Re: ONLINE-ADS>> Online Marketing and Communications Strategy

Shepherd, Brian (Brian.Shepherd_at_fmr.com)
Sat, 24 Oct 1998 23:10:21 -0500 (CDT)

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TED CARTER WROTE:

><I have been asked to put forward a template for an online communication
>strategy on the Web. Having worked for many years in traditional media.
>I normally use <the Y&R/P&G template :-
>
> <-Job the communication has to achieve
> <-Who are you talking to
> <-What is the key thought you want the recipient to take away
> <-What is the promise
> <-What is the support/justification
> <-What is the tone of the communication
> <-Are there any caveats or areas to avoid?
>
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~

Ted, thanks for sending this. I think it gets most of it.
However, I would add:

What is the call to action? What do you want them to do
once on your site? Buy something? Enter information? Read
content? Call an 800 number? Maybe it's all, but it should
be clearly defined and communicated. It seems simple and
logical enough, but I've run into many people that have no
idea what they want the user to do once they "get" them.

Regards,

Brian Shepherd

**********************************************************************

Brian K. Shepherd
Account Supervisor
Fidelity Investments - Interactive Services Group
617-563-3884
Fax 476-5979
brian.shepherd_at_fmr.com

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