web development & web design brief


hotel internet marketing strategies hotel web site designers. List your major competitors – online and offline: Direct online competitors: 1. Grand Chancellor - http://www.ghihotels.com/hgc/property.aspx?propertykey=27&citykey=20. 2. Citigate King George Square - http://www.mirvachotels.com/citigate-king-george- square- ...

web development & web design b r i e f Web Development is a broad term for any activities related to developing a web site for the World Wide Web or an intranet. This can include e-commerce business development, web design, web content development, client-side/server-side coding, and web server configuration. Web Design is a process of conceptualisation, planning, modelling, styling and execution of electronic media content for delivery via the Internet. A Design Brief is a written explanation - given to a designer - outlining the aims, objectives and milestones of a design project. A thorough and articulate web development and design brief is critical to the process of creating a new website. It helps develop trust and understanding between you and us - and serves as an essential point of reference for both of us. Above all, the web development and design brief ensures that important development and design issues are raised, considered and resolved before web construction commences.

Assignment details: In order to capture the very “best of breed” in terms of contemporary hotel web design, we have chosen to expand on our internal design resources to also include external concepts, hence posting this on www.crowdspring.com. And in the interests of fair play, we will award TWO design fees regardless of whether these designs are actually selected as the final design. Assignment name: Urban Brisbane URL: www.urbanbrisbane.com.au Urban is a relatively new hotel brand. The company also owns of a range of hotel assets along the Eastern Seaboard of Australia including other brands such as Ibis, Mercure and Sofitel, managed by Accor and the Four Points Geelong managed by Sheraton/Starwood. There are two current Urban branded properties...  

Urban St Kilda – www.urbanstkilda.com.au Urban St Leonards – www.urbanstleonards.com.au

A third property is due to join these soon... 

Urban Brisbane – www.urbanbrisbane.com.au

The current websites should not be considered as guidelines for the new sites. Urban hotels represent a divergence from the “cookie cutter” hotel experience. Modern, stylish and a little funky, these contemporary properties are genuinely special and the atmosphere revolves around the principle that design is fundamental to the guest experience. The guest services team offers a genuinely warm and welcoming relationship without any of the stuffiness that is often experienced in more formal accommodation establishments. Page 1 of 7

search engine optimisation works hotel internet marketing strategies hotel web site designers

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web development & web design b r i e f As exemplified by the name, the Urban properties are well located in key business and leisure locations, targeting travellers seeking quality and service with convenient access to their clients, their place of business or local activities and events. In a move to capitalise even more on their unique positioning, the company wishes to more effectively reach the contemporary traveller who likes to book online. Currently a relatively small percentage of reservations are secured via the hotels’ current online presence. Once this website is implemented then the other two websites will be converted to match. In addition to this website, the company also wishes to develop a “corporate” Urban website that will represent the Urban brand and demonstrate the unique nature of the Urban offer to partners, associates, prospective owners seeking management/franchise opportunities and for related corporate needs. This “corporate” website will also act as a “hub” linking to the local websites for each property and offering cross-promotional opportunities. It is essential that the designs take into consideration search engine-friendliness therefore ruling out pure “flash” based concepts. The designs can certainly incorporate flash/ajax features but must also allow for a balance of searchable text and graphics. In order to capture the very “best of breed” in terms of hotel web design, we have chosen to expand our design horizons to include concepts from outside as well as utilise our internal design resources, hence posting this on www.crowdspring.com. And in the interests of fair play, we will award TWO design fees regardless of whether these concepts/designs are actually selected as the final design.

Key contacts: Name: Keith Paulin Position: Group General Manager – Hotel Internet Marketing Phone: +61 2 9959 9610 Email: [email protected]

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search engine optimisation works hotel internet marketing strategies hotel web site designers

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web development & web design b r i e f So, what does your company do – what sector do you operate in: Accommodation & conferencing market / hotel industry Tell us about your company/brand: Uniquely different boutique style inner city accommodation experience. Iconic in stature, the newly refurbished Terraces on Wickham seamlessly combines the essential elements needed for business & pleasure through innovative use of space, colour, technology and functional design to create an experiential and sensory environment focusing on the rest, relaxation and comfort of our guests. Our philosophy is holistic: quality tunes oozing from the Bang & Olufsen sound system and the scent of lavender will greet you upon your arrival at the hotel. Designer furnishings and fittings are complemented by the personalized service of our hotel team.

