Bellevue Arts Museum Advanced Website Project Kickoff 7/20/2010

1. Bellevue Arts Museum Advanced Website Project Kickoff7/20/2010

2. Agenda • General Introductions • Scope of Work • Goals and Objectives • Our Current Understanding • Next Steps • Q&A

3. Scope of Work The scope of this Service Grant is to deliver an Advanced Website Design that incorporates Bellevue Arts Museum recent marketing and branding initiatives. Primary deliverables include: • Requirements Brief • Site Architecture • Draft Direction • Design composition of homepage and interior content/section pages – 15 pages • Revise/rewrite copy for key pages • Development of the approved redesign and content

4. Measurement of Success Goal Measurement Google Analytics Google Analytics Attendance audit Comparative growth in program enrollment Quantitative awareness audit/surveys • Increase website traffic by 25% after year 1. 2009 Unique Visitors – 97,898 2. Increase average time spent on sight by 30% after year 1. 2009 Time on Site - 1:41 • Increase Museum Attendance by 10% after year 1. 2009 paid attendance - 16K / $120K? • Create awareness and participation in museums programs. Current program enrollment . • Build Brand Identity

5. Our Current Understanding

6. Problem Statements • Website needs to align with updated look and feel to create a consistent brand image. • Current site does not adequately present information on programming in a matter that allows the user to intuitively navigate through the site. • Site should be flexible enough so that it can be easily maintained and updated and is SEO enabled. • Site should be visually interesting and provide the user the opportunity to explore the site in greater depth. • Current site lacks integration of social networking tools and multi-media content. • Current website copy does not exhibit ideal clarity and conciseness for web content. • Calendar page would benefit from organization/UI improvements and cross-linking to exhibition pages.

7. Audience Segments

8. Audience Segmentsuser needs & expectations

9. Audience SegmentsChange or Action

10. Current Website Analysis

11. Analysis of Current SitePer the BAM Site Map Draft Design • 800 x 600 size • Boilerplate • Use of Brand Colors • Font and Typography • Logo color and use Brand message • Unique proposition • Brand imagery Copy/Editorial • Limited use of calls to action • Tone is formal/dry • Length concerns • Content not optimized for web .

12. Analysis of Current SitePer the BAM Site Map Draft User Interface/information architecture • Scrolling • Engagement • “Pushing” users through site • Functionality • Bread crumbs • Flash on home page • Navigation • Search Quantitative • High bounce rate (44.9%) • Low Time on Site (1:41) • Avg. Page Views (2.79) • High % of new visitors • Traffic spikes in June/July .

13. Visual Analysis Viewable area above fold • What we need to accomplish • Create an appealing and organized space where main exhibitions are given center stage • Navigation needs more presence • Main header images should change on every page and show texture and art

14. Comparative Organizations

15. Comparative Sites Effective Home Pages Columbus Museum of Art

16. Comparative Sites Effective Home Pages Museum of Fine Arts Boston

17. Comparative Sites Good Organization and Heirarchy Frye Art Museum

18. Comparative Sites Interesting Layout and Details Denver Art Museum

19. Next Steps

20. Research Plans • Discovery • Gather information from the Funder’s Perspective 2-3– Main funders + Contacts– Non funders • Interviews with Community– Active Members 2-3– Past Members 2-3– Non-Members 3-4 • Send a survey – Similar to MOMA Survey

21. Logistics & Timeline • Schedule weekly status calls – Tanya & Sahni • Schedule Discovery sessions – BAM & TR team • Proposed timeframe below. Dates may change based on availability of interview subjects, number of iterations on design/copy, and availability of TR and BAM team members. • Discovery: 7/20 – 8/16 • Site Architecture: 8/17 – 8/30 • Design & Copy: 8/31 - 9/20 • Development: 9/20 - 10/18 • QA: 10/19 - 10/25 • Launch: TBD (launch to be managed by BAM)

23. Appendix

24. Background Description: Bellevue Arts Museum is the Pacific Northwest’s center for the exploration of art, craft, and design. Mission and Vision: Bellevue Arts Museum is the Pacific Northwest's center for the exploration of art, craft and design through exhibitions, educational programs and partnerships, emphasizing the work of regional artists. Brand Values : Artistic Excellence/Quality Inspirational Dynamic Community Partner

