The American Advertising Federation

Design Strategy Outline

• Introduce a new online presence that would be forward thinking, but fit comfortably witin a fairly conservative organization
• Develop a Content Management System (CMS) based site that will allow site administators to focus their strengths on developing content, not learning how to implement code
• Develop site templates that will adhere to XHTML 1 web standards and best practices to ensure a consistent user experience for the AAF's global audience using a myriad of software and hardware platforms
• Restructure and consolidate site-wide navigation into more clearly defined categories that would greatly reduce the number of top-level sections, while increasing a visitor's ability to find relevant content more easily and quickly
• Design top-level section entry pages to feel more like individual home pages to allow for more personalized content and structure flexibility to meet the needs of the intended audiences
• Integrate rich-media solutions into CMS that would not require additional specialized staffing for content integration

implementation2007 vs. 2000 Primary Site Objectives

2007

• Increase Program and Services Awareness
• Broadband Access Focus
• Provide Rich Media Experience
• Content Management System (CMS) site framework to better manage content and be adaptable and nimble to changing online initiatives
• Increase Membership Sign-up

2000

• Introduce and Educate the online community to the American Advertising Federation
• Site Optimized for Dial-up Access
• Minimal Graphics
• Scalable for 12” - 17” displays