1. Patty’s Pet Care

2. Statement of Work
Client: Patty’s Pet Care
0 Primary Contact: Patty Perty
Service Provider: LRH Web Design, Inc.
0 Project Team: Hannah Erickson, Luisa Eding, Reuben Rova
Project Name: Patty’s Pet Care Website
0 Project Type: Business website and blog
Website Details Summary
Name of the Website: Patty’s Pet Care
Website URL: pattyspetcare123.wordpress.com
Website slogan/tagline: The Friendliest Pet Service in Vancouver, Washington
WordPress Theme: Vigilance
Nature of the website (Purpose):
A business website for Patty’s Pet Care, including information on the business’s services, basic
information about the business, as well as an interactive blog where Patty’s Pet Care staff can offer
advice and observations about pet care and answer questions from visitors.
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3. Statement of Work
Target Audience:
This website is aimed at pet owners in the greater Vancouver, Washington region. Target demographic
is middle class or above, as grooming and pet day care tend to be luxury buys though they are often not
seen this way by the purchasers. These customers see purchases as appropriate care for their pets,
whom they consider members of their families. As a result, they are deeply invested pet owners. This
demographic includes both single professionals (who often need help with daily or travel pet care) as
well as families (who may be more interested in grooming and training services).
Project Goals Summary:
1. Position Patty’s Pet Care as the premier provider of pet grooming, training, boarding, and day care
in the greater Vancouver region.
2. Position the staff of Patty’s Pet Care as experts in the field of pet care and active members in the
greater Vancouver pet-owning community (key message).
3. Promote Patty’s Pet Care services, events and specials
4. Differentiate Patty’s Pet Care from generic pet stores and from pet-supply stores.
Design Summary:
A full-scale web design hosted on WordPress.com, including graphic design, templates, content
architecture, special features and social media integration.
Timeframe to complete project:
LRH Web Design will present a first draft of the website on March 13, 2012 to the client and usability
study group. The Project Team will create an internal editorial calendar and progress meetings will be
held twice a week. The first revision is included in the original fee; subsequent revisions will be
accommodated on an hourly contract basis.
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4. Statement of Work – Goal Strategy
Goal 1: Steps to establish Patty’s Pet Care company’s position
0 Mission (to provide top-quality pet services by expert and caring staff to the Vancouver, Washington, area)
0 Visual (Appeal, colors, relevant content, imagery)
0 SEO/Statistical tracking
0 Community involvement (sponsorship)
0 Resources/Links
Goal 2: Steps to demonstrate staff position as expert
0 Authors, contributors
0 Bios
0 Regular blog posts by staff members on pet care topics
0 Content on Services and About pages and sub-pages that highlights expertise of staff
0 Help and Tips section
Goal 3: Steps to promote Patty’s Pet Care services, events and specials
0 changing content
0 Calendar of Events
0 Facebook, Twitter, potentially FourSquare
0 Comments and contact
0 RSS feed
0 Trackbacks and pingpacks
Goal 4: Steps to differentiate Patty’s Pet Care from the competition
0 Blog format with archives
0 Friendly, caring and knowledgeable content (Your pets are our pets)
0 Our friends (pet and owner gallery)
0 Community involvement
0 24 hr online webcam (pet owners can monitor pets)
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5. Statement of Work – Design Strategy
Design Strategy Specifications: Design should reinforce the message that Patty’s Pet Care is a good place
to take one’s pets. Visitors to the site should feel reassured through design and content that staff are both
friendly and professional, as well as experts in their field.
0 Design Architecture: Structure is designed to make the wide variety of pet services provided by Patty’s
easily navigable and understandable through a drop-down “Services” menu on the main nav bar. Key
areas of concern for pet owners (health/hygiene, behavior, etc.) are included in categories list to help
visitors find answers to their questions before calling staff. Tags further allow visitors to drill down to
their specific type of pet or type of service desired.
1. Sitemap (hierarchy)
2. Wireframe
3. Navigation Strategy and Elements
4. Categories & Tags
0 Content: Visual design is clean and professional with friendly touches in both imagery and text to
reinforce the message that Patty’s Pet Care is a safe and professionally staffed destination for
customers’ pets. Blog posts by staff members help position staff as experts in the field of pet care, as
well as friendly individuals who love pets. Words like “friend” and “family” and phrases like “your pet’s
home away from home” will be used repeatedly to reinforce the image of Patty’s Pet Care as a warm and
welcoming place for one’s pets. Pages contain information regularly asked via phone by potential
customers at present time, including pricing, hours, types of services offered, and policies. A wide range
of animal images on the main page reinforce both Patty’s Pet Care’s love of pets and the large variety of
pets served by the business.
0 Visual Design (visual tone and site personality)
0 Pages
0 Blog
0 Imagery (videos, photos, etc)
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6. Statement of Work – Design Strategy
0 Customizations (special features) Through both visuals and text, the message of not just “pets” but
“variety of pets” will continually be reinforced. The header includes visual messaging (through use of
animal tracks) of the variety of pets Patty’s serves. It also includes key location/contact information so
that visitors will always know how to find and contact the business. Sticky posts promote ongoing
specials and current community-outreach projects.
1. Header (customized design)
2. Alert Message (Upcoming Events Notice)
3. Additional image link navigation (twin side widget)
4. Sticky posts
5. Slide show
6. Galleries
0 SEO
1. WordPress Statistics
2. Including phrases “pet services” and “Vancouver, Washington” in website tagline
3. Blog posts include many keywords and tags (attract visitors searching for specific pet advice)
0 Specific Projects (outreach)
1. Clark County Photographic Club
2. Pet Fund Kitty Drive (for needy pets)
3. Monthly “All Pets Chatterbox” meet-ups
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7. Statement of Work – Concepts
Navigation Pages
Wireframe  About
 Our Story
 Our Team
 Contact
 Event Calendar
 Gallery
 Our Friends
 Pets in the Park
 Help & Tips
 Policies
 Web
 Services
 Boarding
 Day Care
 Grooming
 Our Store
 Pet-Sitting
 Training
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8. Statement of Work – Screenshots
 Custom Header
 Tagline
 Horizontal Nav
 Copyright/Designer
 Search
 Alert Box – Events
 Disclaimer
 Gravatars (staff)
 Color Scheme
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9. Statement of Work – Screenshots
Patty’s Pet Care:
Sticky Posts:
 Specials
 Slideshow
Side Bar:
 Recent posts
 Categories
 Tag Cloud
 Follow Blog
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10. Statement of Work – Screenshots
Patty’s Pet Care:
Side Bar:
• Image Nav
• Post - video
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11. Statement of Work – Screenshots
Patty’s Pet Care:
Posts include:
• Articles
• Images
• Titles
• Links
• Tags
• Categories
Side Bar:
• Social Media
• RSS
• Meta
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12. Statement of Work – Maintenance
Site Maintenance:
As a self contained blog style, Patty’s Pet
Care website is easily sustainable. LRH
Designs will provide an orientation for
the Patty’s Pet Care staff members who
may be designated as Administrators,
Editors and/or Contributors. Staff
members will contribute content on a
regular and rotating basis. An internal
editorial calendar (private) will ensure
that content is updated in a timely
fashion.
Contract includes one hour of labor per
each three months for the next five
years. LRH Design will update theme
software and perform minor design
tweaks. Any additional work and
customization will be performed by LRH
Design on an hourly contract basis.
LRH Designs
March 13th, 2012
Patty’s Pet Care site
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