Pump Interactive

Case Studies

Pump Interactive Inc. Suite 100, 822 11th Ave S.W. Calgary, AB, T2E 4P7 Phone: 403.514.0599 info@hellopump.com www.hellopump.com 403.514.0599 • info@hellopump.com • www.hellopump.com • Suite 100, 822-11 Avenue S.W. Calgary AB

To make the website visit as satisfying as the hotel stay.

And vice versa.

Bellstar and the 13 resorts under its brand came to Pump for complete, large-scale, long-lasting rejuvenation of their corporate and resort websites. They wanted consistent, quality web interaction that complimented and anticipated the exceptional resort experiences they offered, and improved the ability to capture reservations and streamline marketing.

www.bellstar.ca

Results

A Commitment to the Resort Experience

Over $400,000 in additional revenue

Bellstar Hotels & Resorts is the leading resort developer and operator in Western Canada.

gained by Bellstar within the first three

Each resort under its umbrella boasts a stay that is unique to that destination, with

months of their corporate redesigned-site launch

commitment to service and an exceptional resort experience being the consistent and uniting factor.

Number one search-engine ranking

Stay. It’s Bellstar’s mantra, and they wanted to elevate their campaign to new visual and user-friendly levels, and improve online interactions to entice more customers to ‘stay.’ With

Traffic increased by 145%

nearly 40% of total stays booked online, Bellstar’s corporate site was losing nearly 20% of visitors because they could not click through to book a specific resort. Cross-marketing,

Average time spent on the site increased

91%

email campaigns, centralized phone and web reservations, and the ability to better respond to customer needs and requests—all were part of one big movement to bring Bellstar’s

Bounce rate decreased by 56% Email open rate and click through rate

5% above industry average Enhanced online experience converts users to more bookings

interactive presence in line with its resort brand.

“Given Bellstar’s ever-evolving collection of resorts, we decided the new website needed to focus on securing our guest booking at the time of arrival and enhancing their online resort experience. The site is informative, user-friendly and flexible, allowing it to grow with the company over time.”

- Hilary Moore, Director of Marketing

Improved brand awareness Convenience in booking ease, changes

Beautiful Site Design—A Stay to Dream About

to reservations and access to resort

From the bottom up, Pump first designed the individual resort sites with a strong framework

information

for smooth navigation, and a centralized content management system for streamlined site functions. Then, with a nod to the Stay tag line, rich, high-resolution flash galleries, elegant font choices and eye-catching page layouts were developed. Through innovative design, Bellstar was now able to seamlessly connect, with emotional impact, to their customer— bestowing a visual proof-statement of the Stay that awaited them at a quality Bellstar resort.

403.514.0599 • info@hellopump.com • www.hellopump.com • Suite 100, 822-11 Avenue S.W. Calgary AB

The Bellstar Corporate Difference Pump’s redesign of the Bellstar corporate site hit its mark with customers—an additional $90,000 in revenue was generated for Bellstar within the first two weeks of launch.

Bellstar Websites Corporate

Customers now had immediate access to a multi-property engine that offered bookings and

»» Bellstar.ca

rate comparisons across their resort destinations. Pump also added new features such as

Resort Sites

an enhanced Media Room, community page, resort promotion specials, and a high-resolution image gallery. The Bellstar brand, home site and effective, award-winning marketing initiatives

»» Fire Mountain Lodge

were now aligned—for more customer retention and outstanding results.

»» Lodges at Canmore

Reservation Ease

»» Canmore Crossing

In the Resort and Hotel industry, online reservations are a big part of business. With nearly

»» Mystic Springs Chalets & hot Pools

40% of total stays booked online (a number that grows every year due to web ease), Pump bolstered Bellstar’s competitive edge by personalizing the reservation process. A guest

»» Blackstone Mountain Lodge

can book on the corporate or resort site, review rates and room selections across several

»» Spirit Ridge Vinyard Resort & Spa

properties, add additional offerings like wine or theatre tickets—and change or update their

»» Strand Resort

reservations online, anytime.

Target Guests to Increase Hotel Stays With each click, a new banner ad pops up with an internal Bellstar message or promotion.

