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The Challenge
Guide and lead the definition, launch, and
expansion of an extraordinary organization's
new web presence.
The Solutions
Discovery World at Pier Wisconsin provides
immersive, experiential learning opportunites
and entertainment for many thousands of visitors
each year. Offering such attractions as a fresh
and saltwater aquarium, the S/V Denis Sullivan,
and elaborate exhibits dedicated to science,
technology, water stewardship, and overall education,
Discovery World is a truly unique destination
with something for everyone.
Molstad Consulting worked closely with Discovery
World senior management, art directors, developers,
and content experts to define a new information
architecture and overall website framework that
would serve to increase public understanding
and drive visitor action in a measurable and
scalable way. The massive effort was broken
into multiple phases with a focus on quick wins
and revenue-driving features. Prototypes of
interfaces and key templates were created to
serve as context for decisions and blueprints
for developers.
The site features detailed content supported
by targeted imagery, Flash animations and video
specifically tailored for each of the primary
audiences. In addition, the development of a
state-of-the-art ecommerce/order management
system was managed utilizing agile methodology
resulting in the ability for users to purchase
tickets and buy/renew memberships online. More
modules are coming soon.
Discovery World now enjoys greater visibility
than ever before into their site usage and marketing
performance due to an implemented web analytics
tool and modernized site structure/coding standards.
All communication, tasks, and schedules were
(and continue to be) orchestrated via Basecamp
and Molstad Consulting's proprietary methods
for online/remote collaboration.
Ongoing initiatives include email marketing
campaign coordination, online community development
and video publishing/distribution.
The Results
Discovery World now has a web presence that
provides them the page room, scalable information
architecture, design cohesion, and marketing
intelligence befitting a highly visible and
ever-evolving organization. The site will serve
as the foundation of further internet marketing
efforts and the jumping point for future family
sites.
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