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Semelhante a Website kickoff creative-brief (20)
Website kickoff creative-brief
- 2. Confidential and Proprietary © 2013 Robbins-Gioia, LLC
Topic Details Leads Discussion Time
Introduction and
project scope
Boscobel/RG partnership
Current project includes:
• Supporting fact sheets
• Expanded color palette
• Website design for RG Group (holding
company), Robbins Gioia (government),
RG Performance Group (Commercial)
• Web page designs will be provided to RG as
layered Photoshop files for slicing/coding
Steven 5-10 min
Site Map/Content
Discuss preparations for messaging/content.
Discuss options for organizing the sitemap.
Christian 25 min
Creative
Requirements
Boscobel and RG have prepared a creative brief.
Discuss brief, key questions, and requirements.
Boscobel 25 min
Timeline/Schedule
What are the milestone reviews that will involve
stakeholders? What is the approval process?
Boscobel 25 min
Wrap up Boscobel/RG 5 min
Agenda
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- 3. Confidential and Proprietary © 2013 Robbins-Gioia, LLC
Target Audiences
Who comes to our website
• 60% of visitors are potential recruits
• Remainder:
• Clients/potential clients
• Partners
• Research organizations
• Competitors
We should keep all types of visitors to our site in mind.
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• What is the company’s challenge?
• The current website isn’t an accurate reflection of Robbins-Gioia’s culture, people, client
approaches, or solution sets.
• It is lacking the desired “brand” of being a thought leader—a true legacy and the foundation
of the company.
• The site needs to better portray that Robbins-Gioia is not about staff augmentation, but
rather solving clients’ problems. . . before they are their problems. Robbins-Gioia brings
program management approaches to advancing concepts (Agile), technologies, latest
imperatives (Cyber, Big Data, Smart Grid), and offerings (HCM, OCM, etc.).
• Robbins-Gioia may leverage Performancefactors.com (placeholder for collaborative idea
sharing) and Performance Institute/Applied Strategic Management Institute –a frequent
partner that researches/creates awareness of new, keen ideas – and PMs ability to help evolve
them challenges.
• The current site is missing the modular/expandable Web presence desired to portray the
relationship for RG Group (holding company), Robbins Gioia (Government services), and RG
Performance Group (Commercial services, possibly including PMTelco).
Part One: Situation
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• TheTarget Audience: Recipients of the Communications: Define the audience (by
individual’s position or role and by their organization) and message for each.
• Clients/Potential clients:To recognize Robbins-Gioia is not just about augmentation, fulfilling tasks.
The value is how they look at the big picture (e.g., holistic view to achieve the outcome, working with
clients to help them get farther ahead then they realized possible) through their program and project
management skills, process, technologies.
• Partners: Robbins-Gioia looks to bring a larger solution to clients’ needs and continually looks for
partnerships to help bring different perspectives, innovation (tools/processes), and, who at
appropriate stages, they mentor.
• New Recruits: If you have strong values, are looking for a diverse culture, and exciting work for clients
who need efficiencies, better performance from existing operations, large transformations – to
include technology acquisitions to support, and alignment portfolios for mission/goals/outcomes,
check out opportunities at Robbins-Gioia.
• Robbins-Gioia wants to be mindful of all visitors to the site. 60% of visitors to the site are
looking for jobs.The messaging will be focused on potential clients, as well as those looking for
thought leadership in the fields we represent.
Part One: Situation
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• What is the audience’s problem that the project must address?
• The overarching problem is the value placed on program management (PM) skills. In large
part, government feels that PM is merely a repository for staff augmentation.
• The PM field has become so broad and diluted—and easy to become certified in—that the
skills of a program manager are more and more in question. Some in government
procurement/contracting believe PM should be a government-resident skill. (Example: It is
often heard that you can no longer contract PM out because you never know what you will
get in terms of skills/reliability.). Government has been asking for everything from
administrative support, e.g., take minutes during meetings (bad), to the other end of
designing enterprise architectures, providing systems integration, scheduling, cost
management, and risk mitigation (good).
• There are certain services that Robbins-Gioia’s audience is looking for to meet their needs.The
site must provide a system to show how the solutions of Robbins-Gioia align to fill
expected/desired needs.
Part One: Situation
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• The Company’s Objective:What do we want the audience to think, feel and do?
