- Provide a general overview of the website including the page titles as well as a brief overview & intent for each page. Based on your research and knowledge covered in ADV 421 (as well as included in this project), provide in- depth reasoning as to why you structured the site in this manner and why you intend to create the specific content. (10 marks)
The "Michigan Kids Shoot For The Stars" website will feature six key pages designed to inform visitors about this basketball competition and drive engagement. Each page will serve a specific strategic purpose within the visitor journey. Below is an overview of what each page will include and why these specific content elements will be created.
Home Page
The Home Page will function as the gateway to the initiative, immediately introducing visitors to the core concept of a basketball competition for Michigan youth (ages 10-14) created by NBA legend Derrick Coleman in partnership with Whirlpool. This page will feature a powerful headline "Shooting Hoops, Changing Lives" to clearly communicate that this is more than just a basketball event, it's an initiative that provides life-changing resources to families. The page will include key benefits, prominent call-to-action buttons to encourage people to learn more or register, and an impactful quote from Derrick Coleman so that it feels personal.
The Home Page will be structured to create an immediate emotional connection while establishing credibility through the partnership with Derrick Coleman and Whirlpool. Concise bullet points will highlight the three core benefits of the initiative - basketball opportunities, washer/dryer prize, and community support, to help visitors quickly understand the value proposition. A "Learn More" button will provide a clear next step for engaged visitors. An image of Whirlpool appliances with "What YOU could Win!" will be used to show an exact visual of what could be done by creating excitement and motivation for participation especially targeting parents.
About Page
The About Page will go deeper into the mission and provide detailed information about the organization and its partners. It will begin with a mission statement, explaining the commitment to empowering middle school athletes through more than just a game, but through transformative opportunities. The page will also provide comprehensive information about Derrick Coleman to inform unaware people who he is and Whirlpool Corporation focusing on the company's already existing social impact programs.
This page will be developed to build trust and credibility by providing clear information about who's behind the initiative. Detailed sections about Derrick Coleman's career achievements and community work will show his authority as a basketball mentor. As well, the information about Whirlpool's existing community programs for example House+Home, Habitat for Humanity partnership, and The Washing Machine Project will demonstrate that this isn't just a one-off marketing exercise but part of a genuine commitment to community support. Showing that Whirlpool already has social initiative shows the viewer that the company is a great alignment for this campaign. Consumers especially people who are interested in an initiative like Shoot For the Stars appreciate authentic commitment of brands that truly care about the cause. So emphasizing that whirlpool is a great parent for this will provide trust with the audience. Overall the about page will cover a direct overview about the mission of the initiative and what its truly all about, which is not just basketball but coming together as a community to give back and support.
Sponsorship Impact Page
The Sponsorship Impact Page will focus specifically on how Whirlpool's contribution makes a meaningful difference in the lives of Michigan families. It will explain that the basketball competition isn't just about sports but about creating lasting change by providing essential home appliances to families who may not have access to them. The page will emphasize that all team members on the winning team will receive brand-new washers and dryers.
This dedicated page will be created to clearly communicate the tangible impact of Whirlpool’s sponsorship. Instead of simply stating that appliances are being provided, the page will draw a direct connection between this contribution and real-world benefits such as confidence, improved health, and giving children the freedom to focus on education rather than the stress of having clean clothes. By framing the appliances as tools for empowerment rather than prizes, the message becomes a compelling story of social impact. Ultimately, this page will answer the essential question of “why it matters,” helping to inspire meaningful participation and support.
Event Details Page
The Event Details Page will provide all the logistical information visitors need about the basketball competition. It will include the name, presenters, date, time, location, and admission requirements. A detailed schedule will outline the day's activities from doors opening through to the awards ceremony. The page will also clearly state the prize - Whirlpool washer and dryer for each winning player's family, what participants should bring, special appearances, and venue details.
This page will be structured with clarity to reduce any confusion, which is crucial for event participation. Providing specific logistical details helps increase registration by removing barriers to attendance. The clear schedule will help visitors visualize the day and plan accordingly. Practical information like what to bring and what will be provided will address common questions that might otherwise prevent participation. Highlighting the prize information will reinforce the unique value proposition that sets this event apart from other youth basketball competitions. By including special appearances, the page will also add an element of excitement and exclusivity that can help drive registration.
Get Involved Page
The Get Involved Page will provide multiple ways for community engagement with the initiative. It will be divided into three main sections: Volunteer Your Time - with specific roles listed, Donate & Support - explaining how financial contributions help, and Register as a Player. Each section will include a clear call-to-action button and explain the impact of what it means to sign up for each specific section.
This page will be designed based on audience segmentation, recognizing that visitors have different motivations for involvement. Some may want to contribute time, others money, and others through direct participation. By providing multiple engagement options, the page will maximize the potential for community support. The specific volunteer roles -event setup, refereeing, registration, etc. will help potential volunteers self-identify where they can best contribute. There will also be a “Thank You” section that acknowledges the importance of community support, reinforcing the collective impact message of the initiative and what it provides for the community.
Blog Page
The Blog Page will showcase stories related to the initiative and provide inspirational content for youth athletes. It will feature a prominent call-to-action to explore recent stories and highlight one featured blog post with a teaser and "Read More" button. The page will also include a subscription option to keep the community engaged with ongoing content.
The blog will serve multiple strategic purposes. It will offer inspirational content for young athletes like “Shoot For The Stars: Stay Strong, Dream Bigger”—and feature real messages from kids. It’ll also help increase visibility for the initiative through shareable content and act as a platform for ongoing communication. A subscription option will support future marketing efforts by building an email list. From an SEO perspective, consistently updated blog content will boost the website’s search visibility. Posts will follow a teaser format designed to spark curiosity and increase click-through rates by encouraging readers to explore the content and website fully.
Overall, the structure of this website will do more than inform but it will guide visitors toward real engagement while reinforcing the core message that this basketball competition is about more than the game. It’s about “Shooting Hoops, Changing Lives.” and coming together as a community.