ARE YOU CRAZY?!

BUILD A WEBSITE IN 90 BUSINESS DAYS

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TABLE OF CONTENTS

BACKGROUND: How It All Started

THE PROJECT: How We Did It

RESULTS: They’re Pretty Awesome

HOW IT ALL STARTED

BACKGROUND

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THE SITUATIONRebuilding Puerto Rico’s visitor economy following a deadly and destructive hurricane landfall came with some unique challenges.

A dedicated destination marketing organization for the island wasn’t officially created until July 1, 2018 and Discover Puerto Rico (DPR) was born working against the clock. The visitor economy was bottoming out, hotels were reopening with fractional occupancy, and media coverage of the island focused on disaster instead of recovery. There was a need to reclaim the island’s narrative — and quickly

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THE SITUATION• Inherited a 10-year-old website with a

patchwork of content and functionality

• No high-quality image assets

• Business listings were just phone numbers and links on a page, without any context or location information

THE MISSION• Develop a comprehensive digital

strategy• Content assets• And a new digital platform… in a matter of months

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THE OBJECTIVES

To show the world the Puerto Rico is ready for travelers through

the launch of a comprehensive digital platform.

To develop content that differentiates the island from the other destinations in

the Caribbean.

To create a website that accurately

represents all of the island and

encourages visitation to areas beyond San Juan.

To deliver a world-class digital platform in a

severely abbreviated timeline in order to

drive results and recovery as quickly as

possible.

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The strategy, content and development would all need to be completed in

90 days from start to finish.

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HOW IT ALL STARTED

Parque de BombasPonce, Puerto Rico

HOW WE DID IT

THE PROJECT

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HOW DID WE DO IT?

PICK TWO

Fast

Cheap

Good

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SITUATION ANALYSIS

No usable editorial contentNo image library

No partner listingsNo brand guidelines

Feb 28, 2019LAUNCH

Oct. 22, 2018

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ASSEMBLE THE ARMY

Listings project

Branding project

Photo project

Content project

UX/UI + Dev project 4 Developers + 1 Project Manager + 1 UX Designer + 1 UI Designer + 1 Hosting/DNS Manager + 1 Analytics Specialist

1 SEO Specialist + 3 Content Managers & Coordinators + 6 Writers & Editors

27 Photographers / 100 Shoots / 78 Destinations

INITIAL DATA SET

DPR Marketing Team + Partner Agencies

1 Project Manager + 1 CRM Coordinator + 4 Data Verification Assistants + 1 CRM Vendor

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S

ASSEMBLE THE ARMY

LizDigital Marketing Director,

Discover Puerto Rico

LaraInteractive Producer,

Miles

PatrickContent Director,

Miles

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THE STRATEGYUse the researchPrioritize contentPersonalize the experienceDevelop modularly

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THE PROCESSROUGH OUT THE PLAN

PERFORMANCE MEASUREMENT FRAMEWORK

PRIORITIZED FEATURES LIST SPRINT SCHEDULECOMMUNICATIONS

PROTOCOLS

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PHASED SITEMAP

Last updated: December 5, 2018 3:28 PM

The Island LP

Culture Pathway to /things-to-do/culture

Culinary & Cocktails LP

History LP

Music & Dance LP

People LP

Popular Attractions Edit Top 20 Places to See in Puerto Rico

Regions Pathway to /regions

Facts LP

DiscoverPuertoRico.com: Sitemap

Home - Leisure Landing page

Things to Do LP

Beaches & Watersports LP

Best Beaches in Puerto Rico Edit

Bioluminescent Bays Pathway to /outdoors/bioluminscent-bays)

Boats, Catamarans and Yachts LP

Kayaking LP

Scuba Diving Edit + Grid-TBD

Snorkeling Edit + Grid-TBD

SUP/Paddleboarding Edit + Grid-TBD

Surfing Edit + Grid-TBD Where to Surf in Puerto Rico

Casinos LP

Culture LP

Annual Festivals Pathway to events

Art LP

Dance Edit

Theaters Edit + Grid-TBD

Tours LP Pathway to /things-to-do/tours

Events Edit Annual Festivals and Events in Puerto Rico. Transition to Calendar Grid once data and functionality are available. Then redirect this page to /article/annual-festivals-events

