November 2018
“Companies that excel at brand experience grow revenues 4–8% above the market.”
Good brand experience also engages people. What if you owned the first website from a beer company that had real followers and regular visits to our webpage?
We are proposing that Paradowski continues creating a seamless Stag Beer experience by building your website and digital footprint. But it’s not just because we’re the craftsmen of your brand—how it looks, feels and speaks. It’s because we’re internationally recognized for our digital chops. Our web-based creations have taken home some pretty big awards in the past few years. It’s probably because we have one of the largest in-house developer teams in the region, along with UX gurus, content senseis and technology snipers.
Visual storytelling is also important because we are visual learners. We process images 60,000 times faster than text, and 90% of what’s transmitted to the human brain is visual.
We’re re-introducing Stag to the market in a bold way. A new brand identity and brand platform gives us the opportunity to appeal to our existing loyal audience while attracting a bolder generation of Stag drinkers. The folks we're talking about spend a significant portion of their time online and appreciate an authentic brand experience. It’s critical that a consistent experience is felt from can to billboard to their digital world. Through a clear and easy-to-use website, this new audience can access information about Stag’s new brand, product launches and content.
We’re tempted to give users (or diners) all the options. Every possible way in which we can prepare beans, cheese, protein and rice, in the case of our Tex-Mex example. Choice is good, right?
NN/g, the self-proclaimed (and oft-credited) World Leaders in Research-Based User Experience, point out another peril of too many options in this article. Once a decision has finally, exhaustively, been made, we’re left with a nagging feeling that we missed something important.
The better dining experience is the bistro where the chef interprets local tastes, seasonal timing and delivers a simple, easy-to-navigate menu that anticipates the flavors for which her guests are looking.
This is true, by the way, universally. The types of relevant content vary by audience. The precise image of beauty varies depending on who you’re targeting. But according to a joint study by Harvard, the University of Maryland and the University of Colorado, one thing is true for all of us:
Die-hard Stag drinkers, curious Stag sippers, current and future distributors. How can we create a simple, intuitive user experience when we have so many audiences?
Instead of structuring navigation and site architecture around who the audience is, design it based on the intent of what they’re hoping to experience. As an example, this might manifest in two primary paths:
Don’t forget about your transactional audiences, but know they behave differently and have different user expectations. If a visitor is looking for something specific (where to buy some Stag merch, what events are coming up, etc.), then we know this to be true:
They’re willing to do a little bit more work to find it. It should still be intuitive and easily accessible, but…
… we can prioritize site navigation and architecture so that more utilitarian, transactional tasks don’t compete with our brand purpose and the impression with which we leave our primary audiences.
RESPONSIVE DESIGN IS RESPONSIBLE DESIGN. We approach all web projects with this in mind. While print media has physical constraints, the Web doesn’t and therefore can be more flexible. The user must have a superior brand experience. That means creating a site that responds to every device on which it’s displayed, with special attention given to a dominant (and growing) mobile audience. We will build within your current structure, or recommend a fitting CMS.
Let's refine what we really need from an SEO strategy: a content plan to ensure every piece of content can work as hard as it can for you and for your audience.
We'll incorporate data we've gathered along with keyword research and site structure into a content plan, highlighting among other items:
MEASURABLE BEHAVIOR AND ACTIONABLE INSIGHTS. A key piece of the site redesign is laying the groundwork for capturing user behavior in meaningful ways. Our strategic approach cuts through the noise of data collection and allows you to focus on identifying trends that lead to better conversion rates. We have used this approach to support large-scale site redesigns for corporate websites, as well as small, transaction-focused sites. This approach can be adjusted to scale with the scope, existing audience research, and the availability of legacy data from your social media channels and websites.
A NOTE ABOUT STYLE AND THE VISUAL LANGUAGE. As the most accessible, and often the most robust representation of your brand, a website should also be a shining example of the brand standards. Throughout the design process, however, we will make recommendations for web-specific fonts, composition, illustration or animation styles, video guidelines and color selections. As part of the deliverable, a working stag-beer.com style guide will provide parameters against which other content owners and contributors can execute.
That being said, the life of a web property is more critical to its success than its launch. If afforded the opportunity, Paradowski Creative would love to remain involved in ongoing site maintenance, optimization and content creation.
Phase 1:Discovery & Definition
Phase 2:Diagram
Phase 3:Design
Phase 4:Development
Beyond the initial strategy, design and development scope, Paradowski is invested in making stag-beer.com an ongoing success.
A website maintenance SOW can be prepared based on needs following the site launch.
Initial setup and configuration for goal conversion tracking within Google Analytics, including Google Tag Manager for custom event tracking. Also includes monthly reporting on visitor types, engagement and identified site conversions for one year.
Based on learnings from Phase 1, we can discuss your needs for developing a content strategy plan that works towards business goals in tandem with the new site.
Based on brand needs, we recommend capturing custom, still images that encompass the Stag brand, Stagvocates, key brand-defining visuals, etc. to further support stock photography.
Based on brand needs, we can provide design and copy support to refresh content each year. We can further discuss and develop a custom plan.
Great. We built a website—we mean, an experience— where you can find out more about the agency, our work and all the people who really make this place unique.
At Paradowski.com, you’ll inevitably find yourself reading about how many chicken wings Gus, our President, can eat during lunch. Or marveling at Brad’s hairstyles in the 90s. It happens.
But don’t miss the case studies. These efforts, in particular, are relevant examples of the kind of work we’d love to have the opportunity to create for Stag.
(caveat: let’s assume both restaurants make an equally impressive margarita and that, for once, is not a factor)
