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An Introduction to Madhouse Associates

Chris KershawNew Business Manager Chris.kershaw@madhousehq.co.uk +44 (0) 161 819 6600

Immersion into our target audience(s)

The positioning session

Immersion into the product, its features

and benefits Immersions into the competitor set and the

wider market place

The gap identifier; why our target audience would

choose to buy our products instead of our competitors

The big idea session – generating lots of ideas that could all be ways in which

we communicate our offering to customers

Selecting the proposition – through a process of refining

we select one or two propositions that capture a new

and exciting way to communicate our offering to

our audience(s)

Setting objectives – both business and communications

The strategy session

Segmenting our target audience – using the profiles

established in the positioning session and

segmenting down further into niche groups

Take the proposition from the positioning session

Tactics – how we are going to bring our strategy to life. This part of the session includes all aspects of rolling out messages

to audience (s)

Measurement – set key performance indicators (KPI) that reflect the objectives of

the strategy statement

The big plan – our plan of actions in rolling out our

tactical activity

Engagement – our strategy statement on how we intend to engage with our

customers

Learn about users – we create personas and

scenarios of our users

Website development approach

Create a task analysis – what are our business goals and how will

website support these. What are our users goals, what

tasks must they complete in order to achieve these goals

Create content inventory – categorise and describe the information on site

offered to our users

Conversion Optimisation and Usability testing – carried out post build to watch and monitor user

activity

Prototype testing – carried out pre-build to check user

journey

Write copy – taking into account how users read content online

Agree requirements – what are the features, functions and content of the site that will optimise conversion of goals set in task analysis

Create Information Architecture (IA) – so that users can quickly

scan the navigation links on homepage as an indicator of the

site content

Define navigation – to make sure we inform our users

quickly of what and where information is located on the

site

Create site map – a visual representation of

the IA of our site

Create a wireframe – a visual illustration of one webpage or

the full site to show where each item should appear on

page

Client Case Studies

Interflora

Toyota Europe

TGMO

Seasonal campaignsAutumn 2010

Winter 2010

Spring 2011

Summer 2011

Reebok

Motorola

Capital One

Yardley London&

Woods of Windsor

Redrow Homes

The Place Group

SW19

Calypso

CovaTec Inc

Maximising impact of the communications

Marketing collateral extensions could include:

• Customer Relationship Management activity– Email– Direct Mail

• Sales/information support– Brochure hard copy– PDF brochure download– Website landing page

AstraZeneca

K3 Business Technology Group

Nanoco Technologies

Pochin

Vosene

Thank you

Chris KershawNew Business Manager Chris.kershaw@madhousehq.co.uk +44 (0) 161 819 6600