25. Background Current Size: • 1700 members • $2.9M annual budget • 50K visitors to museum each year (is this paid and unpaid) • 1 M (approx) visitors to museum and artsfair • 97,898 unique visitors to website (2009) and hosts popular Bellevue artsfair each July • 11089 Facebook • 765 Twitter followers Major Funders: Institute of Museum and Library Services, City of Bellevue, Windgate Charitable Foundation, The Boeing Company, Microsoft, 4Culture, ArtsFund, David Wright Tremaine, The Klorifne Foundation, Paul G. Allen Family Foundation

26. Background Differentiation • Focus on Arts, Craft, Design • Destination for extraordinary traveling exhibits • Advocates and catalyst for regional artists to showcase their work • Located in the heart of thriving downtown Bellevue • Bellevue Arts Fair

27. Taproot Team Bio’s Dan DeVries, Account Director Dan DeVries is a Senior Marketing Executive with a successful track record of new product and strategic business development. Dan enables companies to increase profitability by utilizing a strong background in marketing, program management, business development, and engineering. His experience has been gained with industry-leading organizations such as Microsoft, AT&T Wireless, and Honeywell, as well as with several start-up organizations. Dan has served as Vice President of Marketing for Zetec, Inc. and holds a MS/BS in Electrical Engineering and MBA in Marketing. He is currently a Sr. Marketing Consultant for Wild Horse Strategies. Sahni Burkhart, Project Manager Sahni Burkhart is a Project Manager with 12-years of experience managing web and software development projects. Sahni has managed teams building out automotive dealer website solutions for clients such as Toyota, Lexus, and Honda. More recently, she owned the implementation of people search directories on MSN, AOL, and Dexknows and has completed a Sr. Project Manager at ZAAZ, a Seattle interactive/web analytics agency. Bellevue Art Museum will be Sahni's third Taproot project. Sahni has a BA in Biology from REED College, and has Certificates in both Project Management and Systems Analysis through the University of Washington Extension program. Tami Fujii, Marketing Manager Tami has 20+ years of consumer marketing experience with a focus on delivering marketing programs that create memorable consumer experiences and positively impact brand equity. Tami is currently the Director of Product Management at T-Mobile where she leads a team of product managers, business managers and analysts. This is Tami’s third project for the Taproot Foundation. Her previous projects include serving as Brand Strategist for Elder and Adult Day Services (EADS) and the Bellevue Arts Museum where she was responsible for delivering key messaging and brand positioning. Tami has a B.S. in Business from Oregon State University.

28. Taproot Team Bio’s Grant Granger, Copyeditor/Writer As Reliance Network's Content Manager, Grant has written real estate-related content for both the web and drip marketing campaigns since 2004. In 2009 he served as the copywriter/editor on a Taproot website grant for the Austin Foundation. Grant has also worked as an Editorial Intern for Alaska Airlines Magazine and Horizon Air Magazine, and received his BA in English from the University of Washington in 2003. Kate Dobson, Designer Graduated from Savannah College of Art and Design in 2000 with a Bachelor of Arts in Graphic Design. Upon graduation, moved to New York where I worked as a graphic designer and art director for several firms ranging from small boutique design to larger advertising firms. In January of this year, I moved to Seattle to be closer to family that has relocated here and I am greatly enjoying my new surroundings. I came upon Taproot while searching for a job and thought it was a unique way to volunteer using my design skills and have the opportunity to work with great people in my new city. I currently work as a designer at Nordstrom Keith Kemp, Web Developer Keith Kemp is a web application developer who has worked on a variety of non-profit and educational sites over the last 10 years. This will be his second Taproot project, the first being a website redesign for Powerful Schools as the web developer. Keith has a BS in Information Technology and is Microsoft Certified Application Developer. As the proprietor of Kemp IT he provides information technology and web application development services to non-profits, education, small businesses, and individuals.

29. Taproot Team Contact Information Dan DeVries, Account Director dan@wildhorsestrategies.com Sahni Burkhart, Project Manager sanyaalak@hotmail.com Tami Fujii, Marketing Manager tami.fujii@gmail.com Grant Granger, Copywriter, Editor grantgranger@gmail.com Kate Dobson, Designer kate.dobson@yahoo.com Keith Kemp, Website Developer keith@kemp.it

30. Website CategoriesPer the BAM Site Map Draft Home Page Main Sections • Current Exhibits • Events (today and this week) • News Main Nav Bar Exhibitions Programs and Education Calendar Get Involved/Support BAM artfair About Us Top Nav Bar Visit Join Give Rent BAM Shop (Store?) eNews Search A- / A+ Footer Contact Us Site Map Press Privacy Policy