Updates for an Association
The Bed and Breakfast Inns of Utah (BBIU) wanted an editable web site where members could change their inn profiles, upload images, and post specials and even local events. The executive director also wanted the ability to edit all the site's copy and add/edit/delete and suspend member inns. In addition to fulfilling these requests, InsideOut also developed a way to post inns for sale, add vendor members, and view stats for the number of views and clicks of member inns. The site was also redesigned with a more modern look that fits the larger screen sizes of today's computers.
Services Provided:
- Web Hosting
- Programming
- Interactive PDF Brochure
- Search Engine Optimization
- Printed Brochure
An Upgrade for B&B Inns of Utah
The Bed & Breakfast Inns of Utah (BBIU) weren't happy with their old brochure. It was printed in 2 colors, which probably made it less expensive back in the day. But without full color, it was no place to showcase photos. Not that there was room for them—the little brochure was a single 8.5" x 14" sheet, with just enough space for a list of inn names and contact info. BBIU wanted MORE. What they got was a major upgrade: a multi-purpose piece that works as a print and interactive online brochure all in one!
Bigger & Brighter
They asked InsideOut to do a 24-page directory in full color. We were able to give them a good printing quote since changes in technology have made full color costs comparable to 2-color printing. With 24 pages, there was plenty of room for pictures, a map and useful travel information, as well as a photo and description for each inn.
Display It or Mail It
Folded in half, the brochure is 4" x 9" and fits standard display racks at Visitor Centers. The front cover is uncluttered and eye-catching. Photos tell the story, expressing a feeling of hospitality and the drama of Utah's landscape. The back cover has the return address and room for a mailing label and postage. As a self-mailer, the piece doesn't require the extra cost of a separate mailing envelope.
BBIU wanted enough brochures to distribute both in- and out-of-state. But they didn't want too many since they plan on updating the piece next year. A print run of 7,500 satisfied both these concerns.
Interactive & Online
To maintain the strength of their branding, the piece matches the look and feel of their website. More importantly, the piece easily makes the transition online... you can download a pdf (portable document format) from bbiu.org to your computer. With its clickable table of contents and map, this interactive version lets you easily navigate through its pages. Once you've found what you need, you can print out the pages, too.
Solutions
InsideOut has successfully met the objectives for the new Bed & Breakfast Inns of Utah web site. We were happy to tailor our standard Association Program to meet their unique needs, including an interactive map and additional stats to help them assess traffic on the site.
Results
Now each member is able to edit their own listing at anytime and include photos, specials and local events. The site is currently in the Top Ten placement on Google, Yahoo and MSN for most phrases that deal with a member's city and "Bed and Breakfast". Keeping this top placement is a continuous effort, so we will keep on refining their search engine optimization. With the site's new design and features, the Association's member retention is fantastic. New members are also joining specifically because of the bbiu.org's excellent search engine placement and usability.
The new print brochure is getting rave reviews, too. We were happy to guide BBIU through the process and give them an attractive, multi-functional marketing piece. Click here to see the interactive pdf.
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