Personal finance guru Jean Chatzky appears weekly on the NBC Today Show and daily on the XM Radio Oprah Channel. She brought me in to do a total makeover of her Web presence in time for the publication of her latest book, The Difference.
We laid out clear business goals, created a map of her target audience, and spelled out her brand in an intensive one-day workshop with Jean and her business partner Mike Falcon.
Building on the output of the workshop, I proposed several models. For the publication of The Difference, we settled on a blog written by Jean as the centerpiece of her new Web foundation. The blog format is especially suited to Jean, since it lets her communicate directly. Her approach is clear, candid – and intimately connected to her fans. And she loved the idea of offering high-quality, honest value to her audience, rather than just an online store or vanity site.
Take a look at the site. Even financially sophisticated people can use Jean’s solid counsel and warm encouragement.
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