Creative Brief – Nova Solutions

 

             Company:  NOVA Solutions, Inc.                                                Date:  November 22, 2011
            Tag Line:  The Right Solutions™                                                # of Employees:

Website URL:  http://www.novadesk.com                                    In Business Since: 1989

 

Client Contact Name 1:  Jerry A. Doll                                                Client Contact Name 2:  Mike Gibson
Title:  Director of Marketing/Creative                                                Title: President

Phone:  800-730-6682 x256                                                                        Phone: 800-730-6682 x 376
Email:  jdoll@novasolutionsinc.com                                                Email: mgibson@novasolutionsinc.com

Creative Brief completed by: Jerry A. Doll

1.     What is your core business (Product/Service): NOVA manufacturers laminate furniture for learning and working environments.  This includes desks/workstations, tables, study carrels, and lecterns utilized by students and teachers in the classroom, library, testing centers, labs, and other areas throughout the school as well as corporate training facilities.   Additionally, NOVA produces office furniture layouts (desks, returns, credenzas, hutches, file cabinets, wardrobes, etc.) for the office environment.  However, what makes NOVA unique is our expertise in integrating computers into our products via our Visual Display Options such as monitor lifts and arms, or our Downview™ system that recesses the computer monitor beneath the work surface.

2.     Target Audience – Our primary audience is the educational market with a focus on colleges and universities for our higher end products such as desks/workstations with monitor lifts.  Our less expensive furniture such as tables or basic student desks would be more suited to the more budget conscious K-12 arena.  Secondary and tertiary markets would include corporate training centers and office environments, including some healthcare institutions.

It is important to note that NOVA Solutions currently holds a United States’ GSA (General Services Administration) contract as well as various state and municipal level contracts that dictate our maximum discount levels.  Our government business spans educational institutions, training facilities (military and non-military) as well as corporate office complexes.

Additionally, NOVA sells its products internationally.  Although not a primary focus of our current sales and marketing efforts, this market does show potential for growth and should be considered a viable resource as we move forward.

 

3.     Why do you want to redesign your website?  What do you like?  What do you dislike?  - For the most part, we feel the information our existing and potential customers need to make a good purchase decision is available on our website, unfortunately it is not always easy to locate nor is the site structure very intuitive.  We have added pieces and parts to the site as new products have become available.  But due to the limited content management system we use, it is sometimes difficult to add information — where it most makes sense — without reinventing the wheel.  Our main goal is to supplement our current, human sales staff, with a virtual salesperson that can quickly and accurately fulfill our customers’ (existing/potential) needs 24/7.  This is especially important in geographical regions where representation is scarce.

 

What we like…

The animation of the monitor lifts on the homepage quickly provides a visual representation of one of our most popular visual display options.

 

The color-coding system that matches our current printed catalog — however, we would like the website to set the tone for our next printed catalog update.

 

The Download Center is a valuable tool for our inside and outside sales representatives, however the organization of this are needs some work.

 

The ability to display videos of our recent installations is a desired feature.

The social media tools such as the Facebook, Twitter, and Google+ “like” buttons as well as the blog (see things we don’t like).

 

What we don’t like…

The overall cluttered, dated feel of the home page

 

The fact that Adobe Flash animations are not iPad/iPhone friendly

 

Information is hard to find.  Specifically, customers have to click through several pages to get specs on one particular product line.

 

Information is not specific to products, but rather provides a general overview of the entire line.  This is where the product quoting system will hopefully come into play.

 

Although it is a positive that we have a blog, we need to encourage greater participation and teach our salespeople how this can be a viable sales tool — not “…just something Jerry does to keep busy!”

 

The fact that our site does not rank #1 in the Google search engine rankings for many of our important keywords.

 

 

4.     What goals do you have for your site?  What is the main purpose (branding or leads)? — Our primary purpose is to generate leads for our sales team, although branding should be an important part of our overall strategy. 

 

We’d like to see an increase in traffic to our site with a goal of 25% more visits and a 10% higher lead conversion rate within the first three to six months as measured by HubSpot.  In October, we had 7,542 visits and 86 lead conversions.  Currently, our salespeople do not track “Leads to Customers” within HubSpot.

