Strategic Marketing Brief Website Development

Initiative Title:

Eyre Space Site Design

Brief Date:

TBC

Briefed To:

TBC

Brand Vision:

Eyre Space gives you the confidence to choose the right product for your home.

Brand Mission:

Our aim is to inspire and captivate your imagination to create your space into
home by providing you with beautiful enchanted Manchester and homeware
pieces from Eyre Space.

Briefed By:

Rachael Mollica

Brand Essence:
Establish and drive an operational excellence service across the Eyre Space ecommerce business to deliver exceptional Manchester and homewares combined
with creating a memorable experience for our customers.
Brand Personality:

Approachable, Light-hearted, community

Confident, Innovative, Inspirational

Strategies:

Website Strategies:

Develop strategy & communications based on consumer insights

Deliver communications & tools to help consumers Get Started
Review our communications at every touch point on the Path to Purchase
& ignite relevant but dormant communications channels
Focused content pillars (Colour; Inspiration; How-to)
Enable and reward short-term loyalty

Business Strategies:

Capitalise on trend of Improving not Moving

Strategy & communications based on consumer insights
Revolutionise our communications at every touchpoint on the Path to
Purchase
Giving people permission to do one thing at a time
Clever solutions to simplify life
Knowing the origin and heritage of one-off pieces

Success Defined
(Retail Marketing
2015):

Brand (Eyre Space)

Unaided Awareness
AUS ( 0%) to 10%
Prompted Awareness
AUS ( 0%) to 20%

Strategic
Background:

Even in a world of digital word-of-mouth, most people looking for anything will
still default to some form of search prior to purchase, whether its via Google or
Facebook. This is not new news. The difference, is how brands use this search
and ultimately their website to build better consumer interactions and influence
the sales funnel. We can no longer resort to online cataloguing of print
collateral. As brands focus on social media, content marketing, mobile apps and
more, we must re-focus the website as the digital embodiment of the brand.

Performance (Digital)
Increase Web Traffic
by 20%
(base 0 / month Jan 2015)
Usage of Colour Tool
by 20% during Easter & Spring

What is the first true brand impression that people receive on our website? We
need to think about all of the things consumers want on their path to purchase

(APPENDIX 1). Are we being helpful? Or are we just doing things the way weve
always done them?
Eyre Space is Australian specialist retailer of Manchester and homewares.
Offering the most comprehensive range of Manchester and homewares from bed
linen, bedding products, cushions, throws, homewares and wall art.
Our company offers unique level of customer service and product knowledge to
our customers by creating our own designs and also sourcing products from
artisans from local and global regions, showcasing traditional techniques
combined with contemporary home furnishings that reflect the youthful outlook.
Our aim is to inspire and captivate your imagination to create your space into
home by providing you with beautiful enchanted Manchester and homeware
pieces from Eyre Space.
The idea is to share responsible passion for Manchester and homewares across a
broad spectrum of people, cultures and ages.
Insights:

They own their own home

The older the individual, the longer the time spent at their current address:
o 47% of 39-59 year olds have been at their current address for more
than 10 years versus only 13% of 25-39 year olds
Theyre progressive and see the benefits in using technology to make their
life better
How their home looks is important to them, but decorating doesnt come
naturallyoften challenged in bringing a design idea to confident fruition
Majority of Australian consumers find it hard to choose colour - they find it to
be daunting and there is this feeling of permanency
Consumers are going online to seek colour inspiration.
Its hard to visualise what the colour will look like in their own home. There
are tools available to visualise colour in ones home, but they are not very
easy to use and often times cause frustration
The most popular colours are neutrals as they are seen to be bullet proof
solutions
Bringing people together - community spirit
Media consumption - read more mainstream design magazines, watches
reality TV design shows
2.1 million Australians are home owners
1.07 million Australians are home owners with children at home
726,000 Australians have renovated in the past 3 months
522,000 Australians have a household income of $100,000 plus
(source: emmaTM conducted by Ipsos MediaCT, 12 months ending July 2014 )

A change in demographics an increase in:

-

single person households

blended families
extended families living together
children staying at home longer, boomerang kids who have left home and
now returned
grandparents staying in the home longer

(source: RoyMorgan 2000 2014)

-

Australia is one of the fastest growing single household countries in the

world.

(source OECD (2011) The Future of Families)

The Opportunity:

To start thinking about a truly customer-centric website (instead of business and

brand-driven) and re-imagine it to become the powerful engine of business that it
truly can be.
1.
2.
3.
4.
5.

Inspire me (colour tool)

Help me BLOG (how to)
Engage me BLOG (content)
Recommend me (product)
Guide me (store)

Channel Specific
Objectives/KPIs:

Target Audience:

People aged 29-59 years old

Primary: 25-39 years old, first home owners, likely to sell within 5 years
looking for ease & convenience, value
Secondary: 36-59 years old, second home, unlikely to sell until 10+ years
looking for superior quality and lasting performance

The older the individual, the longer the time spent at their current address:
o 47% of 39-59 year olds have been at their current address for more
than 10 years versus only 13% of 25-39 year olds

Geographical
Focus:

Timings:

Briefing:
Design Sprint:
Agency Response:
Full Executional Review:
Campaign Live:

Budget:

TBC

Increase website traffic by 20%

Increase time on site by (TBA)
Improve SEO rankings by (TBA)

Australia only national.

