Tawani Enterprises owns and operates amazing spaces for people to stay, host events, and work. So we redesigned their website ecosystem to be templatized, but as utterly unique as each of their spaces.
Optimize websites for all of the Tawani brands so they are discoverable, desirable, and tell the story of each brand.
Templatize the websites so they are easily managed by the individual property owners. Leverage company wide best practices and standards for branding.
Tawani is a diverse, unique company that manages properties like a Frank Lloyd Wright house that is a museum and a B&B, a military museum, historic office spaces, and a prairie B&B with beekeeping experiences. The websites needed to address the needs of guests, B2B stakeholders, the media, and the individual property managers.
Our new website ecosystem and websites needed to help people discover the right brand, find the right information, and take the next step. So we simplified the website architecture and created a master brand site that told the story of the whole company with sub-brand sites that could stand alone and speak to their specific targets.
We conducted a content audit, visited the properties, and interviewed the property managers in order to understand their goals and what spoke to their guests. We developed a travel shopper journey to better understand what content potential guests were looking for, and designed a content strategy for each “type” of property the company owned: B&B, museums, and office spaces.
Then we developed unique brand statements and content hierarchies for each sub-brand to differentiate their sites. A content playbook was created to inform content design and development to account for usability, SEO, mobile best practices, and integration with their existing reservation systems.
A content development process for keeping the sites fresh ensured updates and new material created for the sites would be on-brand, on-strategy, and preserve the integrity of the website redesign.
Finally, we developed a content matrix to track and manage the content that would be created across all of the sites. This matrix also included a content hierarchy for each page to define the most important messages and actions we wanted to associate with each page.
- Content Audit
- Stakeholder Interviews
- Brand Architecture
- Content Strategy
- Site Map
- Web, Mobile, and SEO Best Practices
- Content Hierarchy
- Content Matrix