Harford New Media, Inc.
Marketing Harford County businesses to the world

Harford New Media, Inc.
Web Development and Internet Marketing

Project Profiler

Rationale: The more you know going into a Web site project, the better-defined your goals will be, the better you will work with your site designer, and the more you will get for your money. This project profiler will guide you through the initial stages of determining the kind of site that will best benefit your business.

The project profiler is comprised of three parts.

I. Background and Goals

II. Audience, Content, and Functionality

III. The Field Trip

I. Background and Goals


Please provide corporate and industry descriptions of your company. Name your competitors, along with a brief critique of their sites. Include your contact information and a description of the group who will be working on the project. Who are the decision makers? Who else would be contracting? Who is responsible for what? What human resources do you have for various stages of the process?


What is the mission statement or summary of your project?

What are the basic goals of this project? (E.g., branding/identity reinforcement, improved access to information, direct sales, corporate communication, etc.)

What outcome will make this project successful? How will you measure success?

What are your schedule requirements?

What is the budget for this project? Is there an acceptable budget range, depending on the level and comprehensiveness of services provided? Please explain.

Describe any work that has been done toward designing/redesigning a new web site.

Will the web site reinforce an existing branding or marketing strategy? How?Discuss any identity/branding assets (logos, other artwork, and fonts) or issues.

Rank the following, in order of importance:

A web strategy that fits with our corporate strategy

A web strategy that fits with our marketing strategy

Repurposing existing content

Creating a community of dedicated visitors

Quality execution (graphics, writing, navigation, etc.)

Time to market

Ease of maintenance

Doing better than our competition on the Web

People bookmark the site because they get so much out of it regularly

Staying within the budget

Sending the message that we know the Web and use it appropriately

II. Audience, Content, and Functionality


1. What types of visitors do you want to attract?

2. What are your goals for each type of visitor? What are the products/services involved?

3. What are your goals for these products/services?


1. Where will content come from?

Will it be new, repurposed, or both?

2. How often will you add new content?

3. Who will update the content?


1. What functional requirements do you believe to be necessary? (e.g., download areas, database-driven Web pages, commerce, catalog, applications, etc.)

2. Who will update these functionalities?

3. Are there extraordinary security issues?

4. Are there other technical issues or limitations?

5. Have you budgeted for hosting and maintenance of the site?

If so, what is your budget?

6. Who will maintain the site contents?

7. How will the site be served/hosted?

8. What types of legacy systems/databases are in place?

9. What is your long-term plan for the site?

III. The Field Trip
This part of the profile is very important. The more work you put into it, the more your project will benefit. Find the three highest quality sites (more is better) on the Web that relate to your project in the following categories:

Branding in a similar situation to yours (new company, new brand, established brand, etc.)

Appeal to same target group of customers

Whether or not you would build the site if you were in a different industry

Colors, look-and-feel, user interface, layout

Size of site

Size of project

Publishing model (frequency, novelty of content, etc.)

Attracting new people to the site (newsworthiness, giveaways, impact, etc.)

Your competitors' sites

Quality of content

Quality of graphics

Functionality (things sites do for people)

Community, special features, responsiveness, other categories important to your project

Overall favorite sites (for whatever reasons)


E-mail Bill Bates at bill@harfordnewmedia.com
or call 410-688-4356.