Web Thesis

Chivonne Williams My Web Thesis Project Tuesday, 5 February 13

140 Characters Make Up Me is a makeup &hair team
which oﬀers services for all occasions, raising support &awareness through beauty for women with cancer Tuesday, 5 February 13

Elevator pitch Make Up Me is a London-based hair and
makeup business, with expertise in all areas of innovative beauty, fashion and photographic styling. Make Up Me currently needs a face-lift, a new design and additional interactive media including social elements and SEO. My aim is to redesign the site and the brand, expand the business model, make it more interactive and develop more online presence. I would like to give clients and browsers more reason to return to the site, stay on it longer and support a cause that’s close to my heart. I will add news and social forums for clients and patients to use as well as other Social Media such as Pinterest and Facebook, which will allow people to come up with campaigns to support women with Cancer who need help with makeup and hair. Tuesday, 5 February 13

CHARITIES THAT NEED HAIR AND MAKE UP Tuesday, 5 February
13

USP ✤ I will differ from other sites as as
well as being a business site promoting services, I will encourage my clients to give back by promoting a cause that can beneﬁt from hair and make up. Not a want more a need. I will allow clients to post personal images and content, socialise and share information publicly or privately. All which will be relevant to a cause, which relates to their interest of hair and make up. Tuesday, 5 February 13

Make Up Me Website Portfolio gallery Services News and Blog
about charity campaigns Real stories and experiences Interactive social media about personal campaigns ↙ ↓ ↘ ↗ ↑ Tuesday, 5 February 13

Business A charitable idea for a Hair and makeup site
is appealing for my business as well as for the hair and make up industry and women patients going through cancer. The Charities I will be raising money for will “Look Good Feel Better” and “My New Hair”. My website would be aimed at both volunteers, patients and clients. Volunteers would be able to share fundraising ideas, join teams and raise awareness through social networking and find out more information about their local “Look Good Feel Better” voluntary classes and hospitals involved. Patients will be able to find their local “Look Good Feel Better” classes, find out information about any events held to raise money for the cause in their area and use social networking and forums to socialise with others in similar situations to themselves. Clients can find their regular information about services and prices, further information about how they can show their support for the cause and share information socially. I will start my website now by starting a simple Blog and gaining followers. One idea is to have Patients as guest bloggers and have personal product reviews which will attract clients seeking information about products to the site. Tuesday, 5 February 13

How will I promote my site? I will promote my
site using my existing clients, and existing social media networks I will use Facebook Campaigns to get people involved in doing something creative with hair or make up to raise money and awareness I will also do some fundraising of my own such as “The Wolf Run” April 2013 to raise money and awareness of my site I will use SEO throughout my site I will contact business’ I know within the hair and make up industry such as Wig companies and make up brands and ask for support I will ask the local hospitals and councils for advertising space Tuesday, 5 February 13

FUNDRAISING IDEAS Tuesday, 5 February 13

Up-front costs Fundraising, for example my ﬁrst fundraising event I
need to pay to attend. I may need to do this with others or to assist my own events or campaigns Sales and Marketing- Possibly Adwords, Facebook Ads, local paper, promotions and events Additional help i.e. assistance from designers or developers Employees and assistance of Make Up Me Insurance- Public Liability Insurance and Business Insurance Time Tuesday, 5 February 13

Description of Revenue Source My Source of revenue will come
from my services provided and commission from services provided from my assistance Afﬁliate marketing from products I recommend or review within my Blog and from businesses involved within my target market who also offer afﬁliate campaigns Later on I hope to receive revenue from advertising Tuesday, 5 February 13

Tuesday, 5 February 13

Affiliate companies ✤ Affiliate Window ✤ Affiliate Future ✤ Click
bank ✤ Trade Doubler ✤ Affiliate link ✤ Skim links Tuesday, 5 February 13

