The document outlines the goals and vision of the website ashestophoenix.com, which aims to integrate social responsibility and branding. It does this by connecting organizations with social projects in need of funding and then promoting the projects through earned media like social media. This helps build goodwill for the organizations and strengthen their relationships with communities. An example is provided of how they helped a food company repair its brand image after a contamination issue by funding and promoting an anti-hunger project. The document also discusses the intended audience, user scenarios, competitive landscape, planned site content and functions, and outlines for the site structure and visual design.

1. www.ashestophoenix.com Made by Design DocumentHitesh Malhotra<br />1. Site’s Goals<br />The primary objective of ashestophoenix.com is to integrate Social Responsibility with Branding. In today’s era where communication has become more interactive and consumer has greater expectations, we provide an alternate touch point to increase brand goodwill and stronger community relationship with the target consumer. In earlier days, marketers used to employ the famous funnel metaphor and a mix of paid media-push and viral marketing to build brand awareness and drive consideration to purchase their products. However, with the evolution of Web 2.0 and Social Media, the way brands are propagated has changed drastically. The focus has shifted from owned media to earned media. The consumers have open forums to criticize, evaluate, bond, endorse and relate to brands. This is where our organization assumes a critical role. Through our extensive partner networks, we present a plethora of community and social projects to the organization that are yet to tap the routes of sustainability and corporate citizenship. Once the projects get acceptance and the necessary funding, we become the voice of the organization, promoting positive publicity in all forms of media with special focus to social media. We will upload videos, articles, journals and web links that will highlight the community development facilitated by these projects. Through the execution of the projects, we will ensure that our clients get maximum positive exposure at all stages of the consumer’s decision journey.<br />In simple terms we act as our client’s brand custodians and promoters in the world of social media. <br />1.1 Mission Statement <br />At Ashestophoenix.com, our roadmap starts with our mission, which is enduring, but noble. It declares our purpose as an organization that bridges the evident but unmeasured relationship between communities and brands.To engage the brands in community building and social innovation to promote an overall win-win situation for the organization and the people. We strive to generate brand goodwill that is real, high quality and truthful. In addition to enhancing community relationship and brand awareness, we will ensure that the social projects are global, relevant and beneficial to the greater stratum of the society.1.2 Our Vision Brands: Benefit through a true and transparent dialogue with the people.Consumers: Bring to the people the initiative of community development and support to reward them for their loyalty and patronage to the brands.Productivity: Be a highly effective, transparent and faced paced organization to deliver optimum results in minimum time.<br />2. User Experience<br />2.1 Audience Definition<br />Corporate

2. Non Profits

3. Partner Networks