2. Provide the content for each page. Ensure that each page includes the various content elements and structure as discussed in class. For each page, provide in-depth reasoning for your approach, goals, the content and the desired results. Make sure you address the concepts we discussed in class. (20 marks)
Home Page Content
Michigan Kids Shoot For The Stars
Presented by NBA Legend Derrick Coleman, in partnership with Whirlpool
Shooting Hoops, Changing lives
Join basketball legend Derrick Coleman and Whirlpool as we inspire Michigan youth through sports and provide essential home appliances to the community.
Michigan Kids Shoot for the Stars is more than just a game—
It’s an initiative that offers:
Fun basketball opportunities for ages 10-14
Life-changing resources - Whirlpool washer & dryer donations
Support for local communities
Together let’s empower the next generation—on and off the court!
To Learn More Click Here! - button
Quote - "When a child no longer worries about clean clothes for school, they can focus on what matters: education, sports, and being a kid." – Derrick Coleman
About the Event
This basketball competition is more than a game!
Its a:
- A platform for young athletes to grow, lead, and shine
- Focused on teamwork, leadership, and personal development
What’s at stake?
- The winning team receives more than just a trophy
- Every player’s family is awarded a brand-new Whirlpool washer and dryer
What We're Looking For
We're building something special — and we need passionate people to help make it happen.
- Young, driven athletes with a love for basketball and a heart for their community
- Community volunteers to help create a fun, supportive, and safe event environment
- Volunteer coaches who are ready to lead, mentor, and inspire the next generation
Register today - button, Learn more - button
In-depth reasoning for your approach, goals, the content and the desired results
The approach for this home page content is to blend community engagement and make it have an emotional appeal but also incorporate clear call-to-actions. We want the basketball competition to be the hook for the kids because sports are usually things kids find exciting and interesting. But also having empowerment through the youth and community be the main message. The home page uses inspiration from sports by making it sound enjoyable through teamwork. We also make empowerment through support known on this page by showing off the washer/dryer donations, family care, and community investment.
The design behind the content on the home page was to use entertaining visuals like bold colours (neon yellow, orange, and blue), sports imagery, and by using real faces of kids playing basketball and Derrick Coleman that way we can evoke authenticity and connection.
The goals for our home page was to get the meaning of the basketball event across in a simple way that readers would be able to understand. Using plain language, making headers and subheaders larger than the content, as well as making certain pieces of information in bullet points making it even easier to read and understand. Implementing these content strategies can help us reach our content goals:
- Wanting to inspire and engage youth athletes.
o We are showing them that basketball is fun, exciting, and can be meaningful. And showing them how basketball can create a sense of opportunity for them in the future.
- Wanting to inform and reassure families.
o We are making it clear that this competition is supportive, and a value-based initiative that has more meaning behind it than just being a winner. Also emphasizing the real-world impact coming from this competition which is that winning Whirlpool appliances can create much better living conditions for these families.
- Wanting to attract participants and volunteers.
o Giving the event a professional feeling and how good it will be for the community. We are encouraging youth athletes to participate, and people to volunteer for positions like coaching
- Wanting to drive action to the event.
o We are making it easy and clear to register, volunteer, or learn more by providing multiple CTAs for different actions we want readers to take when they view the home page.
The content on our page
- Using the title of the event, partnership names, and providing basketball images
- This gives a visual to the brand identity, who the face behind the event is (Derrick Coleman) and the sponsor (Whirlpool) all at the very top of the home page so it's the first thing people see.
- Providing the slogan and the event offerings
- The slogan can summarize the story of the event. And then there are three different offering points listed that readers can easily see to show what the kids and families get from the event.
- Using a quote from Derrick Coleman
- This is a piece of real testimonial that adds more authenticity and emotional appeal because it's coming from a trusted voice of what Derrick Coleman believes in.
- Providing the “what you could win” section
- Showing the image of the washer and dryer set will show people exactly what the reward is going to be making it feel more real and trusting.
- Giving more information about the event
- This shows the purpose behind why this event was created focusing more on the growth of the kids and how it will help the community. We are showing there are values and youth development that happen beyond just the basketball game.
- Providing CTA Buttons
- The colourful buttons with clear actions for the reader to take are given on the home page as an easy way for people to access those pages on the website.
