Académique Documents
Professionnel Documents
Culture Documents
This template is flexible – don’t be constrained by it – delete and shift stuff around as you see fit.
Both the content and the order are suggestions only!
The headings are shown in blue, with some example content in grey italic. Notes are in red
Remember that this summary section is as far as many people will get – make it short, punchy and
memorable!
Here, give a precise statement of the main activities you’ll be undertaking in the coming year. Hook
this closely with your organizational strategy – and, if you know you have things like budget cuts or
changes in the way the organization works – reference them here
You can use SMART (Specific, Measurable, Attainable, Relevant, Time-bound) to help structure your
ideas.
You can use the information you gathered earlier (see Chapter 1: Evaluating what you have now) as a
quick way of populating this section. Include things like number of visits, main goals of visitors to the
site, the successes you’re seeing and so on.
Both SWOT and PESTLE analyses can be used if they work in your environment – if not, just adapt this
section accordingly, or remove it altogether..
STRENGTHS WEAKNESSES
OPPORTUNITIES THREATS
2.2 PESTLE
POLITICAL ECONOMIC
SOCIAL TECHNOLOGICAL
- We are a “trusted voice” in an environment - “Digital Natives”, familiar with the tools of
where there is “too much online content” online
LEGAL ENVIRONMENTAL
It is useful to begin this with a vision or mission statement, that is, one or two short sentences which
clearly articulate exactly what it is you are intending to do:
We will focus our attention this year on delivering e-commerce and personalization, building on the
successes of the previous years and beginning to generate positive revenue by year end.
Tie your vision closely in to any organizational vision which you know already exists. This will help
your stakeholders understand how the web fits into a wider picture.
Outline the actual activities you are going to undertake in as much detail as you can, and include
dates wherever possible:
During the 2010–11 financial year, we will look to increase and broaden our online audience to
20,000 visits per annum (an increase of 50%), by focusing on the following activities:
ensuring our core URL (www.oursiteurl.com) is included on all printed and marketing
material, including new business cards, email signatures, posters and flyers; we will look to
Within your operational plan, you will probably also want to consider some of the “business as
usual” activity: archiving of old content, updating of social media sites and “process” – ie. the way
that content moves around the organization and who is responsible for it.
4.0 Risks
Towards the end of your document, you should include a section where you outline the incoming
areas of risk. Use something like the following table to articulate these:
Web content is not We have an on-going Medium High Work with the Collections
seen as an issue with some teams team to demonstrate how
organizational in the organization easy our new CMS is to
priority who are producing rich work with; website editor
content but not passing will set up some
this on to the editorial workshops during the first
team to put on the quarter (Q1) and provide
website. As a on-going support to the
consequence, our Collections department
visitors are missing out during Q2–4.
on some valuable detail
about our newest
collections items.
Include things like the following – or link to the information if it is easier to hold this elsewhere (for
instance a budget spreadsheet or intranet):
the operating budget and costs for the website, including things like CMS licences,
hosting costs, maintenance and domain names
any income, for example, from sponsors and/or e-commerce.
any project budgets (i.e. discreet redesign or development projects which have
budgets allocated to them)
salary costs (include ‘on-costs’ – the costs of employing that person outside of their
salary – if this is how your organization does this elsewhere).
Include the names and roles of people who work on the site. Include not only FTE but also people
who provide content as part of their day job. Mark this clearly.