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WE B S I T E REFRESH 5.12.2015
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A NO TE FR O M U S
In the following proposal we have outlined our approach to this website refresh across three distinct phases— (1) Discovery; (2) UX and Content Strategy; and (3) Interactive Design and Copywriting. In each phase we will be working through enhancements available within the TeamSite CMS and existing DoubleTree templates and infrastructure.
Understanding the technical and budget limitations, we have prepared costs for this project by phase and have also provided some additional options for your consideration. For example we have included an optional fourth phase of (4) Maintenance, to ensure the continued elevated experience for visitors to the site once the project is complete. We also introduce you to our wider team that we’re proposing work with the current core Y&R DoubleTree team; and outline a proposed schedule to refresh the site. Again thank you for this opportunity and we look forward to discussing this proposal with you further. Y&R & VML
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Thank you for creating the opportunity for us to prepare this proposal to refresh the current DoubleTree website. We are very excited to partner with you on this project and lift the aesthetic and tone for such an important website into our new Approachable Chic Tensity. Understanding the current site has not had a major refresh since its launch in 2011, we recognize the importance and significance of this opportunity for the DoubleTree brand.
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Y&R AND VML TEAM TOGETHER WE COVER THE GLOBE. WITH 215 OFFICES AND 8,800+ EMPLOYEES ACROSS THE WORLD, WE PROVIDE A RANGE OF SERVICES INCLUDING: - Account Management/Project Management - Brand & Content Strategy - Creative - Production - Digital + Social - Studio
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TA B LE OF CONTEN TS OUR APPROACH // P. 4 PHASE 1 // 6 PHASE 2 // 15 PHASE 3 // 36 PHASE 4 // 44
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RELEVANT EXPERIENCE // P. 50 WEBSITE REFRESH BRIEF RESPONSE // P. 63 MAKING IT HAPPEN // P. 68
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OUR
APPRO A C H 5
A PHASE D A P P R O A C H To ensure a successful project, we recommend the following phased approach: Discovery // User Experience & Content Strategy // Interactive Design and Copywriting // Maintenance By utilizing this phased approach we’ll be able to identify any issues along the way, and course correct them before they impact any future development steps.
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On the following pages, we have outlined our process for each phase, and the learning and creative thinking we will bring.
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PHASE 1 D IS C O VERY
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SPECIFICALLY, WE WILL: • Utilize learnings from DoubleTree’s SEO audit to better understand how information seekers are finding (or not finding) content.
• Keyword visibility analysis • Obstacle analysis report • Content audit
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AS PART OF DISCOVERY, WE WILL CONDUCT A NUMBER OF DEEP-DIVES TO FURTHER UNDERSTAND BOTH THE DOUBLETREE WEBSITE AND THE DIGITAL CATEGORY LANDSCAPE.
• Audit the existing DoubleTree site and prepare recommendations on appropriate organization of content to deliver a more streamlined sitemap. • Review cross-category competitor websites to ensure DoubleTree achieves a best-in-class approach. • Perform target-audience need state analysis. • Review existing and secondary research sources. The following is a short outline of how we would conduct a more rigorous SEO analysis for DoubleTree to inform the new content development:
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SEO HELPING
INFORMATION SEEKERS FIND CONTENT
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LEISURE TRAVELER PHASE 1 // DISCOVERY SEO
KEYWORD SEARCH AUDIT PLAYBOOK
SEARCH ENGINES HOTEL SITES/APPS ONLINE TRAVEL AGENCY AIRLINE SITES/APPS MAP SITES/APPS TRAVEL REVIEW SITES/APPS TRAVEL SEARCH SITES/APPS DESTINATION-SPECIFIC SITES/APPS SOCIAL NETWORKING SITES/APPS CAR RENTAL SITES/APPS
60% 48% 40% 39% 38% 36% 33% 30% 26% 22%
BUSINESS TRAVELER 55% 60% 45% 53% 45% 42% 38% 30% 29% 44%
SEARCH ENGINES HOTEL SITES/APPS ONLINE TRAVEL AGENCY AIRLINE SITES/APPS MAP SITES/APPS TRAVEL REVIEW SITES/APPS TRAVEL SEARCH SITES/APPS DESTINATION-SPECIFIC SITES/APPS TRAVEL PLANNING SITES/APPS CAR RENTAL SITES/APPS
Search Engines are among the most popular online planning sources for travelers, particularly among leisure travelers. Source: https://think.storage.googleapis.com/docs/2014-travelers-road-to-decision_research_studies.pdf
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OUR APPROACH START WITH WHAT TRAVELERS ASK FOR. THEN FEED THE SEARCH ENGINES.
