Welcome America

Website Design + Development

Video Production Web Development

The Challenge

The Wawa Welcome America festival is the must-go-to event in the city of Philadelphia to celebrate our nation’s Independence Day. With their website attracting nearly 500,000 visitors during the week of the festival, Wawa Welcome America was in need of a completely user-friendly digital experience to present information about events, sponsorships, helpful tips, and more. Additionally, with a large number of their visitors using mobile devices, the website needed to be fully responsive, a challenge the festival has dealt with for several years.

The Approach

[ 2 one 5 ] Creative, long-time fans of the festival, were chosen to completely revamp the website from top to bottom. With the increasing popularity of the event, [ 2 one 5 ] Creative began by conducting several discovery meetings with the Welcome America team, learning all the intricacies and challenges they face in not only their digital experience, but also in providing attendees with the best festival while ensuring their sponsors of the long-term benefits. With the website being the primary way Welcome America, Inc. promotes the activities leading up to the festival, [ 2 one 5 ] wanted to make the site operate more efficiently and handle the large boost in traffic driven from high interest and partners such as NBC10, Telemundo62, and Visit Philly.

Welcome America Fonts

Welcome America Colors

Information Architecture

After viewing last year’s analytics and heatmap of the site, [ 2 one 5 ] Creative set out fully enhance the user flow. In meeting with the client, [ 2 one 5 ] Creative collaborated on the best way to present the information of the site in not only a seamless manner, but making everything easy to find. An information architecture was built that not only highlights the events, but allows users to navigate tips, guides and more while providing sponsors with key site real estate. In addition, [ 2 one 5 ] Creative brought to the forefront ways for people to get involved, whether via volunteer efforts or those interested in vending, performing, or donating, ensuring the retention of all involved while generating new strategies for promoting new talent and sponsors.

Welcome America Sitemap

Welcome America Laptop View

User Experience Design

With the design of the site, there were several challenges [ 2 one 5 ] Creative undertook. In designing for mobile first, [ 2 one 5 ] Creative needed to make event information more easily accessible, organized, and easily navigated by event goers. By working on the smaller screen sizes in responsive website design, [ 2 one 5 ] Creative was able to develop an intuitive user experience. Using the latest trends in website design, [ 2 one 5 ] Creative communicates the excitement and fun of the festival while promoting the city of Philadelphia as the premier destination for Independence Day to not only locals, but tourists from all over the world. Working with a lot of information, the mobile first design led to an enhanced desktop version of the site.

Welcome America Mobile View

Video Editing

Uncovered during both the information architecture and user experience design phases, [ 2 one 5 ] Creative wanted video to play a crucial role in the new Wawa Welcome America website. With the fun and excitement of the festival difficult to dictate to users via still photos and text, [ 2 one 5 ] Creative put their unique video editing skills to use by developing a series of short videos to serve as backgrounds on the main website pages. After reviewing a plethora of video footage from Wawa Welcome America, [ 2 one 5 ] Creative edited the video series to compliment the site content on each individual page, showing event goers of all types, highlighting sponsors, promoting the educational aspects of the festival, and encouraging people to get involved in any way they can.

Welcome America Fireworks

Responsive Website

With the design and content set, [ 2 one 5 ] Creative set out to build a fully responsive website. Using the WordPress platform, [ 2 one 5 ] Creative set by establishing the back-end development of the website, ensuring all post-types and necessary elements were easily updateable by the Wawa Welcome America staff. Working from mobile out, [ 2 one 5 ] Creative began front-end development by establishing the necessary design elements through coding. Several functionalities were added including features to add events to several types of calendars as well as push notifications and banner notifications to ensure users are able to explore the most up to date information about events. Mobile styling and responsiveness was done along the way, providing the perfect user experience whether the site is viewed on smartphones, tablets, or desktop computers. Additionally, the client was given several training sessions in content and site updates.

Visit Site


Analytics

All festivals require measurables to provide to organizers and sponsors. Taking this into consideration, [ 2 one 5 ] Creative set up analytics on the site to identify key performance indicators ranging from not only the content viewed, but also the locations of site visitors, the outbound links clicked, demographics, and where and how people were viewing the site. With these KPI’s in place, Wawa Welcome America will get a fully rounded view of the appropriate measurables in regards to how people are using the site and interacting with the festival in both the digital realm and in the physical spaces.

Takeaways

By tackling all the challenges faced by Wawa Welcome America, [ 2 one 5 ] Creative was able to develop the key tool needed for increased awareness about the festival. In creating a great user experience, the website now better reflects the festival. No matter where the site is viewed, Wawa Welcome America can proudly promote their festival. [ 2 one 5 ] Creative’s passion, innovation, and creativity has elevated the festival’s digital experience while deepening the company’s insight into festival attendance, ability to communicate with event goers, and provide sponsors and partners with great value.

“Welcome America, Inc. is happy to have chosen a Philadelphia based firm that shows innovation, creativity and a passion for Philadelphia. [ 2 one 5 ] Creative shares our values and goals to enhance the festival goer’s experience and increase awareness driving attendance to festival events. [ 2 one 5 ] Creative’s flexibility, agility and forward thinking promises to elevate the festival’s digital presence, while deepening our insight into our website visitors, ability to communicate with festival attendees and provide greater value to our sponsors and partners.”

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Jeff Guaracino – President & CEO, Welcome America, Inc.