2015.08.06 Max Fit Movement Institute Inc. BRD 1.0

2017-09-20

: Vuzix 2015.08.06 Maxfit Movement Institute Inc. Brd 1.0 2015.08.06_MaxFit_Movement_Institute_Inc._BRD_1.0 assets 8600cdb5-d9cf-423d-8840-cb52c45e992c 2972

Open the PDF directly: View PDF .
Page Count: 24

Download
Open PDF In Browser	View PDF

Digital Marketing Framework 2.0

Build Requirements Document (BRD) 1.0
MaxFit Movement Institute Inc.
MaxFit Movement Institute Inc.

MaxFit Movement Institute Inc.

[v.2015-08-06]

Table of Contents
1. Executive Summary ............................................................................................................ 3
1.1. Executive summary and project objectives .................................................................. 3
1.2. Purpose of Build Requirements Document 1.0 (BRD) .................................................. 3
1.3. Description of Participants .............................................................................................. 3
1.3.1. Client ............................................................................................................................... 3
1.3.2. Partner ............................................................................................................................ 3
1.3.3. BDC Lead Consultant .................................................................................................... 3
1.4. Partner Selection Process ............................................................................................... 3
2. Client ..................................................................................................................................... 4
2.1. General Client Information .............................................................................................. 4
2.2. Target Market .................................................................................................................... 4
2.2.1. General ........................................................................................................................... 4
2.2.2. Target Personas ............................................................................................................ 4
2.2.2.1. Persona 1 – The Professional “Lisa” .......................................................................... 5
2.2.2.2. Persona 2 – The Athlete “Dale” ................................................................................... 6
2.2.2.3. Persona 3 - The Doctor “Tom” ..................................................................................... 7
2.2.3. Existing Digital Assets .................................................................................................. 7
3. Website Plan ........................................................................................................................ 7
3.1. Sitemap .............................................................................................................................. 7
3.2. Written Content Creation Requirements ........................................................................ 8
3.3. Site Design ........................................................................................................................ 9
3.3.1. Design Creation Requirements .................................................................................... 9
3.3.2. Audit of Current Available Design Elements .............................................................. 9
3.4. New key pages and site requirements ........................................................................... 9
3.4.1. Main Navigation & Website Strategy ........................................................................... 9
4. Website Functional Requirements .................................................................................. 14
4.1. Category of website ....................................................................................................... 14
4.2. Main Website Features .................................................................................................. 15
4.3. Website Forms ................................................................................................................ 16
4.4. Additional Requirements ............................................................................................... 17
5. Mobile Requirements ........................................................................................................ 18
6. Social Media Requirements.............................................................................................. 18
7. Marketing Automation....................................................................................................... 19
8. Website Search Engine Optimization (SEO) ................................................................... 19
9. Web Analytics .................................................................................................................... 20
9.1. Integration of Google Analytics .................................................................................... 20
9.2. Creation of a client specific Google Analytics dashboard ......................................... 20
10. Website Hosting .............................................................................................................. 20
11. Training & Maintenance .................................................................................................. 20
12. Ownership ........................................................................................................................ 21
13. BDC Delivery and Review Process ................................................................................ 21
13.1. The overall Project ....................................................................................................... 21
13.2. Process Details for the Build Process ....................................................................... 21

MaxFit Movement Institute Inc.

[v.2015-08-06]

1. Executive Summary
1.1.

Executive summary and project objectives

MaxFit Movement Institute Inc. requires a redesign of their website at http://www.maxfitmovement.ca. The
new website will serve Port Moody and the Vancouver Area, with a clinic located in Port Moody, BC.
The current website requires a design update, and reorganization to better display services, and advertise
programs. MaxFit Movement Institute will be investing in new EMR (electronic medical record) Software,
and will need to take appointments from the new website. These appointments should update within the
selected Software (eventually).
Business Objectives:
• Deliver an updated, well designed and professional website that is easy to navigate
• Increase Leads, and provide easy and intuitive appointment booking mechanisms to users
• Deliver a website that can be managed in-house
The Client has confirmed that project scope must respect a total budget of $9,000 CAD including taxes
and external services, licenses, and copyrights. The desired launch date is fall 2015.
The Partner should present cost options based on the scope outlined in the BRD, as well as proposed
launch date.
1.2.