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SEO: WHAT WE WILL DO
SEO
KEYWORD RESEARCH AUDIT PLAYBOOK
KEYWORD RESEARCH
• Words we should own (i.e. DoubleTree Hotel) • High-traffic, low-competition terms (i.e. Booking Hotel) • Long-tail terms (i.e. Downtown Miami Hotel)
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PHASE 1 // DISCOVERY
An in-depth look at historical keyword data related to the DoubleTree brand and travel category to deliver targeted keywords for:
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SEO: WHAT WE WILL DO
SEO
KEYWORD RESEARCH AUDIT PLAYBOOK
SEO * AUDIT
• Indexability • Accessibility • On-Page Content • Off-Page Backlinks & Content
*Based on the SEO Audit received from DoubleTree 4/24/15, we recommend a more in-depth audit to identify information beyond duplicative content and keyword analysis. Specifically, we would look to create an SEO audit focused primarily on the website pages we’d like to keep, merge, or sunset. We’d like to build on this knowledge by doing a deeper dive into the keep & merge pages as above and in particular: • Keyword visibility analysis — How well DoubleTree is showing up in search engines for broad and long-tail keyword searches • Obstacle analysis report — What technical issues remain that stand in the way of search engine indexing • Page performance benchmarking — How well are our pages performing relative to best practice benchmarks for site load time, etc.
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PHASE 1 // DISCOVERY
An evaluation of the current DoubleTree site using a blend of automated crawler tools and human insight to inform our strategies for improving:
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SEO: WHAT WE WILL DO
SEO
KEYWORD RESEARCH AUDIT PLAYBOOK
SEO PLAYBOOK
• Meta data lengths and specs • Copy & image guidelines, lengths, sizes, and specs • Sitemap creation • Code specifications • Linking guidelines • Information architecture 233 N MICHIGAN AVE, 16TH FLOOR CHICAGO, IL 60601
PHASE 1 // DISCOVERY
As part of the content development guide and business requirements, we’ll develop specific SEO tactics to ensure search engines can index new content effectively.
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TRAVEL OREG0N (WHAT WE ASPIRE TO)
• Easy access, desirable content that other sites want to link to • Clear content types covering a variety of travel topics • Individual pages with unique content • Regularly updated
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• Indexable, accessible
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PHASE 2
U SER EXPERI ENCE & C O N TEN T STRATEGY 16
SPECIFICALLY, WE WILL:
Following is a short outline of how we would undergo our UX and Content journey, to create and inform the new brand.com content development.
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DURING THE UX AND CONTENT STRATEGY PHASE, WE WILL INVESTIGATE A NUMBER OF DEEP-DIVES TO FURTHER UNDERSTAND THE SPECIFIC INFORMATION NEEDS OF DOUBLETREE WEBSITE USERS (INCLUDING BUSINESS & LEISURE TRAVELERS) AND DEVELOP CONTENT THAT MEETS THOSE NEEDS.
• Apply the learning from our Discovery phase to outline user personas for those guests coming to brand.com. • Create user flows that meet the information needs of our identified personas. • Prepare wire frames for the refreshed site that, where possible, capitalize on the available HWW templates. • Develop a complete Content Strategy & Guide to inform the interactive design and writing team on the new content; and to aid in the development of consistent content moving forward.
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UX ELIMINATING
BARRIERS BETWEEN “THE SYSTEM” AND TRAVELERS 18
A Strong Emotional Process is Observed Among OTA Users (Who Tend to be “New Destination”) as They Dream
Road Block: Property Unattainable or Unavailable
Positive Emotions Grow as “Ideal” Hotel Identified
IDEAL USER EXPERIENCE
Check Multiple OTAs + Hotel Sites
Repeat Process Until Successful Booking
(secondary & complimentary to OTAs)
Restart Process, More Realistically Most Start with OTAs
Additional Setbacks Possible
Disappointment & Anxiety
FANTASY DEVELOPS 2014 Hilton Worldwide Customer Journey Insights Initiative, Path to Purchase
THE SETBACK
SOLUTION & BOOKING 19
OUR APPROACH CONNECT BEFORE AND AFTER WITH THE NOW.
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BRING TRAVELER NEEDS AND DOUBLETREE BRAND CLOSER TOGETHER.
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PARTNER I N G U X D ESI G N & TEC H N O LO G Y
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OUR EXPERIENCED DESIGN TEAM WORKS SEAMLESSLY WITH OUR CREATIVE TEAM AND WILL PARTNER WITH YOUR TECHNOLOGY TEAM FROM THE VERY BEGINNING OF THIS PROJECT. THIS ENSURES THAT WHAT WE DELIVER MEETS BOTH THE EXPECTATIONS OF THE AUDIENCE AND THE DEMANDS OF THE BUSINESS.