Desired results
With the home page, we want to increase registration by making the athletes know they are important in this and all the winning families will be rewarded the Whirlpool prize, so we are wanting to increase participation. We are looking to get people to see the home page and want to volunteer and help out with the event by specifically telling them the type of person we are looking for. We also want to have returned visitors by providing the CTA buttons, like “learn more” and “register today” to create more curiosity and get them to actually be involved in the website and take action.
About Us Content
Our Mission
“At Michigan Kids Shoot For the Stars”, we are committed to empowering middle school athletes in Michigan through a team basketball competition. This competition provides them with more than a game. We’re offering transformative opportunities that foster personal growth, strengthen community bonds, and support family well-being.
Through a strategic partnership with Derrick Coleman and Whirlpool, along with our shared commitment to uplifting families, we aim to showcase how sports can be a pathway to achievement, resilience, and lasting change for the youth and community.
About the Organization
Meet Our Partners
Derrick Coleman -
NBA Career - Former legendary NBA player, Derrick Coleman is the creator of the “Michigan Kids Shoot For The Stars” organization partnered with Whirlpool. Derrick Coleman was the first overall pick in the 1990 NBA draft. He had a successful 15-year NBA career playing for the New Jersey Nets, Philadelphia 76ers, Charlotte Hornets, and Detroit Pistons. Throughout his career, he has won 9 different awards.
Post Career - Derrick Coleman is now a serial entrepreneur and a passionate contributor to empowering youth through basketball in Michigan and Canada. He is the founder of “DC Elite Basketball”, which focuses on the development of youth through exposure and basketball. Derrick Coleman is committed to showing how sports can be more than just entertainment, they can be a force for good. While he is uplifting others and influencing future athletes, he has made lasting impacts on the communities he cares about.
Whirlpool Corporation -
The Company - Whirlpool Corporation is a multinational manufacturer and marketer of home appliances. The company is focused on improving the lives of consumers at home by making products that meet their innovative needs.
Whirlpool specializes in
- Laundry appliances
- Cooking appliances
- Refrigeration
- Small household appliances
- Dishwashers
- Room air conditioning
Social Impact -
Whirlpool’s Tremendous Impacts on The Community
House+Home
Whirlpool Corporation’s House+Home Corporate Social Responsibility (CSR) strategy “helps enable comfortable, nurturing places to live and supports resilient, thriving and sustainable communities through education programs.”
- The House initiatives focus on ensuring that everyone can have a place to live that is safe and nurturing. Whirlpool employees volunteer to build and improve the housing environments while working along with other big organizations like Habitat for Humanity.
- The Home initiatives focus on developing strong and radiant neighbourhoods through education. Whirlpool works with organizations like United Way, Boys and Girls Club of America and Consulado da Mulher in Brazil. With the help of local businesses, governments and nonprofits to improve the quality of life of residents in those neighbourhoods.
Whirlpool & Habitat for Humanity
Since 1999 Whirlpool and Habitat for Humanity have collaborated to create decent, affordable housing that families have access to.
- Whirlpool has donated more than $150 million to Habitat, including more than 250,000 products to Habitat for Humanity families.
- The corporation has impacted more than one million people around the world
The Washing Machine Project Supported By Whirlpool Foundation
The Washing Machine Project provides off-grid manual washing machines to people in low-income and displaced communities who don’t have access to stable electricity and/or running water. Whirlpool engineers have refined the design of the washing machines to make them accessible for hand washing. Volunteers assemble the units, and all together the thousands of manual washing machines are delivered.
Together - Derrick Coleman x Whirlpool Corporation
Derrick Coleman and Whirlpool have come together to uplift Michigan families and communities using the game of basketball.
They are bringing young athletes together who show a love for basketball and the community to work as a team and grow as individuals while giving them the chance to win life-changing resources for their household.
Derrick Coleman and Whirlpool are SHOOTING HOOPS & CHANGING LIVES with this basketball championship!
In-depth reasoning for your approach, goals, the content and the desired results
The approach for the About Us page is to tell the story behind the event, why it's happening and who has created it. We are sharing what the event mission is, who is behind the event, why it matters, and the real-world impact it has on communities and families. This will build trust, emotional connection, and transparency with the athletes, parents/families, and the community.