Purpose of Build Requirements Document 1.0 (BRD)

The purpose of the Build Requirements Document 1.0 (BRD) is to outline the Client’s website strategy
and marketing needs, including features and functional requirements, website development, security,
testing, and documentation guidelines. Listed website requirements (scope) are applied in detail to allow
a web development firm to bid accurately on developing and delivering the project on time and budget.
Any web or mobile deliverable deployed by the Partner (winning bidder) that does not meet the agreed
upon requirements specified in this document must be corrected by the Partner at no cost to the Client or
BDC. All platform or plug-in recommendations made herein are suggested to meet the needs of the
requirements. All final web tools are the responsibility of the Partner.
1.3.

Description of Participants
1.3.1. Client

BDC client that approves final deliverables.
1.3.2. Partner
BDC Preferred Partner or client selected external web development firm (winning bidder) that will
develop, deploy and test the new client website and/or mobile deliverable(s).
1.3.3. BDC Lead Consultant
BDC Internet Services Consultant who has developed the Digital Marketing Strategy (DMS) and Build
Requirement Document (BRD).
1.4.

Partner Selection Process

BDC will work with the Client to identify and review RFQ (Request For Quote) participants and estimates
for this project. RFQ participants should include an overview of their digital marketing capabilities, their

MaxFit Movement Institute Inc.

[v.2015-08-06]

prior experience with similar projects, and references (optional).

2. Client
2.1.

General Client Information

MaxFit Movement Institute Inc. opened in 2007 with 1 location in Port Moody, BC. The clinic offers a wide
range of integrated services and programs for many different health, and movement issues. From
Athletic, to Work and Accident related injuries, as well as nutrition, diet, and exercise needs, MaxFit
Movement Institute Inc.’s many dedicated professionals provide unique, custom approaches to improve
health and enhance performance.
Currently, there is a business need to advertise a wider variety of services and programs, moving away
from the “Movement” focus. New program categories will be added to the new website (E.g. Paediatric
Care, Post Surgery, Anti-Aging, etc.).
Unique Selling Proposition:
• Offers complete Programs and High-end Health Care
• Offers specialty care and equipment – attentive, not rushed
• Complimentary to conventional health care (Musculoskeletal Medicine a primary focus)
• The most unique integrated health care clinic in the area
Potential Value Proposition Statement:
“There is no “one size fits all” at MaxFit Movement. We identify any less-than-ideal state of health, and
use a holistic, integrated approach to help your body perform at its best.”
2.2.

Target Market
2.2.1. General

MaxFit Movement Institute Inc. serves patients from any age range, with many different health
complaints. Having previously focused on movement related issues; the Clinic actually offers a number of
different programs and services to help their patients feel the best they can feel. Their primary client lives
within a 5-10 KM radius of the Clinic, and is typically mid-high income earners (80% client base).
2.2.2. Target Personas
In a website project or digital strategy, a persona is a fictional character that will be used to consolidate
and define a target group of customer segments.
Personas are used to define:
• Demographics
• Behaviours on digital platforms (website and mobile)
• Needs and Obstacles
By putting a face on a target customer the Partner will better understand MaxFit Movement Institute Inc.’s
digital asset requirements that meet customer expectations in terms of user experience, ergonomics and
navigation.

MaxFit Movement Institute Inc.

[v.2015-08-06]

2.2.2.1. Persona 1 – The Professional “Lisa”

Age / Gender

Early 20’s to Early 60’s, male/female

Location

Port Moody, BC/ Vancouver Area
Lisa’s career may be within an office environment, or outdoors. Lisa may suffer
from work-related injuries. She may have coverage and looks for services and
programs as alternatives or compliments to her medical treatments.
Lisa also prioritizes nutrition and health. She is focused on her weight and
overall wellness, and wants to maintain, or grow into a healthy lifestyle. She
has money to invest in a support system, or services that aid her in her lifestyle
goals. She is not afraid to try non-traditional alternatives.

User behaviours
•
•
•

Lisa needs:
Ways to improve her health, but she doesn’t necessarily know what she needs
Guidance to find the right programs and services to achieve her particular
goals/needs
Alternatives based on her medical and dietary needs
Pain point: Not always sure what she wants or needs – may be overwhelmed.
Is interested in browsing a detailed selection of programs to understand
options.

•
Digital footprint

•
•
•

Uses multiple digital technologies. Primarily laptop but including desktop (at
work), smartphones, and tablets, based on location and context of use.
Uses online search when looking for options.
Evaluates company based on reputation, offering, promotions, etc.
Active on Social: networking, researching, and participating in discussions.

MaxFit Movement Institute Inc.

