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Com 585. Tuesday March 7, 2005 Instructor: Kathy Gill. Agenda. Introduction Ballard Background Audience/Personas Scenarios Content Plan Technical Specifications Privacy Policy Marketing Plan. Introduction. Vision statement. An online resource to help you connect with a neighborhood

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com 585
Com 585

Tuesday March 7, 2005

Instructor: Kathy Gill



Ballard Background



Content Plan

Technical Specifications

Privacy Policy

Marketing Plan

vision statement

Vision statement

An online resource to help you connect with a neighborhood

It’s all about community!

Experience the uniqueness!

Focus on Ballard!



Offer unique content to users

Share compelling stories and engage with the


Give visitors an exclusive opportunity to feel the pulse

of a neighborhood

Act as portal site for the neighborhood

Provide a template for other Seattle neighborhoods

process goals

Process Goals

Design a user-friendly, effective and informative Web site

Give an overview of the community and what

makes it unique

Provide residents with tools to connect with

this community

Offer visitors an online resource to delve into

the local lore 

Give insider information not readily available

on other sites

personal goals
Personal Goals

Work together as a team

Communicate effectively

Learn new skills from each other

Contribute content/ideas

Have fun in the process

success criteria

Success Criteria

Number of site hits

Community feedback (quantity and quality of

user contributions)

User feedback/Site surveys (Catalyst Tool)

Resulting business or economic growth in Ballard

Individual/social success stories

Feedback from City of Seattle about neighborhood growth

Overall team satisfaction in designing the project,

new understanding of Web design and content development

audience analysis

Audience Analysis

Residents of the neighborhood

People who actively participate in neighborhood


Visitors exploring the local flavor of a neighborhood

Journalists, writers, researchers, academics or

students looking for information specific to


Business leaders, City or government officials

competitive analysis
Competitive Analysis


National (CitySearch, Seattlest)

Local publications (Stranger, Seattle Weekly, The Seattle Times)

No blogs (1 perspective, 1 neighborhood)


Local focus

Offbeat events and attractions

How we are unique

Niche focus


Personal focus . . . storytelling



Shingletown USA to Hiptown USA

ballard overview
Ballard Overview

Where is Ballard?

Northwest of downtown Seattle

Bordered by Puget Sound & Salmon Bay

What is it known for?

Scandinavian heritage

Ballard locks

Artwalk and museums

Why did we choose it?

Distinct local flavor

Unique character

ballard then
Ballard Then

Established in 1889

Strong Scandinavian ties

Downtown retains old world charm, historic landmark

Lumber mills to fishing/boat building – Ballard Locks (1912)

Combination of immigrant heritage, blue-collar population, maritime and lumber created unique character

ballard today
Ballard Today

Strong ties to heritage (parades, museums, events)

Artistic draw (art walks, theatres, galleries)

Maintains small-town feel but near city

Local character (pubs, restaurants)

Mix of locals (fishermen, artists, executives, students)

Strong and organized community involvement

matt jonson
Matt Jonson

Age: 30

Status: Single with girlfriend Natalie

Home: Condo in Columbia City

Job: Initech in Redmond

Hobbies: Weekend Warrior, Biking, Soccer, etc

Looking for a place to ride bikes with friends

Looking for independent coffee shops with wi-fi and good pastries

Looking for a good spot to have happy hour with friends

Girlfriend lives in Ballard

First date at Le Gourmand

mike garrett
Mike Garrett
  • Age: 29
  • Status: Married, 2 children, ages 1yr. & 4yrs.,
  • 1 dog
  • Home: rental home in Phinney Ridge
  • Job: Sales Manager at a company in Pioneer
  • Square
  • Hobbies: movies, football, baseball, snow sports,
  • fishing and hiking.
  • Looking for a house in Ballard
  • Looking to develop his family network in Ballard
  • Looking for family friendly activities
  • Looking for entertainment and concerts, sports
  • events and information
loretta jamieson
Loretta Jamieson

Age: 47

Status: Single, lives with partner Joe Davis (Coach-photo archivist), 2 Dogs

Home: Rents in Ballard

Job: Metro Bus Driver, $40,000 Annual Income

Hobbies: Yoga, community activism, local arts enthusiast, participates in solstice parade, casual internet user

Looking for dog parks and dog-friendly businesses and care

Looking for community connections and resources

Looking to find neighborhood activities, live music, restaurants, and community forums

Looking to create a virtual neighborhood

the young and the restless
The Young and the Restless

Matt & Natalie

Information for the savvy

Independent coffee shops with WiFi and more

Outdoor adventurers (Bike routes, Soccer fields, Co-ed leagues)

Getting to know their city (Pea-Patches, Restaurants)

Matt wants to move to Ballard

the family man
The Family Man

Mike Garrett

Connecting with friends and family (Dinner at Zagi’s)

Entertain the kids (The Secret Garden)

Getting some culture (Nordic Heritage Museum)

Getting away from the kids (Daycare)

Recommendations (Statistics)

Backroads home

Finding a new community (Looking for house)

metro gal
Metro Gal

Loretta Jamieson

Making neighborhood connections (local storytelling)

Ballard Community Center (Yoga)

Online forums/ Looking for Like-minded individuals

Looking for self-improvement classes (pottery, journal writing)

Dog parks (dog blogs)

Helping ourselves and others (fair housing activist)

