In previous years this site had simply consisted of some pages from the printed brochure translated into HTML, with a PDF of the brochure available for download. We developed a site which went much further than the brochure could. By allowing data to be ordered in a number of ways it became possible to market effectively to various niches within the fitness business. This we did with extensive email targeted email campaigns. The new site structure also paved the way for the subsequent deployment of the booking system.

Using the brochure as a starting point, we devised an information architecture that used information on event streams, presenters and sessions, in a number of ways. Amongst other things, it became easy to see when and where a particular presenter was presenting. This is very handy for delegates as some of these presenters are hugely renowned in their field and delegates attend the event to participate in sessions by particular presenters. Although it took some persuading to get the site structured in this way, benefits for event marketing soon became clear.

The new structure enabled us to start targeting particular niches using email marketing to highlight particular streams, workshops and presenters. We also split the site into two parts – the site for the current convention, which would have a life of about 6 months, while a core of pages remained online throughout the year. This helped provided a year round resource of PR and marketing information about the event. It might seem obvious, but previously once the event was over the site was taken down.

The visual design took its cue heavily from the print brochure and was completed by a colleague.

Subsequently we built an online booking system for this event. The designs are different because they are from different years.