Create an appealing yet elegant web site for Marlena. The site will be developed in "phases". This philosophy suggests that each improvement (phase) is newsworthy and should be exploited in the media and target market. The purpose of phase one is to get the web visitors to mentally bond with Marlena. The idea here is to get them to return to the site over and over again.

Phase one will concentrate on interactivity and personalization. The visitor will be able to fill out a form and the next time she visits the site the site will be customized to her individuality. Upon her second visit, she will be greeted by name. As the site develops over time, more personalization will be added. This original design will create an aura about Marlena, taking advantage of and building upon content which has been or will be created in complementary media. The site will be thoughtfully designed with the idea of supplementing the site over time in phases.

We will optimize the site to maximize the likelihood of getting hit on the search engines and directories. Because the opening for the web site is projected for late March, we not only submit to the major search engines and directories but also to at least 500 of the smaller directories (the small search engines generally list your site quicker) in order to get maximum coverage in conjunction with the opening event and supporting media.

Prelaunch Phase

The idea is to introduce the new site. Initially, this will be a glamourius one page advertisement for Marlena with little text and striking colors. The main feature a clock type program which counts off the days until the opening of the new site.

A "Join the list" feature will be included in advance of the more sophisticted verson ahead in Phase I. Names and email addresses harvested will be instantly emailed to Marlena for a personal response.

Since the press section in scheduled to be completed before the rest of the site it will be added to this "Splash Page" as soon as it is completed. (Approximately 2 weeks after the splash page is posted)

The press section will initially consist of four pages (one main and three subpages):
Fact Sheet s (Customer and Product)
Backgrounder
News Release
FAQ
A simple elegant navigation bar will be implemented into the design of this and all future sections.

Print buttons will be provided.
(Note:Print buttons will only display to 4+ level IE and Netscape users)

Email popup links will be included in the design of each page. The subject field will automatically fill in with your subject. Example "Subject: Please send me The Marlena Press Kit"

It might be possible to add a few of the sections and features which will be completed prior to the opening in phase one as "previews of what is to come!" The cookie program that remembers the visitors name could possibly also be installed in this pre-opeing phase. That way when the visitors come to the new site, they will be greeted by name.
(see phase I).

Phase I

The goal of phase one is to create a bond with the visitors. We want to create an excellent first impression and make the customer want to return again and again. Since the majority of the Marlena product line depends on repeat sales, this approach should optimize sales now and in the future. In this phase, we will set the stage for even greater interactivity. Phase one will use "cookies" , JavaScript, CGI, Perl and other technologies for the following interactive features:

Remember and call the customer by name. Using "cookie" technology, we will give the visitor the opportunity to give us her name by filling in a simple text box and pushing a button. (We believe that any information the visitor give should be voluntary and not forced.) If she types it in, the cookie will store the information and allow us to call her by her name throughout this and all subsequent visits. The next time she visits, she will no longer see the information for first time visitors. Instead, the page will thank her for returning and deliver appropriate content for the second visit. In later phases, the cookie technology will be supplemented with a database allowing more control over information gathered over time by the visitor and greater degrees of interactivity and personalization..

Time Scripting. Using Javascript, the front page will greet the visitor with a time related message. For example, if it is two in the morning, the message might say, "Marlena, you are up late this evening. After a long day it's good to relax on the internet." or if it's noon, it might say, "I am so glad to spend the lunch hour with you."

Random Graphics. Certain graphics will be strategically randomly displayed in the design to give the illusion that the page id constantly updated. A series of images in a JavaScript array will deliver a randomly selected image each time the page is visited.

Random Text. Certain portions of the text will be randomly generated with an array similar to that mentioned above in order to add freshness without the necessity of constantly updating the pages.

Print Buttons. On version 4 or above Netscape or Internet Explorer, product pages will display a print button encouraging the visitor to print the page. Users of older browsers will see nothing and will be able to print by using the print command on their browsers.

E-mail Management Program. The E-mail lists and E-mail management program will allow you (or another member of PA) to easily administer this E-mail communications program from a series of forms interfaced from an administration html page.

This simple interface will be prominently displayed on the front page and on at least one supporting page in phase one.

Join our mailing list
Name: [________]
E-mail: [________]

Subscribe O Unsubscribe O

The advantages are:

1.) The customers (or prospects) enter their own information and basically maintain the lists for Marlena.

2.) Personal response on outgoing E-mail marketing materials.
(Dear Marlena, instead of Dear friend, or something like that)

3.) The ability to have multiple mailing lists administered from the same interface.

4.) If the customer has already entered her name, the program (cookies) will remember it and fill in the text box so she doesn't have to.

