SPENCER COUNTY VISITORS BUREAU

SANTA CLAUS, INDIANA, USA

TOURISM INDUSTRY | INTERACTIVE PROJECT | WEBSITE

OBJECTIVE
The Spencer County Visitors Bureau promotes the town of Santa Claus, Indiana and community sites throughout the county including Lincoln’s Indiana Boyhood Home. The Visitors Bureau promotes venues, attractions, festivals and events to leisure travelers, and group and meeting planners. J Rudny was contracted by the Spencer County Visitors Bureau to create a fully responsive, and engaging website that utilizes a custom design and content management system (CMS) in order to properly grow and promote the area as a vacation destination.

PROJECT
The Spencer County Visitors Bureau project consisted of six major improvement points that needed to be resolved.

The original design was outdated and required a custom visual appeal that would attract visitors to learn about seasonal activities and start planning their trip.
Staff was managing two separate sites that needed to be merged into one main overall collective area tourism website.
Compatibility issues with the existing site prevented proper responsive display on mobile and tablet devices which contributed to low search engine optimization (SEO).
Data management issues prevented the staff from properly promoting timely events, popular venues, what’s open, and season-specific activities.
The staff required the ability to automatically cross promote and link seasonal events, venues, activities, and experiential stories throughout the site.
A user-friendly navigation that encourages visitors to explore the area seasonally and create their own itinerary through integrated trip planning.

Spencer County Visitors Bureau

SOLUTION
Our solution was to custom create the Spencer County Visitors Bureau website as a fully responsive design that focused on visitor planning, staff content growth through a custom CMS, and convert website users into onsite visitors. The new design allowed staff to grow seasonal and evergreen story-based content and automate cross displays for related events, venues, and additional stories. Visitors are greeted with automated season-specific landing pages, events, attractions, and stories combined with trip planning tools for itinerary building, mapping, what’s open, integrated on-the-go app, video integration, and streamlined information requests. The final solution includes:

Custom visual design highlighting all four seasons
Full responsive layout for desktop, tablet and mobile devices
Custom CMS to allow full control and growth over content
Season-specific automated content relationships
Integrated itinerary builder / trip planning tools
Automated content displays for related events, venues, and stories
Streamlined contact outreach through online forms, mail, and newsletter
Video content integration
Organic search engine optimization (SEO) and AI engine optimization (AEO) process to deliver long-term traffic
Ongoing maintenance and support

IMPACT

Visitor focused design and tools to convert online users to onsite visitors
Overall Engagement Rate increased to 52%
Organic Search Traffic increased to 35%
Organic Search Traffic Engagement Rate increased to 66%

VIEW PROJECT: SantaClausInd.org

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