Estimated Traffic and Revenue at Launch I will have the
start of my site up in April, this will be my first fundraising event “The Wolf Run”. So far I have a team of 5, I aim for this 5 (and hopefully more) to get 30 sponsors each and to donate through my site. If successful this will mean a definite stream of additional traffic 5x 30, which is 150 hits around this time, as well as a regular stream of clients looking for make up and hair throughout the peek bridal season and browsing clients. I will ask my team to ask their sponsors to promote the site via social media, I hope that at least 1 third of these sponsors will which will again generate more traffic and visitors to the site. I hope to have around 250 hits around the month of April 2013. Tuesday, 5 February 13

Revenue Stream Revenue I will receive around this time will
just be from my Bridal clients and general clients. The rest of my site will not likely be making revenue but will be receiving funds towards “Look Good Feel Better” and “My New Hair”. Eventually I will be receiving revenue from my clients, commission from my assistance, advertising and Afﬁliate marketing which could be anything from 5% - 20% commission from products purchased found through my site. Hopefully around £500pm to start with. Tuesday, 5 February 13

Competition The industry for hair and make up in the
UK is crowed and compe??ve, populated with thousand of independent beauty salons and mobile therapists the number of designer salons is increasing, with large companies such as Elizabeth Arden and Clarins providing treatments in a variety of venues, including department stores. Addi?onally, hundreds of leisure service providers, such as hotels, spars and health clubs offer beauty services to their customers. This industry is populated by thousands of unqualified and under-‐qualified operators providing treatments informally to friends and family. It is impossible to quan?fy this compe??on, but you can combat it by ensuring you provide a highly professional service adhering to health and safety legisla?on and relevant industry codes of conduct. I also face indirect compe??on from cosme?cs and body care products retailers. Premium. Skincare ranges are becoming ever more sophis?cated and department stores selling designer products oKen employ qualified therapist as sales staff, which are able to dispense advice and provide free demonstra?ons. Tuesday, 5 February 13

Some of my main compe?tors are: Online hMp://www.returntoglory.co.uk/Client/Default.aspx-‐ mobile
make up and hair service hMp://www.temptalia.com/-‐ make up ?ps and tricks hMp://www.makeupalley.com/-‐ make up review site hMp://www.joygoodman.com/-‐ freelance make up ar?st hMp://premierhairandmakeup.com/-‐ make up agency hMp://blush.uk.com/-‐ mobile make up and hair COMPETITION You Tube videos Pinterest pin boards Print Womens magazines Department stores Tuesday, 5 February 13

Beauty therapist Their services are facials, manicures, waxing, and massaging,
bridal make up, this merges with Make Up Me because I offer all these services but specialise in makeup and hair styling. Beauty therapist are also based in salon and mobile so they can build up there clientele very quickly. They adver?se mainly on internet and in magazine or word of mouth. I differen?ate from them because I am a specialists in makeup and touching on skincare, my service is more for people who need professional services for special occasions events, photoshoots, fashion and weddings. Freelance makeup ar5sts They offer the same service as me mainly they work as individuals on film, fashion, editorials and music videos. This compe?tor merges with my services because myself and my business partner offer the same service but we are 2 freelance makeup ar?sts who have added beauty skills and hair skills so we have a wider market to target. Makeup ar?sts tend to use websites to show their porVolio of work to clients. Also they tend to have agencies who find them the work who take a commission. We will differ from freelance makeup ar?st because we offer a wider range of skills such as social interac?on, real reviews and news, hair styling this is more appealing to an individual and to a company as the offer of service is greater than an individual make up ar?st. COMPETITION Tuesday, 5 February 13

Competitor Stats over 3 months Trevor Sorbie is a hairdresser
that also supports charitable causes. From his rankings you can see 90% of his visitors come from the UK. He would be a competitor as he offers hair services as well as supports a chosen charity. His site has been running for 15 years Tuesday, 5 February 13

