Hyde Park Chamber of Commerce Web Site

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Hyde Park Chamber of Commerce Web Site

  1. 1. Hyde Park Chamber of Commerce (HPCC) Web Site Matt Howard
  2. 3. Review of Current Site <ul><li>No recognizable target audiences </li></ul><ul><li>No clear messaging on </li></ul><ul><ul><li>retail development </li></ul></ul><ul><ul><li>the residential community </li></ul></ul><ul><ul><li>the neighborhood as a destination </li></ul></ul><ul><li>Text heavy; hard to parse </li></ul><ul><li>Lack of visual identity (e.g., people, place) </li></ul><ul><li>Not optimized for search engines </li></ul><ul><ul><li>No metadata </li></ul></ul><ul><ul><li>Not linked to other sites </li></ul></ul><ul><ul><li>Changed URL confusing </li></ul></ul><ul><ul><li>Cannot find in Web searches </li></ul></ul>
  3. 4. Project Goals <ul><li>Create an actionable project plan to </li></ul><ul><li>redesign and reconceptualize the site to better </li></ul><ul><ul><li>reflect the priorities of the Chamber </li></ul></ul><ul><ul><li>reach and serve core target audiences </li></ul></ul><ul><ul><li>represent the unique quality of Hyde Park </li></ul></ul><ul><ul><li>deliver benefits of membership </li></ul></ul><ul><li>create value through content and functionality </li></ul><ul><li>make site a tool for measuring marketing campaigns </li></ul>
  4. 5. Target Audiences <ul><li>potential / existing Hyde Park retail businesses </li></ul><ul><li>industrial and government entities looking to develop area </li></ul><ul><li>individuals / families who are considering or planning to relocate </li></ul><ul><ul><li>(including graduate students of the University) </li></ul></ul><ul><li>individuals / families who already reside within Hyde Park </li></ul><ul><li>tourists coming to Hyde Park as a destination </li></ul>
  5. 6. Core Messages <ul><li>Hyde Park is a great place to… </li></ul><ul><li>grow a business (e.g., retail, services, development) </li></ul><ul><li>raise a family (e.g., housing, education, diversity, parks) </li></ul><ul><li>find a community (e.g., the University, cultural institutions, events) </li></ul>
  6. 7. New Site Recommendations <ul><li>Structure site around target audiences </li></ul><ul><li>Emphasize core messages </li></ul><ul><li>Offer content that informs / changes behavior </li></ul><ul><li>Provide tools, such as calendars </li></ul><ul><li>List economic / demographic information </li></ul><ul><li>Create a searchable database-driven business directory </li></ul><ul><li>Optimize for search engines </li></ul><ul><li>Measure web traffic and stats </li></ul>
  7. 8. Suggested Architecture <ul><li>Home </li></ul><ul><ul><li>Welcome message, strong graphics, clear sense of audience and navigation </li></ul></ul><ul><li>For businesses </li></ul><ul><ul><li>benefits of joining, highlight of major initiatives, banner program, info on real estate and regional development </li></ul></ul><ul><ul><li>Membership application Web form </li></ul></ul><ul><ul><li>Networking calendar </li></ul></ul><ul><ul><li>Economic development info </li></ul></ul><ul><li>For families </li></ul><ul><ul><li>Relocation guide </li></ul></ul><ul><ul><li>Visitors guide </li></ul></ul><ul><ul><li>Event calendar </li></ul></ul><ul><li>Business directory </li></ul><ul><ul><li>A-Z directory, category directory, keyword search </li></ul></ul><ul><ul><li>Integration with Google maps </li></ul></ul><ul><li>Events calendar </li></ul><ul><li>About the chamber </li></ul>
  8. 9. Technical suggestions <ul><li>Add metadata to code (SEO) </li></ul><ul><ul><li>describing the goals of the site </li></ul></ul><ul><ul><li>list of keywords </li></ul></ul><ul><li>Encourage member businesses to link back (SEO) </li></ul><ul><li>Make business directory both browsable and searchable through a dynamic database </li></ul><ul><li>Add community events and business networking calendars (e.g., Google calendar) </li></ul><ul><li>Add Web form for membership requests (e.g., Freedback) </li></ul>
  9. 12. Marketing Suggestions <ul><li>Use a web analytics tool (e.g., Google Analytics) to track the numbers of visitors and click-throughs </li></ul><ul><ul><li>Measure success of any campaign to drive traffic to site; to increase membership </li></ul></ul><ul><li>Create banner ads, smaller graphics to link back to new chamber site </li></ul><ul><ul><li>On City of Chicago sites, member business sites, Board of Tourism site, Chicago Tribune, etc. </li></ul></ul>
  10. 14. Design Suggestions <ul><li>Strong graphic elements that visually introduce Hyde Park (e.g., rotating photographs) </li></ul><ul><li>Clearly defined navigational elements leading visitors deeper into the site </li></ul><ul><li>Web 2.0 look and feel (new, not dated) </li></ul><ul><li>Show people, families, streets </li></ul>
  11. 15. Best practices <ul><li>http://www.myjaxchamber.com/ </li></ul><ul><li>http://www.austin-chamber.org/ </li></ul><ul><li>http://www.charlottechamber.com/ </li></ul><ul><li>http://www.columbiamochamber.com/ </li></ul>
  12. 21. Next Steps <ul><li>Consensus and funding </li></ul><ul><li>Create an actionable plan that can be submitted to design and Web production firms </li></ul><ul><ul><li>This includes a content document and making decisions on how best into integrate functionality into the site. </li></ul></ul><ul><ul><li>Recommended time frame for launch is end of September. </li></ul></ul><ul><li>Finding vendors, RFP </li></ul><ul><li>Selecting vendor </li></ul><ul><li>Project management (approvals) </li></ul>
  13. 22. Thanks! <ul><li>Matt Howard </li></ul><ul><li>[email_address] </li></ul><ul><li>773-702-5071 </li></ul>

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