5.     What business problem are you hoping to solve?  Why are people looking for your services? — We need to make it easier for customers (dealers, reps, architects, designers, facility managers, purchasers, etc.) to learn about and spec our products while providing a 24/7 resource for our internal and external sales and customer service teams.

 

Our customers tend to be those that are looking for a unique technology integration solution coupled with high quality furniture that will stand the test of time.

 

When people are looking for classroom or office computer furniture that is unique, will enhance their environment, and solve a particular challenge (such as saving space, creating a multi-use work area, providing a level of security, etc.); we want them to rely on our site as an authoritative source of information that is easy to navigate and one that provides somewhat customizable downloadable material that will entice them to purchase NOVA Solutions’ products.

6.     What makes you different from the competition (Differentiators): — NOVA has many years of experience integrating technology into furniture products that our competitors lack.  Since 1989, NOVA has been equipping classrooms and offices with technology enhanced furniture that is timely and durable.

 

There are other monitor lifts and Downview™ solutions on the market — and certainly a host of other laminate furniture manufacturers.  However, most are simply a copy of what we have been offering for many years.

 

I know of no other company that will send the owner of the company to the job site to make sure the job is done correctly — from planning to installation.  Our owner does more than just oversee the projects.  He rolls up his sleeves, grabs the tools and works side-by-side with our installers to provide the best possible outcome.  This is testament to the level of personalized, customer satisfaction NOVA provides at all levels of the organization.

 

Additionally, our ability to react to customers needs with high levels of product customization at reasonable costs is key to our success.

7.     What is your current website traffic each month? — See HubSpot screenshots below.  We will be happy to set-up a Kuno Creative representative with access to our HubSpot account if necessary.

 

 

 

8.     How many leads do you currently get from your website each month?

9.     Do you have a sales force? How many people sell for your company? — No we do not currently subscribe to Salesforce.  We currently have five direct salespeople who work for NOVA Solutions that cover the United States and International.  Additionally, we contract with five independent sales rep firms that carry multiple furniture lines.  We also have approximately 1,650 authorized NOVA dealers in the U.S. and abroad.  These independent reps and dealers may have one or many individual salespeople in their employ.

 

10.  Does your company use a CRM (Customer relationship management) tool to manager customers and leads?  Is it integrated with your website leads?

 

Currently, each salesperson uses their own system for managing their customers.  Although our direct sales team receive all leads that come into our website (via HubSpot email notification) at this time there is no formal integration with our website leads.

 

 

11.  What percentage of your website leads usually convert to a customer?  This data is not currently tracked within our HubSpot tool.  I have no way of knowing at this point.

 

 

12.  What is your average sale?  — It’s tough to say as one customer might purchase a single desk for an office while another customer may be populating a classroom or an entire school with furniture.  My guess is anywhere from $2,000 to $200,000.

13.  What is the value of one new customer for one year?  — See question #12.  It really depends on the type of customer.

 

 

14.  What internal resources do you have for:

a.     Copywriting/Blogging – Yes (Jerry)

b.     Graphic design – Yes (Jerry/Jen)

c.     Web Development – Limited (Jerry)

d.     SEO – Novice (Jerry)

e.     Email Marketing – Yes (Jerry)

 

15.  What social media site do you currently use?  How often do you make updates:

a.     LinkedIn – http://www.linkedin.com/company/nova-solutions-inc. (weekly)

b.     Twitter - http://twitter.com/novadesk (weekly)

c.     YouTube – http://www.youtube.com/novadesk (weekly)     

d.     Facebook - http://www.facebook.com/novasolutionsinc (weekly)

e.     Flickr - http://www.flickr.com/photos/novadesk (seldom)

f.      Slideshare – Yes, but we are new to it. http://www.slideshare.net/novadesk

 

 

16.   What (if any) content management systems do you use on your current website?  — We currently use a windows (.asp) based CMS that was modified for our use by our current website host and previous design company for our main website.  We can provide Kuno Creative access to the current admin site if needed.

 

We use the HubSpot CMS to manage our blog, forms, and landing pages.

