case studies: Richmond.com
Industry
Media and Publishing
Client
Media General is a publicly owned communications company operating dozens of television stations, newspapers, and specialty publications in the Southeast and Midwest areas of the United States. For this engagement, NavigationArts was working specifically on the creation of a sub-brand for one of Media General's newspapers, the Richmond Times Dispatch.
Challenge
Media General and the Richmond Times wanted to launch a new online destination for Richmond’s residents and visitors that would represent the modern face of the city. Richmond.com, this new location-based portal, would focus on entertainment and local activities and target a different demographic than the company’s local newspaper site, expand its total reach in the market, and provide new advertising opportunities. The focus for Richmond.com is on local content aggregation, partnerships, and online advertising – rather than the more traditional model of supporting a single media property online with content from the print publication, alone.
Solution
NavigationArts worked collaboratively with the client on a tight timeline to design and prototype the site. The team set out to create the definitive city portal for Richmond, a site that could drive substantial and sustained traffic. Social networking features and community elements –ranging from blogs to user reviews to individual user profiles-- were incorporated to drive engagement on the site and promote local culture and events. Varied content, a beautiful editorial design with attractively displayed with photographs, maps, and contextually relevant information, encourages users to explore the portal.
A critical success factor in this project was finding a way to incorporate a number of third party applications and widgets in the design without detracting from the site’s aesthetic. The resulting site design conveys a modern, urban feel through the textured background and retro color palette.
Project Results Included:
- Creation of the definitive city portal for Richmond, VA
- Successful integration with 3rd party content streams and applications with a visually appealing presentation
- Increased opportunities with local advertisers and partner companies
- Incorporated social media elements including blogs, user reviews, and individual user profiles to drive audience engagement
- Modern, urban user interface design that encourages exploration and repeat visits