2018 Summer Camp Minisite
Client:
Museum of Life and Science
Dates:
2017-2018
My Role:
Project management. Working with outside agencies. Design exploration, prototyping, and implementation of final designs. Creation of subdomain site, tracking analytics, and production of Summer Camp Brochure.
Tools Used:
WordPress CMS, HTML, CSS, and JS used in website design and implementation. Google API and Analytics used in cross-domain tracking. Adobe Creative Suite used in image editing and brochure creation.
Project Gallery
The Problem:
In 2017 the Museum of Life and Science had a text-heavy, bloated Summer Camp site. Parents would get lost on the page without making any conversions. There wasn’t the capability to track sales reliably. The Museum of Life and Science needed to find a way to streamline camp selection and sales for both employees and guests.
The Solution:
After the decision to use a subdomain was reached I worked with outside agencies to and get our new minisite hosted. I also created working prototypes that I took to R+M (their brand experience agency) for further development. With the help of their designers, we created a layout and template for three pages (home page, detailed down page, camp entry page) that could be scaled to fit as much information as the Education team would need.
Working with R+M (our brand experience agency) and Centro (our ad buying agency), I created custom HTML classes that would allow the ad agency to better track registrations clicks, which we’d use as conversion points. With the help of our brand agency, I implemented SEO optimizations with customized meta descriptions and titles, to make the most out of the search engine ads we were placing.
I was responsible for implementation, creation, and entry of all information, and taking the steps needed to ensure our Google Analytics for the subdomain would match with our current website.
The Results:
- By the mid-way sale date there had been 2,000 registration clicks
- Organic Search was up from 2017, and total conversion rate was 38%
- Unique web traffic converted to a lead 52% of the time
- Those leads resulted in a sale 70% of the time