 

17.  If HubSpot, what size package? — Enterprise

 

18.  Live (on HubSpot)? — Yes 

 

19.  How long have you been on HubSpot? — Since 2/17/10 (approximately 1 year, 9 months)

 

20.  Who is your contact at HubSpot? — Chris Englund recently became our consultant.  But prior to Chris it was Emily Haahr.

 

 

21.  Are you happy with your current CMS? – Our current CMS tool for our main website is somewhat limiting.  We are allowed to control content only.  We cannot rearrange the pages and in most cases are limited to a set number of images depending on the page.  We cannot upload photos to our gallery in bulk.  Each image must be uploaded one at a time, which is time consuming and tedious.  It is difficult to figure out the hierarchy of the site if we want to add a page.  Sometimes it’s “hit and miss” as to where it will actually end up which leads to a lot of trial and error.  It is not Macintosh friendly, in that any html coding must be done via a Windows based computer.  It is also difficult to add download links to pages that are not already set up for an additional download.  It can be done, but it’s not smooth.  There are sections to add metadata to our pages, but it’s no immediately apparent as to what we should actually add and where to add it.

 

We will be happy to set-up a Kuno Creative representative with access to our current CMS if needed.

 

As far as the HubSpot CMS goes, I find it very intuitive and easy to navigate.  I like the way you can rearrange the various sections on each page as well as the various tools provided to help create the landing pages, forms, and blog posts that we currently manage with the Hubspot CMS.

 

 

22.  Do you need help with Branding/Messaging?  — Always.  Internally, we need to determine and agree upon our primary business focus.  Are we a furniture company that enhances our products with technology or should our focus be on the technology (monitor lifts, Downview™) that incidentally, can be installed in furniture that we manufacture?

23.  Do you need help with SEO, SMO, PPC, or other internet advertising?  — Yes!  All of the above!  One reason we have chosen Kuno Creative to be our web redesign partner is Kuno’s certified partnership with HubSpot.  We would like advice on how to make the best use of HubSpot’s tools to achieve the highest possible SEO.

 

We currently have our company represented on the major social media networks (Facebook, YouTube, Twitter, Linkedin) but need to take this a step further with SMO techniques that will get us more friends/followers/likes.  We are open for suggestions.

 

We started a PPC program with Google AdWords and YouTube at the beginning of October 2011.  HubSpot as well as our Google account representative have provided a number of helpful suggestions on how to tweak these campaigns to achieve better results.  We are starting to see improved targeted results from these campaigns as measured through HubSpot’s Sources engine.  We need to make sure that whatever we do with the website is reflected in our PPC campaigns for maximum effectiveness.  Again, we are always open for suggestions.

 

Note:  Does it hurt or help us (or does it matter) that our URL (novadesk.com) does not match our email domain (novasolutionsinc.com)?

24.  What types of marketing are you currently doing?  — In the past three years we have scaled back our print advertising campaigns from expansive to strictly limited, on a case-by-case basis.  We currently do not run any recurring print campaigns with any trade publications.

 

Regular email campaigns to our dealers, representatives, and customers are our primary marketing focus.  We use Constant Contact to send announcements of upcoming tradeshows, product changes, new employees, and other company announcement.  These campaigns as well as our blog are tied to our social media networks.  Occasionally, we will make individual posts to our social media sites.

 

NOVA produces videos of various installations that are then posted and promoted on YouTube.

 

Additionally, we have set-up lead nurturing email campaigns through HubSpot to reach out to leads that visit our website and complete a landing page form.

 

We exhibit at approximately five national trade shows each year.  Most of these include pre/post show marketing in some form, usually via email blasts.  Leads are imported to the HubSpot system for subsequent tracking and lead nurturing.

 

Press releases to select trade publications usually occur when a new product is released or we need to announce a major change with one of our products.  We usually also receive product release placements whenever we run an ad campaign with an industry magazine.

 

Salespeople are expected to maintain a consistent and regular relationship with their specific independent rep groups, dealers, and customers via telephone, email, and in-person visits.

 

Although limited, NOVA does some advertising in online directories via free or paid listings.

We also encourage our dealers and independent representatives to provide inbound links to our website from their websites.

 

25.  What has worked in the past, what hasn’t? — In the past, print advertising campaigns have certainly helped us to build brand awareness.  However, with the move toward heavier reliance on the Internet, their ROI has decreased considerably.

