DB: Where are you?
VL: In Scottsdale, Ariz., where I’m doing a project for the Beach Boys. The band is going out on tour for their 50th anniversary (in 2012) and they needed a total redesign of their website, along with an integrated Web and social media strategy. Their site was dated, and some of the functions didn’t work.
DB: How did you land the project?
VL: A business acquaintance recommended me for the project. The Beach Boys were getting some fairly outrageous proposals to redo their website, and time was of the essence. I did a 25-page proposal in 24 hours, and they wound up loving it.
DB: What changes did you recommend?
VL: The Beach Boys are an amazing icon of American culture, but they weren’t able to reach their fans very well via social media. They have great ties with the generation they grew up with, but they weren’t reaching the younger generation. The new website will allow the band members to update their fans while they’re out on the road via Facebook and Twitter. We’re also building an app where fans can get access to extra material like a library of exclusive videos, new singles, new albums, merchandise, and a cool graphic timeline of the band.
DB: What goes into formulating a Web strategy?
VL: No one person can build, design, and manage a website. My strategy is to partner with the best talent out there as it relates to Web designers, animators, and site architects. I work with a group of 20 Web experts, and 10 are actively engaged at any one time. We work very closely with our clients to ascertain their goals. Following that, we design and build an integrated strategy.
DB: What do you charge?
VL: Our prices range from $10,000 to $75,000. It all depends on the work involved, and how active and integrated the site will be. db