• Clients must see how Robbins-Gioia’s solutions fit their needs and solve their problems and
have a clear picture of the Robbins-Gioia story—who Robbins-Gioia is, what Robbins-Gioia
stands for.We must bring the perception of Robbins-Gioia as an innovator and thought leader
to life – ability to solve clients’ problems before they become problems.
• We want to invoke:
• Trust –best interest at heart and that the clients’ problems are Robbins-Gioia’s problems.
• Collaboration – Deeply-experienced and highly-skilled consultants willing to dive right in.
• Integrity – Delivering the absolute best for the client even if that means delivering messages that the
client doesn’t want to here – if it’s the right thing to do, they’ll do it.
• Recruitment: Doing work that matters while making an impact with the to grow
professionally and working with smart AND likeable people.
Part One: Situation
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• What is the audience’s perception of Robbins-Gioia/Performance Group or their
offering(s)?
• Robbins-Gioia: Founder – John Gioia, had a larger than life persona (now deceased), and
some of the former consultants have names that still resonate with clients and the
government community. The idea of outsourcing PM was a John Gioia and Jack Robbins
conception and providing high-quality PM services—at a premium—is how Robbins-Gioia is
known in government contracting circles.
• Robbins-Gioia used to go up against every major company; however, the reputation of the
firm has suffered in the past few years .
• Performance Group (there is no reputation). Robbins-Gioia had clients with General Motors
and perhaps Halliburton. They acquired Doreen Evans, a boutique requirements agency who
has clients in Mass Mutual and Financial Services. Under the Performance Group name, these
clients would not recognize the connection to the larger Robbins-Gioia (and why the
overarching Web design strategy and navigation structure is so important).
• Some may recognize Robbins-Gioia’s orange color branding or by the triangle designs as well
as by the names RG and Robbins-Gioia (which some find difficult to pronounce).
• Robbins-Gioia is known for being a “different” kind of consulting firm (e.g., friendly, honest,
approachable, client needs ahead of their own), and for having badged consultants that blend
in with the teams they work with (almost too well that they aren’t known for being Robbins-
Gioia employees).
Part One: Situation
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• Who are the competitors?
• Management Consulting:
• *Accenture Federal
• *Booz Allen Hamilton
• Deloitte
• *ICF International
• KPMG
• PwC
• Technology Providers/Systems Integrators
• BAE Systems
• CSC
• *IBM
• *SAIC
• *TASC
• Niche/Small Business
• Chevo
• *Evoke
• SiloSmashers
*Closer Competitors to RG
PartTwo: Competitive Situation
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• Promise:What does the company, product, or service claim to do for the audience?
• Robbins-Gioia is a trusted advisor to its clients; working to make them successful; solving
their problems before they are their problems. Clients need to continue to perform, or even
perform better, during times of reduced funding (and sequestration). Robbins-Gioia will help
them to think differently about how to accomplish their objectives in a smart, strategic way
that will work with reduced or limited resources. If responsive, flexible, creative, keenly-
focused advise and implementation is what you need – turn to Robbins-Gioia.
• Benefit: How will the audience benefit from taking action?
• The results of Robbins-Gioia’s work will:
• Help develop or improve program and project performances meeting the clients’ strategy, mission,
and goals on time and on budget.
• Ensure investments are well-made and prioritized with improved time of product delivery/outcome
delivery.
PartThree:The Strategy Statement or Proposition
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• What are the desired tone, manner and mood?
• Robbins-Gioia has an established culture that is best explained as one that is collaborative,
smart, innovative, one of partnership, highly-skilled, polished (but not arrogant or above
anyone else—approachable and satisfying to work with), and service-oriented.
• From a visual perspective, professional, clean, and high-end are words that describe the
preferred imagery.
• When using stock photos, avoid the use stock people sitting at desks, facing the camera, or in
a conference room/meeting session that feel too canned.
Part Four: Style
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• Coding from Photoshop files
• Home pages will take approx. 2 weeks from approval.
• Sup-page template will take approx. 1 week from approval.
• Sub-pages will take an additional 2-4 weeks to code following template completion.
Coding Schedule (RG)
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Notas do Editor
- Table Stakes
- As you know we had some background meeting, we aren’t trying to change that just now that we have that as our frame of reference
