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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 l.jpg

Com 585

Tuesday March 7, 2005

Instructor: Kathy Gill

Agenda l.jpg


Ballard Background



Content Plan

Technical Specifications

Privacy Policy

Marketing Plan

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Vision statement

An online resource to help you connect with a neighborhood

It’s all about community!

Experience the uniqueness!

Focus on Ballard!

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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

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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

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Personal Goals

Work together as a team

Communicate effectively

Learn new skills from each other

Contribute content/ideas

Have fun in the process

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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

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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

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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

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Shingletown USA to Hiptown USA

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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

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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

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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

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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

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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

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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

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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

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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)

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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

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Site Stuff

Getting Around

Community Portal

Neighborhood Character

Local Connections

Things to Do

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Site Stuff

Member login (moderated functions)



Contact Us


Privacy Policy

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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

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    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

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    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

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    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

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    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

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    Content Categories


    Things to Do

    Neighborhood Character


    Getting Around

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    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)

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    Content organization




    Web site name

    Optimized media content

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    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.

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    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

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    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.

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    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

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    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

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    WireframeSite proxy with colorpalette

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    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

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    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.

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    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

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    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

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    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 l.jpg
    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

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    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

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    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