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UX: WHAT WE WILL DO
UX
COMPETITIVE EVALUATION
COMPETITIVE EVALUATION USER FLOWS WIREFRAMES/PROTOTYPES USABILITY TESTING
We’ll look at DoubleTree’s competitive and aspirational set to understand category best practices and uncover white space to guide our strategy into a unique, ownable area. We’ll look at: • Content
CONTENT
• Design and Copywriting
AUDIT STRATEGY PLAYBOOK MATRIX
• Ecosystem
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PHASE 2 // UX & CONTENT STRATEGY
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UX COMPETITIVE EVALUATION USER FLOWS WIREFRAMES/PROTOTYPES USABILITY TESTING
CONTENT AUDIT STRATEGY PLAYBOOK MATRIX
UX: WHAT WE WILL DO
USER FLOWS
To develop a meaningful website experience, we’ll look at DoubleTree’s consumer journey and plot out the entire ecosystem to uncover opportunities to connect consumer motivations to strategy as they enter and exit the site. The recent HWW Customer Journey research “The Battle to Own the Customer Journey” can provide learning’s to enhance this process.
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PHASE 2 // UX & CONTENT STRATEGY
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UX: WHAT WE WILL DO
UX
WIRE FRAMES PROTOTYPES
COMPETITIVE EVALUATION USER FLOWS WIREFRAMES/PROTOTYPES USABILITY TESTING
CONTENT AUDIT STRATEGY PLAYBOOK MATRIX
Using the business requirements, research about the traveler, and our content strategy, we’ll develop the bones and interaction of the website to ensure we achieve laser focus on our happy path and account for secondary and tertiary user needs. We’ll develop: • Sketches as part of creative concepting • Wire frames • Prototypes (in the form of clickable html wireframes for basic user testing)
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PHASE 2 // UX & CONTENT STRATEGY
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PHASE 2 // UX & CONTENT STRATEGY UX COMPETITIVE EVALUATION USER FLOWS WIREFRAMES/PROTOTYPES USABILITY TESTING
UX: WHAT WE WILL DO
EXISTING DOUBLETREE TEMPLATES
CONTENT
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AUDIT STRATEGY PLAYBOOK MATRIX
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PHASE 2 // UX & CONTENT STRATEGY UX COMPETITIVE EVALUATION USER FLOWS WIREFRAMES/PROTOTYPES USABILITY TESTING
CONTENT
UX: WHAT WE WILL DO
USABILITY TESTING
Traditionally in the development of a redesigned website we would build into the UX process Usability Testing to understand how the user is working with the new wire frames. As we are working with existing templates, this step is unnecessary in our website refresh and will not be conducted as part of this project scope.
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AUDIT STRATEGY PLAYBOOK MATRIX
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CONTENT
THE MARRIAGE OF WHAT TRAVELERS AND DOUBLETREE NEED 27
WHAT CONTENT DO TRAVELERS NEED? Most travelers are visiting repeat destinations and desire a seamless repeat booking experience that uses what we know about them. New Destination Travelers are more active and Engaged Researchers. Rich point of interest content is needed to lure destination bookers to brand.com throughout the booking process. Source: HWW Customer Insights “The Battle to Own the Customer Journey�, 2015.
2nd Most Important Hotel Choice Driver (after cost). Opportunity to enhance search experience with easier, more robust proximity mapping. Most Sought Content during PreArrival, En Route & Hotel Stay. Opportunity: Deepen map integration in pre-trip communications.
During pre-arrival and hotel stay, active search continues for info on destination, activities and local dining options.
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Proximity and Mapping Info is the most important throughout the Journey.
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WHAT CONTENT DO TRAVELERS NEED? TRAVELERS ENGAGED IN TRIP RESEARCH
93% PRE-ARRIVAL
Traveler’s use OTAs to save time and money. Most loyalty program members believe they earn points via OTA bookings. If educated, booking behavior will likely change.
72% EN ROUTE 79% HOTEL STAY 70% PREFER PHOTO SHARING
30% PREFER TEXTING
Opportunities: 1. Facilitate the capture of memories (scenery, group photos) 2. Encourage social sharing via post-stay communications
Source: HWW Customer Insights “The Battle to Own the Customer Journey”, 2015.
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Local restaurant info is most sought info regardless of phase or traveler type.
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We know there are many stages to travel planning, from the moment a guest starts dreaming to when they get home.Throughout these stages, there are many opportunities to serve the needs of different travelers. And insights from the HWW research will help to inform this content creation process.
DREAM HWW CUSTOMER JOURNEY
PLAN
BOOK
VISIT
FOLLOW UP
Path to Purchase Pre-Arrival Hotel Stay
CUSTOMER GOALS
CONTENT
Be inspired What can I do? Explore possibilities See others’ experiences Why this destination?
