1 - Collinson Media & Events

sutelostnationInternet and Web Development

Dec 7, 2013 (3 years and 10 days ago)

249 views

15  Technology  Pkwy.  S.  Suite  250    Norcross,  Georgia  30092
 
 
 
 
 
 
 
www.
CollinsonM
edia.com  
 
 
 
 
 
 
 
 











 
 
 
1
 
 
 
 
 
15  Technology  Pkwy.  S.  Suite  250    Norcross,  Georgia  30092
 
 
 
 
 
 
 
www.
CollinsonM
edia.com  
 
 
 
 
 
 
 
 











 
 
 
2
 
C
ONTENTS
 
COMPANY  OVERVIEW
 
................................
................................
....................
 
3
 
COMPANY  CAPABILITIES
 
................................
................................
................
 
4
 
M
EDIA  
&
 
M
ARKETING  
S
TRATEGY
 
................................
................................
................................
............
 
4
 
D
IGITAL  
S
ERVICES
 
................................
................................
................................
................................
.......
 
4
 
K
EY  
A
CCOUNT  AND  
O
PERATIONS  
S
TAFF
 
................................
................................
................................
.
 
5
 
CLIENT  WORK  /  PORTFO
LIO
 
................................
................................
...........
 
8
 
W
EBSITES
 
................................
................................
................................
................................
.....................
 
8
 
M
OBILE  
O
NLY  
S
ITES  
(
NON
-­‐
RESPONSIVE
)
 
................................
................................
............................
 
15
 
S
OCIAL  
P
LATFORMS
 
................................
................................
................................
................................
.
 
17
 
A
DDITIONAL  
S
AMPLES
 
................................
................................
................................
.............................
 
19
 
PRELIMINARY  STRATEGY
 
................................
................................
..............
 
20
 
PROPOSED  FEATURES
 
................................
................................
..................
 
22
 
ANTICIPATED  TIMELINE
 
................................
................................
................
 
30
 
 
 
 
15  Technology  Pkwy.  S.  Suite  250    Norcross,  Georgia  30092
 
 
 
 
 
 
 
www.
CollinsonM
edia.com  
 
 
 
 
 
 
 
 











 
 
 
3
 
C
OMPANY  
O
VERVIEW
 
 
Co
llinson  Media  &  Events  is  one  of  the  senior  leaders  in  the  meetings,  travel  and  
tourism  industry  providing  successful  marketing  solutions  to  a  wide  variety  of  clients  for  
40
 
years.  Our  clients  include  convention  and  visitor  bureaus,  state  tourism  offices,  
attractions,  hotels,  resorts,  chambers  of  commerce,  destinations  and  convention  
centers.  From  our  beginning  in  1974  as  a  publisher’s  representative  firm,  Collinson  
Media  &  Events  has  expanded  over  the  last  decade  into  print  and  online  publishing,  
conferenc
e  and  event  production  and  digital  marketing.    The  firm  now  employs  more  
than  70  full  time  staff.
 
 
Our  mission  is  to  provide  our  clients  with  economical  and  highly  effective,  results
-­‐
 
oriented  tools  to  make  their  marketing  efforts  a  success.  We  provide  des
tination  
marketing  organizations  greater  access  to  the  leisure  travel  market  and  niche  group  
markets  through  a  suite  of  print  and  digital  solutions  including  demographically  targeted  
newspaper  pre
-­‐
printed  inserts  and  publications  such  as  Collaborate  Magazi
ne,  Connect  
Magazine,  Rejuvenate  Magazine  and  
the  
America’s  
Best  Vacations  newspaper  insert
.
 
 
Additionally,  Collinson  Media  &  Events  is  an  innovator  within  the  digital  technologies  
field  for  tourism,  travel,  meetings  and  destination  marketing.  Our  digital  
solutions  team  
combines  years  of  travel  and  tourism  experience  with  an  innovative  approach  to  
technology  application.  We  focus  on  developing  unique  and  integrated  strategies  to  
leverage  the  most  effective  tools  currently  available  to  achieve  our  clients’  o
bjectives,  
and  we  don’t  stop  there.  Our  team  of  specialists  works  with  our  clients  to  continually  
enhance  our  efforts  in  website  development,  search  marketing  and  site  optimization,  
social  networking,  mobile  platforms  including  mobile  site  and  application  
development,  
digital  display  advertising,  email  marketing/CRM  solutions  and  lead  generation.  
Combined  with  an  emphasis  on  tracking  &  metrics  analysis,  the  Collinson  digital  team  
delivers  more  than  just  tools,  we  deliver  ROI.
 
 
15  Technology  Pkwy.  S.  Suite  250    Norcross,  Georgia  30092
 
 
 
 
 
 
 
www.
CollinsonM
edia.com  
 
 
 
 
 
 
 
 











 
 
 
4
 
C
OMPANY  
C
APABILITIES
 
 
Collinso
n  
is  a  full
-­‐
service,  digital  solutions  provider,  specializing  in  serving  the  travel  and  
tourism  industry
.    As  such  we  have  cultivated  digital  capabilities  in  a  number  of  areas  in  
order  to  effectively  serve  the  needs  of  our  clients.    
These  areas  of  expertis
e  fall  into  
two
 
main  categories,  outlined  below.    
The  items  highlighted  in  bold  are  presumed  to  be  
relevant  to  the  scope  of  this  proposal.
 
