Web Content Communications Brief PROJECT IDENTIFICATION AND SUMMARY: 1. What is your name and the name of the company or organization in your brief? My Name is Morgan Love, and the name of my company is Wild Arc Marketing. 2. What company, product or service will this website represent? (Provide a unique corporate identity aka logo and logotype as a responsive brand with justification of the choices you have made). Wild Arc Marketing is a small locally owned marketing agency that helps small businesses and entrepreneurs grow their brands through social media strategy, content creation, and visual storytelling. A minimalist crescent moon intersecting a stylized arc is representative of growth, cycles, and the “ arc ” is for the development of the brand. It is simple and memorable with gold and green, the owners favorite colors. Logotype: This logo is a simple yet elegant, and still slightly whimsical simple serif font for “ Wild Arc Marketing ” This was used to evoke a bohemian sophistication. This brings out the owner ’ s personality in with design and the front is for readability and professionalism. All together this combines professionalism and creativity. Clients will know that it is a marketing company but also be able to see some of the personality behind the company. The logo is nice and simple, and I think it communicates professionalism and creativity. 3. What will the site include and why: information, newsletter, product, services, sales, blog, game, rewards, survey, etc.? The Wild Arc Marketing website will have details about the business, its services, and its staff. It will also have a collection of past work. This will Include a blog with marketing tips. These features are meant to teach, encourage, and attract visitors while remaining true to the creative yet professional brand character of the company. Some of the things that will be included are: • Information about the company, the team, and the services it offers • Portfolio or case studies of previous work • Blog with marketing tips and insights • Sign up for a newsletter • Contact form for consultations • Testimonials to gain trust and credibility GOALS: 4. What is the overall goal of the site? The overall goal for the site is to attract and turn small business owners into clients. This will be done by showcasing the talent of Wild Arc Marketing ’ s unique marketing approaches, and simple yet sophisticated practices. 5. What other supporting goals or auxiliary goals will it accomplish? Some of the supporting goals that Wild Arc Marketing has is to: Build brand awareness Help teach visitors about marketing trends in the (mostly) social media games Establish new clients by using a portfolio of work, and testimonials 6. What are the actual deliverables (products, services, or information) of this website to its visitors? When people go to the Wild Arc Marketing website, they can easily understand the services they provide and see how they've helped other clients achieve their goals through previous work, and customer testimonials. They can get marketing tips from the blog, and it will be easy for them to get in touch with the team or schedule a meeting. The goal of these deliverables is to guide, establish trust, and motivate possible clients. Actual Deliverables: Clear understanding of what services are offered and how to go about getting them Examples of past work Access to current marketing insights through a blog forum Easy way to contact the team or book a consultation to see what client goals are to be achieved COMPETITION 7. What competing websites currently have similar subjects or content? (Provide URLs) Some of the local competing companies here in Lloydminster would be: Red Bicycle Communications - https://www.redbicycle.com/ Socially Correct - https://www.sociallycorrect.ca/ Y ’ s Marketing - https://www.ysmarketing.com/ 8. What are their advantages and weaknesses? Red Bicycle Communications: o Advantage – established local presence, broad range of marketing services o Weakness – design and branding feel more corporate, less creative and personalized Socially Correct: o Advantage – strong focus on social media, approachable for small businesses o Weakness – limited services beyond social media, smaller portfolio Y ’ s Marketing: o Advantage – professional branding and strategy services o Weakness – less focus on unique creative storytelling, may feel less personal for local small businesses 9. What strategic advantage will your site contribute to the online discourse that is not there now? Wild Arc Marketing can help with creative, personalized marketing options for small businesses in Lloydminster, AB/SK. The website creates a balance between professionalism and personality by combining strategy with a visually appealing brand identity that is influenced by boho style. This hands-on method fills a gap among local competitors by providing affordable, straightforward and creative marketing services that help businesses grow while staying true to their own identities. AUDIENCE 10. What demographic is the target audience: age groups; families, couples, or singles; income bracket; etc.? Wild Arc Marketing aims to reach small business owners and professionals in Lloydminster, AB/SK who are between the ages of 25 and 50. People in this group are passionate about building their businesses. It includes singles, couples, and families that are interested in giving their business an added advantage to the market. Most of them have a middle- to upper-middle- class income and have the money to spend on marketing but they also want personalized, low-cost solutions. Start-up companies are also welcome at a prorated amount based on generated income. This is to make sure that every company can thrive to the best of their ability, and get their company name out there. 