follow their child’s daily ciriculum and monthly events, and find answers to commonly asked questions.
The mobile application that will be developed for the center will include a categorized colorings, flash cards, and interactive
games section.
Objective - The website will be launch fully developed and functioning by April 30, 2016 and be coded in HTML5, PHP, and
styled with CSS. There will be SEO and Google analytics implemented in the site.
Google analytics will be used to determine user’s satisfaction with website’s content (Piersall).
The site will generate at least 15,000 visits per month, 35,000 page views per month, with an average session duration of
2:00 and bounce rate no greater than 25% per month.
The project will be professional quiality, with customized photographs and illustrations, and will not exceed a set budget of
$50,000.
Target Audience -
Demographics
Men and Women ages 18-50 with a greater focus on 25+.
All ethnicity.
Full-time employees.
Annual household income of $30,000+.
Geographic
Majority within 10 miles of Coal Township, Pennsylvania.
Psychographics
Working parents that take pride in their children’s
development, and pay close attention to the child’s care.
Strategy - Kelly’s pride in her business, passion for children, and value in her community has taken her center far. She
deserves to have these merits implemented into her projects.
This will be established by engaging users with a bright color palette, developing an easy to follow heirarchy navigation, and
offer a form for the ability to contact Kelly when needed.
The project agenda will be:
Week 1 - Approved style design and wireframe
Week 2 - Complete design comp will be agreed upon
Week 3 - Custom images will be corrected, manipulated, and designed and watermarked
Week 4 - Website is developed
Week 5 - Website is fully functional and ready for testing
Tactics - Kelly’ is hiring a professional web designer with creditable client references, experience, and excellent
communication skills.
The website will be clean, include the company logo, offer paragraphed details and descriptions, images, and medium
interaction for the user. There will be subtle multimedia sections added to the web pages as well.
Site will be tested by users with a variety of web experience for a week before live version is launched.
The app will be simple and clean, include the company logo, and have a higher interaction level for the user.
Christina Moore/Professor Hill/March 28, 2016
Piersall, Wendy. Google Analytics Pages Per Visitor and Average Length of Visit Reports. Dummies. Web. 28 March 2016.