 
Media  &  
Marketing  Strategy
 


Media  Planning/Buying
 


Brand  Development
 


Reputation  Management  /  Social  Listening
 


Content  
Generation  &  Curation
 


Marketing  Analytics
 
 
Digital  
Services
 


Website  Development
 


Mobile  Website  Development
 


Custom  Facebook  Tabs
 


Native  Mobile  Applications
 


Social  Management
 


Email  Database  Management  &  Relationship  Marketing
 


Search  Engine  Optimization
 
&  Mar
keting
 


Video  Editing
 
 
15  Technology  Pkwy.  S.  Suite  250    Norcross,  Georgia  30092
 
 
 
 
 
 
 
www.
CollinsonM
edia.com  
 
 
 
 
 
 
 
 











 
 
 
5
 
Key  Account  and  Operations  Staff
 
Matthew  Woodard,  Lead  
UX/UI  Designer
 
 
Matthew  is  a  multi
-­‐
disciplinary  designer  and  interactive  strategist  with  more  than  
13  years  design  and  web  development  experience.    With  both  agency  and  client
-­‐
sid
e  
experience
,
 
Matthew  is  well  versed  in  effective  project  management  techniques,  
front
-­‐
end  and  back
-­‐
end  development,  user  experience  design  as  well  as  
having  
an  
aptitude  for  maintaining  brand  consistency  across  platforms.  
 
Matthew  specializes  is  PHP  design
 
and  applied  digital/human  interaction
 
science
.    
After  joining  Collinson  in  2012,  he  has  helped  expand  the  aesthetic  and  UX/UI  
capabilities  of  the  design  
team
 
and  has  pushed  the  digital  design  and  production  
team’s  overall  capabilities  forward  into  entirel
y  new  territory.    
 
 
Chris  Rash,  Vice  President,  Leisure
 
Marketing  &  Digital  Solutions
 
 
Chris  is  a  veteran  digital  strategist  and  marketing  consultant.    With  more  than  10  
years  of  experience  at  national  advertising  agency,  Bernard  Hodes  Group.  Chris  has  
wor
ked  with  Fortune  50  brands  and  small  businesses  alike  to  enhance  their  digital  
strategy  and  drive  analytical  solutions  to  their  marketing  challenges.
 
 
Chris  specializes  in  building  data
-­‐
driven  strategies  with  measureable  results.  
 
He  is  
an  expert  in  digita
l  strategy  consulting  and  analytics  and  in  his  two  years  with  
Collinson,  he  has  contributed  to  the  expansion  of  Collinson  Media  &  Events’  suite  of  
services  including  
the  continued  development  of  our  
capabilities  in  social  media  
strategy  management,  search  
marketing,  email  marketing  automation,  mobile  
application  and  website  development.  
 
 
 
Chris  received  a  Bachelor  of  Arts  degree  in  Journalism  and  Communications  from  
Elon  University,  and  a  Master  of  Business  Administration  from  The  University  of  
Georgia.  
 
15  Technology  Pkwy.  S.  Suite  250    Norcross,  Georgia  30092
 
 
 
 
 
 
 
www.
CollinsonM
edia.com  
 
 
 
 
 
 
 
 











 
 
 
6
 
D
ebra  Marrano
,  Director  of  Digital  Strategy

 
Debra
 
is  a  Media  Specialist  and  Internet  Guru  with  over  20  years  experience  in  the  
advertising  and  marketing  world,  nearly  all  of  that  time  specializing  in  the  Travel  
and  Tourism  vertical.  
 
Debra  has  been  with  Co
llinson  Media  &  Events  for  more  than
 
seven
 
years  managing  the  firm’s  online  media  buys  and  digital  media  strategy.  
 
 
 
A  media  buying  veteran,  Debra  has  an  extensive  background  in  broadcast,  print,  out
-­‐
of
-­‐
home  and  Internet  media.  Working  on  accounts  such  as
 
ResortQuest  
International,  Realty  Executives,  Marriott  Vacation  Club  International,  Hilton  Hotel  
Corporati
on,  Taylor  Made  and  Adidas  Golf  and  numerous  hotel  and  destination  
clients.    S
he  has  designed  and  created  strategic  integrated  media  programs  that  
en
hance  and  drive  client  business.  
   
 
 
Debra  
currently  
specializes  in  Internet  marketing,  creating  and  implementing  online  
programs  for  a  variety  of  clients  in  high  tech,  sports,  real  estate  and  hospitality,  
among  others.
   
Prior  to  Collinson,  Debra  was  the  D
irector  of  Interactive  Media  at  
YPB&R  (now  part  of  MMGY)  in  Orlando;  Media  Director  at  FCB  in  Irvine,  CA,  and  has  
worked  at  Bozell  Worldwide,  SMS  Advertising,  and  DCA  in  Washington,  D.C.
 
Debra  received  a  Bachelor  of  Arts  degree  in  Communications  from  Calif
ornia  State  
University,  a  Master  of  Arts  degree  in  Business  Administration  from  Webster  
University,  and  a  PhD  in  Organization  and  Management  from  Capella  
University.  
   
She  is  listed  in  
Who’s  Who  in  Advertising
,  and  served  on  the  steering  
committee  of  ITMAC
 
(Information  Technology  Media  Advisory  Council).  
 
 
 
In  her  downtime,  she  teaches  classes  in  Marketing  and  Communications
 
for  the  
University  of  Phoenix  o
nline  program.  
 