For the design, we continued with the same colour theme, incorporated photos of real people and events, and easily scannable headings, with the content being written in plain language.
The goals for this page of the website:
- We want to quickly define what the event does and why it matters to people and the community while making it seem like it's not just a basketball tournament, it's a chance to make a difference in people's lives.
- We want to position Derrick Coleman as a great, trusted role model to the youth, parents, and community based on the things he is doing right now and in the past for other communities and families. We also want to show that Whirlpool isn’t just trying to sell their products but they are more invested in people and helping them in ways that can change their everyday lives based on what the company has done for different global organizations.
- By showing the two partners together we want to clearly state what this event is doing and how both of them (Derrick Coleman and Whirlpool) bring lots of strengths to the mission of the event.
The content on our page
- The mission section
o We are using emotionally positive language to capture the attention of readers and make them be able to feel what this event will do for them, their child, and the community. Highlighting the partnership going on to show credibility
- The About the organization/meet the partners’ section
o Giving background information on the head organizer of the event Derrick Coleman so people gain an understanding of who he is and what he has done in the past. Mentioning things like his NBA career and the entrepreneurship work he has done post-career. Also sharing information on Whirlpool and what they are and how they have done things to improve people's lives, by sharing their corporate social responsibility with the breakdown of all their commitments through House+Home, Habitat for Humanity, and the Washing Machine Project.
Desired Results
With the About Us page, we want the visitors of the website to feel emotionally connected and inspired to read more and get involved. We are looking to attract those who are sports fans by sharing exactly who the event creator is and giving the background information on him. We want to build more trust with the audience and make them understand the real-world impact that both of the event partners have on the community and people’s lives, making them feel more in touch and want to join in on this event because it's been created by those who really care and make differences.
Sponsorship Impact Content
Our Sponsor Makes the Difference
“Michigan Kids Shoot For The Stars is Sponsored By Whirlpool”
Whirlpool Corporation’s Game Changing Impact
Empowering Michigan Communities - One Championship, One Family at a Time
Whirlpool has teamed up with Derrick Coleman to put on the Michigan Kids Shoot for the Stars basketball competition, which is not just about basketball - but focuses on the importance of community, support, opportunity, and creating lasting change.
Youth teams will bring their best skills to the court, playing not just for the title, but for something much more meaningful. Thanks to Whirlpool’s incredible generosity, the rewards are life-changing. Each family on the winning team receives a BRAND NEW Whirlpool WASHER and DRYER.
Whirlpool Cares -
In some Michigan families and communities, access to basic appliances isn’t guaranteed, Whirlpool’s support fills a true need.
Clean clothing can lead to dignity, confidence, and health - all things that every family deserves.
Whirlpool’s sponsorship shows they care and take the initiative to assist those families who deserve the best.
More Than a Game -
This partnership goes beyond sports. It uplifts families across Michigan by providing essential appliances that many households truly need.
Whirlpool’s sponsorship makes it possible for:
- Around 15 families in Michigan to receive a brand-new washer and dryer
- Many young athletes to feel inspired to lead, compete, and dream big
- Families to access reliable appliances, supporting everyday health and hygiene
- Pride and community engagement through sports and giving
In-depth reasoning for your approach, goals, the content and the desired results
The approach for the sponsorship impact page is to not just make Whirlpool sound like a logo or a company but it's to tell the corporation’s story and how it's making proactive changes in the community. We are showing how the sponsorship connects with real-life improvement and emotional relevance, by using storytelling and facts behind Whirlpool. This page talks all about Whirlpool but has been made to connect emotions to the actions that can be made with the help of Whirlpool. We want this part of the website to share more information on how this real-world change is being made possible by the sponsor.
For the design, we are using the same colour theme, while using bold section headers to help make the page more easily scannable and structured with some coloured blocks to add some visual flow and a way to break up the information. We are using real-life images to make it more authentic and provide a sense of relatability. We are also using bullet points to provide quick pieces of information so that readers can remember.
The goals for the page of this website:
- We want to establish recognition of Whirlpool’s role and create more of a visual/emotional association between their brand and happy, empowered kids.
