CONTENTS

1 Objective.............................................................................................................1
1.1 Project Premise.............................................................................................1
1.2 Goals.............................................................................................................1
1.3 Measurable Objectives..................................................................................1
1.4 Deliverables Needed.....................................................................................1
2 Primary Audience................................................................................................1
2.1 Primary Targets.............................................................................................1
2.2 Audience Use................................................................................................1
2.3 Avoid This....................................................................................................1
3 Tone and Image...................................................................................................1
3.1 Look and Feel...............................................................................................1
3.2 Audience Psychology....................................................................................1
3.3 Engaging the Audience.................................................................................1
3.4 Audience Goals.............................................................................................1
4 Messages: Features, Benefits, and Values..........................................................1
4.1 Listed Features..............................................................................................1
4.2 Competitiveness............................................................................................1
4.3 Website Sound Bite.......................................................................................1
4.4 Other Points..................................................................................................1

1 Objective
1.1 Project Premise
1.2 Goals
1.3 Measurable Objectives
1.4 Deliverables Needed
2 Primary Audience
2.1 Primary Targets
2.2 Audience Use
2.3 Avoid This

3 Tone and Image

3.1 Look and Feel
3.2 Audience Psychology
3.3 Engaging the Audience
3.4 Audience Goals

4 Messages: Features, Benefits, and Values

4.1 Listed Features
4.2 Competitiveness
4.3 Website Sound Bite
4.4 Other Points