What We Did
Our process of creating a revitalized digital experience for The Gettysburg Foundation included the revitalization and re-positioning of key brand elements to better communicate the brand's mission. Data concluded that existing brand perceptions and positioning needed to better integrate the evolving brand attributes of community, civility and education.
iMedia created a new, user-centric, persona-focused design based upon the business needs as well as visitor behaviors. It combines sophistication with accessibility using video, imagery, and messaging to convey the Gettysburg Foundation’s mission and on-site excursion opportunities in a clear and creative way.
The iMedia team integrated Tessitura’s TNew into Kentico’s CMS, building a Plan Your Visit feature which offers recommended itineraries, conflict resolution, on and off-site event planning as well as calendaring.
New messaging, content delivery and imagery was employed to help the foundation express the brand attributes in a more clear, concise manner.
Before beginning the redesign, iMedia migrated the site from an outdated CMS to Kentico, allowing for a future of growth, scalability and digital support.
"Visitors to Gettysburg have a very emotional attachment to the place, the history and the battlefield. Unfortunately, our Gettysburg Foundation website did not inspire those same feelings. Working with iMedia on our site’s redesign, we were able to better connect the experience of actually visiting the battlefield with the online journey of planning that visit.
iMedia helped us produce a content-rich, visually-dynamic, user-friendly site with plenty of opportunities for future growth. That’s important to us. Because when you’re an organization dedicated to preserving history, you’ve got to be future-proof."
Since launching, the Plan Your Visit feature allowed patrons to get more value out of their visit to Gettysburg and plan for a more seamless experience. Comparing the first 3 months since launch to the same time year prior, Gettysburg has seen:
increase in page views
increase in orders
increase in new users
increase in donations