Canon wanted a multi-phase microsite developed to support the Canon and Oce Professional Print campaign in the build-up to DRUPA 2012 exhibition and beyond. Key objectives of the microsite were to facilitate and stimulate interest in registering for the DRUPA exhibition via Canon/ Océ, to increase the registrant to attendee conversion ratio and to generally increase the frequency and quality of engagement with microsite visitors by driving traffic to a Twitter page.
The main functionality of the microsite was the registration form and the posting of this registration data was one of the challenges of this project. The captured registration data needed to be posted to 3 different entities; the DRUPA conference site, Canon’s CRM Salesforce System and Salesforce itself.
The integration needed to post the data to Salesforce was the biggest challenge but, as always, our development team persevered until they found a solution.
The other major challenge to this project was the time constraints; however thanks to all the developers’ hard work and project management we met all the client deadlines.
There were 4 phases of microsite development prior to the DRUPA exhibition taking place from 3rd May 2012, with the final fifth stage being post-exhibition. The first phase of the microsite development involved setting up the homepage to work with 14 different European languages and the all-important registration form.
The second phase of the microsite introduced an additional 8 EMBU languages, much more content, video and images, and features such as a countdown to the DRUPA event, and a Twitter feed. This phase of development also introduced responsive design features to optimise the microsite for smart phones and other mobile handheld devices such as iPads. Given the time constraints of this project, we used an adaptive approach, which provided the standard fixed width layout, and then two mobile versions, for landscape and portrait browsing.
The third phase of development was to add a simple custom-built blog with a WYSIWYG editor, as well as new video and page content, and the fourth phase was post event changes.
With 3,000 registrations being made in the first two weeks of the site being live, registration for the exhibition proved to be a smooth and successful process.