Administration features include:

1.) Compose a message
2.) Change signature (footer)
3.) Add a mailing list
4.) Edit a mailing list
5.) Change Password

Forms that remember. Once the visitor has filled in a form, the major fields will be "remembered" so she won't have to retype information such as her address the next time she submits the form.

On-line Ordering and E-commerce. The site will offer full secure on-line e-commerce. A simple administration form will be provided so Marlena's administrator can enter product information, prices, and pictures into the database. All product pages will be dynamically generated from information in the database. Up to four custom designed templates will be provided to better display features and benefits of the distinct product lines. Additional templates can easily be added in later phases. The ability to include options for colors, sizes, etc will be included. We believe that because of the large number of products
(up to a thousand) as well as the need to add and delete them on a near daily basis, using a database for the products is the only sensible approach.
Note: The customer will be required to input product information into the database through the administrationinterface or supply Dreamscape Design with a database in a suitable format.

For phase one, the shopping cart will be relatively simple easy to use design. In phase two more functionality can be added. (Example: pop up windows if quantity discount is met, a one time mark down on the same product purchased last time, etc.)

Ask Marlena. This section will allow customers to type in a question, which will automatically be written to the web page. The Marlena staff will answer the question from an administration form and the answer will be appended to the question on the web page. Phase two will provide search capabilities so the visitor can type in a keyword or phrase and a page of all archived answers to that keyword will be generated for her to chose from.

Last Updated. At the bottom of the front page, the current date will automatically be generated with the text "Page updated January 21, 2000", where the date is always today's date. This gives the illusion to the visitors that the page is updated daily.

Sections will include:

Marlena - This is the opening page. The actual page the customer sees depends on whether the visitor is first time visitor or a repeat visitor. If the visitor has previously entered her name she will be personally greeted with her name and a time generated message. A featured product will prominently be displayed. The random text and image programming mentioned above will allow a different featured product to be displayed each time she visits.

Featured Products - This section will again prominately display the "featured product." In phase II we might be able to fearure the product she bought last time to be automatically generated on the page as the feature.

The customer will be able to search by a table of contents or keyword and also be able to "shop" by pushing a "next" key or a button labled "Go Shopping." In phase one, this will just be a way to browse all the product pages. In a later phase escpecially if the product line increases significantly we could add a random element in order to very the shopping experience. Also as we build a customer profile in the database over time, we will be able to generate pages custom generated to the customer's taste and physical characteristics.

On-line secure shopping will be featured. The shopping cart will maintain "state" (remember the customer's order) while the visitor continues shopping of visits other areas of the site untl they are ready to check out. The customer will either be able to pay on-line with a credit card, print out an order form and fax it in with the credit card info or print out the order to mail in with a check. A 800 number should also be offered for ordering for maximum returns.

The Salon - Initially this feature the Ask Marlena feature mentioned above. Visitors will be able to type in thier questions and the Marlena Staff can answer them. All questions and answers will automatically generated to the web page. Initally, we will "salt" the page with simulated questions in order to stimulate visitors to participate. Quotes from visitors and customers may be used in marketing campaigns or incorporated into the design of the site in the future.

In stage 2, we can make a distinction between one group and another with a differently formatted name or way of identification if you like. The idea is to reward people who buy from you or join your club, etc. The opportinity to take advantage of this "reward system" will be more apparent in an even later stage when we can add a chat room. At that time, one of your consultants would need to start keeping "office hours" or "sessions" on a scheduled basis. Example: Every Friday evening from 7 to 10 pm.

Join Marlena - See email management program featured above. Here we will offer special discounts, beauty tips or other helpful information via email to our mailing list.

What's New - This custom designed page will have an administrsation page that will allow the Marlena administrator to add information at will. The administrator will fill in a form, push a button and presto, the page will be generated with the new text for the world to see.

FAQ - Frequently asked questions will be featured as well as simple instructions on how to use the site.

The Press - See above. This section will be moved from the pre-launch page to the new site. As time goes on. it will feature more samples articles, news releases, and featured press.

Contact us - Contact information will be provided to contact Marlena via phone, fax, mail, or email. An email form will be provided on this page.

Customer will provide keywords, keyphrases, and brief description of site before the project begins.

Producer shall provide copyediting, 2D/3D graphics, design layout, HTML, CGI/PERL programming, custom design and data formatting and one set of changes.

Optional
· News Scroller. Usually installed on front page and will display scrolling content (information and links client wants to post about the auto show). Scroller will be easily updated by user.(can be hyperlinked and any information you want posted can be instantly added to the web page.