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October 2009
PRIDE ANGEL LAUNCHES
September 2009
CLUBBILLBOARD - GOT YOUR WEEKEND PLANNED?
June 2009
Slough Homeless - Our Concern
Case Study
Website creationRequirement:
The Potatoes for Schools campaign has been tremendously successful since its original launch back in 2006. However, as with every web-based strategy the key is continued investment, renewed energy and ever-changing content to keep users coming back time after time.
The website was becoming increasingly used by the Teachers who had signed up to the campaign to download Teacher's Resources, research other websites appropriate to the school curriculum and various other tasks.
With a campaign such as this, the most important element to the stakeholders is data. Without data, and good quality data, the Marketing Manager had no way of telling how many active participants were involved in the campaign at any one stage. This, along with other client objectives, formed the basis of this project.
Therefore, following a detailed objective-finding meeting, our task from the client was to:
- Add an 'Account' and 'Registration' process to the existing website to ensure updating the data held was made the responsibility of the participant
- Re-design the Homepage and entire 'Children's Centre' to differentiate this from the 'Teacher's Centre' and make more 'child-enticing'
- Re-approach the Potato character design*
* there was worry the existing one looked too much like a baked bean!
Creative:
Working with the client for almost two years, our design team managed to hit the client's objectives for the look and feel first time.
The biggest challenge was the new design for the Homepage. With both young children and their teachers both hitting the same homepage, the page needed clear navigation for the young users, but an obvious path to Registration or Login for the teachers.
After going through the design process, the use of panels was chosen, with the Registration/Login given the prime position since this was a new and important addition to the site in terms of data cleansing.
However, the Children's Centre landing page was where we could really cater for little shaky hands on mice, and big eyes being drawn to anything which moves! The potato characters had Flash elements added to them so they could have movements appropriate to their name; 'Grow It', 'Cook It', 'Play It' and 'Colour It', and the buttons were made bigger and more colourful.
Each of the Children's Centre pages was also given facelifts, making the links more obvious and giving the interactive elements prime positions. A simple change of colour for the top navigation suddenly differentiates the two separate sections of the site.
Character Development
Following feedback from some of the Potato Council's youngest stakeholders, there was concern that the potato character was being mistaken for a baked bean! In order to rectify this awful case of mistaken identity, our chief character designer added texture to the potato design, changed the colour and adapted his face to suit his new body. After one round of amends, the new potato character was born!
Technical:
In order to accommodate the most important part of this project, the data cleansing and collection, there had to be tools within the CMS to deal with new Registrations.
For the launch of the new Account system, each registered user was generated a username and password which was emailed to them within an HTML email broadcast. Once they had accessed their account, they had the opportunity to change/add any of their details, including the account password and username.
These were all dropped into a separate .csv download from the CMS, which the client could access at any time to see the number of active participants for the current year's campaign. The client was also given a CMS tool to overwrite the front end rules of participant registration (i.e. only three classes from one school and an unique email address per account) so registrations could be taken over the phone.
Completion
This project launched in September 2008 and has since received over 2,000 registrations. Whether this can be attributed simply to the site re-design (!) is hard to tell but the ease with which people can now register plays a part, we are sure. With other marketing activity also working towards the Potato Council's objectives, the site has seen over 14,000 unique visitors since September 08.
Without the user's age, we can only go by what Google Analytics Overlay can tell us but we know that over 10% of the site's visitors are clicking directly onto the Children's Centre and a quarter of those users are heading straight to the 'Play It' section!
We are continuing to work with the Potato Council to develop different areas of the website and offer incentives to those valued registered users.
Project Detail
