CORE - Creative Brief
CORE Strategy helped us define who the IAOMT is and who we are designing your brand for. This creative brief will help show what we discovered, what the vision for the brand is and how we can execute this in terms of technical design.
WHAT WE ARE DOING:
We are building a brand and platform(s) that will assist in facilitating the milestones and objectives outlined in the IAOMT's Strategic Plan. The IAOMT has the goal of being "the authority in oral health..." by the year 2025. This can only happen if there is a mass change in public opinion, education policies and scientific spheres of influence. We're partnering with you to build the brand and platform(s) that will help catalyze this change.
TABLE OF CONTENTS
Project Details - What We're Doing. Why We're Doing It.
Brand Review - Who We're Designing For. What It Should Look Like.
Creative & Technical Requirements - Challenges. Options. Next Steps.
PROJECT GOALS - PROJECT OVERVIEW - OBJECTIVES
What does this project entail?
THE PROJECT WILL REVAMP OF THE FOLLOWING SYSTEMS:
What is the purpose?
+ $23,000 Saved EACH YEAR!
Moving your various platforms away from inefficient third parties and into an "in-house" system will save you over $23,000 a year in subscriptions/platform fees. In addition to that, there are several other areas we can save thousands on as outlined in the CORE week 1 review.
Increase Efficiency, Save Time.
Through our CORE strategy sessions we've been able to spot light practices and processes that are hindered by a platform (or sometimes lack of) that doesn't do the job we need it to. The custom platform will help automate hundreds to thousands of hours of labor each year. It will also bring unity and clarity to documentation, databases, and information infrastructure.
Driving A Compelling Brand, Consistently.
Establishing the IAOMT as "the authority..." will need to be done by winning both the intellectual and the emotional battle. Our diverse audiences have one commonality, they need to connect with the IAOMT, we want to re-enforce a clear brand through every interaction.
Steps Required (Deliverables)
New Hosting Platform
We'll setup a new web hosting platform through WPMUDEV. As we discovered in CORE, this is more affordable, includes support for custom plugins and a CDN that is included. It simplifies what the IAOMT is already doing and offers needed functions and features that are not currently available through the current host WP Engine.
WordPress Migration
We ill migrate the current website to a staging platform where we can build the new system without there being any downtime or impact to the existing / live site.
WordPress Revamp
We will design a customized page builder that will allow users without technical coding skill the ability to design pages and continue the brand aesthetics without effort. The look will be unified throughout the website.
Membership Platform
The website should also use a sub-directory as a membership platform. This way we have one data source (the website) for all of our member information and communication.
Online Course Platform
CORE strategy has shown there is a wonderful opportunity to meet the IAOMT's awareness, revenue and efficiency goals by redesigning how we create online courses. The new system will provide the courses as modules and automate the process much more than it has been in the past.
Single Database - Amazing Directory
One of the biggest benefits of this new system is the fact that all contacts, directories, user information and leads will be kept in one easy to manage database. Customization will allow for different types of users to appear in different directories, data lists and email distros. Administrators will be able to easily navigate this information.
GSuite Fully Implemented
Unlimited Storage, 10K email accounts and a ton of apps that can be used for webinars, team collaborations are all available to the IAOMT through your existing GSuite for Non-Profit account. As outlined through CORE, fully implementing GSuite will make organization's productivity, data backup and IP security easier to maintain.
TARGET AUDIENCES - MESSAGING - AESTHETICS
Brand Statement
Our Guide For Who We Are:
"The IAOMT provides resources to those seeking a community. Our integrity focused journey with you, is backed by science. Helping you regain hope, trust and guidance.
This is the revolution of healthcare."
Who We Are Designing For
Additional Users That Interact With Your Brand
Your organization serves a wide array of people. Some of these "users" might be a soccer mom while another is a career bureaucrat. Due to the time limitations of our Boston workshops, we outlined the four main user types/profiles (as shown below). The CORE exercises should be utilized by your entire team whenever an opportunity presents itself to design, strategize or interact with a new type or user.
Bob Henderson
The Aware/Informed Public
Bob represents those folks who are bit more informed about their health. A free thinker who has done his own research to find a root cause for his (or someone else's) illness. Through his research he's heard of the IAOMT and those who share similar views to his own, but doesn't know how or where to connect. If we were to sum up Bob into two words, he's "seeking community".
Sally Peterson
Unaware Public
Sally is the general public. Those who enjoy their busy lifestyles, fast food, take all kinds of meds and go about life with health problems. She is completely unaware that her oral health might be connected to her overall health issues. Plainly stated, she doesn't know there is a problem. One might say, "if ignorance is bliss, she is the happiest woman in the world!"
Stan Stevenson
The IAOMT Member
With over 1000 members, the group is pretty diverse. In this profile Stan is our "patient zero". He's a mix of all the dentist members. He's emotionally, financially and personally (time) invested in the academy and wants to stay engaged. Stan's desire is to further his education and training as well as give back, to those in his sphere of influence. The academy is more than just another organization to him, it is home. He built his career and life around these values.
Dave Nomember
Professionals Who Are Not Members
Not every dental or healthcare professional is a member of the academy... not yet anyway. Enter Dave. He represents all those dentists and professionals that might have heard of the IAOMT in passing here or there, but haven't yet gotten involved or joined us over here on the winning team. He's curious how the IAOMT adds value to him both personally and professionally.
Understand the customer language.