Community within her community


Site Stuff

Getting Around

Community Portal

Neighborhood Character

Local Connections

Things to Do

site stuff
Site Stuff

Member login (moderated functions)



Contact Us


Privacy Policy

getting around
Getting Around

Includes tasks involving getting

around in the area, such as:

    • Read & post routes to avoid traffic
  • Listen to traffic reports
    • View detailed street maps
    • Find bus routes and schedules
    • Buy parking permits
    • View traffic congestion maps
    • Finding ride-share information
community portal
Community Portal

Includes tasks related to living in the community, such as:

Communicating with others

Participating in community improvement

Exploring community involvement opportunities

Learning about doing business locally

Finding safety information

neighborhood character
Neighborhood Character

Most prominent differentiator

Includes tasks related to the spice-of-life, such as:

Read stories about local people or businesses

Watching videos or reading stories about area

Learning about popular or unique spots

Sharing opinions, experiences, or pictures

things to do
Things To Do

Tasks in this section will primarily link to third-party resources for finding information and reading reviews. Might include:

Learn about unique local spots

Find great date places or ideas

View event calendars

Search for food, shops or activities

Research best places to take visitors

unique content
Unique Content

Our website will provide content to communicate the unique character of the Ballard Neighborhood.

Different than Citysearch, local focus

Different than blogs, multiple perspectives

Different than local papers, promotes smaller, offbeat community events

content categories
Content Categories


Things to Do

Neighborhood Character


Getting Around

content types
Content Types

Types include:

Articles (Olsen’s Scandinavian Foods, Archie McPhee’s, Cascioppo’s Brothers)

Stories (Ballard Locks, Ballard Library, Golden Gardens)

Photographs (Photo essays and archives)

Illustrations (maps, etc.)

Animations (flash content)

Multimedia presentations (flash, podcasts, full motion video)


Content organization




Web site name

Optimized media content

technical specifications

Technical Specifications

The design of oursite.netwill base its functional and technical specifications on existing university policy, and a policy statement posted on the web site.

functional specifications home page
Functional SpecificationsHome Page

The web site’s content will be static 

Search will be a function throughout

Web site’s user administration pages

will be listed hierarchically below home page. These pages will include:

- Privacy policy

- Site registration for users

functional specifications cont
Functional Specifications (cont.)

The main web site’s home page will act as a portal, guiding users to individual channels for each community

A community’s home page (or channel) will consist of an overview of the neighborhood in text form, augmented with graphics and photos.

community pages
Community Pages

A menu on the community home page will list tasked-based, menu driven categories that include:

- Community 

- Things to Do

- Neighborhood Character

- Connections

- Getting Around

This menu will appear as a top-level navigation aid throughout the community web site

Community Pages Sub CategoriesSub-pages will be grouped and cross-referenced through the five main channels. These include:

Furry Friends - pet-friendly resources

Carless in Seattle - navigate without a car

Outdoor Adventures - outdoor shops and resources

Ballard, we have problem… local services and resources

Edumacate me! - community history and points of interest

Dates & Mates - where to go and what to do

Holiday Treats - about local holiday traditions & events

Kids Corner - schools, parks, playgrounds & kid resources

Where’s Wireless? - Internet hotspots

Ballard Rocks - share opinions and experiences

technical specifications43
Technical Specifications

The website will use xhtml

Cascading Style Sheets will be utilized for design and content management

The site will support all common browsers

All common operating systems will be supported

The site will be optimized for a monitor displaying 1024 x 768 pixels

File naming conventions will be consistent

technical specifications cont
Technical Specifications (cont.)

All images and graphics will use the RGB color space

Access to the site will be defined by a posted privacy policy

The website will incorporate some multimedia, although not on the top level of the site. This multimedia will include, but not be limited to, Flash, Java, Windows Media and Real Networks

To support text-based browsers and users with disabilities, the website will include “alt” information tags on all graphic and multimedia assets.

privacy policy
Privacy Policy

oursite.netwill not distribute or sell any of your personal information to third parties

We will not release account and other personal information

When we believe it is appropriate we will release personal information to comply with law; enforce or apply our Terms of Use and other agreements; or protect the rights, property, or safety of, or others

privacy policy public forums
Privacy Policy – Public Forums

The Web site may make chat rooms, forums, and message boards available to its visitors

Information that is disclosed in chat rooms, forums, and message boards becomes public information may post the transcript of a chat session on a Web site or other media for informational, example, or demonstration purposes

marketing financial objectives
Marketing & Financial Objectives

Marketing Objectives

Expand registered users

Increase daily/repeat visitors

Provide a positive experience to all users

Establish recognition

Financial Objectives

Set/accomplish goals

Raise capital through various sources

Increase public contribution

target markets keys to success
Target Markets & Keys to Success

Target Markets

Neighborhood residents

Visitors (local & out-of-town)

Local businesses

Keys to Success

Determine needs of residents

Provide sufficient information

Generate participation

Strategic publicity

Uncover funding channels

strategy pyramid 1
Strategy Pyramid (1)


Publicize website within neighborhood, generate participation and strengthen relationship with residents and visitors


Emphasize our vision statement

Regularly update, organize activities and create subjects

Work closely with community & business leaders

strategy pyramid 2
Strategy Pyramid (2)

Programs to implement our tactics

Direct mail

Email and E-journal (newsletter)

Search engine marketing & optimization

Exchange links with other websites

Organize activities

Build community and business base

Promote social networking