Fitzgerald Publishing recently has contracted our research group to investigate and develop an interface for their entertainment database. The web presence would primarily be directed towards the Great Lakes region, and only focus on clubs, concert venues, theaters, and restaurants. The client states that their niche in the market will be their focus on expert reviews.

1. The Unity Group
Final Project
Fitzgerald Publishing Entertainment Directory Web Site
Matthew Pahls
8/9/2010
{brining people and product together}

2. Matthew O. Pahls: Final Project
August 9, 2010
Subject of Study

Fitzgerald Publishing
Customer Need
Fitzgerald Publishing recently has contracted our research group to investigate and
develop an interface for their entertainment database. The web presence would primarily
be directed towards the Great Lakes region, and only focus on clubs, concert venues,
theaters, and restaurants. The client states that their niche in the market will be their focus
on expert reviews.
The Unity group has been charged with the delivery of a rich user experience that will take
in full account of Fitzgerald Publishing, and their operational brand. The Unity Group has
notified Fitzgerald Publishing that their brand will need to adapt to the new web presence
Domain Information
Three Site Names: The names chosen will allow the brand to grow past the initial four
styles of venues that the system currently encompasses.
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destinationknown.com
pinpoint-entertainment.com
decisive-entertainment.com
Be mindful that the scope of the venues can continue to grow, but it is very important that
this growth doesn’t get out of control. Losing sight of the original directive for the
entertainment directory can impact the brand negatively.
NOTE: Along with the zip code search there will be DNS entries for each of our
participating locations. Each location will be accessible through proper URI naming
mechanisms.
Matthew Pahls
Online Branding
As Observed On Jun 26, 2010

3. Matthew O. Pahls: Final Project
August 9, 2010
Examples:
 cleveland.destinationknown.com
 destinationknown.com/Cleveland
Three Tag lines
 Entertainment Defined
 The Entertainment Destination.
 Answering your entertainment what-ifs
Brand Construct
Soul:

Properly informing the consumer about local entertainment
o The information will allow the consumer to make better decisions and inturn enjoy the experience much more.
Personality:
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Knowledgeable, Informative, Intuitive, Comprehensive, Well Organized, Trendy
These human like attributes allow people to quickly identify themselves with the
brand.
Brand Attributes:
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Accurate, Detail Oriented, Well Established, Professional
These attributes exemplify the brands core values and bestow a level of
creditability.
Promise:
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The best night out in your local area.
A memorable night out
Information is delivered by expert reviewers and comments are up to you the
consumer.
Matthew Pahls
Online Branding
As Observed On Jun 26, 2010

4. Matthew O. Pahls: Final Project
August 9, 2010
Voice:

Very professional trendy persona. This persona will be used throughout the brand’s
web presence. The persona must encompass both the personality and the brand’s
attributes. This will give the constituents a level to identify themselves with and
bring creditability to the brand. Couple the persona with an extremely detailed and
organized informational hierarchy the web presence will surely be a reliable source
of information.
Brand Composition
Position:
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The Brand is focused on informing the consumer of their entertainment choices in
an intuitive yet powerful way.
The power of the web presence will rely on how feature rich the environment will
be, and how intuitive these features are to the consumer
The constituent becomes more than a consumer and participates in the brand by
reviewing and commenting on their entertainment experience.
Name System:
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Naming the site is honestly the most important marketing decision that Fitzgerald
Publishing and the Unity Group is tasked with.
General naming conventions are not recommended, and traditionally brands have
used proper nouns for their names. Some of the best known brands in the world are
proper nouns not generic names. Getting a prospect to remember the brands name
is half the battle; the name is what will stick.
When there is a physical medium involved there are many clues that a consumer has
to aid in the decision making process. On the web that is no longer the case, and the
brand in many cases relies on the brands name.
The naming system will be delivered the same throughout all the web interfaces.
Destination Known (destinationknown.com) was conceived around the basis that
the end user ultimately wants one question answered. “What are we going to do?”
The domain name simply answers that question for the consumer.
The naming system is vital while the brand evolves. The naming convention will be
used until the brand has matured enough to be identified solely on its visual
identity.
Matthew Pahls
Online Branding
As Observed On Jun 26, 2010

