Transcript Support Material for Mobile Website PowerPoint Format

ACIA-NA 2013
Excellence in Airport Marketing and Communications Awards
“Mobile Website for McGhee Tyson Airport: www.FlyKnoxville.com”
Category: Mobile Website
Submitted by: Metropolitan Knoxville Airport Authority
Mobile Website: “Mobile Website for McGhee Tyson Airport: www.FlyKnoxville.com” – Entry Statement
Project Description
In 2012, McGhee Tyson Airport celebrated
its 75th Anniversary with a year-long
campaign aimed at encouraging the
community to interact with the airport on
a variety of levels. The concept of
personalizing the airport and creating
opportunities to more effectively interact
with passengers and guests was the
driving force behind the campaign’s
theme, “75 Years of Making Memories”.
With a website that hadn’t seen a
significant alteration since 2005, the
redesign of the airport’s website became
one of the major tactics highlighted in the
anniversary strategic plan. Within this
major tactic, the need for our new website
to offer a compatible mobile version was
equally as important. By first assessing the
site’s content and the most utilized
aspects of the old version
of the site, the staff was then able to begin
the process of revamping the site to better
reflect the needs of the 2012 traveling
public; one of those needs being
accessibility to a mobile version of our
new website.
To us, one of the most important
requirements of our new mobile website
was that users could go to our site and
know exactly where to find the
information they were looking for. Are
they taking a trip and need help planning?
Are they on the site to learn more about
navigating the airport when they visit with
us? Or are they looking to work with the
airport on a project? With our passengers
in mind, we narrowed down the mobile
website content to three categories: Take
A Flight, Pay Us A Visit, and Work With The
Airport. This layout allows users to
narrow their content choice - making it
easier to find the information they need
more quickly.
Mobile Website: “Mobile Website for McGhee Tyson Airport: www.FlyKnoxville.com” – Entry Statement
Goals
The goal for the mobile website was the same
as our website redesign, which was to give the
site a more defined strategy that focuses upon
providing information in an easy-to-navigate
way while creating a creative approach to
distributing the information.
We expected to meet this goal by:
1. Limiting the site’s content to promotional,
requested and pertinent information specific to
McGhee Tyson Airport.
2. Reducing the number of repetitive questions
from web visitors regarding functionality issues
by 25% in 2013.
3. Incorporating the airport’s 75th Anniversary
theme (creating a personalized, interactive
experience with the airport) into the design of
the new site.
Production
We partnered with web designers, Graphic fX, to
create a new look for the mobile website that
successfully married the public’s need for better
functionality with the goals of the 75th Anniversary
campaign (creating dynamic, personalized
experience).
Evaluation
Please note that we launched and began tracking
our new website in the middle of January 2013,
which limits our analytics and comparisons to the
month of February.
1. Since the redesign and mobile website launch,
our mobile website’s number of unique visitors
increased by 3,058% (from 388 in Feb. 2012 to
12,252 in Feb. 2013).
2. The airport has received email responses from
site visitors praising the new design.
3. The site has been dramatically changed in
regards to content. Unless the page specifically
relates back to the airport and its operations, it
was taken off the site. This reduction in content
has made it easier for site visitors to find the
information they need more quickly.
Budget
Over the course of two fiscal years, the airport
budgeted $20,000 for website design and
components. To date, the website, which includes
the cost for the mobile version, has cost $17,345
for graphics and design. The site’s content is
managed in-house by two administrators and has
required approximately 30 hours of work.
Mobile Website: “Mobile Website for McGhee Tyson Airport: www.FlyKnoxville.com” – Screenshots
McGhee Tyson
Airport’s mobile
site replicates
the website but
in a way that is
easier to use on
a mobile device.
Users choose a
broad category
or tab that
represents the
information they
are looking for.
Mobile Website: “Mobile Website for McGhee Tyson Airport: www.FlyKnoxville.com” – Screenshots
These screenshots show what the user sees when they visit the homepage.
Mobile Website: “Mobile Website for McGhee Tyson Airport: www.FlyKnoxville.com” – Screenshots
These screenshots show tabs that are featured in different categories throughout the mobile site.
Mobile Website: “Mobile Website for McGhee Tyson Airport: www.FlyKnoxville.com” – Screenshots
These screenshots show features in the Take A Flight category of the mobile site.
Users can see flight times, nonstop destinations, and more.