the online evolution of summit metro parksdigital marketing umbrella that yields the greatest...

The Online Evolution of Summit Metro Parks

© 2017 Summit Metro Parks and E-volve Creative Group, LLC., All Rights Reserved.

Nathan EppinkChief of Community Engagement

Nate is the Chief of Community Engagement for Summit Metro Parks, where he oversees marketing and interpretation, advertising and publications, media relations, special events, programs, outreach, the Summit Metro Parks website, social media and more.

A graduate of NRPA’s Directors School, Nate has more than 15 years of experience in parks and recreation, holds a master’s degree in communication from Cleveland State University, and serves on several boards and committees in Akron.

Todd BertschOwner/President

Todd Bertsch, Owner/President of Evolve Creative Group, is a leader in web design and digital marketing with over 20 years’ experience in these fields.

Todd is also an award-winning web designer, author, educator and lecturer, and speaks regularly throughout the region on various web-related topics. He also serves on several nonprofit marketing committees. Todd holds a BFA from The University of Akron in graphic design and is married with two children who are very active in our park systems.

Annual Fall Hiking Spree Campaign

Goals• Recruit the next generation of spree hikers• Reach a younger audience who will make

the FHS their own long-running tradition, starting now

Challenges• Current website was not

mobile-friendly• No means of tracking sign-ups

Target Audience• 24 to 44+ years old• Young parents/families• Pet owners• Have an interest in hiking

and fitness for fun• History of being active based

on web browsing activity • Summit County only


Marketing Strategy• Partner with an expert in digital marketing• Develop a responsive microsite• Continue with traditional marketing efforts

(print ads, radio, etc.)• Test digital marketing media• Create a cohesive campaign across all

channels that drives users to the microsite


The FACTS About Mobile Users

80% of adults in the U.S. own a smartphone.

60% use a smartphone to browse/search the internet.

Smartphones have been a game changer for marketers!

Digital Marketing Overview

Digital Marketing is more than just SEO and more than just social media. It's a group of channels working together in a cohesive manner that reaches more people in the right places with the right messages, establishing your online presence and authority. Each of the following marketing pieces comprises the digital marketing umbrella that yields the greatest results and return.

Digital Marketing Channels• SEO (Search Engine Optimization)• PPC (Pay-Per-Click)• Content Marketing• Social Media Marketing• Email Marketing

Digital Marketing Strategy• Google AdWords

• Google Paid Search• Google Remarketing

• Bing Ads• Bing Paid Search• Remarketing/Native Ads

• Facebook PPC• AdRoll - Facebook Retargeting


User FlowTraditional Media

Remarketing

PPC

If no form is submitted


http://hikingspree.summitmetroparks.org

Remarketing Placements



Microsite

2016 Microsite Results (SEPT.-NOV.)


2016 Campaign Results (SEPT.-NOV.)


User Behavior Tracking


Campaign SummaryDigital campaigns allowed SMP to:

• Cost-effectively target users by interest• Appear on sites and apps they couldn’t buy

individually• Easily change messages mid-stream (e.g.,

“There’s still time to sign up”)• “Follow users” around the web• Track and measure success over time (e.g., cost

per sign-up, per source)

There’s still value in print, radio and TV. SMP hasn’t abandoned traditional media – far from it. However, with all three, you overbuy. Digital media allowed SMP to reach its intended audience.


Responsive Microsites

All Annual Spree Events

SummitMetroParks.org Redesign

OverviewAfter completing responsive microsites for all spree events, it was time to redesign The Summit Metro Parks main website. This website was several years old, not mobile-friendly and difficult to update.

The overarching goal of this redesign was to make the website mobile-friendly and information easier to find. We accomplished this by going through a very detailed process, which ultimately lead to a successful website redesign.

4-Phase Process for Success


Phase 1: DEFINE - Goals• Help users find the information they need easily (events,

trails, activities, alerts, etc.) • Offer new information to visitors (i.e., a nearby park or

available activity they didn’t know about)• Help users identify which areas/parks are SMP’s • Make pavilion/shelter reservations easier to find/use• Condense & reorganize content and navigation• Secondary: increase involvement (volunteering,

employment, donating, etc.)

Target Audiences• Frequent, repeat visitors (46%)• New, first time visitors (53%)


Phase 1: DEFINE – Site MapCard Sorting Exercise


Phase 1: DEFINE – Wire Frames


Phase 2: DESIGN – Before Redesign


Phase 2: DESIGN – After Redesign


Phase 3: DEVELOP


Phase 4: DEPLOY• Final browser/device testing and page load time reviews• Website launch deployment plan

• Work with IT department to redirect site, load onto new hosting service, test, troubleshoot and launch site

• In-depth training with step-by-step instructions on all items you want to easily maintain via the CMS

• Integration of Google Analytics and dashboard creation

• Testing to ensure all page 301 redirects are in place

• Submit sitemap.xml file to Google and Bing Webmaster Tools


Results


Results – User BehaviorTracking

FINAL SUMMARY

At the end of the day we’re all still learning.

The best we can do is learn about our users and make it easy for them

to find the right information to complete their tasks.

It’s our job – It’s our passion.

Q&A - Say Hello

• [email protected]• linkedin.com/in/NateEppink• twitter.com/@NateEppink• www.summitmetroparks.org

• [email protected]• linkedin.com/in/toddmbertsch• twitter.com/evolvecreative• www.evolvecreativegroup.com• STOP BY OUR BOOTH #809

the online evolution of summit metro parksdigital marketing umbrella that yields the greatest...

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