Q: How do you convey an experience?
A: By making your communications an adventure.
Situation + Marbles Kids Museum had just reintroduced themselves to the community under a new name and a renewed focus. The few who knew of the museum had misperceptions and the hard-to-navigate website didn’t help. They were one year old and needed to decide who they were going to be when they grew up.
Insight + Through our process, we determined a trip to Marbles is a “hands-on, minds-on” experience, where visitors let their imaginations soar. It’s an environment of discovery for kids to get back to the basics of play and exploration. We built upon that brand truth by embedding the message of learning in Inspired Play.
Solution + They needed a new website to reintroduce themselves; one that would truly convey the Marbles experience, set the brand foundation and be easy to navigate. With the depth of the website (multiple programs, classes, forms, etc.), it was imperative that the architecture was intuitively designed. Verbally we let kids tell the Marbles story for an unadulterated viewpoint, while visually we used the DIY nature of the museum to establish their look and feel … with an interactive map that’s as much fun as a day at Marbles.
Since launch, visits to the website have exponentially increased, while average time on the site has decreased – evidence of its intuitive design. The engaging website has translated to more museum visits, which is the ultimate goal.
Secondarily, the website provided the foundation to align their messages, and helped the internal staff focus their communications with a consistent brand message to members and visitors.
Audience Segmentation + Analysis
Product + Service Delivery Analysis
Emotional + Logical Positioning
Messaging + Personality Development
Brand Promise Development + Deployment
Measurement + Analysis