Pacific Inns Digital Strategy

Digital Strategy

Web site:

Pacific Inns, LLC currently has a Web site with information about their company and managed properties. While the Web site is informative and relatively clean in appearance, it lacks the qualities to really catch viewers’ attention and draw them into wanting to learn more about the company.

To combat the discussed issue, I propose a series of revisions:

The Web site needs to be simplified and visuals reduced on the home page. The bulk of the Web site is crunched together, only utilizing a part of the computer screen. The text and pictures need to be expanded to fill the entire computer monitor. There are many pictures and logos on the home page that should be moved to within the various other links, to provide an emphasis on the company. There is also a lot of text on the home page, some even scrolling across the top. This text needs to be reduced.

The colors are subtle and work for the company, however, they need to be used in different hues and reworked to add a little interest to the site. The links on the site are well defined and they all have a purpose. On the home page, the main links on the left side should be aligned. Right now they are slanted, and to make the page look more professional, the text should be symmetric. I would suggest that the link to the management team open up with less text on each person. The information is a bit too in-depth and I think it dissuades on-lookers to read the facts.

Finally, the information on a few of the linked pages is too formatted. It is in a grid-like chart that does not look impressive. The use of bullets needs to be reduced on all of the pages as well.

Blog:

With the increasing popularity of Web 2.0, or interactive internet, I would suggest that Pacific Inns, LLC develop an official blog for prospective clients as well as current clients. This would allow for increased communication between the company and interested parties. I suggest putting a link to the blog on the revised Web site, and designating a current employee as the blog respondent.

YouTube:

YouTube, a video sharing Web site, has developed into a great marketing tool. I propose that Pacific Inns, LLC utilize this device and create a series of videos. The videos should represent their management techniques through highlighting the different properties they manage. The videos should be short and entertaining. Consent from the featured properties must be obtained before this plan moves any further.