Week 6 Assignment

Competitor website: Chicago Children's Museum

Goals:
1 – Persuade people to visit the museum;
2 – Sell products through the website’s online store;
3 – Convince users to become members or make a donation.

How to achieve the goals

Target: It’s a product geared to parents, their children and also educators. Since it is online, Chicago Children’s Museum is able to reach people from all over the world. However, the museum is in Chicago, so the main target are users from Chicago and vicinities.

Design: In terms of design, I think this website has its point. The whole website is very colorful and the Home Page is also very graphic. But, in my opinion they would be more successful reorganizing their navigation (primary and secondary) and also the Home Page and landing pages highlights. Since the main goals are: to persuade people to visit the museum, to sell products through the website’s online store and to convince users to become members or make a donation, those should be the main highlights, really calling to action.

Content: Thinking about the website’s main goals, I believe all the information about visits, online store, membership and donation has to be visually attractive (calling users’ attention), clear and easy to find.

Marketing strategies:
- Newsletter program. Users interested in receive the Museum’s newsletters should fill up a form. This way the Museum can send them periodically relevant information and construct a data base with all possible users’ information regarding occupation, number of children at home, best days and hours to visit the museum, what kind of subject is he/she interested in, what kind of educational toy is he/she interested in, etc.
- Work with some kind of incentive to persuade people on becoming members or make donations, like a discount at the online museum store, some kind of gift and discount on admissions to the museum.

Possible navigation changes

1. Primary navigation:
First of all, I would change the order of the primary navigation links, include new ones and change some of the links’ names:
About us, Visits, Exhibits, Calendar, Education, Get involved, Plan your event, Resources, Kids fun, Museum store, Contact us.

Site map:

About us
• Mission
• Press room
• Leadership
Visits
• General info
• Group sales
Exhibits
• Permanent Exhibits
• Special Exhibits
Calendar
Education
Get involved
• Membership
• Donate now
• Corporate
• Jobs/volunteers/Internships
Plan your event
• Birthdays
• Rentals
Resources
• The Learning connection
• The Skin you live in
• Community resource fairs
Kids fun
Museum Store
Contact us

2. Creating new links names:
I would create the link “PLAN YOUR EVENT” and make the actual “BIRTHDAYS” and “RENTALS” links into sub links. I would also create the link “MUSEUM STORE”. For the main link “EXHIBITS” I would create the sub links “PERMANENT EXHIBITS” and “SPECIAL EXHIBITS”.

3. Reorganizing links and sub links:
I think the link “VISIT” shouldn’t have the sub links “EN ESPAÑOL” and “MUSEUM STORE”, just the links “GENERAL INFO” and “GROUP SALES”. The link “EN ESPAÑOL” should be at the “VISIT” main page and the link “MUSEUM STORE” should be one of the main links on the primary navigation, not hidden as it is.
The content of “MEMBERSHIP” and “GET INVOLVED” should be together. “MEMBERSHIP” being one sub link of “GET INVOLVED”. The new sub links of “GET INVOLVED” would be: Membership, Donate now, Corporate, Jobs/volunteers/Internships.

4. Changing some Landing pages:
Exhibits
The actual “EXHIBITS” landing page is very busy. I would reorganize all the highlights dividing them into the 2 new sub links categories (“PERMANENT EXHIBITS” and “SPECIAL EXHIBITS”).

Calendar
On “CALENDAR” landing page I would maintain the current month’s calendar with the list of the day’s activities. But, I would also include a drop down menu with all the museum’s activities listed, so the user could search for date or for activity.

Plan your Event
The new Plan your Event landing page should present highlights for its sub links Birthdays and Rentals.

Resources
The new Resources landing page should present highlights for its sub links: The Learning connection, The Skin you live in and Community resource fairs with a brief explanation about each one.

Museum Store
The actual Museum Store’s landing page presents information about the Museum Store hours and a link to the Museum online store (“Shop now!”). However, I think this page should be the online store landing page as well, bringing highlights of the products. So, the user doesn’t have to find the link “Shop now!” and go to another page in order to see the products and possibly complete his/her purchase.

5. Another changes
Include a search box that would appear in all website’s pages, use breadcrumbs and insert a link FAQ at the bottom navigation.

Week 5 Assignment

My first step was login for Wordtracker’s free trial version.
The term I entered describing my service was New York Children’s Museum and the trial came up with 15 keywords:

1. new york children's museum
2. Children
3. children
4. New York
5. news
6. Brooklyn
7. hotels
8. nyc
9. New York City
10. reviews
11. Guggenheim Museum
12. MET
13. Manhattan
14. Paintings
15. New York City tourism.

After selecting the words I thought were related to my service, my first MSN results were:

Nos, KEI Analysis, Count, 24Hrs, Competing, Keyword

1 - 2.877, 132, 21, 6056, things to do in new york city
2 - 1.285, 154, 24, 18449, new york city attractions
3 - 0.143, 2, 0, 28, children's museum in new york city
4 - 0.038, 2, 0, 105, children's museum of new york

I thought those weren’t the best words. So, I found out through the Overture's Keyword selector tool that the most accessed keyword for my business was Child Museum New York. I visited Wordtracker again and this time I've used Child Museum New York on my search for keywords.