Narrow my choices Know what I need Help me organize Know where to go and ballpark costs
Find the best value Feel good about my choice Collect details Share my plans
Make the most of my trip Find interesting things around me Capture memories Easily find my itinerary
Share my experiences Save my travel story Rate and review
Immersive visuals and video Intro to possibilities Interest/location specific stories UGC Recommendations/Reviews Social content
Planning tools Photos Video Where to stay Maps Itineraries/Guides What to expect Events Special offers Reviews/Ratings
Special offers Where to stay Checklists Surprise and delight
My itinerary Stories relevant to where and when I am Surprise and delight Mobile web Tips/Concierge experience
UGC Contest/Incentive Social content
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OUR APPROACH INSPIRE TRAVELERS WITH AN EMOTIONAL EXPERIENCE AND CONTENT.
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OUR APPROACH
TELL A RELEVANT STORY ABOUT THE JOURNEY ON WHICH EACH TRAVELER IS GOING TO EMBARK.
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UX COMPETITIVE EVALUATION USER FLOWS WIREFRAMES/PROTOTYPES USABILITY TESTING
CONTENT AUDIT STRATEGY PLAYBOOK MATRIX
CONTENT: WHAT WE WILL DO
CONTENT AUDIT
Evaluate the current DoubleTree website and other owned channels and materials to gain an understanding of what content is available, as well as: • Gaps • Opportunities to adapt content in other channels • Capture SEO information to retain page rank
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PHASE 2 // UX & CONTENT STRATEGY
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UX COMPETITIVE EVALUATION USER FLOWS WIREFRAMES/PROTOTYPES USABILITY TESTING
CONTENT AUDIT STRATEGY PLAYBOOK MATRIX
CONTENT: WHAT WE WILL DO
CONTENT STRATEGY
We’ll line up the consumer journey with content needs, to make sure what we create is what travelers need when they visit a website. This strategy helps us understand the what, where, why, how, and when of content. • Content objectives • Framework & types • Use of video and audio • Dynamic & targeted content • Content distribution • Publishing schedule & governance 233 N MICHIGAN AVE, 16TH FLOOR CHICAGO, IL 60601
PHASE 2 // UX & CONTENT STRATEGY
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UX COMPETITIVE EVALUATION USER FLOWS WIREFRAMES/PROTOTYPES USABILITY TESTING
CONTENT AUDIT STRATEGY PLAYBOOK MATRIX
CONTENT: WHAT WE WILL DO
CONTENT PLAYBOOK
An in-depth document that serves as the bible for content creation. Any content creator should turn to this playbook to create content that is on strategy, on tone, and up to brand guidelines. • Content lengths and specifications • Image and video specs • Voice and tone • Publishing guidelines • Approval guidelines
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PHASE 2 // UX & CONTENT STRATEGY
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UX COMPETITIVE EVALUATION USER FLOWS WIREFRAMES/PROTOTYPES USABILITY TESTING
CONTENT AUDIT STRATEGY PLAYBOOK MATRIX
CONTENT: WHAT WE WILL DO
CONTENT MATRIX
This document makes content creation, development and publishing efficient by being the single source of information for each individual page and piece of content on the site by capturing: • On-page content • Meta data • Visual assets • Content attributes • Approvals 233 N MICHIGAN AVE, 16TH FLOOR CHICAGO, IL 60601
PHASE 2 // UX & CONTENT STRATEGY
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ROADTRIPPERS (WHAT WE ASPIRE TO)
While there are some technical limitations allowing us to provide content specifically targeted to the needs of individual users, we can capitalize on other benefits of a strong content strategy: • Content designed to inspire and promote dreaming and pull people in
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• Wide range of content topics and themes all tied to a single purpose
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PHASE 3
IN T ER ACTI VE DESIGN & C O P Y WRITING 38
SPECIFICALLY, WE WILL:
• Prepare designs for the new pages that meet our Approachable Chic aesthetic, to be provided as PSDs for the development team to build • Prepare a final package of fonts, images and other assets for handover* *These assets may attract additional fees, pending font selection and license requirements and if stock or new photography is required.
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DURING THE FINAL DEVELOPMENT PHASE, WE WILL PUT THE CONTENT GUIDE TO PRACTICE, WORKING WITH AN INTERACTIVE DESIGN TEAM TO CREATE AN ELEVATED AESTHETIC FOR THE DOUBLETREE SITE AND ENSURE OUR COPY IS ON TONE.
• Prepare a copy deck which re-writes all the key content areas and will ultimately be turned into a content matrix for handover to the development team
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OUR APPROACH Value and usefulness are beautiful things.
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OUR APPROACH Inspire the traveler to enjoy DoubleTree’s unique and warm hospitality.
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INTERACTIVE DESIGN & COPYWRITING
INTERACTIVE DESIGN DESIGN & IMAGERY COPYWRITING
INTERACTIVE DESIGN
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PHASE 3 // INTERACTIVE DESIGN & COPYWRITING
To create the best possible experience for potential and returning guests, we ground design through an understanding of the goals, experiences, tasks, needs, and wants of real users. We approach design from the users’ perspective and aim to balance users’ needs with the business goals and technical constraints. We look to ensure the interface makes the underlying system easy to understand and ultimately guides the user to what we want them to do—book!