[v.2015-08-06]

2.2.2.2. Persona 2 – The Athlete “Dale”

Age / Gender

Early 10’s to Late 40’s, male/female

Location

Port Moody, BC/ Vancouver Area
Dale is an amateur athlete or outdoor enthusiast and is looking for coaching
and support to take him to the next level. He may have a condition or injury that
requires direct support.
Dale may have decision makers (parent/doctor). He may be doing his own
online research, and looks to share information with his parents who have
input, and ultimately are the decision makers.

User behaviours

•
•
•
•
•
Digital footprint

•
•
•

Dale needs:
Shareable information to inform his decision makers
Appointment booking information
Pricing, insurance, and payment information
Information about the benefits of additional training services
Uses search engines like Google and YouTube to find more information about
his needs
Uses multiple digital technologies
Looks within own network for referrals
Evaluates company based on reputation and product offering

MaxFit Movement Institute Inc.

[v.2015-08-06]

2.2.2.3. Persona 3 - The Doctor “Tom”

Age / Gender

Late 30’s to late 60’s, male/female

Location

Port Moody, BC/ Vancouver Area
Tom is a doctor and searches for specialty programs and services that he can
refer to his patients. Tom looks to build his partner network to help provide the
best care to his patients. He may be the primary care physician, or specialist
who is accountable for providing the best recommendations, advice and
referrals.

User Needs

•

Tom needs:
Reliable, knowledgeable and specialty resources
The ability to quickly evaluate whether a service has the capabilities required
for his patients
Information that he can send directly to his patients

•
•
•
•
•

Uses multiple digital technologies
Uses online search when looking for partner options
Looks within own professional network for referrals
Reviews trusted sources and industry directories, online
Evaluates based on reputation, offering, and capabilities

•
•

User Behaviours

2.2.3.

Existing Digital Assets

Website(s):
http://www.maxfitmovement.ca
Social:
Twitter - https://twitter.com/maxfitmovement

3. Website Plan
3.1.

Sitemap

This sitemap has been developed with the Client following a detailed strategic analysis of the market, the
competition, and the target audience needs.

MaxFit Movement Institute Inc.

[v.2015-08-06]

Suggested improvements are welcome and encouraged; however, the BDC Lead Consultant must
approve any changes. Please review the current website for carry-forward content and
functionality.
3.2.

Written Content Creation Requirements

Website copy currently exists. A formally trained website copywriter may be required to write new content
for the new focus, and new website architecture and design, and will need to include the SEO keyword
recommendations that will be provided by the BDC.
The new website has been reorganized to feature core Services, and practical applications (Programs). A
Program is defined as a service that combines core services, doesn’t typically require a referral, is
possibly short-term, is a variation of a core service, or changes throughout the year.
Programs are framed as practical or integrated applications of the core services to better present
relevancy to the user. For instance, Sports Injury Management could include a combination of
Physiotherapy, Cryo Therapy, and Aqua Thermal Yoga services. Other programs range in category from
Nutrition, Running, Paediatrics, Fitness, etc.
Overall, there is a need to reorganize services and programs, as well as highlight a broader, more fullservice position (not just movement related services).
Please review to the current website to review content creation requirements. Please provide a quote for
the following 2 options:
1. Edit content created by the Client. This may include guiding the Client on required content to create,
editing content received by the Client, and creating the final version, creating all titles, URLs, page names
and meta descriptions.
2. Full content delivery. This may include interviewing the Client, creating initial content, QA by the Client,
creating all titles, URLs, page names and meta descriptions.
Please review competitor/industry websites to evaluate industry jargon, positioning, tone, etc.:
http://www.excelphysiotherapy.com
http://www.fortiussport.com/Pages/default.aspx
Coquitlam Aquatic Centre (City run)

MaxFit Movement Institute Inc.

[v.2015-08-06]

Note: It is understood that the Partner will ensure all content on all pages will be SEO using the keywords
provided by the BDC.
3.3.

Site Design
3.3.1. Design Creation Requirements

The client requires a creative look and feel for their new website. Please provide a quote for two (2)
design concepts.
The creative should follow all existing brand guidelines that are set forth by MaxFit Movement Institute
Inc.
3.3.2. Audit of Current Available Design Elements
Some web-friendly design assets currently exist. Please review the current website. The Client will
deliver any and all imagery that is aligned to the vision of the brand, and that can be used for inspiration,
or within the design of the website.
Please provide an optional quote and explanation for any recommended asset collection or development
needs (stock imagery, photography, illustration, etc.) upon review of the existing website.
3.4.

