GinCommGroup Web Plan
January 1997
Introduction
This Web Plan is a blueprint for the World Wide Web site of GinCommGroup. It defines the results that GinCommGroup wants to obtain through the Internet and how it will achieve them.
The Plan was developed primarily at a planning session on December 18, 1996. It contains a mission for the Web site, primary target audiences, strategy, specific objectives for 1997 and an action plan for implementation.
Mission
The mission of the GinCommGroup Web site is to increase visibility for GinCommGroup within the association community in order to build business for the future and obtain more clients, particularly for speaking and training engagements.
Primary Target Audiences
(In priority order)
• Vice presidents; directors of membership, marketing or chapter relations; and meeting planners for large national or state associations of associations (e.g., societies of association executives) and professional associations
• Chief executive officers of medium size professional and trade associations
• Other association staff and volunteer leaders
• Other consultants, speakers bureaus, vendors of services to associations and individuals who are in a position to recommend GinCommGroup to association executives.
Strategy
In order to achieve this mission and reach the target audiences, the GinCommGroup Web site will:
• provide information that is valuable to association executives and constantly changing in order to keep visitors coming back, with content such as:
- information on membership, strategic planning, marketing and communications and leadership development
- an association tip of the week;
- new ideas that are working for associations: both case studies of GinCommGroup clients and other ideas contributed by visitors to the site; and
- other resources for association executives, both on the Internet and off, such as information on fax on demand, member databases, printers, affinity programs, etc.
• model the way GinCommGroup works, i. e., be dynamic and interactive, incorporating input from others and being responsive to it rather than being canned or static, by
- asking for feedback prior to speaking engagements from those who are going to attend and posting their input on the site;
- hosting a discussion forum in which GinCommGroup raises questions and visitors contribute ideas; and
- providing forms and work sheets (e.g., for listing the features, benefits and advantages of a membership service) that visitors can fill in online and print out the results or print out for use offline
• have a style and tone that reflect GinCommGroup's style: professional, relevant, vibrant and energetic yet light, personal and casual -- a comfortable place to visit
• avoid being salesy or blatantly promotional, but use examples and testimonials from clients (with pictures) that demonstrate the value of using GinCommGroup.
Objectives for 1997
Visibility: to have at least 5 percent of people at the next ASAE Annual Meeting remember having visited the GinCommGroup Web site and to have at least 10 percent of Association Executives in the primary targets audiences with access to the Web have visited the site by the end of 1997.
Interaction: to have at least 200 association executives formally interact with GinCommGroup through its Web site in 1997 (e.g. by sending e-mail, filling out forms, contributing ideas or other means).
Recognition: to have the GinCommGroup Web site be recognized by ASAE as one of the leading sites sponsored by vendors and suppliers to the association community.
Contacts and Contracts: to generate through the Web site at least 30 contacts from potential clients about GinCommGroup services, resulting in at least five speaking or training engagements and at least five additional contracts for other services.
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