ACIA-NA 2013 Excellence in Airport Marketing and Communications Awards Mobil W s t it f c h Ghee T yson rpor : www. l FlyKnoxvill
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1 ACIA-NA 2013 Excellence in Airport Marketing and Communications Awards Mobile Website for McGhee Tyson Airport: Category: Mobile Website Submitted by: Metropolitan Knoxville Airport Authority
2 Mobile Website: Mobile Website for McGhee Tyson Airport: Entry Statement Project Description In 2012, McGhee Tyson Airport celebrated its 75th Anniversary with a year-long campaign aimed at encouraging the community to interact with the airport on a variety of levels. The concept of personalizing the airport and creating opportunities to more effectively interact with passengers and guests was the driving force behind the campaign s theme, 75 Years of Making Memories. With a website that hadn t seen a significant alteration since 2005, the redesign of the airport s website became one of the major tactics highlighted in the anniversary strategic plan. Within this major tactic, the need for our new website to offer a compatible mobile version was equally as important. By first assessing the site s content and the most utilized aspects of the old version of the site, the staff was then able to begin the process of revamping the site to better reflect the needs of the 2012 traveling public; one of those needs being accessibility to a mobile version of our new website. To us, one of the most important requirements of our new mobile website was that users could go to our site and know exactly where to find the information they were looking for. Are they taking a trip and need help planning? Are they on the site to learn more about navigating the airport when they visit with us? Or are they looking to work with the airport on a project? With our passengers in mind, we narrowed down the mobile website content to three categories: Take A Flight, Pay Us A Visit, and Work With The Airport. This layout allows users to narrow their content choice - making it easier to find the information they need more quickly.
3 Mobile Website: Mobile Website for McGhee Tyson Airport: Entry Statement Goals The goal for the mobile website was the same as our website redesign, which was to give the site a more defined strategy that focuses upon providing information in an easy-to-navigate way while creating a creative approach to distributing the information. We expected to meet this goal by: 1. Limiting the site s content to promotional, requested and pertinent information specific to McGhee Tyson Airport. 2. Reducing the number of repetitive questions from web visitors regarding functionality issues by 25% in Incorporating the airport s 75th Anniversary theme (creating a personalized, interactive experience with the airport) into the design of the new site. Evaluation Please note that we launched and began tracking our new website in the middle of January 2013, which limits our analytics and comparisons to the month of February. 1. Since the redesign and mobile website launch, our mobile website s number of unique visitors increased by 3,058% (from 388 in Feb to 12,252 in Feb. 2013). 2. The airport has received responses from site visitors praising the new design. 3. The site has been dramatically changed in regards to content. Unless the page specifically relates back to the airport and its operations, it was taken off the site. This reduction in content has made it easier for site visitors to find the information they need more quickly. Production We partnered with web designers, Graphic fx, to create a new look for the mobile website that successfully married the public s need for better functionality with the goals of the 75th Anniversary campaign (creating dynamic, personalized experience). Budget Over the course of two fiscal years, the airport budgeted $20,000 for website design and components. To date, the website, which includes the cost for the mobile version, has cost $17,345 for graphics and design. The site s content is managed in-house by two administrators and has required approximately 30 hours of work.
4 Mobile Website: Mobile Website for McGhee Tyson Airport: Screenshots McGhee Tyson y Airport s mobile site replicates the website but in a way that is easier to use on a mobile device. Users choose a broad category or tab that represents the information they are looking for.
5 Mobile Website: Mobile Website for McGhee Tyson Airport: Screenshots These screenshots show what the user sees when they visit the homepage.
6 Mobile Website: Mobile Website for McGhee Tyson Airport: Screenshots These screenshots show tabs that are featured in different categories throughout the mobile site.
7 Mobile Website: Mobile Website for McGhee Tyson Airport: Screenshots These screenshots show features in the Take A Flight category of the mobile site. Users can see flight times, nonstop destinations, and more.
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