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Workshop Worksheets for Website Relaunch

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A collection of worksheets created by The Main to be used in workshops in order to define the requirements of a relaunch of a corporate website in the healthcare sector.

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Workshop Worksheets for Website Relaunch

  1. 1. WORKSHEETS FOR WEBSITE RELAUNCH WORKSHOP IN THE HEALTHCARE SECTOR A collection of worksheets to be used in workshops in order to define the requirements of a relaunch of a corporate website in the healthcare sector. Created by The Main - a strategy consulting firm for digital marketing based in Hamburg, Germany.
  2. 2. BRAND & COMMUNICATION STRATEGY - WORKSHEET OVERALL BRAND VISION / OBJECTIVES: ............................................... ............................................... ............................................... NAME OF UMBRELLA BRAND: ...................... NO. OF PRODUCT CATEGORIES: .................. NO. OF PRODUCT BRANDS: ........................ BRAND MESSAGE: ............................................................... ............................................................... ............................................................... BRAND DESIGN ASPECTS: 1.) ........................................... 2.) ........................................... 3.) ........................................... 4.) ........................................... BRAND USP / POSITIONING: ................................................ ................................................ TARGET GROUPS: Consumer Short Description (gender, age) ................................................ ................................................ HCP Short Description (gender, age) ................................................ ................................................ MARKETING OBJECTIVES: 1. Brand Awareness 2. Customer Engagement 3. Education 4. Product Information 5. Online Sales 6. ................................ 7. ................................ 8. ................................ BRAND VALUES / ATTRIBUTES: 1.) ........................................... 2.) ........................................... 3.) ........................................... 4.) ........................................... MARKETING CHANNELS: a) TV b) Print c) POS d) Online e) .................................... f) .................................... ✔ XYes No BA Priority ✔ A B
  3. 3. FUTURE DIGITAL COMMUNICATION - WORKSHEET SEM DISPLAY ADVERTISING BRANDPAGE(S) SOCIAL MEDIA ONLINE PR HCP EXPERT COMMUNITIES SEM 1.Awareness / Traffic 2.User Engagement 3.Product Information 4.Lead to Sales 5.E-Commerce 6.Services 7.Loyalty 8.Advocacy OBJECTIVES PER CHANNEL ONLINE PHARMACIES CRM ECOSYSTEM DISPLAY 1.Awareness / Traffic 2.User Engagement 3.Product Information 4.Lead to Sales 5.E-Commerce 6.Services 7.Loyalty 8.Advocacy ONLINE PR 1.Awareness / Traffic 2.User Engagement 3.Product Information 4.Lead to Sales 5.E-Commerce 6.Services 7.Loyalty 8.Advocacy WEBSITE 1.Awareness / Traffic 2.User Engagement 3.Product Information 4.Lead to Sales 5.E-Commerce 6.Services 7.Loyalty 8.Advocacy HCP COMMUNITIES 1.Awareness / Traffic 2.User Engagement 3.Product Information 4.Lead to Sales 5.E-Commerce 6.Services 7.Loyalty 8.Advocacy SOCIAL MEDIA 1.Awareness / Traffic 2.User Engagement 3.Product Information 4.Lead to Sales 5.E-Commerce 6.Services 7.Loyalty 8.Advocacy ONLINE PHARMACY 1.Awareness / Traffic 2.User Engagement 3.Product Information 4.Lead to Sales 5.E-Commerce 6.Services 7.Loyalty 8.Advocacy CRM 1.Awareness / Traffic 2.User Engagement 3.Product Information 4.Lead to Sales 5.E-Commerce 6.Services 7.Loyalty 8.Advocacy Describe the desired role of online marketing channels in your whole marketing mix! .......................................................................................................... .......................................................................................................... yes no yes no yes no yes no yes no yes no yes no
  4. 4. PLEASE FIND A PICTURE, THAT REPRESENTS YOUR PERSONA! GENERAL INFORMATION Family status: Job position: Valued yearly net income: Place of residence: EVERYDAY LIFE & VALUES Please describe the daily routines of your persona! Which values are particulary important to him / her? (e.g. time with the family, self-realization, professional success, ...) MEDIA USE What digital devices is he or she using? What content does this person look for? What is he or she doing online? WORKSHEET CONSUMER PERSONA NAME OF CONSUMER / HEALTHCARE PROFESSIONAL PERSONA: INTEREST IN HEALTHCARE-RELATED TOPICS What health-related issues is this person interested in? What is he or she researching online? Is the person familiar with the brand? If so, which contact points does he / she have with the brand? 1 3 2 4
  5. 5. What is the goal this person wants to achieve on his/her journey? WORKSHEET CONSUMER USER JOURNEY NAME OF CONSUMER / HEALTHCARE PROFESSIONAL PERSONA: GOAL 1 USER JOURNEY TO WEBSITE On which digital channels does he/she get to the brand website? Discuss the steps, the person is taking to get to your website! USER JOURNEY ON WEBSITE What sections / website pages does the persona visit on the website? What content is he/she looking for? Step 1: 2 3 Desired Content: Website Page: Desired Content: Step 2: Desired Content: Step 3: Desired Content: Step 4: Desired Content: Website Section: Desired Content: Website Section Desired Content: Website Section: Desired Content: Website Section: Desired Content: Website Section: Desired Content:
  6. 6. What other requirements have to be taken into consideration? (e.g. market and global specifications) 1.) 2.) 3.) 4.) 5.) 6.) 7.) 8.) 9.) 10.) What contents, formats, features, functionalities do you as a BRAND MANAGER need on your website? 1.) 2.) 3.) 4.) 5.) 6.) 7.) 8.) 9.) 10.) What contents, formats, features, functionalities does your PERSONA expect on the brand website? 1.) 2.) 3.) 4.) 5.) 6.) 7.) 8.) 9.) 10.) 11.) 12.) 13.) 15.) 16.) 1 2 What specific legal market regulations must be considered regarding areas 1-3? 1.) 2.) 3.) 4.) 5.) 6.) 7.) 8.) 9.) 10.) 4 5 FRONTEND / BACKEND REQUIREMENTS - WORKSHEET What kind of CMS / organization / work- flows do you need to be able to properly work with the new brand website? 1.) 2.) 3.) 4.) 5.) 6.) 7.) 8.) 9.) 10.) 3
  7. 7. THE MAIN GMBH Holstentwiete 15 D-22763 Hamburg +49 (0) 40 29 81 20 77 40 info@themain.de

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