- What is the difference between the two websites and what will you do different in regards to how you approach the content for each? (8 marks)
Comprehensive Information vs. Focused Messaging
The campaign website will deliver a full, narrative-driven experience. It will include detailed information about the basketball competition, Derrick Coleman's involvement, Whirlpool's sponsorship, and the broader community impact. Pages like “About Us” will feature in-depth sections explaining the program’s mission, the backgrounds of key partners, and the real-world social initiatives behind the campaign. This approach makes it easy for visitors looking for more context or deeper engagement to find it.
By contrast, the landing page will focus on a single, sharply defined message: “More Than a Game. A Chance to Change Lives.” Its goal is to capture attention fast and drive immediate action. Instead of long-form storytelling, it will use short, benefit-driven bullet points like “Win as a Team,” “Support Your Family,” “Be Seen, Be Heard,” and “Join a Movement.” These statements distill the initiative’s value into clear, emotional takeaways. Every element on the page, from the headline to the calls to action will be direct, and designed to convert interest into registration.
The full site is built to support discovery, understanding, and connection. The landing page is built to motivate, to inspire families and participants to take action right away.
Multi-Page Website vs. Single-Page Landing Experience
The campaign website will use a multi-page structure, complete with navigation that allows users to explore what matters most to them. Sections like “Event Details,” “Sponsorship Impact,” “Get Involved,” and “Blog” will each serve a specific purpose. For example, “Sponsorship Impact” will explain how Whirlpool’s contributions support families beyond the court, while “Event Details” will offer practical info like tournament dates, locations, and what to bring. This structure supports a more complete understanding of the initiative and makes it easier for users, whether they’re parents, volunteers, or potential partners—to quickly find what they need.
The landing page takes a different approach. It will be a streamlined, single-page experience that presents all essential information in a scrollable, linear flow. The content starts with an emotional headline and moves into compelling benefits, special guest appearances, and testimonials. Each section builds interest and urgency, guiding the visitor toward a simple, clear registration process. Strategically placed calls to action throughout the page will help maximize conversions.
The website allows space for exploration and storytelling. The landing page focuses on guiding visitors through a persuasive journey toward a single goal: getting people to sign up.
Multiple Audience Focus vs. Primary Target Audience
The campaign website is designed to reach multiple audience segments. The “Who We’re Looking For” section targets three main groups: basketball players aged 10–14, volunteer coaches, and community volunteers. Additional content will speak to parents, educators, sponsors, and community partners. Each page will be crafted with that specific audience’s interests in mind—for instance, the volunteer section will highlight how to get involved and the impact of donated time, while the sponsor section will focus on visibility and community benefits.
The landing page, on the other hand, speaks directly to youth participants and their parents. From the main promise to the benefits, visuals, and calls to action, everything will be built around what matters to this group. The tone will reflect the motivations, concerns, and hopes of families considering the event. Emotional appeal, relevance, and easy next steps will take priority to ensure the message lands and leads to action.
In short, the full website is built to support a broad group of users with different needs and levels of interest. The landing page is tightly focused on one audience—families—and one outcome: registration.
These approaches: comprehensive vs. focused, multi-page vs. single-page, wide-reaching vs. targeted are meant to work together. One educates and engages, while the other inspires and converts. Together, they create a complete digital experience that supports the full scope of the Michigan Kids Shoot For The Stars campaign.