 
 
 
 
 
15  Technology  Pkwy.  S.  Suite  250    Norcross,  Georgia  30092
 
 
 
 
 
 
 
www.
CollinsonM
edia.com  
 
 
 
 
 
 
 
 











 
 
 
7
 
Newt  Collinson,  
President
,  Collinson  Media  
 
 
Since  purchasing  Collinson  Media  &  Ev
ents  in  2006,  Newt  has  served  as  the  
president,  overseeing  the  rebranding  of  the  firm  and  
development  of  its  
state  of  the  
art  programs.  As  travel  and  tourism  marketing  continues  to  evolve,  the  digital  
products  and  services  Newt  has  innovated  are  making  the
 
firm’s  clients  more  
successful.  
   
R
esulting  from
 
knowledge,  experience  and
 
familiarity
 
with  the  industry,  
Newt
 
has  built  the  company  into  one  that  is  exceeding  the  expectations  and  needs  of  
the  travel  and  meetings  industry.  
 
 
Newt  and  his  brother,  Chris,  
purchased  Collinson  Me
dia  &  Events  from  their  father,  
who  started  it  in  1974  as  Collinson  &  Company,  Inc
,  a  publisher’s  rep  firm
.  
 
They  
have  built  it  into  a  true  professional  services  firm  focused  on  tourism,  and  in  the  
process  have  brought  successful  digi
tal  programs  to  the  leisure  market  and  
revolutionized  the  meetings  industry.  Newt’s  background  in  marketing  and  in  the  
investment  management  industry  gives  him  unique  insight  into  the  business  
environment  in  which  the  industry  operates,  which  serves  client
s  well  in  defining  
their  objectives  and  maximizing  return  on  investment.  
 
 
Newt  earned  his  B
achelor’s  degree  at  Furman  University,  in  Greenville,  South  
Carolina  in  1991,  served  six  years  as  an  officer  in  the  United  States  Marine  Corps
 
(three  years  of  which
 
he  was  stationed  in  California)
,  then  went  on  to  earn  his  
master’s  in  management  in  1998  at  the  Georgia  Institute  of  Technology,  focusing  on  
marketing  and  entrepreneurship.
 
 
 
 
 
 
 
 
15  Technology  Pkwy.  S.  Suite  250    Norcross,  Georgia  30092
 
 
 
 
 
 
 
www.
CollinsonM
edia.com  
 
 
 
 
 
 
 
 











 
 
 
8
 
C
LIENT  
W
ORK  
/
 
P
ORTFOLIO
 
 
Websites
 
 
Beverly  Hills  CVB
   
(
www.lovebeverlyhills.com
)
 
 
 
 
 
15  Technology  Pkwy.  S.  Suite  250    Norcross,  Georgia  30092
 
 
 
 
 
 
 
www.
CollinsonM
edia.com  
 
 
 
 
 
 
 
 











 
 
 
9
 
St.  Lucie  County  Tourism
 
(
www.visitstluciefla.com
)
 
 
!
!
5
!
St.(Lucie(County(Tourism(Website
(

(
www.VisitStLucieFla.com
!
!
!
(
(
(
(
15  Technology  Pkwy.  S.  Suite  250    Norcross,  Georgia  30092
 
 
 
 
 
 
 
www.
CollinsonM
edia.com  
 
 
 
 
 
 
 
 











 
 
 
10
 
Citrus  County  Tourism
 
(
www.visitcitrus.com
)  
 
Legacy
 
Site
 
 
 
!
!
6
!
(
Citrus
(
County(Tourism(Website
(

(
www.VisitCitrus.com
!
!
Description(of(Services:
!
!
Citrus!
County!Florida!had
!
been!in!an!existing!relationship!with!their!advertising!
agency!for!many!years!when!their!website!support!needs!began!to!outpace!the!
growth!of!their!agency’s!digital!capabilities.!!
A!long
B
time!advertiser!with!Collinson,!
we!helped!the!Citr
us!County!CVB!determine!what!their!digital!needs!were!and!
through!an!RFP!process!were!selected!as!the!partner!to!help!take!them!forward.!!
!
!
Their!website!was!originally!built!in!ASP.NET!using!the!agencies!proprietary!CMS!
platform.!!Due!to!the!timeline!that
!
was!forced!upon!the!client,!we!decided!to!transfer!
hosting!and!maintenance!of!the!site!directly!from!their!old!agency!of!record!to!
Collinson!without!making!any!immediate!changes.!!The!transition!happened!over!
the!course!of!one!week!in!which!Collinson!took
!
on!ownership!of!the!third!party,!
cloud
B
hosting!agreement!and!became!the!defacto!owner!of!the!legacy!site.
!
!
Over!the!next!month,!Collinson!worked!with!the!client!to!define!creative,!functional!
and!user!experience!changes!that!were!to!be!implemented.!!We!th
en!redeveloped!
the!site!in!PHP!on!a!Wordpress!
CMS!instance!and!have!since!re
B
launched!the!site!
with!a!more!user
B
friendly!navigation!structure,!improved!SEO!visibility!and!updated!
creative!look!and!feel.
!
!
Legacy!site
!
!
!
!
!
!
7
!
!
Citrus(County(Tourism
(
Website
(

(
www.
VisitCitrus.com
!
(
(
(
(
(
15  Technology  Pkwy.  S.  Suite  250    Norcross,  Georgia  30092
 
 
 
 
 