Daniel Sandler is a make up artist with his own
line, he supports a chosen Cancer research program and is a strong competitor. This site has been online for over 11 years and has most of its success by being referred by search engines Tuesday, 5 February 13

This site is a beauty community that does its own
reviews for makeup products. Its very popular in the US, I feel one of its strongest success points is the amount of links and link backs it has to its site. The visitors are more global and search more speciﬁcally with keywords. This is something I could look into when designing my own social network/community and advising on products. Tuesday, 5 February 13

This site is a strong competitor to my actual business
Make Up Me, it delivers services such as mobile make up hair and beauty. It also has a high number of links keeping it quite strong. This site gets a quarter of its hits from search engines and as you can see has quite a speciﬁc audience. Tuesday, 5 February 13

Determining the Success of my business I will determine the
success of my business by the amount of increased trafﬁc and revenue stream to my business. How long people are staying on the site for and the use of the social network and fundraising facilities. As my site is currently a portfolio site and service menu it does not have a high amount of search time or repeat trafﬁc. This is something I can judge against when looking at the success of the new business. Tuesday, 5 February 13

Commodity ✤ The benefits of a user using my website
would be to find a hair or make up artist for their needs, be it personal, for business purposes or for a project such as a show or advertisement. The content will be informative and useful in helping with what the client is searching for. ✤ Secondly the benefits to my user will be learning more about a charitable cause and how they can help. ✤ The functionality and user experience will be to be able to browse via search box. Look at galleries specific to their request and read up on further information such as services and prices. Or read up and view the social networks fundraising activity. The site will use relevant visual hierarchy and a grid system to make it easy, clear and concise and easy to follow. ✤ The charitable aspect of my business will always be visible as the client will always be able to see and access a donate button and a “Find out how you can raise money through hair and make up for those who need it” tab. Tuesday, 5 February 13

Content & Tuesday, 5 February 13

My Mission -Raise awareness for a good cause -Create activity
-Create a social network where people can meet, donate and raise money -Improve business and repeat business -Drive trafﬁc Tuesday, 5 February 13

Audience ✤ My audience will mainly be women 16-34 looking
to pamper themselves. ✤ Businesses looking for a service ✤ Brides Tuesday, 5 February 13

Audience Categories ✤ BROWSERS- want to view the site and
galleries, might need an artist for the future i.e a bride, scanning for prices. Want easy visual hierarchy and ability to go back to the start, search for information required. ✤ DIRECT REQUEST CLIENTS- want simple and easy navigation to “contact” to speak to someone about their personal request ✤ DIRECT REQUEST, OPEN TO BROWSE- client has come to the site for a purpose, ﬁnds their purpose but could be enticed by further information, offers or attractive content. Tuesday, 5 February 13

“Tell uplifting stories of people who have been helped or
are helping via social media. This emotional connection resonates with audiences and increases giving.” Tuesday, 5 February 13

←CURRENT WEBSITE LOOK AND FEEL PREFERRED LAYOUT AND FEEL→ Tuesday,
5 February 13

Good News Stories Browsers and direct request but open to
browse clients like visual information and navigation Tuesday, 5 February 13

Social Media and Fundraising 6 social media and fundraising tips.
http://www.nonprofitmarketingguide.com/blog/2012/08/13/how-social-media-and-fundraising-fit-together/ 1. PROJECT-SPECIFIC, SHORT-TERM CAMPAIGNS THAT RAISE MONEY NOW By setting a specific goal (e.g. we need to raise £1500 to buy XYZ), and actively encouraging and empowering your biggest supporters to make it happen by a set deadline, you can raise money via social media using lots of applications available to help you do this. You can also use this approach with “emergency” or “breaking news” fundraising — “this bad thing just happened, and here’s how you can help.” Tuesday, 5 February 13

