Link to Project Plan here
Present Media Business Authority (MBA) of Media, Pennsylvania with a digital experience that will help them promote visiting Media in order to bring in more tourism and build back revenue for local businesses lost during the pandemic.
Our goal in Phase 1 of our plan is a complete refresh of the VisitMediaPA.com site using a mobile-first framework. In addition to the current content (listing of businesses and organizations in the Borough of Media), we will create guided digital tours of Media’s dining and shopping options that leaves visitors of the website excited to take a day trip to the small town any day of the week. Our site will allow visitors to plan and customize their experience based on curated and aggregated descriptions of local businesses.
Additionally, we will create an event calendar that is interactive and downloadable.
In later Phases, we will work to expand the site/mobile experience to support future, larger events and festivals that Media is known for, like the Music Series, Juried Art Show, and Food Festival.
- The Media Business Authority
- Additional business owners and community leaders in Media
- Young adults in the Philadelphia area looking for a day trip (in 25-mile to 50-mile radius)
- Hometown Digital – Kathy O’Donnell, Amanda Nunan, Brian Stelzer, Kassi Jata, Chand Patel, Kathryn Lund
- Mentor – Linda Descano
- Faculty Advisors: Amy Lavin & Becca Zinn
A better-organized website that will allow visitors to:
- More easily plan their visit to Media
- Discover dining options in Media
- Get directions and parking
- Promote local shops & small businesses
- Provide news of future, larger, in-person events to the community
An enhanced social media presence that leverages the MBA’s current followers but also is focused on growth:
- A social media “launch” of the new website featuring partnerships with local Philadelphia area bloggers/influencers and personalities
- Social media cross-promotion with local vendors
- Promotion via local news outlets and tourism sites
- Vlogs from locals to give advice on the best “to-do’s”
- Paid campaigns targeting those in a 25- to 50-mile radius
As specific revenue stats are not available for MBA, we can make projections based on our selected pricing strategy. Yelp is similar to what we are implementing into the MBA site; a place to enable our users to access different small businesses online (1). They generate revenue through advertisements, transaction revenue, and other services. They make 97% of revenue from ads alone. From 2007 to the present day, they’ve seen a steady increase in profit (2). It’s not possible for MBA to scale as large as Yelp at first, but following their same structure will help us get started.
- Partner with popular local small businesses (ie: restaurants, shops, activity venues)
- Sell Ad Space
Media Sales and Stats:
- 2017 total sales of retail goods and restaurants were $166 million (3)
- Events covered in the press also bring in revenue
- Memorial Day (2009): 2.7 million viewers equal to a calculated publicity value of $221k
- Welcome Home Parade (2012): 933k viewers equal to a calculated publicity value of $115k
- Veterans Day Parade (2012): 2.1 million viewers equal to a calculated publicity value of $146k
- Santa’s Arrival (2011): 567k viewers equal to a calculated publicity value of $46k
Using this data and revenue source to our advantage, we will market on the website these highlighted and enjoyed components. Users want a great experience and the updated site will make sure they have the resources to create and book an unforgettable trip. Yelps Q217 total revenue was $208m. The majority of it came from selling ads, $186.6m. Transactions and other revenues made up the rest (4). This is evidence that this strategy works. Throughout the pandemic, as businesses were forced into closure, Yelp also had to adapt to the times. Our goals align in that we want to regroup and bring back business especially to the smaller local shops that took a major hit. Allowing them the opportunity to do so through the new site is the boost they need to start seeing their revenue increase once again. Small businesses normally pay up to $10,000 per month on advertising (5). This will definitely vary based on region.