 
 
www.
CollinsonM
edia.com  
 
 
 
 
 
 
 
 











 
 
 
11
 
Martin  County  Tourism
 
(
www.discovermartin.com
)  
 
Legacy  Site
 
 
 
 
!
!
8
!
(
Martin
(
County(Tourism(Website
(

(
www.DiscoverMartin.com
!
(about!to!launch)
!
!
Description(of(Services:
!
!
Martin!County!Florida!had!originally!
developed!their!website!using!a!local,!low
B
cost!
developer!and!after!years!of!‘band
B
aid’!repairs!and!fixes!decided!that!it!was!time!to!
invest!in!developing!a!professional!website.!!!Through!an!RFP!process!Collinson!was!
selected!to!be!the!agency!to!redefine!
their!online!presence!and!we!embarked!upon!a!
complete!website!redesign!and!development!process!which!is!just!about!to!
complete!with!the!launch!of!their!new!site!in!April.!!
!
!
The!new!site!fully!integrates!with!their!new!CRM!solution!(Destination!3000)!and!i
s!
built!upon!a!Wordpress!CMS!platform.!
!
!
Legacy!Site
!
!
!
!
!
!
15  Technology  Pkwy.  S.  Suite  250    Norcross,  Georgia  30092
 
 
 
 
 
 
 
www.
CollinsonM
edia.com  
 
 
 
 
 
 
 
 











 
 
 
12
 
Connect
 
Marketplace
 
(
www.connectyourmeetings.com
)  
 
 
 
 
 
15  Technology  Pkwy.  S.  Suite  250    Norcross,  Georgia  30092
 
 
 
 
 
 
 
www.
CollinsonM
edia.com  
 
 
 
 
 
 
 
 











 
 
 
13
 
Collaborate
 
Marketplace
 
(
www.collaboratemeetings.com
)
 
 
 
 
 
15  Technology  Pkwy.  S.  Suite  250    Norcross,  Georgia  30092
 
 
 
 
 
 
 
www.
CollinsonM
edia.com  
 
 
 
 
 
 
 
 











 
 
 
14
 
Rejuvenate
 
Marketplace
 
(
www.rejuvenatemeetings.com
)
 
 
 
 
 
 
15  Technology  Pkwy.  S.  Suite  250    Norcross,  Georgia  30092
 
 
 
 
 
 
 
www.
CollinsonM
edia.com  
 
 
 
 
 
 
 
 











 
 
 
15
 
Mobile  Only  Sites  (non
-­‐
responsive)
 
Grapevine  
Texas
 
Mobile  Webs
ite
 
(
www.mobilegrapeviletexasusa.com
)  
 
 
 
15  Technology  Pkwy.  S.  Suite  250    Norcross,  Georgia  30092
 
 
 
 
 
 
 
www.
CollinsonM
edia.com  
 
 
 
 
 
 
 
 











 
 
 
16
 
Fort  Collins
 
Mobile  Website
 
(
launching  5/30)
 
 
 
 
 
 
15  Technology  Pkwy.  S.  Suite  250    Norcross,  Georgia  30092
 
 
 
 
 
 
 
www.
CollinsonM
edia.com  
 
 
 
 
 
 
 
 











 
 
 
17
 
Social  Platforms
 
Palm  Coast  and  the  Flagler  Beaches  Social  Media
 
 
(
www.facebook.com/PalmCoastandTheFlaglerBeaches
)
 
 
 
 
 
 
15  Technology  Pkwy.  S.  Suite  250    Norcross,  Georgia  30092
 
 
 
 
 
 
 
www.
CollinsonM
edia.com  
 
 
 
 
 
 
 
 











 
 
 
18
 
(
http://pinterest.com/visitflagler
)  
 
 
 
 
 
15  Technology  Pkwy.  S.  Suite  250    Norcross,  Georgia  30092
 
 
 
 
 
 
 
www.
CollinsonM
edia.com  
 
 
 
 
 
 
 
 











 
 
 
19
 
(
https://twitter.com/visitflagl
er
)  
 
 
 
Additional  Samples  
 
Collinson  provides  digital  marketing  services  across  a  variety  of  platforms  including  
Email  marketing  and  database  management,  online  reputation  management,  and  
mobile  application  development.    Samples  of  these  are  available  on
 
our  website  
(
http://collinsonmedia.com
)  or  via  request.
 
 
15  Technology  Pkwy.  S.  Suite  250    Norcross,  Georgia  30092
 
 
 
 
 
 
 
www.
CollinsonM
edia.com  
 
 
 
 
 
 
 
 











 
 
 
20
 
P
RELIMINARY  
S
TRATEGY
 
 
The  Collinson  strategy  for  website  redevelopment  projects  
follows
 
the  same  process  in  
every  engagement.    We
 
believe  in  and  
adhere
 
to  a
 
360

 
Service  approach  consisting  of  
four  distinct  stages  for  every  project.    This  approach  allows  us  to  fully  understand  the  
needs  and  objectives  of  our  clients,  design  a  solution  to  achieve  those  goals,  build  out  
and  then  measure  our  results  with  an  eye  
towards  continual  optimization.    The  specific  
steps  included  in  this  staged  approach  are  outlined  below  and  the  individual  
applications  of  these  stages  are  provided  in  detail.
 