 

Email blasts seem to be effective, however our lists really only reach current or past customers/dealers.  We have no method for reaching new/potential customers other than through our lead nurturing campaigns, via Hubspot, once they become a lead.

 

Our PPC campaigns are relatively new, but the results are promising.  With some tweaking and perhaps an increased budget, these campaigns might prove to be very beneficial.  We just need a great website to direct people to!

26.  Are you planning on changing your website navigation?  — I hope so!

27.  If so, who will be creating site map?  Do you need help with that?  — I have created a site map that I hope will serve as a guide for Kuno Creative.  I will send it along with this creative brief.  Additionally, I have played with a couple of design ideas that are based on other sites we like.  I will attach the mock-up example as well.  Again, we are open to your expert opinions.

 

 

28.  Is the content current? If not, who will be providing updated content?  — For the most part, our content is current.  However, there are certain areas that we need to condense and modify for the new site structure.  NOVA will also need to provide new renderings/photography for certain areas of the site.

 

 

29.  Which pages will have verbatim content?  — All of our product categories can be taken verbatim.

 

 

30.  What new pages will you be providing content for? — Content for any new product additions (such as collaboration tables) will need to be determined created by NOVA Solutions.  Additionally, specs for each of the product quotation pages will need to be supplied.  NOVA will also need to provide the dealer contact information for the dealer search pages.

 

 

31.  Could you suggest examples of an initial 3 Calls to Action for capturing leads? — 1). Download a particular whitepaper/case study/purchasing guide.  2). Get access to our latest installation video.  3). Request a custom quote (new product quoting system).

32.  What process do you expect to go through?  — Refer to the proposal by Kuno Creative

 

33.  Do you need copywriting services, or will you be able to provide the content? — We will be able to provide content.

 

34.  Provide 3 Competitor’s and their URL’s:

 

a.     Smart Desks/CBT Supply – http://www.smartdesks.com (always comes up high in search engines)

b.     Versatables – http://www.versatables.com (we like the quoting system/product pages)

c.     Paragon – http://www.paragoninc.com (we like the look of this website)

 

35.  Are there any particular websites you like?  What elements do you like about them? — We like the overall look of Paragon, Inc. at http://www.paragoninc.com/.  I will include a mock-up I did of our site using a similar look.  However, I have concerns about the amount of Flash content this site uses.

 

We also like Versatables product quoting system.  We would like to mimic this are with our new quoting system.  See example here: http://www.versatables.com/pages/products/school/basic-computer-table-30.php

 

For an overall look and feel we also like:

·       http://www.hermanmiller.com/

·       http://www.steelcase.com/en/Pages/Homepage.aspx

·       http://www.ideapaint.com/ (developed by Lynton Web Solutions also has a nice clean look)

 

36.  Do you currently have a corporate branding guide? — No.

37.  What members of your team will be part of the decision-making process? — Primarily Jerry Doll, Director of Marketing, with certain approvals from Mike Gibson, President.

38.  Who will be your main point of contact with our team? — Jerry Doll, 800-730-6682 x 256, jdoll@novasolutionsinc.com.  You may also talk with Jennifer Wittenmyer in Jerry’s absence.  Jen can be reached at jwittenmyer@novasolutionsinc.com or 800-730-6682 x 248

 

 

39.  Do you need E-commerce?  If yes, for how many products or services? — Yes, as per your proposal for our product quoting system.

 

 

40.  Do you have any type of custom programming needs?  — I have no idea.

 

 

41.  Do you need database development or private/secure login areas? — Possibly so that our reps/dealers/salespeople can access specific tools and information that others cannot.

33. What is you anticipated go live date with a new site? — On or before February 29, 2012

 

 

42.  Is this date important, if so, why?  — March begins the education buying cycle.  We need to be up and running for this.

 

 

43.  How will you measure success? — As mentioned previously, we would like to see an increase in visits of 25% and an increase in lead conversions of 10% in the first three to six months.  We will monitor this via HubSpot.

 

Notes:

The new site is will be built using the HubSpot CMS and hosted by HubSpot as well.  We will need assistance with the transition.