New key pages and site requirements

The new website should launch with improved content. Below are details that relate to the strategic
content that is required on each page (or category) of the new website. Examples of how users travel
through the website, and associated experiences are also identified.
The website writer (whether Client or Partner) should work directly with the MaxFit Movement Institute
Inc.’s subject matter experts to add detailed content on each page.
3.4.1. Main Navigation & Website Strategy
CONTENT:
As a portal into the website, the home page should look and feel
professional and polished, and immediately display the company value
proposition. An overview and brief description of the company should
appear with a call-to-action (CTA) to learn more About MaxFit
Movement Institute Inc. Company branding (including Logo), and a tollfree customer service number should be included in the header and
footer (if available).

Home Page

A brief description of the types of services and programs offered should
be included on the home page with Top Programs and Services linking
to detail pages.
CTA (call-to-action):
Large, dynamic ad units should allow MaxFit Movement Institute Inc. to
effectively advertise their services, programs, events, facilities, etc.
Include a large image, headline, short-description, and call-to-action
(CTA) button. These ad units (or carousel slides) will link to internal web
pages, and be used as a strategy to drive users deeper into the
website, as well as advertise featured items and promotions.
For launch, 3-5 graphic CTA should be included on the home page of

MaxFit Movement Institute Inc.

[v.2015-08-06]

•
•
•
•
•

the website, including:
See our Facilities
Request an Appointment!
See our Events!
Learn to Run
Yoga! At MaxFit
Note: This element should be considered within the wireframes as a
global element, with the ability to add to all pages (where required), with
relevant slides/ads for each.
Client Testimonials should appear on the home page, identifying
service or program reviewed.

•
•

Other page CTA:
Stay Informed! Sign Up for our Newsletter for industry and
company news and information.
Share [Social]. This will include general website social share
functionality. This is separate from the links to owned social properties,
in the header and footer
CONTENT:
This section of the website will include content about MaxFit Movement
Institute Inc., their unique process, the history and qualifications of the
team (overview), the company philosophy, commitment to the clients,
and type of clients.
Client Testimonial pull-quotes should appear in this section of the
website.

About Page

•
•
•
•
•
•

Page CTA:
View Our Services
View Our Programs
Request an Appointment
Questions? Contact Us [Contact Us]
Share [Social]
Stay Informed! Sign Up for our Newsletter for industry and
company news and information.
Reference pages:
http://www.maxfitmovement.ca/about/
http://www.maxfitmovement.ca/about/history/
http://www.maxfitmovement.ca/about/philosophy/
http://www.maxfitmovement.ca/about/clients/

Services Category Page

CONTENT:
The Services landing page should display all services, organized by
categories (if required). The user should be able to scroll through all
services in each category. An image, title, and short description should
be included. On click, the user will be driven to a Service Detail page. A
More Info CTA should be included under each thumbnail. A Featured
Programs module should be present near the top of the page,
highlighting popular programs.
Page CTA:

MaxFit Movement Institute Inc.

[v.2015-08-06]

•
•
•
•
•

Request an Appointment
View our Programs
Questions? Contact Us [Contact Us]
Share [Social]
Stay Informed! Sign Up for our Newsletter for industry and
company news and information.
Reference pages:
http://www.maxfitmovement.ca/services/
http://www.maxfitmovement.ca/services/clinical/
CONTENT:
Each Service detail page will include an image(s), title, and full
information.
A related programs and services module should appear on all relevant
program pages to increase cross-linking.
All service pages should include a “Send as Referral” CTA that will
allow users to email a link of the page by adding an email address, with
a short comment field.
Reviews should be included on all detail pages.

Services Detail Pages
•
•
•
•
•

Page CTA:
Request an Appointment
View our Programs
Questions? Contact Us [Contact Us]
Share [Social]
Stay Informed! Sign Up for our Newsletter for industry and
company news and information.
Some reference pages:
http://www.maxfitmovement.ca/services/clinical/chiropractic/
http://www.maxfitmovement.ca/services/clinical/physiotherapy/
http://www.maxfitmovement.ca/services/clinical/massage/
CONTENT:
The Programs landing page should display all Programs, organized by
categories. The user should be able to scroll through all Programs in
each category. An image(s), title, and short description should be
included. On click, the user will be driven to a Program Detail page. A
More Info CTA should be included under each thumbnail. A Featured
Program module should be present near the top of the page,
highlighting popular programs.

