White Hot Marketing Project Scope

Midtown Indianapolis, Inc.July 8, 2016

Scope: Research

Discovery Phase: Review other midtown programs, existing secondary content,

news, studies, history, plans etc.; meetings with client and “project team” (board,

MAC representatives etc)

Time Estimation: 25 hours

02

Scope: Research

Primary Research:

• Design & conduct survey(s)

• Street teams: Connect with Midtown businesses, residents

• Online surveys: Use existing (and/or acquire)databases to send surveys to

audiences; utilize media, newsletter and Midtown Magazine to promote

• Executive interviews

Time Estimation: 75 hours

03

Scope: Research

Analysis: Develop branding recommendations and roadmap

Deliverable: Complete report with findings and recommendations

• Brand Story: Who You Are/Can Be• Value Prop• Differentiators• Tagline• Personality/Values

• Audience Personas

• Messaging: Define who you are in concise statements

• 12-month Plan: “Roadmap” for building greater awareness

Time Estimation: 60 hours

04

Scope: Digital

Strategy: Based on findings and recommendations of

Research, develop a digital strategy for the Midtown

site (and its affiliates)

Design: Build user personas, UI/UX, wireframes

Development & Testing: Build WordPress Site

Training: Train staff on daily use

Time Estimation: 75-90 hours

05

Summary

06

Discovery Phase: 25 hours

Primary Research: 75 hours

Analysis and Reporting: 60 hours

Digital: 90 hours | $9,000

TOTAL: $25,000