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INTERACTIVE DESIGN & COPYWRITING
INTERACTIVE DESIGN DESIGN & IMAGERY COPYWRITING
DESIGN & IMAGERY
Through the design process, we will be looking through existing assets and stock libraries to build the visual story for DoubleTree. This photography will align with our new Approachable Chic Tensity and bring natural, candid travel moments to the brand (most recently seen through the EMEA photo shoot). In addition, we will be looking for the best property photography to illustrate DoubleTree’s unique property offerings throughout the world. In developing the visual language for the site, we may uncover the need for additional photographic assets (on property and/or of our guests). These needs will be shared with DoubleTree and scoped separately.
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PHASE 3 // INTERACTIVE DESIGN & COPYWRITING
A large part of great visual design is the supporting imagery. Sourcing photography that helps to tell the product’s story in an aspirational way brings the product to life for the visitor.
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INTERACTIVE DESIGN & COPYWRITING
INTERACTIVE DESIGN DESIGN & IMAGERY COPYWRITING
COPYWRITING
For DoubleTree, we will be rewriting the website content to align with the messaging structure outlined in the Content Strategy, and with our Approachable Chic Tensity, creating a warm, playful tone with an adult sensibility and wit. Building from our Creative Work Session scheduled for w/o June 22, we will articulate the Do’s/Don’ts, Tense, Keywords/Phrases, and Personality to provide further detail and meaning to our Approachable Chic voice. This will ultimately inform the direction of the new website copy.
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PHASE 3 // INTERACTIVE DESIGN & COPYWRITING
While travel marketing is largely driven by imagery, well-crafted copy helps to bring the experience to life for users. Descriptive writing with vivid details helps travelers to imagine themselves in the environment. And when written and visual content work together, we create an aspirational experience for the visitor.
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PHASE 4
MA I N T ENANCE 45
THIS COULD INCLUDE: MONTHLY CONTENT UPDATES SEO CONVERSION RATE OPTIMIZATION REPORTING 233 N MICHIGAN AVE, 16TH FLOOR CHICAGO, IL 60601
ONCE THE NEW SITE IS LIVE WE RECOMMEND AN ONGOING MAINTENANCE SCHEDULE THAT IDENTIFIES AREAS OF OPTIMIZATION.
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MAINTENANCE
MONTHLY CONTENT UPDATES SEO CONVERSION REPORTING
MONTHLY CONTENT UPDATES
Throughout the year as marketing and business objectives for DoubleTree change, we can also create content in alignment with a monthly editorial calendar to ensure continuing fresh content for users. 233 N MICHIGAN AVE, 16TH FLOOR CHICAGO, IL 60601
PHASE 4 // MAINTENANCE
In building the Content Playbook, we will be developing a bible for the creation of consistent and easily replicable content updates. Through monthly or quarterly analysis of how various content pages throughout the site are performing, we can make updates to existing content to enhance the experience.
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MAINTENANCE
MONTHLY CONTENT UPDATES SEO CONVERSION REPORTING
SEO MAINTENANCE
• Create great quality, consistently optimized content • Conduct regular reviews and analysis of analytics to brainstorm opportunities • Make updates based on analytical findings • Monitor search engine algorithm updates and make adjustments as necessary • Watch for available technical improvements • Tweak title tags and meta descriptions as needed • Increase links from quality sources
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PHASE 4 // MAINTENANCE
“Build it and they will come” does not apply to websites. With regular maintenance we would look to:
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CONVERSION RATE OPTIMIZATION Run on-the-fly A/B testing to deliver increased conversion rates, using the website as a real-time learning engine.
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Analyze website performance to generate hypotheses and test performance of ongoing optimizations
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REPORTING
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We recommend partnering with the HWW analytics team as a strategic consultant to: • Help DoubleTree develop a measurement & analysis plan (including performance goals and benchmarking) • Define and build customized 360º dashboard • Identify trends and opportunities through ongoing performance monitoring • Optimize and test plans • Conduct quarterly deep dive strategic reviews
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R ELE VA NT
EXPER IE N C E 51
KOREAN AIR Buying and managing an airline ticket is quite possibly the most complex transaction that a typical consumer will make online. It requires many interdependent and sequential inputs and can offer a lot of price and time-variant choices. The volume of on-screen input and output challenges the practicality of a “traditional” responsive design approach. We would argue that “traditional” responsive design will degrade the experience. Our challenge was to reap the benefits of responsive design by providing a common and consistent brand experience and maximum code reuse, while simultaneously presenting a truly optimized experience for each device and screen size. Our goal was to focus on simplicity and to anticipate travelers’ every need.