Programs Category Page
•
•
•
•
•
Program Detail Pages
MaxFit Movement Institute Inc.

Each Program detail page will include an image(s), title, and full
information. If a schedule is associated with the Program, a calendar
should be clearly displayed on the page, with a Request an
Appointment CTA.
A related programs and services module should appear on all relevant
program pages to increase cross-linking.
All program pages should include a “Send as Referral” CTA that will
allow users to email a link of the page by adding an email address, with
a short comment field.
Reviews should be included on all detail pages.

•
•
•
•
•

Page CTA:
Request an Appointment
View our Services
Questions? Contact Us [Contact Us]
Share [Social]
Stay Informed! Sign Up for our Newsletter for industry and
company news and information.
Some reference pages:
http://www.maxfitmovement.ca/services/movement-analysis/
http://www.maxfitmovement.ca/services/fitness/yoga-to-improverunning/
http://www.maxfitmovement.ca/services/nutrition/
CONTENT:
The Team page will include a brief page description including all of the
types of specialists and doctors hired at the clinic. The page will include,
by category, all employees of the clinic, including photo, title,
certifications, credentials, experience, services and programs offered,
and any other relevant information for each team member.
A strong CTA to view services and programs, and Request an
Appointment should also be included on the page.

Team Page

•
•
•
•
•
•

Facilities Page

MaxFit Movement Institute Inc.

CONTENT:
The Facilities page should include a floor plan, and images of the
facilities, and equipment used.

[v.2015-08-06]

If any program or service is referenced in the description of rooms or
equipment, links to the corresponding pages should be made available.

•
•
•
•
•
•

Page CTA:
Request an Appointment
View our Programs
View our Services
Questions? Contact Us [Contact Us]
Share [Social]
Stay Informed! Sign Up for our Newsletter for industry and
company news and information.
Reference page:
http://www.maxfitmovement.ca/gallery/tour/
CONTENT:
The Events Page should include a stacked list of Events by date
(soonest to latest). When an event is over, it should automatically be
moved to Past Events.
Full event details should be included with each event post: Title,
Location, Date, Description, Cost (if required), Details on RSVP (if
required), and the ability to add an Event Image. Each event should be
sharable via Social Media.
A News module should appear at the top of the page with Blog Posts
that are tagged by News. On click of Read More, the user will be taken
to the Blog Detail Page.

News & Events
•
•
•
•
•

Page CTA:
Stay Informed. Sign Up for the Newsletter to keep up to date on
Events, Promotions, Tips, News, and More!
Share [Social]
View our Programs
View our Services
Contact Us
Reference pages:
http://www.maxfitmovement.ca/upcoming-events/
http://www.maxfitmovement.ca/upcoming-events/past-events/
http://www.maxfitmovement.ca/event/utopia-academy-massagetherapy-clinics/
http://www.maxfitmovement.ca/gallery/summer-winter-activities/

Wellness Blog [Header]

CONTENT:
The Wellness Blog should feature industry related news, articles, and
tips. The ability to add categories to blogged content should exist. The
Wellness Blog landing page should display a stack of latest posts,
organized by category (The Profile Corner, Exercise Tips,
Announcements, News, etc.). Each post should link to an article/detail
page.
Each blog article should feature an image (with image gallery option) or
video (if available), title, and body copy, and should be shareable via
social media.

MaxFit Movement Institute Inc.

[v.2015-08-06]

•
•
•
•
•

Page CTA:
Stay Informed. Sign Up for the Newsletter to keep up to date on
Events, Promotions, Tips, News, and More!
Share [Social]
View our Programs
View our Services
Contact Us
Reference page:
http://www.maxfitmovement.ca/category/articles/
http://www.maxfitmovement.ca/category/news/
An Employment page should list job titles, details, and descriptions,
along with contact information to send a resume.

Employment [Footer]

Note: Please include anti-spam tactics for any email displayed across
any webpage, including Jobs. A corporate jobs email address may
need to be setup.
The footer will contain a hyperlink to an internal page. Page content
should include insight and approval from the Client’s legal council.
Terms & Conditions
This content will display the website usage terms & conditions, services
and program terms & conditions, quality commitments, and any other
company policies and guarantees.

Terms & Conditions [Footer]

Privacy Policy
This content will display the website Privacy Policy, including how
information is used, information regarding cookies, e-mail marketing
information, and any other relevant and legal requirements.

