Strategy & Process
The branding guidelines were developed to include a new logo (and multiple variations based on placement), typography definition, color theme, and photography. These new guidelines were first utilized in the development of the new website presence, but will also be used for the next phase of marketing which will be a focus on their social media profiles.
Point of Action Marketing determined that WordPress CMS would be the technology of choice for the new website given the ongoing flexibility of design, content and functionality. The long term strategy will be to include online ordering so having a Content Management System that can grown was critical to their long term success.
With the limited data available from the previous website it was important to expand the measurement strategy to include user recordings, Google Analytics Data and improved referral tracking in order to make strategic marketing decisions especially since the website strategy was outlined in ongoing phased development.