 
 
 
Document
 
We  take  the  time  to  create  documentation  that  captures  your  goals  a
nd  requirements.  
This  process  is  critical  to  eliminating  mistakes  down  the  road  and  ensuring  that  your  
project  lives  up  to  your  expectations.  The  documentation  phase  may  include  a  project  
plan,  timeline,  business  requirements,  creative  brief,  site  map,  wir
eframes,  user  
profiles/personas,  content  strategy  guides  and  more.
 
 
15  Technology  Pkwy.  S.  Suite  250    Norcross,  Georgia  30092
 
 
 
 
 
 
 
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edia.com  
 
 
 
 
 
 
 
 











 
 
 
21
 
Design
 
During  the  design  phase  our  creative  team  works  to  make  your  site  stand  out  from  the  
rest  and  to  ensure  a  top  quality  user  experience.  Our  team  extends  your  brand  online,  
blending  y
our  marketing  message  with  the  latest  technology  and  innovations.  
 
 
Build
 
Our  development  staff  takes  the  design  v
ision  and  turns  it  into  reality,
 
b
uilding,  
customizing,  and  configuring  your  site  to  function  with  the  most  up  to  date  technologies  
and  third
-­‐
party  components.  All  the  while  we  ensure  we  are  using  the  best  practices  and  
standards  for  both  search  engine  optimization  and  browser  &  device  compatibility.
 
 
Refin
e
 
We  test  and  launch  the  site,  but  our  job  isn’t  done.  Using  analytics  and  user  feedback  
w
e  continue  to  monitor  the  site’s  effectiveness.  As  trends  change  and  new  insights  are  
discovered,  we  continue  to  refine  your  online  initiatives  to  maximize  your  ROI.
 
 
 
 
 
15  Technology  Pkwy.  S.  Suite  250    Norcross,  Georgia  30092
 
 
 
 
 
 
 
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edia.com  
 
 
 
 
 
 
 
 











 
 
 
22
 
P
ROPOSED  
F
EATURES
 
 
At  this  early  stage,  without  having  held  discussion  related  to  the  
overall  marketing  
objectives  of  the  SCCTB
,  we  are  reluctant  to  make  specific  feature  
recommendations  as  
it  deviates  from  our  traditional  process  
(outlined  in  previous  pages)  
of  fully  
understanding  
our  client
s

 
needs.    
Typically,  we  would  spend  time  with  ou
r  client  and  
with  the  available  site  analytics  to  build  recommendations  with  rich  data
-­‐
support,  prior  
to  making  any  change  recommendations.  
 
 
However,
 
as  it  is  specifically  requested,  we  will
 
address
 
the  four  high
-­‐
level  goals  
provided
,  the  current
-­‐
state  we
bsite  
appearance  and  
functionality
 
and  our  knowledge  of  
the  tourism  industry  and  website  best  practices  to  provide  initial  recommendations.  T
he  
following  top
-­‐
line  recommendations
 
are  presented  as  potential  solutions  and  features  
and  are  all  subject  to  chan
ge  through  the  project  documentation  phase.    The  final
 
recommended
 
features  are  defined  in  the  completed  statement  of  work  delivered  at  
the  close  of  the  documentation  phase.  
 
 
Visuals
 
 


Imagery
 

 
Sedona  is  one  of  the  most  picturesque  landscapes  in  the  world
,  
however  the  current  site  uses  only  a  limited  number  of  rotating  images  and  
fails  to  capitalize  on  this  tremendous  resource
.
 
 


Color  Scheme  

 
Collinson  will  of  course  keep  the  design  of  the  site  on  “brand”  
standards,  however
,
 
strictly  from  a  visual  appeal  
standpoint,  the  redesigned  
website  needs  to  
enhance  its
 
use  of  color.    The  background  and  prevailing  
image  colors  are  too  similar  and  do  not  provide  visual  differentiation  to  the  
eye.    The  small  pockets  of  color  that  are  available  unfortunately  do  more  to  
distract  the  user  than  to  drive  action.    The  redesigned  site,  while  staying  within  
brand  standards,  will  need  to  make  better  use  of  approved  colors  to  engage  
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edia.com  
 
 
 
 
 
 
 
 











 
 
 
23
 
the  user  and  drive  desired  on
-­‐
site  actions  such  as  room  bookings,  
newsletter/visitors  guide  regist
rations  or  partner  clicks
.
 
 


Masthead  Size  &  Rotation  

 
The  same  masthead  images  continue  to  rotate  
throughout  the  content  pages  of  the  site.    This  uses  up  valuable  content  space  
and  distracts  the  users

 
eye  for  the  infomration  that  is  being  imparted  to  the
m  
in  the  pages.    Reducing  the  size  of  this  window  on  sub
-­‐
pages  and  limiting  the  
rotation  beyond  the  homepage  will  improve  the  users

 
experience  with  the  
site  and  allow  the  SCCTB  to  deliver  images  relevant  to  the  specific  page  
content
.
 
 


Video
 

 
There  are  a  
wealth  of  video  assets  loaded  to  the  site,  however  having  
them  all  consolidated  to  a  single  page  means  that  many  users  will  fail  to  find  
these  resources.  Spreading  the  videos  throughout  the  content  pages  and  
leveraging  some  (where  appropriate)  on  the  homep
age  will  draw  users  in  to  a  
much  greater  degree
.
 
 


Differentiation  from  the  Chamber  

 
Visually,  the  site  does  little  to  
differentiate  itself  from  the  overall  Chamber  of  Commerce  website.    While  this  
may  have  been  done  intentionally  it  will  end  up  confusing  
the  site  user  as  
content  elements  are  shared  between  the  two  sites  and  the  user  will  get  lost  
passing  back  and  forth  between  the  two  similarly  designed  entities.
 
