5--奥美资料.i-strategy--奥美资料.doc

OgilvyInteractive
Worldwide
I-Strategy
Client: IBM North America - Retail
Job #: H90214 (this is Telco)
Prepared by: Stone Korshak
Date: 040299
Sections:
Introduction
Branding Statement
Target Audience
munication Objectives
Site Audit (existing)
Technical Environment
Strategic Opportunity
Gap Closing Strategy
Measures of ess
Client Parameters
Roles and Responsibilities
Next Step Deliverables
Introduction
The purpose of this document is to “flesh out” and eventually articulate all the business requirements, branding messaging, established client parameters, and phased deliverables. It is from these requirements and understood parameters that the Ogilvy team – working in partnership with the client team - will drive the site development. As such, this document should be viewed as a critical piece that will be integrated into prehensive interactive development binder that will include all scoping and technical/functional design documentation.
It is imperative that all vested e to agreement upon the areas outlined within this document, as they will be utilized as a single frame of reference for all team members in the development of derivative creative/executional documents as well as the creation of the ess metrics.
Online Brand
From Creative/Account
Target Audience
Who, business size by industry
munication Objectives
Lead management
Site Audit
Fro