Like many client relationships we hold, it all started with the ubiquitous RFP. And that RFP was to design a new website, as the old one was not responsive to multiple devices, was near impossible to manage, very out of date, and didn’t fit the Visit Lubbock brand the organization had been building for months. That’s a good brief, and one we can work with. And we couldn’t be more thrilled that we found ourselves the winner of one of the most exciting journeys we’ve been on.
The project began simply enough, but we decided that what Lubbock really needed was a digital marketing hub. This to enables greater inbound traffic, better engagement, and deeper analytics integration to make sure changes are on target and purposeful. So, we created a digital blueprint that would precede any digital marketing platforms. Translated out of marketing speak, we needed a plan and then we needed to build some tools to act on that plan.
The Digital Blueprint
Overall, the site was well received, with many kudos on the intricacies of the design and architectural decisions. Being a recent launch, we’re watching the interaction metrics closely to ensure we continue to track the ever-moving target and hit dead center.
We began the project by looking at Lubbock’s website goals and digital audiences. Knowing both, we launched our process of crafting each touch point where we knew our audience would intersect our story.
The new VisitLubbock.org was designed to be a site as feature rich on a mobile phone as it is on a desktop computer. Using responsive design principles, the site has one management interface for content, and displays that content in specific order and resolution depending on device and viewport size.