Part 1: Project Definition Document
Purpose
The rebranding of a Commercial/Retail real estate brokerage firm SullivanHayes Northeast
Goals
- Create a new logomark that embodies the values of the company
- Create new letterhead collateral
- Write a new value proposition of the company
- Make a new website
Success Criteria
- Gain new Clients
- Have a better online presence
- Faster closed sales
Project Context
- The company focuses on the sale and development of commercial and retail properties.
- The company operates and focuses in the Northeast region of the United States including, Connecticut, Vermont, New Hampshire, Rhode Island, Massachusetts, Maine and Eastern New York
- Some of the clients they do business with include Starbucks, REI, LA Fitness and Aldi
- The company wants to showcase why New England is a great place to set up business
Project Dependencies
- Buy in from the brokers in the Firm
- Approval of the company’s principal - Jed
Scope Specifications
- Design of logomark for SullivanHayes Northeast
- Decision of Pantone and Web colors for SullivanHayes Northeast
- Design company stationery
- Design sitemap for website designate the purpose for each page of the website
- Design website wireframe for main page
- Create website content with copywriter
- Acquire new images of the Major cities and Market areas of New England
- Build Website
- Launch Website
- Promote new branding and website
Out of Scope Specifications
- Ask clients, landlords and developers for content, quotes and imagery useful for the SullivanHayes Northeast website.
Assumptions
- Principal will sign off on all aspects of project
- Search Engine Optimization will be built in the Website
- Brokers will engage with writing team to set up Bios and Listing of Properties
Constraints
- Timeframe to complete is end of year
- Usage of stock photography versus taking photos of sites
Risks
- The firm will look weak amongst their competition
- The company will want to start from scratch
Stakeholders
- The company's principal - Jed
- The brokers of the company
- The company's Staff
Recommended Project Approach
- Research other competitor's websites
- Gather GIS (Geographical Information System) data of the Northeast
- Gather demographic and economic development data of the region
- Gather Cityscape and Local Flavor Images of Boston, Hartford, Providence, New York City and state
Alt Project Approaches
- none
Organizational Change Issues
- Stakeholder&s support staff will be incharge of content updates
Policies and Standards
- Does not change
Preliminary Cost, Schedule and Resource Estimates
- $40,000 for content building, rebranding corporate identity and website design
- Geographical Information System and Demographic data collection of the major markets areas of New England
References to Supporting Documents
The SullivanHayes Northeast Current WebsiteVisual Scope Summary
- See Part 2