I think in all cases a project tracking spreadsheet with all of these items should be used, listing each in their own row, and at the very least reviewed by an expert. If there’s no budget for any of these very important focal points, then one should spend a bare minimum of a day researching and creating action items associated to each topic.

However, if there is in fact a budget for the initiative, it will be at the Marketing Director’s discretion on how to allocate the budget, and again, at the least get feedback from a pro in each niche so that each focal point at least has an educated goal.

I spend about 25 percent of my months on one hour calls making recommendations to website owners based on their existing website, competitor SEM tactics and always provide a direction if not a thought out strategy for those who schedule recurring calls.

It’s likely that some design and branding experts (such as Sandra Sellani) do the same.

Just a thought. Going in blind could result in horrible results.