✤ 2. ENCOURAGING DONATIONS FOR CELEBRATIONS (E.G. BIRTHDAYS) TO RAISE
MONEY IN THE FUTURE Actively encourage supporters to think about donating their birthdays or other celebrations where guests expect to give gifts. Tuesday, 5 February 13

✤ 3. ADDING SOCIAL TO YOUR “IN-PERSON” EVENTS TO RAISE
MONEY NOW Add fundraising through social media to the event. If event participants get sponsors (e.g. the classic 5K or -thon model), you can make it easier for them to raise that money with social media — and it can make a huge difference in how much they raise. Even if participants don’t get friends to sponsor them, you can still use social media as part of an auction or to collect donations from people who can’t attend. Blackbaud and Event360 are good resources. Tuesday, 5 February 13

4. SUPPLEMENTING DIRECT MAIL AND EMAIL APPEALS AS PART OF
AN INTEGRATED CAMPAIGN TO RAISE MONEY NOW Use the same messaging in social media that you are using when you are asking for donations in direct mail and email. You can also use social media to add a “soft” ask — like signing a petition or a card, or sharing a photo or story — to the “hard” ask for a donation, where supporters follow through on the soft ask via social media. That gives you another opportunity to request a gift. Tuesday, 5 February 13

5. DONOR ENGAGEMENT TO INCREASE DONOR RETENTION You can use
social media to stay in touch with the donors you are already have, in a conversational, friendly way. Social media allows you to provide more frequent updates than your newsletter allows. You can also publicly thank them for their support and report back on results their generosity helped produce. You can also use social media to connect donors with other supporters, e.g. creating a Facebook Group for your business or society. Tuesday, 5 February 13

6. DONOR ACQUISITION TO RAISE MONEY IN THE FUTURE You
can also use social media to ﬁnd and start conversations with people who may someday become major donors. Just like any other kind prospecting, it takes research time and a personal touch to make these connections. Bill Connors, writing at NetWitsThinkTank, says “...major donor fundraising with social media is really just using an online tool to help with an ofﬂine process.” Tuesday, 5 February 13

Summary of Research Findings for Online Giving In 2011, online
giving was up 13% on a year-over-year basis when large International Affairs organisations are removed from the analysis. 54% of the organisations in the analysis experienced results at or above this growth rate. Large organisations grew by 8.6% and medium organisations grew 13.1% in 2011. Smaller nonproﬁts grew 12.8% compared to the same time period in 2010. When large International Affairs organisations are included in the analysis the growth rate drops to 0.3%. This is because of the tremendous amount of online giving to these organisations in 2010 in response to the Haiti earthquake. Online giving to the entire International Affairs sector was down 55% in 2011. International Affairs is the only sector not experiencing positive growth in 2011. Tuesday, 5 February 13

End-of-year giving continues to account for most of all online
donations. 34.8% of online giving happened in October, November, and December of 2011. December represented 20.3% of online giving in 2011 and was up on a year-over-year basis. January had a signiﬁcant decrease in the percentage of online fundraising occurring during the month, dropping from 14.6% in 2010 to 5% in 2011, again illustrating the impact of Haiti relief giving to International nonproﬁts. End of Year Online Giving- The Best time to Campaign? Tuesday, 5 February 13

Raise Funds. “Organisations can apply to YouTube's Nonproﬁts program which
lets users click to donate after watching a video. Movember's own social network MoSpace lets Mo Bros and Sisters donate money, track money by groups, and share giving with their friends. An app is in the works too.” Tuesday, 5 February 13

Navigation http://www.welie.com/patterns/index.php Tuesday, 5 February 13

Social media fundraising navigation Tuesday, 5 February 13

Search Tuesday, 5 February 13

Galleries and testimonials Tuesday, 5 February 13

Booking Tuesday, 5 February 13

News News feeds and updates, possibly at the bottom of
the page Tuesday, 5 February 13

Activity Stream Tuesday, 5 February 13

*End Tuesday, 5 February 13

Web Thesis

Web Thesis

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