Site Map

Book Your Hotel Online

Or call 800.620.1958 - Search for flights and car rentals, too. Best hotel rates guaranteed.

Meet Minneapolis Revamps Minneapolis.org


MEET MINNEAPOLIS REVAMPS MINNEAPOLIS.ORG


DMO website to provide more relevant, interactive and user-friendly information for visitors (MINNEAPOLIS)—Jan. 4, 2008—Meet MinneapolisTM, the Official Convention and Visitors Association, is pleased to announce the newly redesigned destination marketing association (DMO) website, Minneapolis.org (www.minneapolis.org). After an in-depth process using brand research, online surveys and statistical analysis, Meet Minneapolis with assistance from several partners, redesigned the website to optimize the user experience,driving desired actions. The site provides an interactive and engaging online experience, including insider guides from local personalities, an in-depth See + Do section, an online chat function, downloadable visitors guides and multimedia Mpls TV.

EXTENSIVE RESEARCH, INTUITIVE DESIGN

Meet Minneapolis used quantitative and qualitative research to guide the development of the new Minneapolis.org. Results from a landmark branding and research project for Minneapolis-Saint Paul helped determine which destination assets to focus on, what the brand liabilities are, and what makes the area unique.

Partnering with Destination Analysts—a San Francisco-based market research company—Meet Minneapolis then conducted quantitative research in May and June 2007 to understand the needs of the site-goers. Throughout 2007, Meet Minneapolis also worked with Minneapolis-based web marketing firm, Ciceron, to analyze traffic patterns and performance of the site in key areas. Using Ciceron's M-Platform, Meet Minneapolis identified how visitors flowed through the site, where roadblocks were and where they exited the site when they couldn't find what they were looking for.

"Our research refined how we thought about Minneapolis.org. Nothing about the site remained the same—from content to visuals, everything was evaluated and improved," said Karyn Gruenberg, vice president of marketing for Meet Minneapolis, "Meet Minneapolis was the first DMO to introduce a web page to the market in 1995 and we are pleased to continue to be at the leading edge of how destinations market to tourists and meeting planners using the internet."

A USER-CENTRIC EXPERIENCE

Armed with this knowledge, the new site is designed and built to deliver desired content, make information easy to find and maximize desired actions. This, while making it entertaining and communicating on-brand messages. All findings are reflected in copy, design and features of the site.

  • To know Minneapolis is to love Minneapolis. Research shots that some people's poor perceptions of the area are often based on the fact that they have no awareness of the city. But once they come here, they love it. The new Minneapolis.org is designed to be an immersive experience—the "next best thing" to being here. Vivid imagery, engaging content, a friendly voice and a clean, crisp design reflect the city's brand and draw visitors deep into the site.

    To produce this "just-like-you're-here" experience, "Mpls TV" was created. Engaging video features created by award-winning local "vlogger" Chuck Olsen transport website visitors to Minneapolis, telling authentic stories in ways that words on the page just can't. Different types of video provide deep content for visitors to interact with, including produced features, raw footage, member-submitted videos and video imported from other sites and sources.
  • Minneapolis-Saint Paul doesn't have just one iconic thing or place—the fact that there is so much to do here defines the destination. What makes the city unique is the sheer amount and quality of things to do–from every professional sport to abundant arts and theater to enjoying a spectacularly green metro area. To communicate this, Meet Minneapolis partnered with Minneapolis-based web content developers Brain Traffic. Deep, yet easy-to-read content is focused in areas that visitors wanted most. Spotlights boxes highlight specific places and events of interest, and slideshows draw people in with visuals and copy.
  • Above all, site goers want INFORMATION from Minneapolis.org. Surveys indicated nearly 75 percent of visitors want in-depth content about attractions and sightseeing. In addition, nearly 50 percent want information on restaurants, shopping and hotels. To maximize this experience, Meet Minneapolis built a searchable database of more than 200 member hotels and restaurants with a detailed information page on each business.
  • "Inside" information from locals is highly desirable to visitors. To deliver this highly-sought after information, Meet Minneapolis launched with nearly 15 "insider guides" from well-known locals, highlighting their favorite things to see and do. In addition, Meet Minneapolis staff members were tapped to develop top-10 lists in various timely categories.
  • Minneapolis.org has a diverse user base of people at different points in the travel-planning process. Content reflects this broad range—from general content highlighting local landmarks and annual happenings for those far out in the process to an interactive calendar of events and downloadable coupons for those who are getting ready to leave on their trips.
  • Visitors want to download and order visitor guides and maps. According to the surveys, more than 80 percent of website visitors were extremely interested in downloading or ordering a visitors guide or map. To keep all the logistical information succinct and easy to find and use, the new Minneapolis.org contains a "Maps + Guides" section, featuring an online page-turning visitors guide, PDF maps, information about getting here and getting around, weather details and more.