5. Matthew O. Pahls: Final Project
August 9, 2010
Visual Identity:

A journey must have a destination so the visual identity will consist of a bulls-eye
offset (giving it a 3D feel) with an arrow sticking out of it. Since the visual element is
rather simple in stature people will easily identify with it. Since the brand is not
well established the naming element “Destination Known” will accompany the
visual queue throughout most of the web presence. The only time the two will not
be used in conjunction is when physical constraints would cause the visual element
to become cramped
o Example: mobile phone icon
Reason to Believe:
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Delivering the consumer the right information is the first element that will bestow
trust. The review system is how the customer will become and everlasting part of
the application’s presence. Couple both of those elements into the usable
environment and the constituents will have a meaningful web based application.
Fitzgerald Publishing needs to guarantee the accuracy of the information presented
in the web presence. Having accurate data is paramount in creating, maintaining
successful associations with the institutions that are represented by the brand.
Organizational Associations:
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Affiliate Program: Anyone with a website and a passion for entertainment in the
local area can become an affiliate with Fitzgerald Publishing. Filling out a simple
online registration form will allow the affiliate to couple with a very robust API that
makes extending the functionality provided by the entertainment directory
intuitive.
Facebook, Twitter, and Blogging: These externally facing elements bring life to the
Entertainment Directory and allow the brand to extend past the Fitzgerald
Publishing’s domain space. Bringing a social element to the table needs to have
proper planning and implementation in order for it to be a success. If done properly
this social media outlet will bring users inward to the directory and allow the brand
to extend its reach to new levels.
There will be a partnership with a local news broadcast where the expert for a given
area will present the viewers with a selected venue. This featured venue will bring
life to the presence, and creditability / personality to the person involved in the
reviews.
Matthew Pahls
Online Branding
As Observed On Jun 26, 2010

6. Matthew O. Pahls: Final Project
August 9, 2010
Venue Example
Typical Listing
Business Name
 Each organization will need to be easily distinguished when they are provided to
the consumer in list format the name of the company will be the primary means
of identification in that situation.
Contact Name
 Here the business will present the user with a viable source to contact an actual
person.
Address/Phone/Fax
 These elements will be used in either location, or communication facets.
Email and Web Site (when available)
 These elements allow the user to jump from the web presence into their selected
venue. These user movements will be accomplished by a new window. This way
the user still can easily return to the entertainment directory.
1-3 Photos
 These photos will give the user a visual sense of what the venue is offering.
Initial Review or story
 Here an expert gives the venue a proper review and presents their finding.
Food Served: yes/no
Food Type
 The venue can generate a list of all food, and beverage options available to the
consumer.
Matthew Pahls
Online Branding
As Observed On Jun 26, 2010

7. Matthew O. Pahls: Final Project
August 9, 2010
Additional Elements
Number of Theaters
 Which is playing what movie & time, number of seats left
Current discounts
 IE military discounts, matinee prices etc...
Sweepstakes
 Rules and regulations
Public web cameras (yes / no)
 For users that want to see the venue in real time.
Online ticket purchase (yes / no)
One-click ticket purchase available through affiliate program (yes / no)
 By setting up an online wallet the consumer has the ability to purchase tickets if
the venue is a paying affiliate that has taken advantage of this functionality.
Virtual Ticket Service (yes / no)
 This service allows users with smart phones to have their online purchase
scanned upon arrival instead of having a physical ticket present.
Valet Service (yes / no)
 For our users that have physical ailments this service will be free of change
 This service will be a nominal fee for any other constituent.
Affiliate (yes / no)
 The venue has the ability to participate in the affiliate program. This program
allows the business to integrate into the rich environment created by Fitzgerald
Publishing.
3D (yes / no)
 Does the venue offer 3D screen options for their cinematic displays?
iMAX (yes / no)
 Does the venue offer iMAX for their cinematic displays
Direction to the location (provided via Map Quest)
 These can be sent to a phone, email, GPS, or even to your vehicles On-Star with ease.
Matthew Pahls
Online Branding
As Observed On Jun 26, 2010