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CHALLENGE
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KOREAN AIR The UX-led approach for this redesign was directly tied to increasing conversion. We reinvented everything about how flights are typically booked. Now a traveler simply enters where, when, and how she wants to go, as soon as she comes to the site and gets results back in two seconds, while still allowing the same level of choice around flight times and prices. Because research showed that most travelers go to airline sites with a specific task in mind, we replaced the standard navigation with these specific tasks. The user-centered approach to design addressed life cycle of customer need states, from trip planning to booking to cancellations and reservation changes. Bold photography of the destination helps the traveler visualize her trip and appears while her flight loads. The result is a site that redefines standards and expectations by delivering exactly what travelers want, exactly when they want it.
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SOLUTION
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KOREAN AIR RESULTS
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Online global booking increased 100% in the first month after launch. Site visits, page visits, and time on site increased, indicating users were taking a deeper dive into the brand. Loyalty program registrations went up and engagement was more social.
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THE ELMS CHALLENGE
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With a history stretching back to 1888, The Elms Hotel & Spa needed new branding to go with a multimilliondollar renovation of the historic property. The Elms partnered with us to create a new brand identity for the hotel and the spa, including a new mark, a full brand standards guide, a new website and extensive collateral materials. The project also included naming the hotel’s new restaurant concept as well as updating the names of the hotel and the spa.
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THE ELMS The Elm’s extensive history and its charming location in Excelsior Springs, Mo., provided the inspiration for the new brand. We created a primary logo for the hotel that features the shield from the hotel’s architecture and designed a secondary brand icon that evokes the rings of an elm tree. The full brand standards guide includes custom-drawn patterns and textures that add depth to the look and even incorporate an artistic topography map of Excelsior Springs. The correlating ad campaign, new website, email marketing templates and hotel collateral pieces extend this look to paint a consistent brand image throughout the hotel and the marketing materials.
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SOLUTION
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THE ELMS Additionally, we developed naming for the hotel, the spa and the restaurant. The hotel name shifted from The Elms Resort & Spa to The Elms Hotel & Spa to more accurately portray the current offerings. We named the spa The Spa at The Elms to foster the symbiotic link between the two and to keep the branding unified. Finally, the new restaurant took the name The Eighty-eight at The Elms, a reference to the hotel’s founding year of 1888. The name plays up the property’s heritage to continue building The Elms brand at every turn. Lastly, we also developed new brand marks for the spa and restaurant that feature the new names.
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SOLUTION CONTINUED...
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NASHVILLE CHALLENGE
The NCVB needed a digital presence that continued building upon Nashville’s growing profile as a major tourism destination and increase the number of hotel bookings. And it needed to do all of that while staying true to Nashville’s roots and conveying the authentic Nashville experience. The site was designed to support the unique needs of visitors, NCVB members and constituents and enforce Nashville’s growing reputation as one of the most exciting and surprising American destinations. The result is a dynamic and highly customizable digital experience that centers around music as the common thread. Features include an interactive dashboard that pulls in real-time updates from Twitter, Instagram, local news as well as livestreaming radio. The responsively designed site also adapts to provide an optimal viewing experience across most devices.
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SOLUTION
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NASHVILLE SOLUTION CONTINUED...
The site’s flexible framework puts visitors on a path from discovery to action as they journey deeper into the planning funnel, prompted by appropriate calls to action to encourage booking along the way. We developed the site architecture, design and frontend development and worked in partnership with the NCVB to develop the back-end. In the seven months since the site launched, page views have increased by 61 percent. We integrated the site with social channels to keep content fresh and to better engage visitors with NCVB’s social media properties. This earned the NCVB more than 9,000 new Twitter followers — a 41 percent increase — while upping its Facebook “likes” by 12 percent.
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RESULTS
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VISIT SAVANNAH CHALLENGE
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To keep pace with its competitors and increase revenue for its member businesses, Visit Savannah needed more than a website redesign. They needed a shift in strategy that would set them apart from other destination marketing organizations, and enable them to compete with some of the strongest tourism powerhouses in the world. They needed to make a powerful first impression – starting online.
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VISIT SAVANNAH Our approach to bringing this all to life was simple. One of the most striking elements of the website is the original photography which we took during a visit to Savannah. Each photograph captures a unique aspect of the city, from its peaceful beaches and centuries-old graveyards to its vibrant nightlife and eclectic inhabitants. Together in all their differences, these photographs are Savannah, and we used them as a guide for our other design choices for the website. For example, the colors and textures, as rich and varied as the city itself, were inspired by the photography and you won’t find them on any other travel site. We chose a candid, editorial approach to the language that lends warmth to the overall experience and epitomizes southern hospitality – only appropriate for our subject. Through photography, color, and language, VisitSavannah.com makes a bold first impression and gives visitors their very first tour of the city – before they’ve even booked their trip.