This ad space is designed to target specific users, or to align with page content. It’s an

»» Bellasera »» Miraloma On The Cove

Real Estate Sites

effective cross-marketing tool that allows Bellstar to highlight key messages, and to motivate

»» Kokanee Springs

or convert user-visits into more booked rooms.

»» Spirit Ridge

Keep a Customer On-Site Longer for Better Results

»» Reserve Collection

The site devices employed by Pump help to keep Bellstar visitors on-site longer—such as cross-promotions, area-information, google maps, and site searches. The longer a user explores, the more time to convince them to book a room, try another resort or come back again. A continually-updated database and e-newsletter template also creates the opportunity to better understand customers and to foster stronger relationships.

403.514.0599 • info@hellopump.com • www.hellopump.com • Suite 100, 822-11 Avenue S.W. Calgary AB

Paid Search Google Local Organic Result

Top Search Engine Rankings

Bellstar.ca

Pump allocated additional resources for search engine optimization to ensure Bellstar has

Redesign Results

a consistent number one ranking. Search engine algorithms, ranking criteria and strategic alliances are constantly changing—staying on top is a cost-effective way to ensure a continual stream of traffic and revenue.

January - February 2008 vs 2009

Website

Keyword

Organic Result

Page

strandresort.ca

vernon lodging

3

1

vernon accommodations

5

1

canmorelodges.ca

canmore vacation

3

1

canmore lodging

5

1

mysticsprings.ca

canmore accommodations

4

1

hotels in canmore

4

1

canmore lodging

6

1

hotels canmore

7

1

canmore hotels

8

1

blackstonecanmore.ca

canmore vacation

4

1

miraloma.ca

sidney bc accommodations

4

1

sidney bc lodging

6

1

spiritridge.ca

osoyoos accommodations

6

1

osoyoos lodging

7

1

canmorecrossing.ca

canmore accommodations

10

1

Visits (+145%)

Page Views (+205%)

Pages/Visit (+30%)

Bounce Rate (+56%)

Time on Site (+91%)

403.514.0599 • info@hellopump.com • www.hellopump.com • Suite 100, 822-11 Avenue S.W. Calgary AB

A vibrant social network goes out for a bite to eat.

Pump’s task: take the standard, list-style CalgaryRestaurant.ca site and rebuild it into a vibrant social marketing platform. The result is Chomp!, a site that builds online presence for restaurants, helps users celebrate a passion for dining out, and allows for large scale expansion.

www.chomp.ca

This Restaurant-Guide Website Wanted More to Chew On

Results

CalgaryRestaurant.ca forged its success and growth by providing great search results. But

Launched in February 2009. Stay tuned

the owner wanted something more: a rebuild that could capture the power of social media for word-of-mouth restaurant promotion. Users should engage directly with restaurants and like-minded dining enthusiasts, and be immersed in rich media experiences that encourage a choice of eating venue.

for results as this fun, yet sophisticated community platform helps to spread the word of Good Food and advance the culture of cuisine.

The new web platform had to be user-friendly, easy to search and connect users through various levels of interaction. The structure also had to contain more ad server streams, e-commerce functions, and allow easy content creation, moderation and marketing by staff, restaurants, and advertisers—now and for future expansion.

Chomp! A New Name, a New Vision An energetic name and colourful logo and design was created to replace the existing [city] Restaurant.ca site. The new image unifies the services offered, such as the Chomp! web platform and Chomp!tv web channel, and elevates brand equity for restaurants in local and international markets.

A Higher Profile for Restaurants Being part of an innovative, social dining network is a chance to engage more customers. The platform was designed to visually showcase restaurants and their cuisine, and allow venues to list for free, or pay for increased visibility with Featured and Premium (home page spotlight) Profiles for extra features that capture more interest.

The Ability to Grow Well into the Future It was very important for the Chomp! platform and brand to be built not just for a one-city launch, but to facilitate a smooth extension to several other cities. Pump ensured that Chomp! can be expanded and linked with future platforms, that searches can be integrated, and that site construction allows room for further enhancements.

