Statement of Work

Statement of Work DLC Management Website redesign for Randhurst Mall Presented to: Rashawn Jackson Director of Marketing DLC Management Corp. 06.12.2015 125 Baylis Rd, Suite 190, Melville NY 11747 • (631) 249-­‐2429 • Fax (631) 249-­‐2436 • www.loewy.com 1 Introduction Loewy is delighted to provide DLC Management with this statement of work (SOW) for the redesign and development of the Randhurst Mall shopping center website. We feel confident that with our extensive experience in designing complex web solutions within commercial real estate markets we will provide you with a superior product and unwavering support. We’ve been helping companies grow since 1998 by marrying online strategy, user experience design, branding and technology to create robust websites that will attract your target audience and drive results. We’ve outlined the key goals and deliverables associated with this project based on the information you have shared with us. Project Goals DLC is currently acquiring the Randhurst Mall shopping center and requires a new website to be designed, built and launched by August 15, 2015. The goals for the new website are as follows: •
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Improve upon the overall design and user experience of the website The website should be responsive and optimized for mobile devices Integrate the new design into a content management system (WordPress) so that DLC personnel can easily update content and imagery Design and build the site so that it can easily be replicated and rebranded for other shopping center or real estate websites Provide two unique home page options to choose from and design all interior pages and graphics based on the chosen design Upload or migrate all content and photography (supplied by DLC) Include the following interior pages: o Directory page with Google Maps (similar to current site), filters by categories plus individual store pages like this: http://www.randhurstmall.com/retailer/human-­‐synergistics/ with links to external store and social media sites o Now Showing movie theatre page with links to here https://www.amctheatres.com/movie-­‐theatres/chicago/amc-­‐randhurst-­‐12 o Events and Sales page with list view and calendar view o News page with list of headlines and link to full article o Photo gallery page o Leasing page with email contacts and form o Contact us with form Social media links and feeds 125 Baylis Rd, Suite 190, Melville NY 11747 • (631) 249-­‐2429 • Fax (631) 249-­‐2436 • www.loewy.com 2 Process Stage 1: Discovery During this stage, key members on the Loewy team will meet with DLC to gather details regarding the website’s business/user objectives, brand positioning and current marketing and communication strategies. Through these meetings, research, and the information provided, we will further define the features and functionality of the new website. Further details of this stage will include the following: •
Evaluate Randhurst’s competition and website differentiators •
Discuss imagery to be used on the home page and throughout the website •
Define website’s metrics for success •
Discuss content migration •
Discuss the importance of social media and how it will be presented on the new website. •
Gather information on the CMS needs and publishing workflows •
Discuss hosting options •
Understand short and long-­‐term business goals. Discovery and Research deliverables: •
Finalized Project Scope •
Project Schedule Stage 2: Information Architecture (IA) The research and analysis conducted in Stage One will help shape the strategic vision for Randhurst Mall’s new online presence. We will articulate that in the form of a sitemap, page level wireframes and technical specifications. Led by our User Experience Director, our goal will be to plan the best possible user experience for each of your audience types. In conjunction with the user’s experience, we will define the paths most likely to satisfy your business, website and marketing objectives. 125 Baylis Rd, Suite 190, Melville NY 11747 • (631) 249-­‐2429 • Fax (631) 249-­‐2436 • www.loewy.com 3 We envision utilizing a very similar site map and structure that is found on the current website. To visualize this we will create a site map and page level wireframes. The wireframes will serve as schematics to the front-­‐end design and will define the navigation scheme, layout, nomenclature and content hierarchy. Information Architecture Deliverables: •
Sitemapping •
Interior page wireframes Stage 3: Website Design and Production With a sound blueprint in hand, we can start to add form to function and develop a compelling range of site design options. Our goal will be to develop not only a unique site design but one that your key audience can relate to and easily find the products or information that fits their needs. Users need to identify strongly with the brands they are exposed to in order for them to connect and interact. Our site designs will improve and modernize Randhurst Mall’s online brand and present it in ways that are innovative, professional, easy-­‐to-­‐use and user-­‐driven. The web design process will be performed in the following steps: Initial home page designs This initial round of front-­‐end designs will focus on visually communicating the direction determined in the approved wireframe schematics. Layout, color, typefaces and imagery will all be explored and presented in two different themed concepts for the new Randhurst Mall home page. Ultimately, one direction will be chosen as the strongest, but the strengths of each can be pulled together to define the final design concept. Refining and finalizing the design direction The chosen home page design will be refined based on all feedback, suggestions and new ideas. We will also design one or two of the interior templates to give you a sense of how the design will be carried through to the rest of the site. The home page and interior templates will then be refined for your final approval and utilized as our master templates. 125 Baylis Rd, Suite 190, Melville NY 11747 • (631) 249-­‐2429 • Fax (631) 249-­‐2436 • www.loewy.com 4 Completing the design After the master template designs have been finalized, all the page components defined in the wireframes will be designed and presented for your review. We will also design any unique elements for the dealer’s site and micro sites. These design components and our master templates will then be utilized to build out the entire website onto the content management system. Design and Production deliverables: •