HEADER/FOOTER links

•
•
•
•
•
•
•
•
•

The header and footer will contain buttons or hyperlinks to the following
pages:
Contact Us
Appointments
Newsletter (Sign Up page)
Blog
Social Buttons
Search
Site Map (footer only)
Terms & Conditions (footer only)
Employment (footer only)

4. Website Functional Requirements
4.1.

Category of website

The new website will be a services brochure style website that allows users to request appointments.
Content Management System
(CMS)

MaxFit Movement Institute Inc.

A non-technical administrator should be able to log in, add/edit/delete
pages and content with little or no support. Use a platform based on
open source technology, or that is highly extendable.
[v.2015-08-06]

Based on the recommended approach, a full list of
features/functionalities should be provided to the Client.
A live demo walkthrough to show how the website administration and
governance will operate should be delivered. Please include training in
quote.
4.2.

Main Website Features

The items below represent the main front-end and admin functions of the new website and web system.
Prepare a landing page template that can be used by MaxFit Movement
Institute Inc. to create campaign specific landing pages with optimized
conversion strategies and analytics. Include instructions on adding to
the website and removing following a campaign, as well as producing a
custom sub-URL, during training.
Campaign Landing Page
Template

The page should not include the website header or footer, and include
1 clear offer, and 1 clear CTA.
EXAMPLE OF CAMPAIGN:
-New Service or Program Offering
-Discount Promotion

Website Search

An open-text search field should be made available in the top right
corner of the navigation, and will display a search results page including
a list of the most relevant website content. Each result should include
an image (if available), title, and short description.
Each search result should be sorted by content type – blog, service,
program, event, or general, and will link to the corresponding web page.

Video Player

The ability to add video content to pages should be included within all
page templates, and should be designed, as such. This could include
DIY tips in the blog, program information, and presentations of facilities
in Service or Program pages or company videos on the Home or
Contact pages.
YouTube is the recommended video player for video embed.

Send as Referral

A Send as Referral CTA should be included where specified, and allow
users to email a link of the page, with comment, and “From” field.

Related Services

Related Services should appear on all relevant detail pages, and
include services and programs that are associated by category,
keyword, or tag.

Smart Calendar

A Calendar of Events, and Programs should appear in those sections of
the website. The user should be able to filter by Date, Time, or
Program/Event.
A strong CTA to Request an Appointment on Program pages should be
included.

Reviews

MaxFit Movement Institute Inc.

The website should allow users to add a star rating, and write a review

[v.2015-08-06]

based on service or program. MaxFit Movement Institute Inc. will
moderate all reviews.
Anonymous reviews should also be made available to users.
EMR (phased)

4.3.

MaxFit Movement Institute Inc. is currently researching EMR software.
Potentially, this system will include information from the website in
regard to appointment bookings.

Website Forms
The Contact Us page should display locations, directory information,
hours of operation, customer service contact information, as well as a
web form for users to contact MaxFit Movement Institute Inc. for general
inquiries.
-*First name
Last name
*Email address
*Confirm email
*Phone number
Comments:

Contact Us/FAQ Page
Include error messaging on *required fields.
A confirmation message should be displayed once the message has
been sent. The sent form should be submitted to an email address.
A corporate contact email address may need to be setup for the web
form submission.
FAQ
An FAQ module with expandable questions (revealing answers) should
be made available on the contact page. This will avoid high volume of
easy-to-answer questions (E.g. What to bring, What to expect,
Cancellation of Services etc.).
This page should include a series of drop down menus for the user to
select desired appointment details. A contact number should appear in
the top of the page, with a description of the overall appointment
booking process. The following fields should be included in the
Appointments web form:

Appointments Page

MaxFit Movement Institute Inc.

*First name
Last name
*Service/Program
*Preferred Day of the week
*Preferred Time
Desired Specialist
*Phone number
*Email address
*Confirm email
Additional notes:

[v.2015-08-06]

Newsletter Signup
Include error messaging on *required fields.
Eventually, this information will need to be stored in the EMR, and
confirmation emails should be deployed to the client/patient.
A confirmation message should be displayed once the message has
been sent. The sent form should be submitted to an email address.
A corporate appointment email may need to be setup.
The following form fields should be included as part of newsletter sign
up:
*First name
Last name
*Email address
*Confirm email
Include error messaging on *required fields.
Users should be able to opt-out from a newsletter received with no
more than 2 clicks.
An opt-in should be included on the Appointment form.
Newsletter Sign Up Page

WIFM (what’s in it for me) should be clearly stated around the form:
Sign up to receive information about company news and promotions.
Express Consent should also be included:
By signing up you are accepting that MaxFit Movement Institute Inc.
may send you, via email, information about their company,
promotional material, and company information. You can withdraw
your consent at any time.
A corporate noreply email may need to be setup and added to the
recommended email deployment service.
Note: newsletter and contact forms can appear on 1 page, however
MaxFit Movement Institute Inc. should be able to deep-link a user
directly to either form.

