COM CM 331 Lecture Notes - Lecture 12: Microsite, Psychographic
14 Dec 2019
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Document Summary
An individual web page or group of pages used to support, enhance or supplement the main website: primary purpose. Inform: educate, engage, characteristics, focus on one main topic or theme. Instead of broad content and scope: targets a specific audience group. Instead of all customers: often targets a new market. Instead of corporate information: reasons for creating a microsite, launch or highlight a specific campaign or product, target a specific customer base, promote an event or show, tell a short story. 1 to 2-page document that outlines the strategy for a creative project. Talks about: project mission, project goals, challenges, demographics, messaging, etc. Often created by an account manager and presented to clients or internal stakeholders before the start of a project. Benefits: make sure your creative massages are on-brand, give others an understanding of the brand, product and concept, ensure that you and the client are on the same page.