403.514.0599 • info@hellopump.com • www.hellopump.com • Suite 100, 822-11 Avenue S.W. Calgary AB

A Successful User Experience Restaurants are Easy to Find. It makes Chomp! look good when a user finds a restaurant quickly instead of 19 pages later. Pump designed the navigation system with several filters, such as Recently Added, Top-Rated, Cuisine, Neighbourhood, and Name Search for easy browsing. A user can find a restaurant-of-interest quickly, or experience a fun, intuitive search based on venue category or user reviews.

Create a Profile. Pump developed a user profile system that promotes honest, fun interaction with restaurants and other Chomp! members. Public profiles display ‘eating at’ status, favourite foods and all previous reviews to promote author authenticity. Emails are collected; a choice to receive promotions or local cuisine updates allows for future customer engagement.

Reviews. The main attraction of Chomp! is the ability for users to have their say. A review and rating function—accessed directly on the restaurant page or from the main menu listing— easily engages users and visitors in word-of-mouth restaurant promotion. Pump designed the system to collect review information for fast home-page access of Top-Rated Restaurants and Recent Reviews.

Owners Lounge. Owners can access their restaurant page for a convenient way to manage their venue’s image. They can change content, such as contact and reservation information and hours, menus and specials, upload recent galleries or videos, and even interact with user reviews.

Custom Developed Discussion Board. Community discussion can build positive promotion, or allow insight into establishing better customer relations. Users can start, or comment on, conversations based on a series of Chomp! topics. Restaurants get a customer-eye view of their own venues and services to improve future results.

Enhanced Banner Network. To foster future expansion, Chomp! needed to increase revenue streams. Pump integrated an enhanced internal Banner Network to manage ads on thousands of pages—users are more effectively targeted with internal Call to Actions (CTAs) and external advertising. Advertisers are able to directly manage campaigns, allowing Chomp! a low-cost way to maintain revenue sources.

A Platform Made to Manage. Pump designed a robust, sophisticated content and admin management system that provides Chomp! staff with virtually unlimited power to modify anything on the site. Quick content collection for approval or removal, automatic resolution of duplicate restaurants while retaining user reviews, and strong backend security all bring more independence and less manpower needed in managing future growth.

403.514.0599 • info@hellopump.com • www.hellopump.com • Suite 100, 822-11 Avenue S.W. Calgary AB

Up-close and Personal. And that’s just their website.

Headplay tasked Pump with building an up-close-and-personal interactive website that equaled their mind-blowing Personal Cinema System. The site had to allow easy purchases and downloads, accept continual technology updates, and visually connect a community of avid and growing fans.

www.headplay.com

It’s a Big Screen for Your Brain What is Headplay? Literally, it’s personal-viewing headgear that places a 2D/3D screen right in front of your eyes. It gives you up-close viewing of movie and games, and goes where you go—assuming you don’t need to see where you’re going. GEEK Magazine called it “the biggest big screen your brain can handle.”

Services utilized • Content Management System • E-commerce Integration • Online Product Registration • Community Forum

With gaining international recognition, Headplay needed to keep on top of their game with

• Blog & Podcast

a re-brand, a new design and a community platform among other things that make movie-

• Internet Marketing

watchers and gamers so happy. With their product available only online, their site had to be

• Contest Micro Site

cutting-edge to keep up to evolving technologies in the digital and gaming world and to reach

• Gaming Review Site

other markets.

• Email Marketing

Build a Jaw-dropping Site, and They Will Come

• Custom Desktop Application

Movie-enthusiasts and gamers know quality when they see it. Pump designed the Headplay site for futuristic, sleek visual appeal and with strong information architecture that indicates the stunning experience of their viewing product. The site’s features include incredible flash features, a well-organized e-commerce system, blogs, news and podcast features, while still allowing for high search-engine accessibility.

Online Contests Create Buzz We developed and marketed online contests to build buzz around the Headplay unit. Contest microsites, flash-players and links to and from partner companies, social websites, and video channels such as Youtube were incorporated to lend credibility and increase exposure.

