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Creative Proposal
A creative proposal may take on it's own characteristics depending upon the project, the client, purpose and the type of content necessary to communicate to the client. They can be made to look formal and contract-like or informal and conversational. The following outline gives a context to start from. You can alter in any appropriate way, where appropriateness is determined by the project, the client, purpose and the type of content necessary to communicate to the client as stated above. The outline states the informal step separated by an "or" and then the formal step.
 

Part I

  1. 1st Page Header (informal) or Cover Sheet (formal) 
  2. Design Project Topic or Executive Summary
  3. Site Purpose & Goals
  4. Business Objectives Related to the Goals
  5. Target Audience Profile or Marketing Segmentation Strategy
    • Audience
    • Profile
    • Buyer Behavior
  6. Site Plan and Parameters
    • Design Concept
    • Design Elements
    • Layout
  7. Diagnostic of Existing Site or Outline of Services to be Provided
  8. To Do List or Task and Timeline Chart
  9. Site Map (flowchart: includes page names and file names.html) 

Formal Proposals Should include the following:

Part II

  1. Content Map - key page mockups that show that page's content and how it interacts with other pages; include graphics, copy, etc.
  2. Interactive Prototype - Create any main folders; create the Site Map files including text links and page name; save each using the Site Map file name; check that it works; plan for navigation, submenus, any rearranging of content or page relationships, slash page and home page (add site map page?)
  3. Create a design Prototype - Using your color scheme, font, and basic design layout, etc.
    • create the graphics (background, buttons, menu bars, image maps, logo, icons, etc.)
    • create the home page and two or more main pages
  4. Fee Structure (what you will charge) - time, rates, steps, negotiable points, product produces, total, perhaps a formal contract.

Here is a sample of an informal Creative Proposal based upon the LTRW project.

David Ambrosini

Written Statement of Proposal

  
   

Design Project Topic

    

I will redesign an existing Website, Lake Tahoe Rental Works (LTRW). LTRW is a subsidiary of Tamarack Rentals.

The project will be approached as more than a "facelift" in that I will treat it as a new consulting job. I will design the page layout & design architecture, create content, logo, site map and site personality, gather and modify Web assets and so on. The owner, Jim Beattie, will provide the following:

  1. Access to the Web Host
  2. His goals for his business and his site
  3. Existing Web Assets - jpeg's of rental homes

The current site can be found at: http://www.tamarackrentals.com

  

Site Purpose & Goals

  
The primary purpose of the site is to attract vacation renters. The secondary purpose is to attract long-term renters. Additionally, the site will offer listing and representation for those visitors wishing to add their properties as rental units to this site.

Business Objectives

  

Goal 1 - Attract vacation renters

  • Increase the number of rental inquiries by at least 5 per week
  • Increase repeat renters each season
  • Increase efficiency for the rental process through Web communications for information, payment & billing, and interactive forms
  • Expand marketing reach
  • Increase off-season rentals by 20%

Goal 2 - Attract long-term renters

  • Recieve 10 inquiries per month via the Website

Goal 3 - Visitors wishing to add their properties as rental units

  • Add to rental inventory; additional rental units to be assessed for feasibility and by workload

Target Audience Profile

  

The audience of renters is likely to be Web Surfers and Occasional Users. We will want to keep the site simple, give the contents clearly on the home page, have few but enticing graphics, a self-explanatory site structure, a clear site personality and keep the links internal to the site. Any challenging aspects, such as submitting a form, must be accompanied by very simple screen instructions. We will avoid vertical scrolling and attempt to make the top of the page hold the necessary information (Nielson: "Less than 10% of Web readers ever scroll beyond the top of Web pages.")

A General Profile of the audience would best be based upon life-styles and interests: Families, groups of friends and singles for skiing and summer sports; gamblers; travelers; newly-weds; outrdoors, adveture seekers. Age, income, gender and profession are not likely to be factors, although income may affect frequency and likelihood of repeat rental behavior.

