Previous Website

Old NY Apple SiteThe NYAA website was built on an older 800x600 design specification, which by today’s standards is small and therefore was restricting the "real estate" that could be used to more efficiently lay out content. In addition, it restricted the design from using a larger design pallet for branding to help tell their story. The NYAA site was also not taking advantage of newer technologies that will help display content in a more interactive and engaging format such as jQuery sliders, live social media feeds, and interactive recipe modules. The site also had an abundance of content that needed to be reorganized to allow ease of scanning with the ability to drill down for more reading.

New Website Objectives

Primary objectives for site redesign included:

  • Update its outdated look and navigation
  • Streamline current plethora of content
  • Improve visitors’ ease of use
  • Integrate multimedia and social media functionality
  • Improve ranking in search engine results
  • Allow and prepare staff to make routine updates and basic changes
  • Enable site analytics to evaluate what’s working and what’s not

Finished Product

nyapples

Visit New York Apple Country website

Once site objectives were identified, we met with client on a bi-weekly basis to assure timeline milestones were met. Once the site map was updated using Google Analytics traffic results, our copywriter worked with the NYAA staff to rewrite and develop new content. Several design comps were provided with the goal to have a homey, country look and feel, while organizing content for easy navigation. The jQuery slider included a promotion we developed for NYAA including Abby Wambach as their ambassador.

Google Analytics also showed that the 'Find A Farm Market' Locator was used very heavily so we redesigned the module's functionality and assured it was above the fold for ease of access. Site was built on the Joomla CMS platform and we programmed other interactive modules such as live streaming Facebook posts, recipe module, and categorized press releases. Lastly, our SEO specialist did research on keyword traffic patterns and performed a page-by-page optimization.

Client has had tremendous feedback from their farm constituents, trade and staff on the new design, content, and educational resources of the new website. Although the site just launched this summer, initial site engagement metrics have been excellent including:

> Organic Traffic: +449%
> Pages/Session: +87%
> Avg. Session Duration: +109%
> Bounce Rate: -22%

Ongoing Services provided by Mason Marketing

  • Consumer ad development
  • Sales and educational collateral
  • POS material development and production
  • Media strategy, planning, buying, evaluation (television, radio, digital)
  • Television and radio ad development and production
  • Interactive banner ad development and execution
  • Web development – created “sitelets” for NY apple varieties for use on the Internet with QR codes
  • Trade ad development
  • Sell-in materials
  • Trade show booth graphics
  • Video presentation development
  • Apple industry research and analysis