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SOLUTION
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VISIT SAVANNAH From the very beginning of this project, we knew Savannah would be a pleasure to showcase through a beautiful tourist destination website. But more than just embracing the project because it’d be fun, we felt a personal responsibility to represent the city, its tourists and its local businesses through an experience as powerful and multifaceted as Savannah itself. We think we’ve achieved that in VisitSavannah. com. After only a few weeks in the market, advertisers are already clamoring to increase their spending on the site, and Visit Savannah has asked us to identify and/or create additional innovative ways to generate revenue (without compromising the integrity or aesthetic of the experience).
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RESULTS
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W EB SI TE R EFRESH R ESPO N SE
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REQUIRED
DISCOVERY UX/ARCHITECTURE CONTENT STRATEGY INTERACTIVE DESIGN & COPYWRITING REPORTING
DISCOVERY
• Build on the learning from DoubleTree’s SEO Audit to understand how information seekers are finding (or not finding) content, through: • Keyword visibility analysis • Obstacle analysis report (Indexability & Accessibility) • Content audit (On- & Off-Page Content and Off-Page Backlinks) • Create an SEO Playbook to ensure search engines can index new content effectively.
233 N MICHIGAN AVE, 16TH FLOOR CHICAGO, IL 60601
WEBSITE REDESIGN BRIEF RESPONSE
• Perform Keyword Research to identify highpriority optimization opportunities.
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REQUIRED
DISCOVERY UX/ARCHITECTURE CONTENT STRATEGY INTERACTIVE DESIGN & COPYWRITING REPORTING
UX/ ARCHITECTURE
• Prepare a Competitor Evaluation of websites to ensure DoubleTree achieves best-in-class approach to delivering content. • Map the consumer journey through User Flows to plot out the entire ecosystem to connect consumer motivations with strategy. • Develop sketches and ultimately build HTML Wire Frames to achieve laser focus on our path. 233 N MICHIGAN AVE, 16TH FLOOR CHICAGO, IL 60601
WEBSITE REDESIGN BRIEF RESPONSE
• Provide recommendations on appropriate organization of content to deliver a more streamlined sitemap.
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REQUIRED
DISCOVERY UX/ARCHITECTURE CONTENT STRATEGY INTERACTIVE DESIGN & COPYWRITING REPORTING
CONTENT STRATEGY
• Keeping in mind the consumer journey, develop a Content Strategy that addresses how content should be organized within the pages and key outline of messages, so that the copywriter can then write new copy. • Work within best-practice guidelines and with key DoubleTree stakeholders to ensure the site continues to perform well with SEO. • Develop an in-depth Content Playbook to ensure all content is on strategy, on tone, and up to brand guidelines. • Ensure efficiencies by developing a Content Matrix that serves as the single source that houses all content for each page of the site.
233 N MICHIGAN AVE, 16TH FLOOR CHICAGO, IL 60601
WEBSITE REDESIGN BRIEF RESPONSE
• Conduct a Content Audit of the existing DoubleTree website and other owned channels to understand what content is available.
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REQUIRED
DISCOVERY UX/ARCHITECTURE CONTENT STRATEGY INTERACTIVE DESIGN & COPYWRITING REPORTING
INTERACTIVE DESIGN & COPYWRITING
• Develop a look and feel and guidelines to articulate our Approachable Chic tone. • Re-write the website copy (working from the Content Playbook) to ensure it aligns with our playful/fun and adult tone. • Provide font recommendation as part of new design (and provide costs associated with licensing the web safe font). • Deliver PSDs to the development team so they can build out the new pages. 233 N MICHIGAN AVE, 16TH FLOOR CHICAGO, IL 60601
WEBSITE REDESIGN BRIEF RESPONSE
• Work within the available Hilton page template designs to create a new look and feel for DoubleTree.
