Overview
Initial management team meeting to discuss strategic business goals. Organize a group of key stakeholders that represent organizational interests to brainstorm. 

• Structure thoughts
• Identify key pains and opportunities
• Engage an external audience in informal research
• Identify audience understanding of your differentiators and relevancy
• Generate energy for defining issues, refining goals, and creating solutions

Deliverables

• Fully documented supporting information uncovered during the management team meeting, brainstorming session(s) and external audience research
• Clearly defined issues and opportunities
• A matrix of prioritized online marketing requirements and audience expectations

Roadmap
The Online Marketing Assessment builds rationale for the proposed roadmap. The roadmap outlines the overall online marketing strategy in terms of goals, budget, proposed tactics, and perceived business value. The roadmap provides direction on the following strategies:

• Creative and brand direction
• Web design, development, application integration
• Hosting
• Search engine optimization (SEO)
• E-mail marketing
• E-commerce, Intranets, and Extranets