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As Chief Strategist for Optiem, I oversee the development of innovative internet marketing, media, content and design strategies for our clients. I also manage Optiem's strategic alliances and integrated communications.
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Previous Posts

URL Dos and Don'ts

Posted: Nov 28, 2007 -- 7:15 PM

Good list here thanks to Aaron Goldman at Media Post:

Dos
1. CapitalizeTheFirstLetterOfEachWord.

2. Whenever possible, use YourBrandName.com.

3. If .com is not available, use YourBrandName.net.

4. If .com and .net are taken, find a new brand name. Seriously.

5. Use YourSlogan.com when running an integrated media campaign.

6. Use subdomains when driving people deeper than your homepage -- e.g. Product.YourBrandName.com.

Don'ts

1. Don't include www. We know to go to the World Wide Web to find you.

2. Don't include http://. If your audience isn't Web-savvy enough to know where to type the URL, you shouldn't have a Web site.

3. don'tusealllowercase (canyoureallytellwhereonewordendsandthenextbegins?)

4. DITTOFORALLUPPERCASE

5. No-hyphens/or slashes.

6. Don't use acronyms, abbreviations, or numbers unless your brand is widely known as such.

7. Don't bury your URL at the bottom of a billboard. I'm the only nerd driving around with a 4x zoom lens to find URLs.

Clyde Miles

Socius, As a top software VAR, Socius needed a solid brand foundation both online and off. With Optiem on its side, Socius truly experienced "The Power of Partnership."
National City, Moving a traditional audience like private banking clients online was National City’s challenge. Optiem replicated the lush feel of offline materials for the digital realm. The result was a rich customer experience.
JumpStart set out to seed new ideas and re-plant the economy of Northeast Ohio. They turned to Optiem for a vibrant brand foundation and a crop of ideas to help spark all their online and offline marketing.
Things Remembered, Maximizing email performance was the goal for Things Remembered. Optiem’s audit provided the strategic insight, the creative firepower, and the campaign analysis to turn their efforts into gold.
RedMatch, An extremely effective B2B email campaign leading to a Flash demo was the way to energize a new product launch. Optiem put the pieces in place with an integrated campaign that brought it all together.
Insurance.com had the name but needed the traffic. Optiem designed and developed interactive banners that cut through the clutter and delivered consumers to the site in droves...and they have the quotes to prove it.
Sherwin Williams wanted an online strategy that rewarded its best customers and drove offline store traffic. Regular email promotions with unique bar codes sealed the deal and painted the competition into a corner.
COSE, An interactive membership form that cross-sells, up-sells and just plain sells? COSE needed it to stimulate prospects and member companies, and Optiem designed and built it.
Podcasts, Optiem developed RSS feeds for quicker distribution of audio files over the internet.