Website Built Presentation
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This proposal summarizes the development of a new corporate website for Abjar Hotels. It recommends using WordPress as a content management system and outlines strategies for design, content, social media, email marketing and search engine optimization. Key aspects include developing two information architectures for business and employees, implementing a content strategy, executing awareness campaigns and measuring return on investment through web analytics. The proposal details project milestones, next steps and emphasizes launching integrated across communication channels.
![Competition Online situation analysis
(MAF)
Look and Feel
•Navigation simply arranged at top level to the four primary business leading to microsites for
each business with its own look and feel
•There is no clear difference between the home page, microsite landing page and inner page, all
feel the same making you wonder if you did click and go inside?
Content
•Making microsites for each business is a good idea isolating large sections of content that are
related however there is no option to navigate back to the home page or one of the other
business areas.
•Internally content seems sparse however it is not so. It is confusing as there is no basic
navigation to move across sections or within sections. One leads to another and from there you
may click on something and read more but there is no clear navigation to go back or directly
read other information within that section.
•There is too much level of hierarchy before we get to a look and feel that feels and operates like
it is for a complete section. E.g. Home Page for holding => Majid Al Futtam Properties (click on
one of the image boxes, not very obvious what to do)=> landing page for Shopping malls =>
Then you find that you are actually on the Micro site for properties that looks different from the
earlier page we went into and all information is available
•Social media completely missed
Usability
•Original domain is not working [majidalfuttaimproperties.com]
•Quite confusing](https://image.slidesharecdn.com/websitepresentation-140227071237-phpapp02/85/Website-Built-Presentation-25-320.jpg)
Website Built Presentation
- 1. Abjar Hotels – Corporate Website Proposal
- 2. About us We provide integrated creative solutions in marketing and advertising, with quality of service and faster turn-around, to deliver measurable returns on investment.
- 3. Our awards Interactive media awards Category : Best B2B website Client : Norton Middle East & North Africa Domain name : winamazingstuff.com Category : Best interactive website Client : Abri Domain name : abriband.com
- 4. Our clients
- 5. Our services
- 6. Our digital services Websites Micro-sites Banners Landing pages Branded content Email SMS MMS Widgets Social applications Online segmentation Social applications SN partnerships UGC sites, viral, video Blogs Podcasts WAP sites SMS/MMS campaigns Mobile applications Bluetooth Mobile content
- 7. Our work – Norton website ROI 57 % higher sales achieved
- 8. Our work – Al Yousuf Motors loyalty portal ROI Pioneer loyalty program for privilege customers & patrons, 15% increase in sales activities, month on month in the last 3 months
- 9. Our work – Gargash insurance
- 10. Our work – Social media
- 11. Our work – Social media
- 13. Our view of the brief Design and develop Abjar Hotels website to ensure that • It is easy to navigate, interactive and easy to maintain • Provides information to our target audience (clients & employees) • Informative portal • Design (fresh, user friendly) • Uses latest technology • Have easy to use content management system
- 14. Our target audience Clients - Business to Business Abjar hotels employees – Business to Employees
- 15. Communication strategy in phases Abjar Hotels Phase 1 Development of Corporate Identity Phase 2 Design & development of the website
- 23. Abjar hotels website design & build strategy
- 24. Competition online situation analysis
- 25. Competition Online situation analysis (MAF) Look and Feel •Navigation simply arranged at top level to the four primary business leading to microsites for each business with its own look and feel •There is no clear difference between the home page, microsite landing page and inner page, all feel the same making you wonder if you did click and go inside? Content •Making microsites for each business is a good idea isolating large sections of content that are related however there is no option to navigate back to the home page or one of the other business areas. •Internally content seems sparse however it is not so. It is confusing as there is no basic navigation to move across sections or within sections. One leads to another and from there you may click on something and read more but there is no clear navigation to go back or directly read other information within that section. •There is too much level of hierarchy before we get to a look and feel that feels and operates like it is for a complete section. E.g. Home Page for holding => Majid Al Futtam Properties (click on one of the image boxes, not very obvious what to do)=> landing page for Shopping malls => Then you find that you are actually on the Micro site for properties that looks different from the earlier page we went into and all information is available •Social media completely missed Usability •Original domain is not working [majidalfuttaimproperties.com] •Quite confusing
- 26. Competition online situation analysis
- 27. Online situation analysis (Mohd bin Haider Holding Company) Look and Feel •Traditional design style, not very exciting •Slightly crowded with the effort to present extensive information within the home page Content •Content is either incomplete or unavailable in important areas like tender and media •Repeated Menu Navigation leading to the same page => Multiple short content pieces are arranged in the same page and linked via menu items. This leads to ambuity. •Content is sparse for each individual section. •No emphasis on fresh content and increasing user interaction or visitor interest •Social media completely neglected •Stock photos represent a different people; the website contains photos that makes it seem that the organization is American and not Middle Eastern •Upcoming projects have no explanation, just a mock up image. No info is presented about what the project is about? where is it located? Etc. Usability •Slideshow repeated in all pages thus increasing load time •Easy navigation but too many menu items that lead to different areas within same section. It would have been better to eliminated the sub-menu items as they are all present in the same page for a menu.
