1. Pattys Pet Care

2. Statement of WorkClient: Pattys Pet Care0 Primary Contact: Patty PertyService Provider: LRH Web Design, Inc.0 Project Team: Hannah Erickson, Luisa Eding, Reuben RovaProject Name: Pattys Pet Care Website0 Project Type: Business website and blogWebsite Details SummaryName of the Website: Pattys Pet CareWebsite URL: pattyspetcare123.wordpress.comWebsite slogan/tagline: The Friendliest Pet Service in Vancouver, WashingtonWordPress Theme: VigilanceNature of the website (Purpose):A business website for Pattys Pet Care, including information on the businesss services, basicinformation about the business, as well as an interactive blog where Pattys Pet Care staff can offeradvice and observations about pet care and answer questions from visitors. -2- 3. Statement of WorkTarget Audience:This website is aimed at pet owners in the greater Vancouver, Washington region. Target demographicis middle class or above, as grooming and pet day care tend to be luxury buys though they are often notseen this way by the purchasers. These customers see purchases as appropriate care for their pets,whom they consider members of their families. As a result, they are deeply invested pet owners. Thisdemographic includes both single professionals (who often need help with daily or travel pet care) aswell as families (who may be more interested in grooming and training services).Project Goals Summary:1. Position Pattys Pet Care as the premier provider of pet grooming, training, boarding, and day carein the greater Vancouver region.2. Position the staff of Pattys Pet Care as experts in the field of pet care and active members in thegreater Vancouver pet-owning community (key message).3. Promote Pattys Pet Care services, events and specials4. Differentiate Pattys Pet Care from generic pet stores and from pet-supply stores.Design Summary:A full-scale web design hosted on WordPress.com, including graphic design, templates, contentarchitecture, special features and social media integration.Timeframe to complete project:LRH Web Design will present a first draft of the website on March 13, 2012 to the client and usabilitystudy group. The Project Team will create an internal editorial calendar and progress meetings will beheld twice a week. The first revision is included in the original fee; subsequent revisions will beaccommodated on an hourly contract basis. -3- 4. Statement of Work Goal StrategyGoal 1: Steps to establish Pattys Pet Care companys position0 Mission (to provide top-quality pet services by expert and caring staff to the Vancouver, Washington, area)0 Visual (Appeal, colors, relevant content, imagery)0 SEO/Statistical tracking0 Community involvement (sponsorship)0 Resources/LinksGoal 2: Steps to demonstrate staff position as expert0 Authors, contributors0 Bios0 Regular blog posts by staff members on pet care topics0 Content on Services and About pages and sub-pages that highlights expertise of staff0 Help and Tips sectionGoal 3: Steps to promote Pattys Pet Care services, events and specials0 changing content0 Calendar of Events0 Facebook, Twitter, potentially FourSquare0 Comments and contact0 RSS feed0 Trackbacks and pingpacksGoal 4: Steps to differentiate Pattys Pet Care from the competition0 Blog format with archives0 Friendly, caring and knowledgeable content (Your pets are our pets)0 Our friends (pet and owner gallery)0 Community involvement0 24 hr online webcam (pet owners can monitor pets) -4- 5. Statement of Work Design StrategyDesign Strategy Specifications: Design should reinforce the message that Pattys Pet Care is a good placeto take ones pets. Visitors to the site should feel reassured through design and content that staff are bothfriendly and professional, as well as experts in their field.0 Design Architecture: Structure is designed to make the wide variety of pet services provided by Pattys easily navigable and understandable through a drop-down Services menu on the main nav bar. Key areas of concern for pet owners (health/hygiene, behavior, etc.) are included in categories list to help visitors find answers to their questions before calling staff. Tags further allow visitors to drill down to their specific type of pet or type of service desired.1. Sitemap (hierarchy)2. Wireframe3. Navigation Strategy and Elements4. Categories & Tags0 Content: Visual design is clean and professional with friendly touches in both imagery and text to reinforce the message that Pattys Pet Care is a safe and professionally staffed destination for customers pets. Blog posts by staff members help position staff as experts in the field of pet care, as well as friendly individuals who love pets. Words like friend and family and phrases like your pets home away from home will be used repeatedly to reinforce the image of Pattys Pet Care as a warm and welcoming place for ones pets. Pages contain information regularly asked via phone by potential customers at present time, including pricing, hours, types of services offered, and policies. A wide range of animal images on the main page reinforce both Pattys Pet Cares love of pets and the large variety of pets served by the business.0 Visual Design (visual tone and site personality)0 Pages0 Blog0 Imagery (videos, photos, etc) 5- 6. Statement of Work Design Strategy0 Customizations (special features) Through both visuals and text, the message of not just pets butvariety of pets will continually be reinforced. The header includes visual messaging (through use ofanimal tracks) of the variety of pets Pattys serves. It also includes key location/contact information sothat visitors will always know how to find and contact the business. Sticky posts promote ongoingspecials and current community-outreach projects. 1. Header (customized design) 2. Alert Message (Upcoming Events Notice) 3. Additional image link navigation (twin side widget) 4. Sticky posts 5. Slide show 6. Galleries0 SEO 1. WordPress Statistics 2. Including phrases pet services and Vancouver, Washington in website tagline 3. Blog posts include many keywords and tags (attract visitors searching for specific pet advice)0 Specific Projects (outreach) 1. Clark County Photographic Club 2. Pet Fund Kitty Drive (for needy pets) 3. Monthly All Pets Chatterbox meet-ups -6- 7. Statement of Work Concepts Navigation Pages Wireframe About Our Story Our Team Contact Event Calendar Gallery Our Friends Pets in the Park Help & Tips Policies Web Services Boarding Day Care Grooming Our Store Pet-Sitting Training -7- 8. Statement of Work Screenshots Custom Header Tagline Horizontal Nav Copyright/Designer Search Alert Box Events Disclaimer Gravatars (staff) Color Scheme -8- 9. Statement of Work ScreenshotsPattys Pet Care:Sticky Posts: Specials SlideshowSide Bar: Recent posts Categories Tag Cloud Follow Blog -9- 10. Statement of Work ScreenshotsPattys Pet Care:Side Bar: Image Nav Post - video -10- 11. Statement of Work ScreenshotsPattys Pet Care:Posts include: Articles Images Titles Links Tags CategoriesSide Bar: Social Media RSS Meta -11- 12. Statement of Work Maintenance Site Maintenance: As a self contained blog style, Pattys Pet Care website is easily sustainable. LRH Designs will provide an orientation for the Pattys Pet Care staff members who may be designated as Administrators, Editors and/or Contributors. Staff members will contribute content on a regular and rotating basis. An internal editorial calendar (private) will ensure that content is updated in a timely fashion. Contract includes one hour of labor per each three months for the next five years. LRH Design will update theme software and perform minor design tweaks. Any additional work and customization will be performed by LRH Design on an hourly contract basis. LRH Designs March 13th, 2012 Pattys Pet Care site-12-