»» getinthecockpit.com

Everybody loves a contest, especially with online partner bundles and free Headplay units as the prize—the interest generated more site traffic and enticed users to stay onsite longer.

Social Gaming Network Gives Serious Product Feedback Avid gamers love to share information. Pump created an easy-to-search, 3D-gaming information hub that allows users to share information, tips and reviews on the Headplay system—as well as access a set-up guide. It also acts as a free testing-forum for Headplay, providing valuable information to improve their technology and foster future product interest.

»» headplaygaming.com 403.514.0599 • info@hellopump.com • www.hellopump.com • Suite 100, 822-11 Avenue S.W. Calgary AB

For the Love of Lunchtime Theatre.

Lunchbox Theatre needed a web redesign plus interactive media solutions that would enrapture theatre enthusiasts and herald an intense commitment to the art and quality of their live, one-act performances.

www.Lunchboxtheatre.com

Build a Bigger Theatrical Community

Services utilized

Lunchbox Theatre is a non-profit group that has entertained lunchtime crowds in the downtown

• Strategic Consultation

core since 1975. It is one of the most successful noon-hour theatre companies in the world.

• Visual Design

On the move to a new downtown location, they thought it was the perfect time to get current with their audience with a complete overhaul to their website. Upping their brand equity for sponsors and private donors was essential. Taking it one step further, they loved the idea of building an online community through social media–to nurture further interest in their performances and appeal to a younger set.

• Web Development • Content Management System • Wordpress Blog Development • Online Box Office Integration • Search Engine Optimization

Translate the Brand Online

Low-maintenance for Non-Profit

Results

Pump modernized the Lunchbox brand

A non-profit group needs to have some level

50% increase in tickets sales

perception with new design elements,

of cost-effective, technical independence–so

trendier colours, and a more energetic tone

we installed a robust Content Management

of voice. Users get a positive experience

System that provides increased google-

through easy navigation and functional

positioning with easy site-access. We then

website options. Current shows and key

trained the Lunchbox team to create, edit,

Improved brand equity for sponsors and

messages are communicated with interactive

manage, search and publish pages on their

private donors

site elements. Their website now exudes the

own, whenever they need.

Growth in business crowds and younger

Social media platforms that encourage audience interaction, cultivate interest and capture support

pride and quality of the Lunchbox Theatre art

demographics to nurture future theatre

form.

enthusiasts

Understand the Theatre-Goer

Theatre and Social Media - Art Forms Made For Each Other

Easier connection to services, key

tracked the behaviour of online visitors and

Lunchbox Theatre’s culture and enthusiasm

Bigger impact through google-positioning,

how they interacted with the site. We used

translates perfectly to social media

marketing strategy tie-ins, and lead-

the information to streamline site functions,

platforms. For them, close-knit online

generation tactics

create highly-accurate marketing campaigns

communities are the best solution for

and generate new leads to help capture

creating customer loyalty and improving

a younger demographic and more vibrant

brand value. Facebook, Youtube, Flickr, and

audience. We even managed to convert many

Wordpress blogs were all launched to share

user-visits to higher ticket-sales overall.

and connect the Lunchbox brand experience.

What makes a Lunchbox-lover tick? We

messages, and new feature shows

Users can log-on for daily communications, load pics and videos, generate content, and revel in the connection to other like-minded theatre-goers.

403.514.0599 • info@hellopump.com • www.hellopump.com • Suite 100, 822-11 Avenue S.W. Calgary AB

Emerging Technologies:

The consumer world is changing fast – stay with it.

It sounds intimidating, but really, it’s just plain old exciting. At Pump, we can’t get enough of the cutting-edge technology and tools – like social and mobile marketing, widgets, digital platforms and media manager centres – that combine the power of the consumer with the instant speed and convenience of the digital revolution.

Innovations in Customer Interaction Lately, technology doesn’t seem to be collecting dust. With the invention of the Internet, mobile phones and applications, hand-held devices such as iPods, and infectious social media platforms such as Facebook or Youtube, consumers are becoming increasingly tech-savvy.