11. What is the geographic reach: national, provincial, rural, suburban, city center, etc.? The geographic reach of Wild Arc Marketing is primarily focused on Lloydminster, AB/SK, and its surrounding rural communities and small towns. While the core client base is local, there is potential to expand services regionally across Alberta and Saskatchewan, with an emphasis on supporting small businesses in both suburban and rural markets. The owner LOVES working with people and can do meetings via Zoom or Teams. 12. What language or translation issues might they have? The primary language of the target audience is English, and since Lloydminster is an English-speaking community, there are minimal translation issues. However, clear, straightforward communication will be important to make sure that the local business owners, including those who may not be familiar with marketing terminology, can understand what is going on every step of the way. 13. What are their occupations, interests, and activities? The target audience consists of small business owners, entrepreneurs, and local service providers such as boutique owners, caf é managers, fitness coaches, and photographers. Their interests include entrepreneurship, community involvement such as volunteering, and creative expression. While their activities often revolve around networking, running events, and using social media to connect with customers and grow their businesses. Wild Arc wants to work with community involved individuals as the owners are also big with community involvement. 14. How and why would they discover your website? They will discover the website through targeted ads as well as google searches. Wild Arc Marketing will be on all social media platforms, and this is an important step on getting noticed. The link the to website will be at the end of all the ads for a while, as well as a direct link on all their socials. 15. How well would they receive and appreciate your website? Why? The audience will appreciate the Wild Arc Marketing website because it blends professionalism with creativity. It is simple yet offers a fresh alternative to traditional, corporate-style agencies. The design shows clear services that are offered, and local focus, which make the site feel trustworthy and relevant. This will showcase what Wild Arc Marketing finds to be important and resonate with new clients 16. What will they expect to find and do on this site? When visitors come to the Wild Arc Marketing website, they will find clear details about what services are available, examples of past work, and a blog of some simple marketing solutions as well as new marketing ideas that they might find helpful. They will easily find how to book a consultation as well as the staff directory of the people they might be working with. The site will be easy to navigate and straightforward. 17. What are the characteristics that the audience would identify with: curious, knowledgeable, cooperative, committed, sensitive to status or rejection, etc.? The audience for Wild Arc Marketing is curious, always open to learning, and committed to the growth of their businesses. The staff and owners are community-minded, want to collaborate and support from other local entrepreneurs. 18. In terms of the SPEAR personality chart, how would you plot your typical audience on the grid below?- On the SPEAR personality chart, the typical Wild Arc Marketing audience would fall toward the supportive and active side, as they are engaged in growing their businesses and value collaborative partnerships. They lean toward a balance of rational and emotional decision-making, appreciating both data-driven strategies and creative storytelling. They are highly involved in their business success and generally outgoing, often participating in local networking and community events. This means that on the SPEAR chart they would be more between a seeker-empath and the empath - seeker. This means that they like taking risks, are creative, and have non- traditional thinking aspects with community driven goals. MESSAGE 19. What is the main message of the website campaign? The primary goal of the Wild Arc Marketing website is to let small businesses in Lloydminster and the surrounding area know that they can get specialized, creative advertising that is also inexpensive. This will mix strategy with stories. 