4.4.

Additional Requirements

Developed based on Personas

Ensure the website design, content, and functionality speak to the key
target audiences. Site content should be written in an engaging and
professional manner and use language that the customers will
understand.

Highlight Value Proposition

MaxFit Movement Institute Inc.’s core value proposition must be
understood immediately from the home page, and throughout the
website.

MaxFit Movement Institute Inc.

[v.2015-08-06]

Website design should follow/leverage the brand guidelines
(logo/colours/fonts) so as to portray a professional and consistent
image.

Well Branded & Professional

Use of logo, graphics, and imagery should look professional to reflect
the brand values of the Client.
The website layout should guide the user’s eyes, and pages should be
well organized following usability best practices.
Clean Layout & Easy to Navigate

A user should be able to go from the home page to any sub-page within
the site in one click. Consider use of breadcrumbs on sub-pages to help
users understand where they are in the site architecture.
Every page should have at least one clear graphic call-to-action. Callsto-action include a call to contact, a newsletter sign up, view services,
etc. Clear contact information should be found on every page.

CTA on each page

The website should function well on all latest browser versions and
systems. The following quality assurance practices should be
performed, including:

Browser/System

•
o
o
o
o
•
o
o
o

Cross browser compatibility testing on the latest versions of:
Chrome
Firefox
Internet Explorer
Safari
Cross OS platform compatibility testing for:
Windows PC
Mac OS
Mobile/Tablet (android/iOS)
Please specify any additions or deviations from this plan within the
Proposal.

404 Error Page

All 404 errors/unavailable pages should redirect to a custom designed
page.

301 Redirects

Set 301 redirects to ensure that users and search engines are directed
to the correct or corresponding page, post-launch, based on the old
website.

5. Mobile Requirements
Mobile Friendly
(or Responsive Design)

Please specify Mobile Approach. All Content and Functionality
should be present on a mobile device, and be easy for the Client to
manage (single source content entry).
The Design should adapt to the majority of mobile device screen
sizes and needs.

6. Social Media Requirements
MaxFit Movement Institute Inc.

[v.2015-08-06]

Changes to social channels may be made during the development of the Marketing Strategy.
Social Share buttons should appear on all product pages. General
website share should also be included on the website.
Share-ability
Links to the following social pages should be included in the header
and footer.
Google +

Imagery and content based on the new website design are seen as
optional.

Facebook

Imagery and content based on the new website design are seen as
optional.

Twitter

Imagery and content based on the new website design are seen as
optional.

Instagram

Imagery and content based on the new website design are seen as
optional.

7. Marketing Automation
Code should be added to the website based on media recommendations within the Marketing Strategy.
The list below may be revised during the delivery of the Marketing Strategy, and prior to the launch of the
website.
Google

Remarketing tags should be added to the website for search ads.

Facebook

Custom Audience tags should be added to the website for Facebook
Advertising.

8. Website Search Engine Optimization (SEO)
Top 5-10 relevant keywords should be used on each page of the website (on page, and in code). Each
section/page of the site should have its own set of defined keywords for SEO.
The following SEO best practices should be followed when coding and setting up web pages:

Page Title

The page title should employ the keyword term/phrase as the first
word(s).
Integrate recommended keywords.

Meta Page Description

Integrate recommended keywords in Meta Page descriptions.

H1 Title Tag

Integrate proper use of the H1 tag as the headline of the page and
integrate targeted keyword term/phrase.

Body Content

Integrate recommended keywords throughout a page employing at
least one or two variations of a term.

Images with Alt Tags

All images, graphics should have meta tag descriptions using
specified keywords, and the source code should include site

MaxFit Movement Institute Inc.

[v.2015-08-06]

description and keywords.

Properly formatted URL

Shorter URLs appear to perform better in search results and are
more likely to be copied/pasted by other sites, shared and linked-to.
Integrate recommended keywords within site architecture.

