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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