The Gettysburg Foundation is a non-profit philanthropic, educational organization, that looked to reimagine their website to support their mission of preserving Gettysburg National Military Park and the Eisenhower National Historic Site, as well as to educate the public about the relevance of Gettysburg today.
The Challenge
The goal of this project was to revitalize brand positioning and streamline how visitors to The Gettysburg Foundation’s website can make the most out of their experience, by being made aware of amenities, ticketing options, events, and scheduling considerations. The project was broken out into two phases, first migrating from their outdated CMS to Kentico, and then integrating with Tessitura’s TNew ticketing system, as well as a full redesign.
What We Did
Brand Storytelling
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.
Thoughtful Design
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.
Custom Integration
New messaging, content delivery and imagery was employed to help the foundation express the brand attributes in a more clear, concise manner.
Seamless Migration
Before beginning the redesign, iMedia migrated the site from an outdated CMS to Kentico, allowing for a future of growth, scalability and digital support.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."
The Results
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:
50%
increase in page views
14%
increase in orders
11%
increase in new users
7%
increase in donations