 
Functionality  &  Integrations
 
 
 


Booking  Engine
 

 
The  SCCTB  appears  to  have  an  existing  relatio
nship  with  
aRes  Travel,  a  leader  in  the  online  hotel  booking  and  attraction  ticketing  space.    
This  relationship  is  full  of  potential  for  the  SCCTB.    However,  it  doesn’t  look  
like  the  SCCTB  is  taking  full  advantage  of  the  potential  of  this  partnership.    
 
15  Technology  Pkwy.  S.  Suite  250    Norcross,  Georgia  30092
 
 
 
 
 
 
 
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edia.com  
 
 
 
 
 
 
 
 











 
 
 
24
 
o

At
tractions  &  Ticketing  
-­‐
 
Further  integration  with  aRes  to  include  
package  and  attraction/ticket  promotions  is  a  potential  area  to  
consider.    
 
o

Widget  Design  &  Placement  
-­‐
 
In  addition,  the  simple  placement  and  
prominance  of  the  booking  engine  widget  needs  to  
be  rethought  with  
an  eye  for  User  Expereince.    We  would  recommend  working  with  the  
partner  to  develop  2  or  3  placement  options  and  running  some  simple  
A/B  testing  with  different  site  placements  to  see  which  option  drew  
the  greatest  user  attention  and  inter
action.    We  would  then  implement  
the  most  effective  solution.  
 
 


Video  Player
 

 
The  site  is  currently  using  a  solution  by  FlowPlayer  to  display  
and  serve  its  video  assets.    While  the  FlowPlayer  solution  is  not  inherently  
lacking
,  it  runs  counter  to  the  stat
ed  objective  of  “fully  integrated  social  media  
channels.”    A  better  solution  may  be  to  integrate  the  native  YouTube  video  
player  into  the  site  to  allow  site
-­‐
earned  video  views  to  count  towards  the  
YouTube  view  count  and  to  increase  comments  and  traction  to
 
YouTube  
channel.    In  addition,  this  integration  will  reduce  the  overall  bandwidth  
requirement  of  the  site  and  will  increase  page  load  time  because  the  videos  
are  being  saved  and  served  by  YouTube  instead  of  the  SCCTB.
 
 


Social  Integrations
 

 
The  current  si
te  features  virtually  no  social  integration  at  
all  short  of  the  minimally  evident  external  social  links.    Today’s  content  
consumer  expects  to  see  much  greater  alignment  and  visibility  into  the  social  
elements  of  a  destination  than  the  site  currently  delive
rs.    This  could  include  
streaming  content  feeds  (Twitter  or  Facebook),  Video  player  integration  as  
described  previously,  social  sharing  capabilities,  integrated  destination  reviews  
and  page/post  comments  capabilities.    The  Current  blog  platform  (WordPress)
 
allows  for  some  of  this  function  but  still  only  minimally  and  within  a  
completely  separate  platform,  meaning  that  the  SEO  value  of  these  functions  
is  lost  for  the  parent  site.    Collinson  will  work  with  the  SCCTB  to  determine  
what  level  of  social  integrati
on  works  best  for  the  target  demographics  and  
the  
SCCTB  staff  and  to  build  out  the  site  functions  accordingly.    
 
15  Technology  Pkwy.  S.  Suite  250    Norcross,  Georgia  30092
 
 
 
 
 
 
 
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edia.com  
 
 
 
 
 
 
 
 











 
 
 
25
 
 
o

Blog  

 
As  mentioned
 
previously,  the  current  site  does  link  to  the  Visit  
Sedona  Blog  and  it  is  highly  recommended  that  this  functionality  be  
ma
intained  and  perhaps  even  expanded  on  within  the  redeveloped  
site.    However,  Collinson  does  have  some  recommendations  on  both  
functionality  and  content  for  the  blog  that  might  increase  its  
effectiveness  as  a  marketing  tool  while  reducing  the  burden  on  staf
f  to  
keep  it  updated  and  loaded  with  fresh  content.    A  few  initial  
recommendations  include:
 
§

Shorter  posts
 
§

More  frequent  posts
 
§

Guest  posts  from  industry  partners
 
§

Increased  use  of  tags  &  tag
-­‐
driven  navigation
 
§

Video/Image  driven  content
 
§

Social  content  posts
 
§

A
n  integrated  blog/email/social  content  strategy
 
 


Responsive  Design  

 
The  site  currently  uses  a  .mobi  site  as  its  mobile  
experie
nce  delivery  mechanism.    This  function,  while  convenient  in  the  short
-­‐
term  is  inherently  limiting  to  the  user  and  detrimental  to  
the  overall  
experience  with  the  site.    Mobile  users  do  not  want  limited  website  
experiences,  they  want  site  experiences  delivered  optimally  for  their  purposes.    
Thus,  we  recommend  the  utilization  of  a  responsive  layout  in  the  rebuild  of  
the  site  in  which  t
he  
most  important  i
n
f
ormation  for  mobile  users  is  delivered  
simply  and  effectively  but  which  does  not  limit  their  potential  interaction  with  
the  site.
 
o

Limit  3
rd
-­‐
party  Branding  

 
The  SCCTB  is  the  owner  and  manager  of  the  
VisitSedona  website.    No  other  compa
ny  should  be  using  it  to  promote  
themselves  and  this  includes  the  site  development  company.    Collinson  
does  not  include  “Site  development  by…”  or  “site  by…”  on  either  our  
online  or  our  mobile  site  builds.    Furthermore,  the  SCCTB  owns  all  code  
and  content  d
eveloped  under  the  finalized  agreement.
 