20. What other key messages will be part of the campaign? Other goes of the campaign are to help local companies grow. Wild Arc Marketing strives to provide each client with a personal touch and make sure they feel understood and supported 21. What single phrase would serve as a targeted message or slogan? “ Where Strategy Meets the Story ” 22. What style and tone will you be employing for this subject and audience? The style and tone will be professional, simple, approachable, yet creative and free flowing to support the vibe that inspired the brands ’ identity. The communication will be done with a warm and welcoming personality, making potential clients feel both supported and confident with the business conducted. 23. What are ten or more key words by which your site might be identified by a search engine like Google? Some of the key words that will be used to identify Wild Arc Marketings ’ website will be: 1. Lloydminster marketing 2. Social media strategy Lloydminster 3. Content creation Lloydminster 4. Marketing agency Lloydminster 5. Small business marketing AB/SK 6. Visual storytelling marketing 7. Local marketing services Lloydminster 8. Affordable marketing Lloydminster 9. Digital marketing Lloydminster 10. Boho creative marketing Hashtags will be used on “ X ” and Instagram. VISUAL METAPHORS 24. What colors will be used for what purposes? (Provide swatches with hex codes as shown in Some Brief Ideas on Moodle, to show the general color palette, contrasting for emphasis, headings, notifications & warnings, reward & success, information, navigation, live links, visited links, etc. with justification for your choices) Primary Background / Neutral Base: Light Orange #F4E8D9 → Neutral, easy to read (but not white) background that goes with the theme that Wild Arc Marketing is trying to get across Primary Accent / Headings: Black #000000 → Contrast that makes sure that content is readable and professional. Secondary Accent (Boho Pop): Orange #B84B22 → Adds a creative aspect, but keeps with the theme Highlight / Emphasis: Dark Grey #594F53 → Easy to read Links (Default): Light Blue #38B6FF → Easy to establish a link. Links (Visited): Magenta #CB6CE6 → Easy to see what has been clicked off. Justification : The pallet will make the logo that was designed pop on the backdrop. It is also a simple yet professional design that will be easy to read and yet still make an impact. 25. What typefaces and sizes will be used for titles, headings, subheadings, major body text, subordinate body text, etc.? (Provide examples showing the sizes and colours selected with justification for your choices) Canva Sans Justification: This font is easy to read and gives a pop of personality without it being to crazy. It is simple and straight to the point, which is exactly what the goal of the company is aiming for. 26. What images, audio, video, or other elements do you have? The Wild Arc Marketing website will have a lot of visuals to keep visitors interested as well as showing off the services. This includes high-quality photos from previous long-term client projects. It will also include brand mood photos that show off the relaxed and creative look that Wild Arc Marketing holds, as well as short videos for social media, such behind-the- scenes recordings to show off the staff personalities. The site will also use the company's logo, icons, and other visual elements to keep the identity consistent throughout. 27. What elements do you need to find or create? Elements that will need to be created are some behind-the-scene type videos, and a few marketing ads. There will also need to be a blog started to make sure that that can be offered. There will also need to be visuals from “ past ” clients that need to be created. This means we will have to do mock- ups to make these look as realistic as possible. INFLUENCE STRATEGY 28. Which behavior-change strategies or combination of strategies will guide your approach and why: Opportunity-driven, Threat-driven, Learning, Decision support (choice architecture), Feedback-driven (coaching or gamification)? Show the canvas templates with your strategies from the Behavior Reference Manual Theory & Canvases. Wild Arc Marketing will employ a combination of Opportunity-driven, Learning, and Feedback-driven strategies to influence visitor behavior and encourage engagement. Opportunity-driven strategies will focus on showcasing the tangible benefits of working with the agency, such as examples of successful campaigns, client testimonials, and clearly highlighted service offerings, making it easy for potential clients to see value immediately. Learning strategies will provide educational content, including blog posts, tips, guides, and short video tutorials that help small business owners understand marketing concepts and improve their skills. Feedback- driven strategies will use interactive elements such as quizzes, surveys, or gamified features, providing immediate responses to users and encouraging them to explore services further or book consultations. By combining these approaches, the website not only informs visitors but also motivates them to take action while reinforcing trust and credibility. 