- We want to build emotional trust and explain to readers that Whirlpool’s support serves real people not just brand exposure
- To get readers to understand that Whirlpool is a brand that listens, understands, and responds to real needs in the community
- We want to show the tangible and measurable impact that Whirlpool has and how this sponsorship is leading to real-world change and improvements in people’s lives
- We want the community to feel confident in the event, when people see this page they should feel reassured that this is real and is about more than just sports, Whirlpool wants to do something to help.
- Potentially attract other future sponsors who feel like they want to help make a difference too and join this organization.
The content on our page:
- “Whirlpool Corporation’s Game-Changing Impact” section
o We are making sure readers are aware that this event isn’t just about basketball, it's about community, growth, and opportunity. This content creates an emotional connection between how sports can turn into life-changing opportunities. This content is meant to be inspiring and encourages people to take part in an emotional way.
- “Whirlpool Cares” section
o Giving people information on the lack of access to appliances in some communities and how not having these appliances on a day-to-day basis can really affect people. For example, we are highlighting that when you have clean clothing it creates a sense of confidence, dignity, and health. This content should make an emotional impact on people as we are positioning Whirlpool’s gift as a solution to a real problem people are facing.
- “More Than a Game” section
o Giving the breakdown on the impact of Whirlpool’s sponsorship and sharing the tangible outcomes of this event. We are focusing less on the emotional storytelling in this section of the content and telling people what they can actually experience if they win.
Desired Results
With the sponsorship impact page, we want to be able to elevate Whirlpool’s public image through connecting their products to uplifting the community. We are looking to strengthen the family and community trust by addressing the real needs people have and presenting solutions in a more caring tone. We want to try and drive more future sponsorships by showing how great Whirlpool has been, maybe another company feels like they would also fit into the event in the future years. Gaining press and media opportunities from seeing what Whirlpool’s sponsorship is going to be able to do for people.
Event Details Content
Michigan Kids Shoot For The Stars - Event Details
Name: Michigan Kids Shoot For The Stars
Presented By: Derrick Coleman & Whirlpool Corporation
Date & Time: July 25th, 2025 | 9:00am - 6:00pm (end time subject to change)
Location: 1290 W Warren Ave, Detroit, MI 48201, United States
Admission: Registration Required*
Attendees: Youth teams, families, and community members
Schedule -
Morning
9:00 am - Doors open & Team Check-in
10:00 am - Opening Ceremony with Derrick Coleman
10:30 am - First Round Games Begin
Afternoon
1:00 pm - Semi-Finals
3:00 pm - Community Lunch
4:00 pm - Championship Game
5:30 pm - Awards Ceremony & Whirlpool Appliance Presentation
(times are scheduled to change - check back closer to the date)
Prize -
Every player from the winning team’s family will receive a brand-new Whirlpool washer and dryer.
Thanks to the support of Whirlpool Corporation, this championship blends community, competition, and care.
What to Bring -
- Team uniform or sportswear
- Water bottles & gear
- Signs to support your team
- Community spirit
Special Apperences -
- Derrick Coleman – NBA Legend & Host
- Whirlpool Corporation Leadership Team
- Local Community Leaders & a DJ
Venue Details -
Venue Name: Wayne State Fieldhouse
Address: 1290 W Warren Ave, Detroit, MI 48201, United States
Map Link: Michigan Kids Shoot For The Stars Venue
Free parking available*
In-depth reasoning for your approach, goals, the content and the desired results
The approach for the event details page is to make it functional and inspirational. It doesn’t just list the times and locations, it gives readers clarity, credibility, and community energy around the event. This page covers the readers key questions which are, what is happening? Why should I care? What do I need to be ready? We wanted to make this page very easy and clearly laid out that way the schedule and all the other needed things and information could be understood in the best way.
The design of this page uses the same colours, as well as bold headers and text to improve the overall readability and scanning. We incorporate action photos to show real people and create more excitement towards the event. We also show a map with a link to the address to provide more trust and reduce any navigation uncertainty.
