Project Kickoff

Building a Shared Vision

Nothing can derail a project quicker than unclear requirements and conflicting goals. That’s why we kickoff all our web projects by asking our communications partners to answer some basic questions. These questions act as a template to jumpstart more detailed conversations about project planning, objectives, target audience, and content.


  • Is this a redesign or a completely new website?
  • If redesign, what are the URLs for the websites which must be included in this project.
  • Is there a target launch date for the new website?

Goals & Objectives

  • Talk about your communications priorities for the next 3-5 years.
  • What do you want to get out of this website redesign?
    • Are there specific issues which need to be addressed?
    • Are there unspoken goals that we should be aware of?
  • What measurable outcomes will indicate that this project is a success (e.g. increased web traffic, more applications submitted, more appointments made, positive feedback, etc.)?

Identity and Messaging

  • What makes your unit unique (compared to its competitors and other units on campus)?
  • What are the key messages you want to convey about your unit?
  • Are there any new initiatives we should be aware of that will shape your external communications?


  • Who needs to be involved in this project and in what capacity?
  • What is the best way to communicate to stakeholders about the progress of this project?

Target Audience

  • What are the key tasks your primary target audience wants to accomplish on your site?
  • What are the key messages you want to convey to these audiences?
  • Why do these audiences come to your website (what do they want to do / find)?
  • What are the most frequent questions / areas of confusion when it comes to the information and services you offer?


  • What business workflows does your site currently support (e-commerce, user uploads, storage of student data, etc.)?
  • What data is currently pulled from outside sources (news feeds, calendars, etc)?


  • What is your team's experience with:
    • writing for the web
    • Image and video production for the web
    • Drupal
  • How much time does your team have to dedicate to this project (hours/week)?