Where possible, gather a group of your intended audience to review your site or ideas. Their feed back is crucial to see the effectiveness of your site. This is built off your goals. Keep this desired result in mind as you start your planning. Determine your budget.
Costs can easily get out of hand.
To help you here do the following. Designate one member of your team to investigate maketing strategies and cost. Now you should have a good idea of what you want to do, the expected results, and costs. Select the Ideas that works best. What Image goes with what file can easily get confused after you've been away from the site for awhile.