Case Study
Downtown Jam
Summary:
Downtown Jam is an amateur music club located near Toronto’s Distillery District. Since 1996, The Club has been a haven for amateur musicians; providing the space and opportunity to jam with other amateur musicians and singers in Toronto. Replete with over 500 songs of sheet music and titles, there is something for everyone.
In addition, the club is an excellent venue for corporate events and parties in Toronto, hosting and catering to both.
Launching their first website in 1998; response was overwhelming and problematic – initially, queries were global in nature and not properly targeted, some as far away as Australia. As a result, the site was shut down and abandoned.
Challenge:
Fast forward to 2007. The club has reached a point where a website is necessary to help:
- field and answer commonly asked questions
- attract new members to an expanded facility
- interact online with existing members
- grow the corporate events and party business
- profile the club’s many amenities, both textually and visually
To target the right audience in the right market, the new website would have to be:
1. useful and informative, answering frequently asked questions
2. optimized for local search, targeting relevant markets i.e. Toronto
3. optimized for both audiences including:
- amateur musicians in Toronto
- corporate event and party planners in Toronto
4. visually appealing with a music-based theme and text
Solution:
The strategy - inform members and prospects of the club’s services including:
- Book a Jam Session Online - a form inviting musicians to book sessions
- Send to Friend – online word of mouth
- Comprehensive Services and Descriptions Including:
- facilities and studios available
- corporate event bookings
- team building workshops
The focal point of the strategy being professionally written ‘web content and copy writing’; providing useful and relevant information for new and existing members.
Following the launch of the new website, Downtown Jam has::
- received an average of 1 new ‘qualified’ lead per week
- achieved first page Google placement for relevant key terms
- reached a new audience online
- strengthened communication with existing members
*Note: confidentiality precludes the disclosure of actual results and reporting.
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