8. Matthew O. Pahls: Final Project
August 9, 2010
Enhanced User Experience
Original Feature:
Mapping / GPS element
 Through a partnership with Map Quest and their mobile application Fitzgerald
Publishing has acquired direct programmatic access and can leverage the power of
Map Quest from within the brand. The feature allows the user to not only plan out
their experience, but literally map the trip and deliver it in a multitude of formats
(phone, email, GPS On-Star). Taking frustration out of finding the location and
allowing everyone to simply enjoy the experience.
 Having any feature that relieves any burden off the patron can and does have a
profound impact on the brand. Elements like these build brand acumen and deliver
on many of the brand’s promises.
Original Feature:
Virtual Check-in / Ticket Purchase
 The any member listed in the entertainment directory has the ability to take
advantage of this free service. The entertainment venue must have the ability to
take information over web transmission and be able to process the transaction.
This service can range from setting up a reservation to actually purchasing tickets to
an event.
 Fitzgerald Publishing has a predefined set of transaction styles that the partnering
system must accommodate to in order to take advantage of this feature. Before this
feature is enabled the engineering staff at Fitzgerald Publishing must adequately
test the service for proper functionality. Failure to meet these requirements and/or
abuse this partnership is punishable by law.
Matthew Pahls
Online Branding
As Observed On Jun 26, 2010

9. Matthew O. Pahls: Final Project
August 9, 2010
Content Usage Guidelines for 3rd Party Sites | Information Product
Concept
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The 3rd party in question must fill out, and be approved API level access to the
entertainment directory.
The data presented to the 3rd party site must not be altered in any fashion or the
association will be terminated and the 3rd party site will be prosecuted based on
the terms set forth by the partnership agreement.
There are two levels of API access
o Free membership
 This limited functionality gives the 3rd party access to many of the
informational elements at an XML / RSS level. There are no high level
elements provided by the API with this membership. The information
is guaranteed accurate, but there is no service level agreement with
this association.
o The only information provided at this level is exclusively the editorial
reviews. There will be no customer feedback provided at this level.
o Paid membership
 This level of membership the 3rd party site is given all the benefits of
the free membership and an addition to the following
 24hr 365 day support on the API
 Access to all the information within the entertainment directory.
 Access to the web based widget gallery. This gallery allows a 3rd
party site to simply select the information they need and copy and
paste HTML that can be embedded into their site. This information is
updated on the fly with no intervention on their part.
Rich Media Element:
A mobile experience
 The standard web presence will be built and optimized for a magnitude of mobile
web browsers. Based on the size of some mobile screens some functionality may be
excluded from the user. The overall experience will still warrant the users’
expectations to locate and be entertained.
 For our smart phone consumers there will be a mobile application available for
download on an array of platforms (Apple Store / Google Marketplace / Blackberry
Store). Each application style will be highly tuned to the platform in which it was
developed. These mobile applications will possess a truly unique experience the
user can only find by obtaining these applications.
 Piggybacking off the mobile application our consumers using Android (Google’s
mobile platform) will have the ability to download theme libraries that also possess
a wide array of widget galleries that bring the power of Destination Known and
Google together.
Matthew Pahls
Online Branding
As Observed On Jun 26, 2010

10. Matthew O. Pahls: Final Project
August 9, 2010
Interactivity
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Brands with an online presence live and die by their level of interactivity. Giving the
consumer a way to interact with the brand through various levels of manipulation
gives the perception that they become part of the brand.
Since Fitzgerald Publishing is rooted in a print form of medium they will have to
step outside their comfort zone of that realm because what works for one medium
in some cases will not work for others.
o Case-in-point: The entertainment directory’s database has a much
normalized format in its schema’s structure. If the presentation level had
been taken into consideration from the start the underlying structure would
have been optimized for quick, reliable, and transactional layers of
interaction.
The directory’s interactions need to be able to accurately predict behavior overtime
and be able to suggest to the user an experience. Not true artificial intelligence but
giving the user that sense of personalization will deliver many of the brands
promises.
Matthew Pahls
Online Branding
As Observed On Jun 26, 2010