9. Web Analytics
9.1.

Integration of Google Analytics

MaxFit Movement Institute Inc. currently uses Google Analytics (UA-40796854-1). The Universal
Analytics tracking code from Google should be integrated into the new header (and/or all pages of the
new website). Events should tracked, including all submit buttons, learn more buttons, or other page
buttons that link to external pages.
A report (see appendix) is emailed to the client daily with website traffic reports, from the server. This
should be maintained, if possible.
9.2.

Creation of a client specific Google Analytics dashboard

The following are the important KPIs for the Client. The dashboard(s) should allow the Client to track the
main success indicators:
•
•
•

Additional KPIs may be discovered during the marketing strategy, and will need to be tagged accordingly.

10. Website Hosting
http://www.maxfitmovement.ca/
DNS - The domain is provided by: https://www.wildwestdomains.com/
HOSTING – The website is hosted by: www.domaincontrol.com
The Client will deliver log in credentials to all web services that impact the new website.

11. Training & Maintenance
The Partner will specify support and training provided during and following the project.
A monthly maintenance cost should be specified to support MaxFit Movement Institute Inc. with the
following:
•
•
•

Support through platform and/or plugin updates
Content Updates and Optimization
Any additional website support requested by the Client or required by recommended platform

Please specify cost structures or service costs (if available) for post-training maintenance packages
MaxFit Movement Institute Inc.

[v.2015-08-06]

offered.

12. Ownership
Upon completion of a project the Partner will provide final work to the Client and the BDC Lead
Consultant including:
Source Code:
• Full source code, database components including tables, stored procedures, and triggers\
• Source images (Photoshop and Illustrator files with un-merged layers)
Documentation:
• Technical Project Summary outlining the technical details
• Administrator rights for all third party tools with option to remove Partner access

13. BDC Delivery and Review Process
It is important for Partners bidding on this project to understand the role that the BDC plays in ensuring
Client success. The BDC Digital Marketing Framework 2.0 is a process that uses a traditional Waterfall
project delivery model with integrated agile testing and best practices that require close collaboration.
Partners bidding on this project have understood the methodology used and will make sure to abide by
this through project execution. Failure to do so may result in removal from the BDC Preferred Partner List.
13.1.

The overall Project

At each phase, the Partner will provide the stipulated deliverable to the BDC consultant for approval prior
to providing to the client (where specified). Please allow 2 rounds of feedback and changes for each
deliverable.
13.2.

Process Details for the Build Process

The following describes the typical touch points for the build process. In most cases, delays in the
delivery of milestones (whether Client or Partner related) will impact the final delivery date.
1. Sitemap /
Wireframes
(Deliverable #1)

At this stage, the Partner will provide 2 elements:
1. The final sitemap (any recommended revisions pre-approved by the BDC
consultant) based on the outlined requirements described in this document.
2. A wireframe for all templates & key pages/sections (including mobile) that have
been identified in this document. Both desktop and mobile wireframes are provided at
this time.
The BDC will review sitemap/IA/use cases and wireframes and approve after
verifying that it is in accordance with the overall strategy specified in this document.
The Partner will then present to the client. For this stage of the project, a minimum of
2 rounds of revisions should be expected and included in the quote.

MaxFit Movement Institute Inc.

[v.2015-08-06]

2. Design
(Deliverable #2)

At this stage, the Partner will provide a minimum of 2 design concepts for client
selection. The client will review the designs and approve one after verifying that it is
in accordance with the overall strategy specified in this document.
The BDC will receive the design concepts at the same time as the client and will only
comment if they believe there is a disjoint between the design and the company
image. The client is to provide all applicable logos, imagery, graphics or other design
assets required for the project. Rebranding of branding elements is not part of this
project unless otherwise specified. For this stage of the project, a minimum of 2
rounds of revisions should be expected and included in the quote.

3. Content

See 3.3.

4. Staging
(QA/QC Sign-off)

At this stage, upon completion of the development/build process, the Partner will
provide the BDC with a fully tested and Quality Assured staging URL for review
prior to going live. The BDC will provide feedback on any usability issues that may
exist prior to sign-off for project completion and go-live.

(Deliverable #3)

Post-launch, the BDC will run reports based on the websites performance in regard
to website performance, load times, SEO, etc. Corrections based on this report are
expected from the Partner.

MaxFit Movement Institute Inc.

[v.2015-08-06]

14. Appendix

MaxFit Movement Institute Inc.

[v.2015-08-06]

MaxFit Movement Institute Inc.

[v.2015-08-06]

2015.08.06 Max Fit Movement Institute Inc. BRD 1.0

Navigation menu

Versions of this User Manual:

Views

Navigation