The goals for this page of the website:
- Provide logistical information with the map, and the extra information regarding what to bring, and a clear schedule outlining the day
- We want to build anticipation and energy through the use of imagery with our real-life images, icons, and strong visual design
- We want drive participation by highlighting important facts like the prize, a community lunch, and having a celebrity presence (Derrick Coleman)
- Wanting to promote trust and credibility to the event by giving a proper timeline, and venue details
The content on our page:
- Event overview at the top section:
o Giving readers a first glance at the schedule by giving them all the main information like where it is, the date and time, admission, etc. This has been easily laid out in the form of a list so it will be fast to see and read
- Schedule section
o The schedule is structured into morning and afternoon blocks once again making the reading easier. This shows readers the exact times everything will be happening so no one feels like they are missing information on that day. Each time is given with a short explanation of what is happening, in a listed format. This keeps the day organized and expectations clear.
- Prize section
o Tells readers again exactly what the prize is and who will be winning it. This section focuses on the tangible reward and motivates participation.
- What to bring section
o This is in a listed format making it easy to read again. This information is set to ensure the readiness of participants and make sure they will have everything on the day of the event. This will limit the amount of questions coming in leading up to the event. This prevents confusion and stress.
- Special appearances section
o This is again in the listed format. We are showing a celebrity appeal and looking for the community to come together. This shows that this is a community event where everyone can celebrate and come together. This section increases the potential rate for both athletes and spectators to come to the event and support.
- Venue details and map section
o We are giving the venue information, along with a map preview and parking information. Providing this content will limit the amount of stress over how to get there, but it also provides more trust due to the verified, formal venue it takes place. This will increase the likelihood of attendance and a positive experience
Desired Results
With the events details page, we are hoping to get a high turnout due to having all the clear information regarding location and time laid out making people feel more excited about it. We are also hoping that it brings us more prepared participants due to us giving them a list of things they will need. We are also planning on having an engaged community come out based on our inviting tone and mentioning that families and community members were free to come watch and support.
Get Involved Content
Get Involved
We Could Use Your Help
Get involved and make an impact on the Michigan Kids Shoot For The Stars basketball competition and the community!
Volunteer Your Time -
We are looking for passionate, dedicated volunteers who can assist with the games, event setup, and helping with registration.
If any of these volunteer duties interest you, sign up below!
- Event setup & Breakdown
- Refereeing & Scorekeeping
- Helping with Registration
- Assisting Teams & Coaches
Interested In Volunteering? → Sign Up Now (button)
Donate & Support -
Your financial support ensures that we can continue creating life-changing experiences for Michigan kids, families, and the community.
We appreciate any donation as it will help cover event costs, equipment, and giving back to the community.
One-Time Donation: Any amount helps! → Donate Now (button)
Register As a Player -
When you sign up, you're helping us create fun and meaningful experiences for players, families, and the community.
We welcome all skill levels — whether you're experienced or just getting started, there's a spot for you. Be part of the fun, make new friends, and build something great together!!
Sign Up As a Player Today → Sign Up Now (button)
Thank You For Getting Involved
Your support helps us make a lasting impact on the lives of Michigan youth athletes and their families. Together, we’re building a stronger, more connected community.
We couldn’t do it without you!
In-depth reasoning for your approach, goals, the content and the desired results
The approach for the Get Involved page is to inspire readers to take action and follow through with joining the event. We are making the opportunities easy, clear, and emotionally driven so people will want to sign up whether it's to play in the event, help out as a volunteer, or make a donation. This page is intended to provide the next step for those who want to help but aren’t sure how, parents and community members who are looking to give back, players and families who want to participate in the event, and people who may still want to support by donating but don’t plan on attending. By using a friendly, and motivational tone throughout this page it shows that this event is centred around empowerment and everyone has the ability to have a role in this event and help out.
The design of this page uses the same colours to keep the theme consistent. The sections on volunteering, donating, and registration are all separated in a way that is clear by using bolded headings, bullet points, and some very short sentences to keep readers attention. We use bright call-to-action buttons that will direct immediate action by using clear action words like “Sign up now”, and “Donate now” This makes it easy for readers to understand what they are going to do. We have kept the tone on this page positive and non-intimidating so it doesn’t seem like we are forcing them to do anything, we are just speaking in a way that tells them it would be nice if they helped out.
The goals for this page of the website:
- We want to drive engagement on this page, as we are using multiple call-to-actions to make that very clear and easy.