Golf LP

Luxury LP

Shopping Pathway to /things-to-do/shopping)

Spas Edit Top-Rated Spas in Puerto Rico

Luxury Hotels Edit Unforgettable Luxury Hotels in Puerto Rico

LGBTQ LP LGBTQ Guide to Puerto Rico

On every landing page in this sitemap, a “related content” component and/or a profiles, deals or events listings component will be included. Subpage types for each landing page therefore include editorial pages and profile pages, to be determined by the tag relationships for each landing page. These tag relationships will be defined in an upcoming deliverable.

Things to Do (continued)

Museums LP

Nightlife LP

Bars & Lounges LP

Where to Go Dancing Edit Where to Go Dancing in Puerto Rico

Outdoors LP

Bird Watching Edit

Bioluminescent Bays Edit Exploring Puerto Rico’s Bioluminescent Bays

Cave Tours Edit Exploring Caves in

Puerto Rico

Cycling/Mountain Biking Edit

Fishing LP

Hiking LP

Horseback Riding Edit

Parks & Preserves LP

Rock Climbing LP

Scenic Flights Edit + Grid-TBD

Ziplining Edit Top Ziplines in Puerto Rico

Shopping LP

Locally Made Edit Supporting Local Artisans and Makers

Malls LP

Outlets LP

Shopping Destinations Edit

(neighborhoods, etc.)

Tours LP

Bus & Trolley Tours Edit

Food Tours Edit

Guided Tours Edit

Nature Tours Edit

Walking Tours Edit

Regions LP

Metro LP

San Juan/Old San Juan LP

Bayamón LP

Carolina LP

North LP

Arecibo LP

Dorado LP

Manati LP

South LP

Coamo LP

Ponce LP

Salinas LP

East LP

Fajardo LP

Caguas LP

Rio Grande LP

West LP

Cabo Rojo LP

Guánica LP

Rincón LP

Central Mountains LP

Orocovis LP

Ciales LP

Utuado LP

Nearby Islands LP

Culebra LP

Vieques LP

Planning Essentials LP

Places to Stay LP

Hotels LP

Resorts LP

Paradores/Inns LP

Vacation Rentals LP

Restaurants LP

Transportation LP

Airports Edit + Grid-TBD

Car Rental Edit + Grid-TBD

Cruises Edit + Grid-TBD

Public Transportation Edit

Rideshare Edit

Taxis Edit + Grid-TBD

Travel Agents Edit

Facts Pathway to /island/facts

Maps LP

International Travel Guide Edit

Auxiliary Navigation Menu

Meetings & Conventions Landing page (see next page)

Group Travel Landing page (see next page)

Sports Landing page (see next page)

Weddings Landing page (see next page)

URLS, TAXONOMIES

CONTENT & DATA MIGRATION PLANS

THE PROCESSIA & CONTENT

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THE PROCESSWIREFRAMES & DEVELOPMENT

WIREFRAMES & BREAKPOINT MAPPING FUNCTIONING WEBSITE

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THE PROCESSMOODBOARDS & STYLING

MOODBOARDS

STYLED WEBSITE

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THE EXECUTION

PAGES OF EDITORIAL CONTENT

300IMAGES

& 4 LOOPING VIDEOS

2000+VERIFIED BUSINESS

LISTINGS

6000+

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THEY’RE PRETTY AWESOME

RESULTS

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THE RESULTS99,331 business partner referrals

Bounce Rate

Organic Traffic

Session Duration

Pages per Session

-22.99% from 77.09% to 60.14%

+62.07% from 1.40 to 2.28

+286.26% from 0:34 to 2:10

82% from 155K to 282K

+32.07% increase in pageviews

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WHY IT WORKEDTrust

Shared understanding of what was important

Solid plan, modular delivery

Total, unwavering commitment to the goal

Flamenco BeachCulebra, Puerto Rico