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M A K I NG
IT HAP P E N 68
PROJECT SCHEDULE DISCOVERY PHASE SITE AUDIT COMPETITIVE REVIEW REQUIREMENTS SITEMAP UX/CONTENT STRATEGY PHASE CONTENT STRATEGY WIREFRAMES DESIGN AND COPY PHASE COPY DESIGN LOOK AND FEEL TEMPLATES DESIGN GUIDE HANDOFF TO DEVELOPMENT TEAM
JUN
JUL
AUG
SEPT
OCT
NOV
DEC
233 N MICHIGAN AVE, 16TH FLOOR CHICAGO, IL 60601
MAY
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DELIVERABLE
PHASE 1: DISCOVERY Site Audit Competitive Review Requirements Document User Flows Personas SEO Planning Discovery Document Account Management SUB TOTAL PHASE 2: UX & CONTENT STRATEGY Content Strategy Wire Frames Account Management SUB TOTAL
COST
DELIVERABLE
$4,800 $6,000 $6,780 $4,800 $6,600 $9,000 $6,600 $23,480 $68,060
PHASE 3: DESIGN & COPY Copywriting Interactive Design Additional Pages Style Guide SEO Account Management Development Support SUB TOTAL PROJECT TOTAL
$13,180 $19,360 $16,480 $49,020
PHASE 4: MONTHLY OPTIONAL MAINTENANCE Content Design & Writing SEO Maintenance Conversion Rate Optimization
COST $21,060 $23,840 $12,800 $13,980 $8,220 $23,480 $9,320 $112,700 $229,780
$12,970 $1,800 $5,300
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PROJECT COSTS SUMMARY
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YOUR
LEADER SH I P TEAM JOHN FRASER
PAM MUFSON
JEREMY SMALLWOOD
JULIET MOFFAT
LYNN NEUMAN
John brings an entrepreneurial spirit to Y&R, spearheading growth and spurring action. Prior to joining Y&R, he took on several pivotal roles in the agency world, most notably founding the highly regarded advertising agency Element 79. John’s also held account leadership roles at FCB Chicago/Bayer Bess Vanderwarker and Leo Burnett Chicago.
Pam champions work that inspires and breaks with convention. She oversees all creative within the agency. During her career, she’s touched many brands, most notably Altoids, Turner Classic Movies, Lunchables, DieHard Batteries and BMO Harris Bank. She’s been recognized by Cannes, The One Show, D&AD, Communication Arts and New York Festivals.
Jeremy oversees all creative, exploring unexpected routes to make brands stand out. He’s breathed new life into a wide range of brands, like Altoids, Turner Classic Movies, Lunchables, DieHard Batteries and BMO Harris Bank. He’s been recognized by Cannes, The One Show, D&AD, Communication Arts and New York Festivals.
Juliet has championed advertising efforts across a wide range of blue chip brands in her almost twenty years in the business. She leads Embassy Suites and DoubleTree hotels as well as the Butterball brand. In her prior positions, she spent time on Johnson & Johnson, Midas and Kraft Foods.
During her 13 year career, Lynn has successfully led innovative digital programs including websites, mobile, gaming and social media for brands including Coca- Cola, Kimberly-Clark Family Care, Delta Air Lines, Barilla and BMO Harris Bank. She is passionate about connecting brands with consumers across the ever evolving digital landscape.
EXECUTIVE CREATIVE DIRECTOR 312.596.3008 Pam.Mufson@yr.com
EXECUTIVE CREATIVE DIRECTOR 312.596.3114 Jeremy.Smallwood@yr.com
SVP, GROUP ACCOUNT DIRECTOR 312.596.3051 Juliet.Moffat@yr.com
DIGITAL ACCOUNT SUPERVISOR 312.596.3025 Lynn.Neuman@yr.com
233 N MICHIGAN AVE, 16TH FLOOR CHICAGO, IL 60601
PRESIDENT 312.596.3066 John.Fraser@yr.com
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YOUR
CREATIVE
PLANNING
TECHNOLOGY
ANALYTICS
CREATIVE DIRECTOR DESIGNER ART DIRECTOR COPYWRITER
DIGITAL/SOCIAL DIRECTOR USER INSIGHTS SEO ANALYST
TECH DIRECTOR
DATA INSIGHTS ANALYST
ACCOUNT MANAGEMENT
DIGITAL INSIGHTS
DIGITAL STRATEGY
PROJECT MANAGEMENT
VP, ACCOUNT DIRECTOR SENIOR ACCOUNT EXECUTIVE
SR. RESEARCH ANALYST
DIGITAL/SOCIAL DIRECTOR CONTENT STRATEGIST
PROJECT MANAGER 233 N MICHIGAN AVE, 16TH FLOOR CHICAGO, IL 60601
PRO J EC T TEAM
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YOUR
DIGITAL
BRAND MARKETING
DEVELOPMENT
NATALIE MIRO
JOHN GREENLEAF
LEGAL
DIANNE TAYLOR
DIANA PLAZAS
SEO
KYLE D’ASCENZO
CMS
SENIOR BRAND MANAGER, DIGITAL MARKETING Natalie.Miro@hilton.com
DIRECTOR, DIGITAL BRAND MARKETING AT HILTON Dianne.Taylor@hilton.com
SENIOR VP, GLOBAL HEAD OF DOUBLETREE BY HILTON John.Greenleaf@hilton.com
DIRECTOR, GLOBAL BRAND MARKETING Diana.Plazas@hilton.com
MANAGER, BRAND ADVERTISING, IDENTITY & GRAPHICS Kyle.D’Ascenzo@Hilton.com
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STAKEH O LD ER S
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233 N MICHIGAN AVE, 16TH FLOOR CHICAGO, IL 60601
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