Pump helps their clients navigate these now-essential communication and cost-effective marketing tools. We work to implement new technological solutions to engage target audiences, retain customers, build deeper relationships and loyalty, and achieve business goals.

A Widget is More Than a Funky Name

Your Business on Someone Else’s Mobile Phone

University on Calgary U-Now Widget

Pump’s Internal iPhone web app.

www.ucalgary.ca/unow/widget

www.snowlocate.com

A Widget is the latest in web-enabled

Mobile phone applications can connect

applications – it lives on a user’s screen.

customers to products and services, or

Pump designed a Dashboard and Yahoo

create experiences that create a ‘cool’ factor

widget for U of C students - they can

to elevate brand awareness.

download the application and get the latest information about University happenings. It helps the U of C engage, inform and connect to its student and teacher base, elevate their brand and keep current with student needs.

Want to see the ski conditions of your favourite hill, right now? Pump designed an

Results Cost effective ways to attract and retain the most customers Enhanced customer experience Highly trackable Connect with customers on-the-go for increased business opportunities Generate excitement and interest in your business

iPhone web application called Snowlocate.

Connect faster

It collects data from North American ski hill

Access additional customer streams

webcams and places them in the palm of your hand. Avid skiers and snowboarders can view conditions on their favorite hill at a moment’s notice – the potential for business applications are as endless as the view.

403.514.0599 • info@hellopump.com • www.hellopump.com • Suite 100, 822-11 Avenue S.W. Calgary AB

Real Estate and Resort Properties: Capture the customer that just clicked on your site

Results Improved visual design connects

You need a website that impresses visually, navigates easily and communicates what your

emotionally and motivates purchases

property experience has to offer—for outstanding results.

Low bounce rate

Create Interest with Visual Appeal

Strong site-architecture delivers a results-

Messy-looking websites are just that—your customer doesn’t know what the offer is, where to

driven, time-saving, cost-effective sales

click to find what they’re looking for, or what your property really looks like.

A visually-stunning website has the opposite effect—it helps capture your web visitor’s interest, and compels them to inquire for more information or buy your property. Pump works with you to showcase the outstanding experience of the real estate or holiday destination you offer.

tool More targeted leads generated through search-engine optimization and effective marketing strategies Increased online exposure for overall

High-resolution video and photo galleries, zooming capabilities, and flash development

better sales

features allow potential customers to easily visualize your home or resort property, and gives

Capture of valuable target audience

them a sense of the area amenities. Combined with colour, design elements, font style and

information

simple, easy to navigate pages, your site can project confidence and convince visitors to take action for increased results.

Strong Site Architecture What do you need for successful online customer interactions? Pump develops a strong

The proof is in our client sites: »» Kokanee Springs

framework that fits your budget and requirements—whether it’s sales information, floor plans,

»» Spirit Ridge

maps, reservations, contact features, or customer databases—we build a strong core site

»» Reserve Collection

that directs a visitor to action, and captures customer information for increased sales.

Search Engine and Marketing Tactics Boost Your Competitive Edge After Pump builds the core site, we pay special attention to your search engine ranking.

Optimization and marketing strategies such as high-converting key words, link building, pay per click advertising, google local and google maps and publishing of online articles all improve search engine visibility and page rankings that drive traffic and increase sales.

403.514.0599 • info@hellopump.com • www.hellopump.com • Suite 100, 822-11 Avenue S.W. Calgary AB

Reflect pride and beauty Create independence and success.

The Osoyoos Indian Band came to Pump for a site redesign that promoted the premium experiences of their four-season resort, NK’MIP. They wanted to reflect a deep history rooted in the beauty of their unique Canadian desert lands, and, ultimately, to foster the success of their own aboriginal community.

www.nkmip.com

Winery, Spa and Thousands of Years of Culture

Results

Whether it’s the award-winning winery, desert golf, gourmet dining, cultural centre, luxury

200% increase in site traffic

accommodation or full-service spa, one thing’s for certain—NK’MIP Resort is about highquality experiences backed by the rich culture of the Osoyoos Indian Band that is thousands of years old. Located in Osoyoos, B.C., at the south end of 32,000 acres of stunning B.C. desert lands, NK’MIP Resort was also developed through partnership with a strong vision to create employment opportunities, economic self-reliance and success within the Band community.