Up to 2 unique home page design options •
Interior page templates based on wireframes •
2-­‐3 mobile comps Phase 4: Technology All approved pages will be coded to the latest web standards and best practices for search engine visibility. The goal is to simplify future modifications and increase compatibility with current and future web browsers. The site structure, page designs and coding will be “responsive” to insure proper formatting on desktop, smart phone and tablet devices. CMS Integration Once pages are approved and coded we will begin integrating them into WordPress and begin developing custom features as per above. Through the CMS administration area DLC personnel will have the ability to edit the website’s content and images as well as manage users and publishing workflow. Loewy will provide up to 4 hours of training on the CMS and be available for ongoing support. Project Management For each project at Loewy, we appoint a senior project manager. He or she will capture all of the details regarding business and user goals of the website and act as liaison between DLC and the different teams at Loewy. Status updates and meetings will be provided to keep the project on track and to discuss progress and upcoming deliverables. DLC will also have direct access to senior team members at all times during the project. Loewy uses Basecamp as the tool of choice for project management. All communications about the project will be disseminated and stored within a password-­‐protected area. All files, design options, research and documents will be uploaded there for access by the entire team. 125 Baylis Rd, Suite 190, Melville NY 11747 • (631) 249-­‐2429 • Fax (631) 249-­‐2436 • www.loewy.com 5 Post-­‐Launch Support, Monitoring and Marketing Our approach to any project is to have a clearly thought out plan to drive traffic, build interest and attract your target audience from the time of launch. The strategy needs to be focused yet flexible and based on real-­‐time traffic reporting and new opportunities. Loewy can provide technical support and integrated marketing services to help achieve your post-­‐launch goals. These services would require a separate maintenance agreement and could include: •
Regular reviews of site performance •
Website maintenance, CMS upgrades, technical support, new updates, and design requests •
Online marketing including SEO, SEM, social media, and email campaigns •
Microsites and intranets •
Videos and animations •
Traffic building recommendations and lead generation programs •
Interface design and website development •
Advertising and collateral Cost Estimate Discovery and Strategy: • Research, meetings and information gathering Information Architecture • Sitemap and information flows • Unique wireframes • Up to 2-­‐3 mobile wireframes for full redesign $1,000 $6,500 125 Baylis Rd, Suite 190, Melville NY 11747 • (631) 249-­‐2429 • Fax (631) 249-­‐2436 • www.loewy.com 6 Design and Production • Create 2 unique home page design options (includes 2 rounds of revisions on one chosen design) •
Design of unique interior page templates (includes up to 2 rounds of revisions per page) •
2 to 3 mobile designs Technology: •
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$17,000 Responsive coding of all pages and templates for mobile optimization Back-­‐end programming and Wordpress Integration 1 contact forms sending to email address (TBD) Google maps integration Image gallery for users to view imagery QA and deployment Up to 4 hours of CMS training Project Management and Meetings • Loewy will assign a dedicated project manager who will serve as your central point of contact and will be responsible for tracking and management all phases. • Weekly status meetings and presentations for key milestones $3,000 TOTAL: $41,500
Potential Extras Hosting $50 -­‐ $150 per month Loewy will provide recommendations for a hosting provider who specializes in WordPress driven websites. 125 Baylis Rd, Suite 190, Melville NY 11747 • (631) 249-­‐2429 • Fax (631) 249-­‐2436 • www.loewy.com 7 Payments Payment will be broken up into three equal installments: • One third due upon commencement • One third due upon completion of the website visual design phase • Balance due upon launch of new website Pricing does not include licensing of stock photography or illustrations. Work above and beyond the scope of this SOW will be billed at a rate of $125 per hour for all services. If DLC terminates the project before it is completed, billing for the work completed and the stage in progress will be due in full. Scheduling Per our discussion, the site must launch by August 15th, 2015. A detailed schedule with milestones and delivery dates will be provided upon commencement of the project for DLC to review. If there are unforeseen delays it is possible that we will simplify the following features for the August 15th launch: •
Simplify the interactivity in Google Maps •
Simplify the calendar view on the events section If these features are simplified for the August 15th launch, they will then be completed before August 30th. (We don’t expect to need this option) SOW approved by: -­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐ Signature/Date DLC Management Corp. SOW approved by: -­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐ Signature/Date David Loewy President Loewy Design Inc. 125 Baylis Rd, Suite 190, Melville NY 11747 • (631) 249-­‐2429 • Fax (631) 249-­‐2436 • www.loewy.com 8