The scale of your company – size, total revenues, online revenues 180 rooms, 5 conference rooms, restaurant, bar, parking for 100 cars, 70 employee’s. Total budgeted revenue for 2009 - $11 million of which $8.5 million is room revenue. Online revenue represents approximately 20% of our room revenue target for 2009. Why do you want a new website: To generate brand awareness and overall revenue (room, F&B & conferencing) What are your aims and expectations for the new website: As above and build a customer database When do you need you new site to be “live”: 11 August 2008 Your main target audience – geographic and demographic: Geographic - Corporate/Govt/MICE/Leisure domestically and internationally. Demographic – funky new age traveller who appreciates the finer details of a room (eg king size beds, alpaca throws) or reasonable earning potential. (BASED ON CURRENT CLIENTS) Examples of industries staying at hotel include: advertising, media, marketing, IT, fashion, TV & corporate travellers in general & leisure guests looking for something a little bit different. (BASED ON ST KILDA URBAN) Page 3 of 7

search engine optimisation works hotel internet marketing strategies hotel web site designers

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web development & web design b r i e f List your major competitors – online and offline: Direct online competitors: 1. Grand Chancellor http://www.ghihotels.com/hgc/property.aspx?propertykey=27&citykey=20 2. Citigate King George Square - http://www.mirvachotels.com/citigate-king-georgesquare-brisbane 3.

Rendevouz - http://www.rendezvoushotels.com/brisbane/

4. Holiday Inn Brisbane http://www.ichotelsgroup.com/h/d/hi/160/en/hd/bnerm?sicreative=1371098414&sitrackingid=1 5114864&sicontent=0&siclientid=1958&cm_mmc=Google-PS-CP_AUNZ-_-G%20B-APAC-_AUS-Brisbane-_-holiday%20inn%20brisbane|-|100000000000166498330&cm_guid=1-_100000000000166498330-_-1371098414&_requestid=101052 5. Rydges Southbank - http://www.rydges.com/hotel/0/RQSOUT/Rydges-South-BankHotel-Brisbane.htm

Indirect online competitors 1. Novotel Brisbane - http://www.novotelbrisbane.com/ 2. Mercure Brisbane – http://www.mercurebrisbane.com.au/ 3. Ibis Brisbane - http://www.accorhotels.com.au/Ibis-Brisbane/default_en.aspx 4. Hotel Watermark - http://www.hotelwatermark.com.au/ 5. Metro Tower Mill (locationally) http://www.metrohotels.com.au/queenslandhotels/brisbane Offline competitors 1. Same as Direct online competitors Other competitors not covered above: 1. Royal on the Park 2. Mantra Southbank 3. Medina Executive 4. The Point 5. Marque Hotel

Stats – please provide access details for your web statistics: Confidential Benchmarks – how will you measure success: Increase in site visits, online bookings, email & phone enquiries & overall brand recognition Positioning – how do you want to be seen by the market: Page 4 of 7

search engine optimisation works hotel internet marketing strategies hotel web site designers

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web development & web design b r i e f A really unique & different accommodation experience with all the comforts from home and a touch more. We want guests to be WOWED and have their service and sensory expectations exceeded when they stay at Urban What makes you different – you unique sales proposition: Modern features & architecturally designed comforts – eg. Tivoli radio & cordless in room phones Our quirky bits – quirky names eg Urban Snorer, Tarzan & Jane toilets, tie me up tightly robes etc Sensory experience – fresh lavender, lavender scented towels, oil burners Underlying design themes: White space and openness, something uncluttered, no background music, no intro pages If your company was a car brand, what would it be: A Mini (2008 model) If your company was a beverage brand, what would it be: Baileys on ice (comforting and not intimidating) – www.baileys.com Or Little Creatures – a great quirky brand which is just starting to hit the market and achieve brand awareness - http://www.littlecreatures.com.au/ How would your clients and competitors describe you: New age, comfortable, charismatic, “has got that something a little bit different”, appeals to the new age traveller Tone of voice – friendly, informal, formal: Friendly, cheeky, emotive, has personality, is different (definitely not your typical hotel) Mandatory design considerations – colours, logos, fonts – graphic standards: See style guide Provide examples of other promotional materials and advertising: See examples

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search engine optimisation works hotel internet marketing strategies hotel web site designers

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web development & web design b r i e f “Call To Action” – what you want visitors to do: - Book accommodation online - Generate conference enquiries - Engage emotionally with the site - Use the website as a reference for things to do in the local area even if they don’t book accommodation on the site - Register for email newsletters What do you like about your current website: White space, openness, user friendly font and layout makes it very easy to read & navigate What don’t you like about your current website: It’s boring, lacks creativity and inspiration, not emotive, no calls to action, lacks content, doesn’t interact with the user List five websites that you really like: Endota - http://www.endota.com.au/ Deck of Secrets - http://www.deckofsecrets.com/ Splash Group - http://www.splashgroup.com.au/ Facebook - http://www.facebook.com/ The Age - http://www.theage.com.au/ Resources available – images, content: See photos, content Concurrent marketing activities: PR Launch in September Functionality – what must the website be able to do: Ensure guests are encouraged to make a reservation or enquiry and that the process leading them to book is easy Content – list the major subjects that the site will address: See Navigation Summary Logos and imagery – provide See Logos & Images provided Page 6 of 7

search engine optimisation works hotel internet marketing strategies hotel web site designers

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web development & web design b r i e f Upload: Navigation Summary http://picasaweb.google.com/erdigroup/UrbanBrisbane EPS logo files

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search engine optimisation works hotel internet marketing strategies hotel web site designers

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