1. Opportunity-Driven Strategy Canvas AIM Model The selling process motivates the audiences to the point where they are willing to exchange their resources in order to get something that they want. It is a simple behavior change formula that builds on the most basic core factors in motivation and behavior change. COMPREHENDING (INFORMED) Encouraging small business owners to act and book consultations with Wild Arc Marketing DESIRING (MOTIVATED) Confidence in selecting the right marketing company with proof of results from other markets and companies in this area. DECIDING (INTENT) Visual proof with the examples of past work , testimonials, and if possible, the analytics from past clients. TRUSTING (CONFIDENT) Showing the proof is in the results. We will show individual staff work to make sure that there is a person in-house for each and every client that wants to work with Wild Arc Marketing. ACTING (SHORT-TERM BEHAVIOR) Click “ Book Consultation, ” view portfolio, fill out contact form so when the meet up happens the staff will have all the information needed and perhaps even an example of work that they might want to present. MAINTAINING (LONG-TERM BEHAVIOR) Proven results along with a personality to meet their needs. 2. Learning Reinforcement learning describes how people, animals and most living things learn to interact with their environment. It's a simple three step process, where the audience learns to make associations based on actions that lead to rewards versus actions that lead to punishments or no rewards. TRIGGER Educate visitors about marketing, social media strategies, and content creation. Blog posts, guides, tips, tutorials, and downloadable resources. The clients want to make sure that they are going to meet their marketing needs and want to make sure they find the right fit for what they are looking for. BEHAVIOUR This will be accomplished by improving marketing knowledge, helping them to learn practical marketing skills, letting clients feel empowered to grow business with Wild Arc Marketing. Clients can r ead articles, watch tutorial videos, and subscribe to the blog. REINFORCER There will be surveys that can be completed, confirmation of posts, and direct work with each client. This will ensure that all the clients ’ needs are being met. 3. Gamification Gamification is the application of game principles to non-game contexts. Based on the idea that if you can isolate those principles that make games engaging, then you can use those principles to make other applications more engaging. GOAL SETTING Engage visitors at the same time as increasing interactions which will in turn guide them to the conversion of a new client. CAPACITY TO OVERCOME CHALLENGES The clients will tell us what they want to accomplish during this meeting. This will provide us with the audience that they want to reach and what challenges they have faced while we create some fun ways to reach their desired targets. PROVIDING FEEDBACK ON PERFORMANCE The potential clients will see i mmediate results with a “ virtual run ” of the ads and on screen pop -up suggestions They will give their immediate thoughts on what they think. COMPARE PROGRESS There will be ads from past clients and competitors and how well it worked for them with similar ideas. This will be able to be assessed once the ad truly runs, giving a good comparison to potential competitors. SOCIAL PARTICIPATION We will as for feedback from the population with a quick random survey ad that people can answer if they wish. This will give real-time feedback from viewers who actually watched / seen the ads FUN AND PLAYFULNESS We know how stressful this can be, which means that at Wild Arc Marketing we are looking at making this a fun and organic experience. 29. What strategies will you use to build trust, display competence, and facilitate cognitive ease? Wild Arc Marketing uses different techniques to build trust, skill, and ease of mind. The website will include feedback from customers, examples of work, and clear contact information to build trust in potential clients. A professional design, examples of past work, and a blog with market insights will show the ability of the staff. The site will use a simple layout, with consistent branding, and clear headings. With visual cues like buttons and color accents to make material easy to comprehend and engage with. These methods make the potential customers feel confident, well-informed and comfortable while browsing the easy to navigate site. 30. What considerations and estimates do you give to timing, budget, project milestones, and the stakeholders who will be reviewing and giving feedback? When it comes to timing, budget, project milestones, ad the stakeholders who will be reviewing and giving feedback there are many different and unique aspects. The projects are usually estimated to be between 8-10 weeks long. This will include the time that goes into research, design, content creation, and development. The budget will be based on clients ’ wants and needs, and their personal budget. We will have a focus group set up to review the first few mock-up ads to make sure that we are on track with what the customer would like and get to get some feedback in real time. We will also do check-ins with the clients to make sure that they like what is going on and we will get approval before posting anything.