 
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edia.com  
 
 
 
 
 
 
 
 











 
 
 
26
 


Visitor’s  Guide  &  eNewsletter  Request
 

 
Second  to  booking  a  stay  in  
destination,  the  goal  of  many  tourism  websites  is  to  capture  visitor  
information  for  ongoing  remarketing  purposes.    The  current  VisitSedona.com  
web
site  has  this  functionality  but  is  not  effectively  capitalizing  on  it.    Our  
experience  has  shown  that  newsletter  registration  and  visitors  guide  request  
counts  both  increase  dramatically  when  the  opt
-­‐
in  functions  for  these  efforts  
are  placed  prominently  an
d  repeatedly  throughout  the  site.    Similar  to  a  point
-­‐
of
-­‐
purchase  display,  you  want  the  website  user  to  be  able  to  provide  
information  at  any  point  where  they  are  convinced  that  this  is  the  destination  
for  them.    
As  such,  most  Collinson  website  designs  wil
l  include  this  function  
much  more  centrally  located  in  the  site  design  and  will  provide  easy  access  to  
this  function  in  many  places  throughout  the  overall  site.
 
 
 


eCommerce  Store
 

 
If  eCommerce  is  a  significantly  important  function  for  the  
VisitSedona.com  
site  then  we  need  to  provide  as  much  of  this  functionality  
internal  to  the  site  as  possible  rather  than  immediately  directing  users  to  the  
chamber’s  site.    The  delivery  of  this  function  as  it  stands  provides  a  poor  user  
experience  and  is  not  nearly  visual  
enough.    We  recommend  re
-­‐
creating  much  
of  this  functionality  within  the  VisitSedona.com  CMS  content  pages  and  
delivering  content  more  visually  and  with  
more  intuitive  navigation.    If  
integrating  a  distinct  eCommerce  platform  is  not  an  option,  much  of  the  f
ront  
end  experience  can  be  developed  and  the  user  passed  over  to  the  chamber’s  
solution  further  down  the  purchase  funnel  to  minimize  the  experience  
challenges.  
 
 


Partner  Ads  and  Additional  Promotions
 

 
There  are  a  significant  number  of  
“partner  ads”  on  the
 
homepage  and  a  few  scattered  throughout  the  site.    
These  120x80  animated  banners  unfortunately  distract  the  user  from  the  
overall  content  of  the  site  and  clutter  the  homepage  design  to  the  detriment  
of  the  brand  and  the  overall  user  experience.    Since  “su
pporting  the  
promotion  of  member  businesses  to  prospective  customers”  is  a  stated  
marketing  initiative,  these  partner  ads  cannot  be  simply  abandoned.    We  
15  Technology  Pkwy.  S.  Suite  250    Norcross,  Georgia  30092
 
 
 
 
 
 
 
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27
 
recommend  the  development  of  multiple  alternative
 
promotional  tools  that  
can  be  made  available  to  part
ners  and  that  do  not  inherently  detract  from  the  
site’s  appearance  and  functionality.    Collinson  will  work  with  the  SCCTB  to  
define  what  these  final  promotional  opportunities  are  but  some  initial  ideas  
might  include:
 
o

Featured  masthead  image  
 
o

Featured  blog  
post
 
o

Sponsored  tweet  or  facebook  post
 
o

Large
-­‐
space  banner  advertising
 
o

eNewsletter  sponsorships
 
o

Homepage  takeovers
 
o

Featured  listing  highlights
 
These  additional  and  inherently  tiered  offerings  provide  SCCTB  with  an  
opportunity  to  build  out  investment  levels  f
or  partners  giving  “Premier”  
partners  greater  exposure  and  inviting  more  overall  investment  from  the  
member  businesses  through  increased  perceived  value.
 
 
For  on
-­‐
site  advertising  options,  Collinson  uses  Google

s  DoubleClick  for  
Publishers  solution  to  manage  available  inventory  and  produce  ad  tracking  
reports  and  highly  recommends  this  s
olution  if  the  future
-­‐
state  will  continue  
to  serve  partner  ad
s.    We  have  extensive  experience  in
 
both  implementing  an
d  
administering  this  solution  and  will  provide  training  to  the  necessary  SCCTB  
team  members  should  this  be  
necessary.
 
 


Language  Translation
 

 
Currently  the  site  translates  a  single  “general  
information”  page  into  French,
 
Spanish  
of  
Mexico
 
&  Latin  America,  European  
Spanish  (Castellano)
,  German,  Italian,
 
and  
Japanese.    However,  should  the  site  
user  seek  content  beyond  that  general  level
,
 
they  are  forced  to  interact  with  
the  site  in  English.    In  order  to  deliver  the  best  pos
sible  experience  to  your  
potential  international  visitors,  it  is  important  to  deliver  ALL  important  content  
in  their  native  language,  no
t  simply  to  welcome  them  with  an  extensive  list  
of  
general  information
.    While  this  may  take  a  sizeable  overall  investme
nt,  we  
recommend  beginning  with  the  primary  international  audiences  first  and  the  
15  Technology  Pkwy.  S.  Suite  250    Norcross,  Georgia  30092
 
 
 
 
 
 
 
www.
CollinsonM
edia.com  
 
 
 
 
 
 
 
 











 
 
 
28
 
content  that  is  deemed  most  important  to  that  audie
nce  (based  on  site  
statistics),  t
hen  over  time,  phasing  in  the  development  of  additional  
internationally  relevent  content  i
n  the  user’s  native  language.    Collinson  works  
with  a  translation  vendor  that  provides  native
-­‐
language  translations  at  an  
extremely  reasonable  cost  and  will  work  with  SCCTB  to  develop  a  timeline  and  
strategy  for  implementation  of  expanding  the  language  sup
port  of  the  site.
 