Buyer Behavior

  1. Shopping Goods - These are considered purchases wherein the buyer really makes a lot of little decisions that add up to a purchase. The customer lacks some info or isn't completely sure about options and choices. In this case detailed or specific information is important, comparisons to competitors or multiple brand choices are essential. Trust, security, reputation and familiar brands are key factors. These sites usually need media support.
  2. The 'New to the Net' Shoppers - typically use the Web to research purchases, and are likely to start buying online with small purchases in safe categories. What they need: New-to-the-Net shoppers require a very simple interface, an easy checkout process and lots of validation to buy online. Product pictures will do a lot to convince these shoppers to complete sales transactions.
  3. Bargain-hunting shoppers - use comparison shopping tools extensively. Sporting no brand loyalty, these shoppers are just looking for the lowest price. What they need: Retailers must convince these shoppers that they are getting the best price and do not need to continue searching online or offline for a better deal. Sale-priced items listed on the site, or made available through an operator, are very attractive to these shoppers

Site Plan and Parameters

  

Design Concept

  
  • Alignment - generally left aligned
  • No Frames
  • Proximity
  • Continuity & Repeated Elements = logo, color scheme, navigation bar and page layout templates
  • Focal Point - visual weight focuses on elements leading to the desired action by the audience; graphics and enticements to support and reinforce only
  • Navigation Style - top image map repeated on bottom as texts links for jumping between pages; arrows for jumping within the page
  • Color Scheme - will sample blues, greens and earth tones from the jpeg of Emerald Bay. Use white background

 

Design Elements and Layout

  
  • Arrows - to top; up & down
  • Background - white only
  • Pages - Home page will establish color and general layout; subsequent pages will use a template derived from the home page
  • Interactive elements - rollovers for image map; no animations or sound
  • Graphics - Image map will be a 3-d bar and/or left/top arch; jpeg's of rental properties as thumbnails and fuller views; logo; Emerald Bay panorama for home page

Diagnostic of Existing Site
  • Determine site identity and ownership - LTRW, Tamarack Rentals and Realty, domain name
  • Determine and focus the site purpose (see above)
  • Home Page needs to load onto first screen without horizontal OR vertical scrolling; all key info visible with first splash
  • Eliminate blue borders around graphics
  • Make site links obvious to user
  • Eliminate center alignments for graphics and text; use left align and control screen layout
  • Use "alt" tags for all links and graphics
  • No horizontal "rules" except for bottom of page copyright or credits
  • Use one background only
  • Pick a readable and legible font; stick with one font
  • Navigation simplified and integrated into one menu bar; add page navigation; top & bottom menu
  • Eliminate anti-aliasing and pixelization around graphics
  • Eliminate distracting graphics: large buttons, inconsistent backgrounds, giant "home" button, excessive "specials" header, the giant and animated RAM credit, etc.
  • Eliminate "orphan pages" (with no return)
  • Encourage page navigation rather than using the browser tools for navigation
  • Improve layout for page elements
  • Develop a consistent site look and color scheme
  • eliminate black&white logo - incongruous
  • Use table for "fixing" items in screen geography
  • Eliminate screen-wide text via tables and columns
  • Design for 14" monitor at 640 x 480 resolution
  • Use consistent alignments and group related elements while separating unrelated elements (proximity)
  • Need original photos or new photos to redo jpegs and improve graphics
  • Redesign for the audience functionality and to implement the business goals
  • Develop a marketing strategy for the site - meta tags, cooperative links, search engine listing and updates, selected media support, etc.
  • Invite customer actions through overt directives and interactivities

To Do List
Create identity arch Create 4 navigation arrows Create Image Map Graphic
Create rollovers Create Logo Organize Web assets (replace jpeg's ?)
Make Page and forms Templates; Identify 4-6 color scheme "chips" Create site map and interactive prototype; make content map for home, page template and forms pages

 

Interactive Prototype

Interactive Prototype

Finished

Myra's Example
myrasite/ambrosini_finalx.swf
Comp1.swf
Comp2.swf
Comp3.swf
ambrosiniproposal.ai
http://www.cabrillo.edu/~dambrosini/oldsite/index.htm
http://www.cabrillo.edu/~dambrosini/LTRWProject/index.html
 
sample plan example