Using CORE To Speak To Our Audience Through Our Top Brand Attributes
Examples Of How We Can Communicate To Our Audience
“We get what it's like to be a busy mom. We also know what it's like to get out of the chaos and help change our family's future through simple baby steps.
Check out our tips on Instagram."
Trustworthy - Hopeful - Guidance
Sally Peterson
The Unaware Public
“Stan, our mentor members got together to craft a course that is perfect for taking your office to the next level. It's all about time management for your employees."
Academic - Understood - Credibility
Stan Stevenson
The IAOMT Member
“Put your sleep apnea to bed. We have some data that is enlightening and might help break the family cycle of sleepless nights. Best part, it involves grilling some great food."
Scientific - Hopeful - Plan For Health
Bob Henderson
The Aware Public
Design Directions To Drive A Compelling Brand
There Are Several Directions Your Brand Design Could Go.
While Still Being True To Who The IAOMT Is.
TRUSTWORTHY
SEEKING
HEALTH
UNDERSTANDING
HOPE
PLAN FOR HEALTH
RESOURCES
Design Direction 1
"Compassionate Advocate"
FOCUS ATTRIBUTES:
TRUSTWORTHY - SEEK HEALTH - UNDERSTANDING - HOPE - PLAN FOR HEALTH - RESOURCES
It is the simplest of the the directions. Focused around plain base color with a highlight color or two, round corners with call to action buttons that are large and bright. The typography is focused around a strong yet humanistic san serif for the logotype and primary typography. The amount of content and features on the screen is very limited and the interface works.
BELIEVABLE
INQUISITIVE
ACADEMIC
TRUSTING
CREDIBILITY
KNOWLEDGE
Design Direction 2
"Academic Educator"
FOCUS ATTRIBUTES:
BELIEVABLE - INQUISITIVE - ACADEMIC - TRUSTING - CREDIBILITY -KNOWLEDGE
How do we change public opinion? How can our brand influence the beliefs and behaviors of the healthcare/professional community? This design direction focuses on establishing the academy around our education. Using bolder colors, squared lines, and a more authoritative fonts, it helps drive that feeling of traditional education institutions. This feels like "old world" Oxford or Ivy League education. We're grounded in what's proven while embracing what's new.
"NORMAL"
COMMUNITY
PEACE OF MIND
VINDICATED
GUIDANCE
RESOURCES
Design Direction 3
"Future-Focused Community"
FOCUS ATTRIBUTES:
"NORMAL" - COMMUNITY - PEACE OF MIND - VINDICATED - GUIDANCE -RESOURCES
Warm, inviting, open; All of of these are the qualities one might want in a community, especially if it's your first experience with that group. The goal with this direction is to cultivate a sense of security with just enough "open space" to encourage engagement. This mixes traditional lines with unconventional angles, brighter colors, vector images, and a subtle fonts. We're conveying that we're "real people" too. We've been there, we embrace you, let's walk this journey of changing our health and our communities, together.
TECHNICAL & CREATIVE REQUIREMENTS - BUDGET - TIMELINES & DEADLINES
Technical & Creative Requirements
REQUIREMENTS NEEDED TO EXECUTE PLAN:
These are a brief description of the basic needs that should be met before design begins. The team that is implementing the design will have additional requirements that relates to their specific coding, plugins, systems, and design partners.
This information will be in a SOW (Scope of Work) or MSA (Master Service Agreement).
Budget
(Comparisons & Estimates)
PROJECT
CURRENT PLATFORM
NEW PLATFORM
Hosting - Website
WPEngine - $1,150 /yr.
(Annual Upkeep: $5,040 est. )
WPMUDEV - $715 /yr.
(Migration & Redesign: $35,000 est.)
Online Courses
Inquisium & E-Works - $10,900 / yr.
.
Integrated Into New Site - $0 / yr.
(Initial Design Estimate: $15,000 )
Membership
MemberClicks- $3,552 / yr.
.
Part Of New Site - $0 - $500 / yr.
(Migration & Design: $25,000 est.)
G-Suite
Gsuite + Other Platforms - $340 / yr.
.
Fully Integrating With G-Suite - $0 / yr.
(Migration & Design: $10,000 est.)
Totals Spent By 2025
Current/Old Platform - $104,910 / 5yr.
(Annual x 5yrs: based on $20,982/yr est.)
.
New Platform Savings - $19,910 / 5yr
(New Platform/5 yrs vs Old Platform/5yrs)
.
Expectations For Design Timelines
Here’s what we think are realistic goals for accomplishing the projects:
Setting up new hosting, migrate the current site and begin revamp to design new website.
2 - 6 WEEKS
Develop the new membership platform and migrate current members. Execute seamless transition.
6 - 8 WEEKS
Clone current courses to new course platform and implement new learning platform.
4 - 6 WEEKS
Have a functioning website in "staging" mode ready for testing & step by step roll-out.
(Entire design from start date 'til finish)
13 - 16 WEEKS
NOTE* These are time-frame estimates based on our experience with projects of this scope .
A final schedule will be included in the scope of work agreement.
Next Steps
Where Do We Go From Here?
StyleScapes
We bring together styles, ideas, images, color palettes and more to help solidify the correct direction of design.
Review & Agree
We'll review the styles together and agree which direction needs to be pursued. Then we can get to building.
Design
When we know everyone is in alignment, we can get the project design underway. Each week we'll have an update for you.