Site draws more resort visits, which helps employ 500 Reserve members Design recognized in web design blogs, such as smashingmagazine.com

The NK’MIP Resort Association wanted to impart a visual statement through design and

Increased exposure as a desirable resort

images, and to create effective site organization and marketing of their exceptional resort

destination

venues. As well, they felt the site should inspire and educate tourists for increased interest and understanding of their native culture, and to contribute to the growth of tourism in B.C.

A Rustic Redesign

Integrated CMS allows easy site updates and customer contact through e-newsletters

A rich palette for a vibrant native culture—Pump united NK’MIP’s wide range of resort offerings with the richness of Osoyoos native art and earthy reds, oranges and browns.

Sweeping vistas and striking resort images engage visitors and add authenticity to high-quality resort venues. A singular template underlies the rustic design to provide easy navigation and access to information about each facility.

Wireframing Builds Site Success Pump worked with the NK’MIP Resort Association to create extensive wireframing that easily outlined the multiple facets of the NK’MIP site, allowing effective collaboration to establish the language, content and structure of interactions that users will encounter on the site.

Wireframing helped the Association develop an awareness of how the site will best fulfill their online business and cultural objectives.

The Right Tools Build Better Relationships Pump provided the NK’MIP site with the right tools to collect data from their customers, communicate regularly with avid tourists, and manage their content for easy maintenance and updates of community and resort information, news releases and images. Empowering the NK’MIP Resort Association to manage their own digital presence helps them build better, stronger customer relations for increased business results.

403.514.0599 • info@hellopump.com • www.hellopump.com • Suite 100, 822-11 Avenue S.W. Calgary AB

Strategy / Creativity / Technical / Marketing

We’re here to get you results Pump Interactive

Say Hello Today

Pump Interactive is a Calgary-based digital agency where we help achieve measurable

Suite 100, 822 11th Ave S.W.

business results for our clients through effective Internet marketing strategies and

Calgary, AB, T2E 4P7

innovative web designs.

Phone: 403.514.0599

With over 10 years of experience, we provide the strategies, technologies and creative ideas that enable our clients to harness interactive media—websites, mobile devices and digital platforms—as an effective channel to increase exposure, make communication and transactions easier, and propel brand awareness. We use online presence to boost offline efforts, increase sales and build customer loyalty.

Large or small, Pump’s ability to craft innovative digital experiences that engage customers and build measurable success is made possible by our people, our diverse skills and experience. We bring it all together to work collaboratively with our clients—for outstanding results.

info@hellopump.com www.hellopump.com

Key Clients Bellstar Hotel & Resorts Headplay Chomp!

NK’MIP Lunchbox Theatre University of Calgary

We’ll help grow your business for tomorrow.

Corus Entertainment

Capabilities

Recent Recognition

We listen. We plan. We draw on the right tools to achieve measurable results.

Skibanff.com

Insight & Strategy

Alberta MediaFresh Awards - Finalist

Design

Needs Analysis

Market

Design Comps

Internet Advertising

Canadian e-Tourism Awards - Silver

Competitive Analysis

Moodboards

Email Marketing

Bellstar Hotels & Resorts

Benchmarking

Interface Design

Keyword Analysis

Canadian e-Tourism Awards - Silver

Industry Analysis

Flash Development

SEM/Pay-Per-Click

Market Research

Video Integration

Google Maps

Communication Plan

Branding/Style Guidelines

Online Contests

Blueprint

Develop

Manage

Concept Development

Content Management

Web Hosting

Site Map

Web Applications

Information Architecture

iPhone Web Applications

Domain Hosting

Wireframes

E-Commerce

Google Analytics

Social Networks

AdRodeo Anvil 2008 Scott Haggar - Interactive Winner Shaw Snailskis

KPI/ROI Reporting

403.514.0599 • info@hellopump.com • www.hellopump.com • Suite 100, 822-11 Avenue S.W. Calgary AB