creative brief

Client Background

• Locally-owned company
• In business for over 35 years
• Good word-of-mouth has been a primary marketing strength
• Good ties with local retail outdoor stores
• POR does not have a current web presence

Mission and Positioning

• Provide fun, safe environmentally-conscious and adventurous outdoor activities for individuals
• Offer group expeditions into the outdoors with skilled leaders
• Leader in the metro area; stress that they are locally owned provider of activities with a strong Oregon history
• Activities compete against trips lead by REI, Next Adventure and U.S. Outdoor Store
• POR has put effort into creating clean, professional collateral

Goals and Objectives

• Develop a web site that will increase overall activity enrollment rates and POR's market share, allow for online registration for activities, and counter improvements in their competitors' sites
• Site will include a current list of activities with a method of registering for those activities online
• Site will also feature:
  • other products and services
  • an online newsletter
  • photo galleries of past activities
  • customer testimonials
  • activity leader biographies
  • contact information
  • special promotions
• Home page must include information about select upcoming activities, and a link to the company newsletter.
• Site will be complemented with a traditional print, e-mail and radio ad campaign supporting the new site

Target Audience

• Target men and women equally
• Primarily educated adults with some disposable income
• Most have some outdoor experience but not whole a lot

Requirements

• Site should be viewable in most browsers
• Site must load quickly
• Design must be clean

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