STRATEGIC ALLIANCES TAKE MINNEAPOLIS.ORG TO THE NEXT LEVEL

Meet Minneapolis formed partnerships with numerous firms—mostly local—to bring Minneapolis.org to life. The teams at Ciceron and Meet Minneapolis utilized their five-year partnership to execute research, strategize site structure and design the new site.

Valtira was selected from among a pool of back-end developers to build the website. The new Minneapolis.org was built on the Valtira Online Marketing Platform. This online content management software platform enabled the organization to deploy robust capabilities quickly and cost-effectively. Valtira provides Meet Minneapolis with the ability to easily update content, track campaigns, integrate into other applications and view real-time reports. The platform also enables Meet Minneapolis to add additional online marketing capabilities as site visitor and business needs evolve.

The launch is just the start of a larger initiative to improve all Meet Minneapolis websites. In 2008, sites geared toward other markets, including www.minneapolismeetings.com (meeting planners), www.minneapolisattendee.com (convention attendees), www.glbtminneapolis.org (GLBT market) and www.minneapolisgroups.com (tourism group sales) will move to the new platform.

The new Minneapolis.org mirrors the interactive, integrated world commonly known as Web 2.0. Where the world was largely linear in the Web 1.0 era with brands communicating to audiences, the Web 2.0 world is extraordinarily experiential, collaborative and interconnected. To reflect this trend, additional social media functionality will be added in 2008, including blogs and consumer-generated media components.

ABOUT BRAIN TRAFFIC: As one of the only web copywriting agencies in the country, Brain Traffic offers a smart, well-organized approach to content projects of all sizes. From quick turnarounds to long-term content development and support, our experts make sure your web content is always timely, relevant and user-friendly. Visit us at www.braintraffic.com for work samples.

ABOUT CICERON: Ciceron is the Twin Cities' veteran digital marketing company. Since its founding in 1995, Ciceron has been instrumental in assisting organizations make the often delicate yet ambitious transitions necessary to thrive to a digital world of communications, marketing, and very real, authentic customer relationships.

ABOUT DESTINATION ANALYSTS: Destination Analysts is a market research company providing businesses with powerful information to evolve and perfect their marketing strategy. Its suite of research solutions help clients understand their customers and make informed decisions that lead to profitable marketing and advertising initiatives.

ABOUT MEET MINNEAPOLIS: Meet Minneapolis is a private, not-for-profit, member-based association. It actively promotes the Minneapolis area as a venue for conventions and meetings and markets the city as a desirable tourist destination to bring a positive economic impact to the greater Minneapolis area.

ABOUT VALTIRA: Valtira provides a full range of online marketing capabilities through a software-as-a-service model. The Valtira Online Marketing Platform enables Marketing Departments to easily update content, manage campaigns, view metrics and create demand. Built by marketers for marketers, Valtira helps companies connect with their customers and react quickly to market and company needs.

Media Contact: Laura McCarthy, 612.767.8048, lauram@meetminneapolis.com