- 28. Abjar hotels channel planning TV / Print / PR/ OOH / Abjarhotels.ae Employees intranet Content marketing SEO / SEM Employees forum Emailers/ web banners ENGAGING REACH
- 29. Abjar digital strategy Objective by increasing desired response Move Abjar website up on the awareness scale mindshare Online audience interaction / web visits Target wider markets SEO / SEM / Social media Increase in web traffic Information on product /services & offers Content updates Inquires/ sales
- 30. Retention strategy The below strategy is recommended once the Abjar hotels website is launched & to make sure our audience (external & internal) visits the page regularly & the drop out rate is minimum . Month 1-2 Feedback Email marketing campaign to understand perception of our existing / new customers about the new Abjar hotels website Address any issues immediately Month 3-4 Month 5-6 Interaction Please visit us online or on our social media portals and do a product review Loyalty program As a loyal Abjar hotel’s customer we would like to reward you (discounts / offers / freebees etc) Address any issues immediately *make new members join the Abjar hotels loyalty program Month 7-8 Cross sell / up-sell Encourage cross / up-sell
- 31. Content strategy Content fulfils many roles throughout the three phases of the digital strategy. Content will be responsible for the make or break of the Abjar Hotels brand, online. Content needs to fit the KUDOS structure to be relevant to consumers • Knowledge (informs me) • Useful (employees, careers, achievements) • Desirable (I am satisfied) • Open (always honest) • Shareable (easy to share / download)
- 32. Awareness strategy Objectives of Strategy: Make our audience : • Understand what we stand for • Showcase product and services • Product and services can be accessed 24/7 • Target a wider market
- 33. Awareness strategy Earned Media Social media Establish Facebook & Twitter strategies build on existing communities employ regional bloggers to experience Abjar products/services and write about it seed internal employee intranet forums with news / video / images / promotions ,communicate constantly…always. Paid media Deploy rich media banners …high impact / higher click through SEM Owned Media Website Intranet Database (existing and new prospects) Email marketing
- 34. Awareness through e-banner ads Recommended to have e-banner ads on the below portals
- 35. Awareness through search SEM Google SEM , recommended approx 1.5 million impressions recommended key words :Abjar hotels , Abjar resorts , Abjar clubs
- 36. Awareness through email marketing Email marketing campaign targeting employees, existing clients and new prospects Business to Business , total no of email shots : 30,000 Subscribers of the below magazines will be targeted
- 37. Awareness through social media The following social media mediums are recommended to increase web traffic
- 38. Our thinking – information architecture (B2B) Abjar hotels website will be in dual language (Eng/Arabic)
- 39. Our thinking – information architecture (B2E) Abjar hotels intranet will only be in English language
- 40. Home page design
- 41. Group profile page design
- 42. Management profile page design
- 43. News page design
- 44. Media gallery page design
- 47. Creative design option 2
- 48. Home page
- 62. Advanced technologies Human resource management software solution Solution orange HRM (www.orangehrm.com) Orange HRM offers the following : • Administration Module • Personal information management • Leave module • Time module • ESS module • Recruitment / application tracking module • Performance module Orange HRM comes in multiple flavors of which there is an open source community version & all the above features are satisfied within the open source. Demo : http://opensource.demo.orangehrm.com
- 63. Execution strategy Our methodology follows a phased yet interactive approach as explained below Discovery & feature meetings Information architecture Development Q&A / Testing Development Review This fits into the standard model of Discovery Creative design Training
- 64. Advanced technologies Content management system Abjar hotels website will run on the latest version of wordpress as a content management solution. This CMS supports complete responsiveness for both the front end and back end template The CMS also supports complete SEO friendly URL’s and content organization for SEO readiness The Abjar hotels website would be compatible with current standards XTML , HTML5 & CSS3
- 65. Advanced technologies Google API integration Maps / location of different Abjar properties, analytics, reporting, SEO/SEM friendly, keywords checking, web metrics
- 66. Advanced technologies Social media Social media – Fully integrated sharing of content, commenting on blog, Twitter feed updates
- 67. Advanced technologies Hosting A premium shared hosting package. Unlimited bandwidth, sub domains, email accounts, FTP accounts. SSL security certificate
- 68. Advanced technologies Maintenance - 1 year contract • Periodic security check • Uptime and utilization • Email account creation • Regular backups • Content population to beta server
- 69. ROI on your website The goal of any web presence is to improve the business as a whole and complement its offline marketing and sales efforts. In other words, help achieve maximum profitability. In order to do this, the online strategy must drive targeted traffic to the website, persuade users to take the desired actions, and use web metrics to analyze and measure user behavior.
- 70. Benefits of web metrics Visitor segmentation & clustering – This method can be used to identify who is • Browsing • Staying the longest • Coming back most often • Visiting particular sections of the website • Viewing certain content • Filling out inquiry forms Cross Sell / up- Sell of products and features Fall-out Analysis Optimizing internal search Search engine optimization (SEO) Optimizing homepage & Landing Pages Online Marketing Performance Management
- 72. Next step • Approve strategy • Define scope of work • Identify budget & delivery timeline • Commit team to deliver *Launch of the website, social media strategy needs to be reflected throughout all communication channels, let us know how can we help you with this.
- 73. Thank you