With the goal of driving both foot and online traffic to the 10 local museums that comprise the Network, the OMN wanted to update their brand as well as their website to better reflect their primary target audiences — families with children under 16 years, and the grandparents of these children. And they chose Banfield-Seguin to help.
To be more approachable, we developed a web strategy using an open source CMS that would allow for ongoing updates to be made to the site in-house – with limited design and technical support required. We also designed the new website with more images, more personality and more fun. To cater to busy Ottawa families, we made the information clear, super easy to find, and organized to fit the way families plan their social and cultural calendars. And, since families are increasingly on the move, we also designed it with a responsive layout to better fit their lives.
What’s responsive about it?
Basically, when we built the site, it was coded so that it automatically reformats for the device you are browsing with. In effect, it is optimized for viewing on your desktop, laptop or smartphone — all at the same time. The site was also built to allow the client to control the content the user views from each type of device.
The results have been pretty impressive. From April to June, 2012, year-over-year web visits have nearly tripled. And, assisted by a marketing campaign embedded with QR codes, the increase in mobile user activity is even more dramatic, with a 726% increase over the same period last year.
So if you’re looking for family-friendly fun this summer, look no further. And look on any device you want.
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