Objective

Brooklyn Outfitters approached Union Street Media to create a site for them which would be the centerpiece of their marketing and day-to-day business strategy.

Among their many goals, they wanted to improve customer service and the efficiency by which they communicate with their customers.  Additionally, a heavy focus was placed on search engine optimization through specific keywords and industry terms. 

To keep the site compelling and captivating, Brooklyn Outfitters wanted a design that would encourage visitors want to sign up for trips immediately and compel them check the site frequently for up-to-date information about new trips and adventures. 

Solution
 

• The USM Interactive and Internet Marketing teams worked together to develop a site structure which would allow for prominent search engine placement for target keywords and terms while still maintaining ease of usability for site visitors.
• The USM and Brooklyn Outfitters teams worked together closely to develop an inspiring site design that encompassed the professional yet adventurous personality of the company and would entice visitors to sign up for trips by providing them with a graphically stimulating slideshow and video on the homepage as well as exciting testimonials from previous trip participants.
• In addition to the slideshow and video, the USM Design and Interactive teams suggested a blog and the Featured Trip functionality on the homepage which would allow Brooklyn Outfitters to easily highlight upcoming trips to encourage visitors to check the site frequently for new and exciting adventure announcements.
• To encourage conversions and leads not only through the site but through the client's social media outlets as well, the Facebook Fan Page Challenge action button and the Suggest an Adventure feature were added to the homepage and the interior sidebar throughout the site.
• The addition of the secure ecommerce system allowed for a front end client log in and registration which provides users the ability to easily sign up for and purchase trips online.  In addition,  it allows the client to easily track trip participation and registration details through the attendance tracking tool.  The tool allows the client to quickly update trip statuses as full/open and to alert customers through the bulk email system when spaces in their preferred trips open up again or new trips similar to those they've taken in the past are added to the site to encourage continued and future participation in Brooklyn Outfitters trips.