Content  Management  and  Meta
-­‐
Information
 
 


Content  Management  System  

 
The  VisitSedona.com  site  is  built  in  PHP  but  
does  not  appear  to  be  built  upon  any  of  the  common  Content  Management  
Systems.    The  single  most  important  recommendation  we  
will  make  in  the  
rebuild  is  to  decide  on  an  easy
-­‐
to
-­‐
use  and  ubiquitous  CMS  system.    This  will  
enable  SCCTB  a  much  higher  degree  of  control  of  the  site’s  appearance  and  
content  than  it  ha
d
 
previously,  
will  be  a  platform  from  which  the  site
 
can  grow  
as  needs
 
increase  and  technology  advances.    
 
o

Wordpress  

 
At  Collinson,  we  have  worked  with  a  number  of  Content  
Management  Systems  including  Drupal,  Umbraco,  RedDot,  Joomla  and  
more.    With  all  of  our  experience,  our  recommended  solution  in  most  
cases  is  Wordpress  a
s  it  seems  to  be  the  most  readily  customizable  and  
is  by  far  the  most  universally  supported  and  expansive  in  the  industry.
 
 


Analytics
 

 
It  appears  that  VisitSedona.com  is  currently  using  the  Google  
Analytics  tracking  solution  as  well  as  
individual,  media
-­‐
provided,  
floodlight  
tracking  tags  throughout  the  website.    
Collinson  uses  these  solutions  
extensively  for  our  site  analytics  and  would  recommend  continuing  the  use  of  
these  platforms  
and
 
potentially  additional  analytics  solutions  as  might  be  
necessary.    
 
 


Search  Engine  Op
timization  

 
Search  Optimization  covers  a  broad  range  of  
topics  from  content  to  code  and  therefore  is  something  that  is  often  neglected  
or  completely  overlooked.    At  Collinson
,
 
our  SEO  efforts  start  in  the  
15  Technology  Pkwy.  S.  Suite  250    Norcross,  Georgia  30092
 
 
 
 
 
 
 
www.
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edia.com  
 
 
 
 
 
 
 
 











 
 
 
29
 
documentation  phase  
and  continue  through  the  r
efin
e  phase  with  regul
ar  
analysis  and  enhancements.  
Some  of  the  items  we  review  and  optimize  
are:  
 
o

Page  Title  Tags  
 
o

Hostname  redirects  
 
o

Anchor  Text
 
o

Link  reachability
 
o

Broken  links
 
o

Content  duplication
 
o

Canonical  urls
 
o

Distinct  meta  descriptions
 
o

On
-­‐
site  links
 
o

Image
 
Descriptions
 
o

Image  Alt  Tags
 
o

Back
-­‐
links  /  External  links
 
 
 
15  Technology  Pkwy.  S.  Suite  250    Norcross,  Georgia  30092
 
 
 
 
 
 
 
www.
CollinsonM
edia.com  
 
 
 
 
 
 
 
 











 
 
 
30
 
A
NTICIPATED  
T
IMELINE  
 
 
If  selected  for  this  project,  t
he  final  
statement  of  work  
document  will  include  a  detailed  
calendar  of  milestones  and  deadlines  including  expectations  of  and  items  for  delivery
 
by  
both  Collinson  Media  &  Events  and  
SCCTB
.    Movement  of  any  of  these  milestones  will  
impact  the  final  delivery  schedule.  Any  changes  to  the  timeline  will  require  approval  by  
both  parties.  Collinson  will  work  proactively  to  assist  
SCCTB
 
to  maintain  moment
um  to  
complete  the  projects  according  to  the  timelines  set  forth.
 
 
 
Based  on  our  current  understanding  of  the  project  scope,  it  is  anticipated  that  this  
project  
could
 
launch  within  90
-­‐
day
s
.    Below  is  a  high
-­‐
level  overview  of  how  the  4
-­‐
phase  
process  unfolds
 
within  the  90
-­‐
day  window.  During  the  documentation  phase  we  will  
build  out  a  detailed  timeline  and  task  list  with  greater  specificity  of  actions  by  all  parties.
 
 
General  Implementation  Schedule
 
 
15  Technology  Pkwy.  S.  Suite  250    Norcross,  Georgia  30092
 
 
 
 
 
 
 
www.
CollinsonM
edia.com  
 
 
 
 
 
 
 
 











 
 
 
31
 
Sample  
Detailed  
Timeline  and  Task  List
 
 
 
 
 
 
 
15  Technology  Pkwy.  S.  Suite  250    Norcross,  Georgia  30092
 
 
 
 
 
 
 
www.
CollinsonM
edia.com  
 
 
 
 
 
 
 
 











 
 
 
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