- Making volunteering accessible and clear to read by listing the tasks
- We want to encourage financial support by making it clear that any amount will help
- We also want to welcome players to sign up and join the event because without them there won’t be any games to play.
The content on our page:
- The intro message section
o Letting readers know they should be getting involved in a short way that is written in more of a conversational tone to lower the pressure. Gives them the feeling that they are being personally invited.
- Volunteer your time section
o Simple sentence as the first line stating who the type of person we may be looking for, then going in with easily readable bullet points addressing what people could sign up to volunteer to help with on the day of the event. End this section with a CTA to drive action to them signing up to be a volunteer right after we have providing them with the volunteering information. This makes it easy for them because they won’t have to search around on the site to see when they can sign up.
- Donate and support section
o This content is made to quickly get the message across in a few sentences regarding that the donations would help cover the cost, equipment, and the community. This is designed to make the financial support feel more like an impact is being made when they donate instead of it just being a transaction. At the end there is another CTA that will give them the next step on what they should do if they plan on donating.
- Register as a player section
o This is another short paragraph that encourages those athletes will any skill level to come and join because the event is more than just basketball. We are making the registration connect to community building and positive youth experience. This section will speak both to kids and parents with a welcoming tone. Another CTA is being used for them to take action and sign their child up to play.
- Thank you section
o This is where we express our appreciation and creates an emotional closure by having all the involvement types tie back to the mission impact.
Desired Results
With the get involved page, we are hoping to get more volunteer sign ups by showing the easy sign-up path with the CTAs. Also looking for an increase in donations, get an increase in player registrations, and have more word-of-mouth awareness by people talking about the event and what they can do to help and be involved.
Blog Content
Michigan Kids Shoot For The Stars - Blog
Check out our most recent stories → Shoot For The Stars Blog (button)
(one of our blog posts)
“Shoot For The Stars: Stay Strong, Dream Bigger.”
You’re not just a player, you are the future of the basketball industry!
In schools across Michigan, middle school athletes are working hard, persevering, and dreaming of the next level. We see your hard work. We believe in you.
Read More! (button)
Don’t Miss Out! Stay Up to Date on All of Our Michigan Kids Shoot For The Stars Stories
Sign up Now and Never Miss a Story
Subscribe to Our Blog (button)
In-depth reasoning for your approach, goals, the content and the desired results
The approach for the blog page is designed as a place we can share our stories. It's where readers can go and view the latest stories we have shared on our blog. It celebrates the voices of the Michigan youth athletes, and inspires ongoing engagement. We have created this in hopes that we can have returned visitors and get people to subscribe and be a part of our long-term audience.
The design of this page uses bright CTAs keeping the readers action-focused and knowing what they should do next. Using coloured blocks to break up text and make the content more visually appealing and stand out. The use of positive and direct headlines to keep the messages clear and create some flow on the page. We use real images of kids in action to keep the experience authentic and centered around the kids.
The goals for this page on the website:
- We want to drive traffic to our blog stories by using big CTA buttons and previewing a story for them so viewers will want to keep reading.
- We want to inspire the kids and families by sharing the positive messaging and stories we have about this event
- We want to build a loyal community by having a “subscribe to our blog” CTA
- Showing the real impact this event has on people by sharing the stories of others on the blog
- We want to keep this page updated with new stories that will encourage people to come back to the website or our blog
The content on our page
The content on this page is limited but the main focus is going to be on the blog posts. We will share some previews of stories that can be found on our blog with lots of “read more” buttons right under them to get people to take the action and continue reading the story but on our blog instead of our website. The content is made mostly of lots of CTAs to encourage people to take action and head to our blog, or for them to subscribe and always stay up-to-date on what kind of stories we are posting.
Desired Results
With the blog page we are looking to increase the blog traffic by using the highly visible buttons and featuring some of our posts. We are hoping that this creates more of an emotional connection by sharing real stories with the viewers. Looking to gain a stronger brand identity because the blog is where people will be able to understand the values of the initiative. We would also want an increase in email list growth by providing readers with a subscribe button where they can sign-up to join and always see our blog content. Also with us updating this part of the website on the regular with new blog posts we are hoping for repeat engagement and people are going to come back and want to read more stories that we are sharing.