July
July August
August
August - September
September

Above includes all Production, testing & deployment

Executional
Mandatories:

Brand:
Help the consumer through their shopper journey (path to purchase) by
improving their digital experience through ease of navigation and by
providing recommendations in an intuitive way (e.g. Tips & Tricks, Product
Selector)
Interim website face-lift with longer term strategy for back-end rebuild
Accessibility:
Responsive design optimised for different platforms including desktop,
smartphone and tablet.
Increase accessibility (crawling/indexing) and content (titles/meta
descriptions and page content) from an SEO perspective to ensure the site
performs well in organic rankings (per SEO audit outcomes)
o Pages are tagged correctly for SEO
o No page duplications
o Default URL format
Whilst the current Trade / Specifiers area of the website does not form part of
this brief, navigation to these sections must be easily identifiable.
KPIs/Reporting:

Executional
Considerations:

Deliverables:

Clear definition of business goals / KPIs for the website

o Think about all the things consumers want on their path purchase,
and to quantify each of these steps as micro-conversions
Collect accurate and complete data using Google universal analytics
Analyse data to extract insights and report monthly

Process:
Competitive overview to determine Best in Class across Homewares &
Manchester category local, global and colour categories, i.e. Bunnings How
To section, Lowes website, etc
User interface UI/UX testing
Synergies:
what CTA do we need?
Greater integration with social media platforms
Possible CMS? on allow external access for simple updates, search
optimisation
Future-Proofing:
Can the site handle e-Commerce,
Think about eCRM, the potential to push timely & relevant content to
consumers based on what stage they are at (think: pregnancy apps very
good at this!)
Think about creating a testing and learning environment
How can we move people from awareness to action? Think about how we can
persuade the path to purchase with timely and relevant offers e.g.
Retargeting" on other webpages, i.e. trouble choosing colours? Would 5-10%
off purchase price help? Click here.
Should we have a standard promotions section?
Content funnel:
Reorganisation of the How To landing page, better integration of YouTube
How To Videos.
What does the content plan update look like, e.g. engaging article, interesting
stat, well designed infographic or a snappy video
What about encouraging sharing? E.g. pull out quotes you can tweet, videos
you can share/tag/etc.
Can we make our website two way and encourage user-generated content?
I.e. before & after / best tips / pain hacks section? (.a.k.a. Napisan)
o YouTube is a terrible place to have a conversation lets think about
how we post our YouTube videos to the website and host the
discussion there.
Other:
Provide a recommendation for an Always On digital strategy that supports
and increase conversion from other brands.
PYOR Tool instructions on page, link to video on page.
Check website terms & conditions are current and correct, ensure recent changes
to the privacy policy are considered. Ensure data capturing/store process aligns
with State/National laws surrounding data collection.
Scope of Works outlining:

recommendation for functionality

Build custom design tool.

creative design / wire frames

site map

CMS functionality

timings

budget

phasing considerations

Mobile/Tablet optimisation

Easy to log in and make updates to general website

Easy to log in and upload to BLOG section of the website

Landing Pages required & to be displayed on homepage Top Header:
Home page (CLICK LOGO)

In top
-

Store
Blog
Galley
Media
Selecting Tool
navigation on the Right Hand Side & all landing pages:
My Account
Cart
Search (should be icon and then opens into search bar)

Bottom of Homepage (footer) & all landing pages:

Shipping & Returns
Contact
Policies
Terms of Use
Key Stakeholders:

Responsible Rachael Mollica

APPENDIX:
1. Path to Purchase Paint Brand (Taubmans)

3. Example of Site Map

4. Example Colour Tool

Pick a colour from the colour wheel

Pick palette type:

Drop down to select:

Once selected alternative colour schemes will appear to help you choose the right colour for your
home.

Understanding the palette types:

Examples of Website layouts:

-

http://www.samanthawills.com/
(Header with logo in top)
(B Feature with rotating images)
(Navigation bar underneath logo header)
(Black & White Style)
(Font style modern)
(Clean & Easy to navigate website)
(E-Commerce)
(Blog included on website)
(Social media icons on homepage embedded into the website)
http://www.fentonandfenton.com.au/
(Clean, Style website)
(Black & White Font)
(Simple and easy navigation)
(Image roll overs for additional content special hero categories which
direct you to other landing pages within the website)
(Search functionality)
(Social media icons on homepage embedded into the website)
(E-Commerce)

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(Bottom Footer with additional details neat and compacted) example below.

-Top navigation header scrolls when you scroll through the website (as per print
screens)
1

2-

(Contact details with social media links embedded into the website)

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