1. child museum ny
2. Children
3. NY
4. Museums
5. Art
6. Museum of Modern Art
7. New York City
8. children
9. Strong Museum
10. MOMA
11. Brooklyn
12. new york city
13. New York City Art Galleries
14. Kid Friendly
15. Art in New York City


My new MSN results were:

Nos, KEI Analysis, Count, 24Hrs, Competing, Keyword

1 - 136.111, 35, 6, 9, kid friendly internet games
2 - 2.877, 132, 21, 6056, things to do in new york city
3 - 1.350, 86, 14, 480, new york city museums
4 - 1.285, 154, 24, 18449, new york city attractions
5 - 0.964, 57, 9, 3370, kid friendly websites
6 - 0.748, 87, 14, 10120, new york museums
7 - 0.041, 45, 7, 49069, children's museums

Wordtracker says “Now you need to make sense of the KEI figure. Generally, a poor keyword to target will have a KEI of between 0 - 10. It's not wise to target keywords with this KEI as there is too much competition and you will probably end up on page 34 and no-one will notice you!

Good keywords to target have a KEI of between 10 -100. These are good value bets and you have a good to medium chance of reaching the top. Between 100- 400 are your best bets and anything above 400+ is a gift!”

Even with bad results, I would use as a first option a keyword that shows better what my business is. For instance, children's museum in new york city. So, even not being on the top of the list, I think at least my chance of reaching my target is better. However, considering Wordtracker’s analysis, I would consider also using an ad with the keywords kid friendly internet games, which has the highest KEI. Furthermore, besides Children’s museum of New York website doesn’t have a game focus, it also offers kids friendly internet games as a way of learning.

Risks:
Most of my competitors will have websites totally focused on games and someone looking for games might not be my target. However, a mother who looks for games to her children might find out my website, enjoy the online games and maybe also plan a visit to the museum.

Week 4 assignment

For week 4 assignment, I have chosen Chicago Children’s Museum as a competitive website to my assigned company – Children’s Museum of New York.

Tasks:
1 – You are planning to visit Chicago Children’s Museum with some friends and their children, 15 people. Find the information about museum hours and admissions that is more adequate for your situation.
2 – Find the information you need to plan your children birthday party at the museum.
3 – Simulate making an individual donation to the museum.

Volunteers:
• Pedro Canto
• Maria Carolina Costa e Silva
• Fernando Costa e Silva

Volunteer 1: Pedro Canto

Task 1
From the homepage, Pedro looked for the information by clicking the link “VISIT” then on the drop down menu “GROUP SALES” and found all the information he needed.

Task 2
From the internal page, he clicked on the menu link "BIRTHDAYS” where he found a lot of information to plan a party. But he kept looking for pictures of the private party rooms, which are not provided by the website.

Task 3
First he clicked at the “MEMBERSHIP” link. But it wasn’t what task 3 is about. He continued scanning the navigation bar and found the link “GET INVOLVED”, inside this page he clicked on “DONATE NOW!” and there was the form to make an individual giving.

Volunteer 2: Maria Carolina Costa e Silva

Task 1
from the homepage, Carolina clicked on the menu link "VISIT", then on the drop down menu "GENERAL INFO".
On the "General Info" page, she read about museum hours, ways to get there (transportation), parking and address.
She got the information that on Thursday evenings the admissions are free, and as her group is over 15 people that she needed to call to register first. The phone is given in that same page. So, she has all the information she needs to plan her visit.

Task 2
from the homepage, Carolina clicked on the menu link "BIRTHDAYS". There she found out the possible days to have birthday parties at the museum. She also found out additional information like the fee for the space rental, decoration and the extra fee for some activities. The price for other "add ons", such as goody bags,is available just by phone. To see the catering menu and prices she had to click on the sub link "CATERING MENU", which redirected her to the catering company's website and doesn't provide a special link to the specific menu for the children's party at the Chicago Children's Museum. She would have to call, to get catering info (price and menu).

Task 3
From the homepage, she mouse over the Menu links and she saw that the link
"GET INVOLVED" has a drop down menu on which one of the links is "INDIVIDUAL CONTRIBUTIONS", so she followed that link. There, she found a page with all the info needed and the button "DONATE NOW", which leads her to an online form, where she put her personal and billing information to donate online.

Volunteer 3: Fernando Costa e Silva

Task 1
from the homepage, Fernando clicked on the menu link "VISIT", then on the drop down menu " GROUP SALES ".

Task 2
from the homepage, Fernando clicked on the menu link "BIRTHDAYS".

Task 3
From the homepage, he mouse over the Menu links and he clicked the link "GET INVOLVED", then he clicked the button "DONATE NOW", and found out an online form to make his donation.

Considering the tasks I’ve created and how my volunteers behaved to accomplish them, I would make the following changes on primary and secondary navigations of Chicago Children’s Museum website:

1 - I think the link “VISIT” shouldn’t have the sub links “EN ESPAÑOL” and “MUSEUM STORE”. The link “EN ESPAÑOL” should be at the “VISIT” main page. The link “MUSEUM STORE” should be one of the main links on the primary navigation and not be hidden as it is.

2 - I think the content of “MEMBERSHIP” and “GET INVOLVED” should be together. “MEMBERSHIP” being a sub link of “GET INVOLVED”.

3 - In my opinion “BIRTHDAYS” and “RENTALS” should also be sub links in one new main menu link called “EVENTS”.