Situation

The American Outdoorsman television show is the longest running outdoor show in America. The creators needed a new vibrant image to go with their new TV show branding. They were also interested in creating a loyal group of followers, inform them of upcoming shows, as well as getting them engaged in the Web site to purchase associated merchandise.

Plan

Create a dynamic multimedia Web site, including video, social media, podcasts and e-commerce, that would also allow the staff of the American Outdoorsman to easily update the site on a regular basis.

To increase loyalty and engagement with the brand, we also decided to add a community/membership portal that allowed visitors to become members of the show. Members would gain access to "membership only" content, communicate with the outdoor professionals on the show, communicate with each other regarding fishing, hunting and other outdoor activities.

Measure

The American Outdoorsman is able to track their site using web analytics, to understand their audience's engagement with all of the features of their new site an d membership area. The staff is able to update the site themselves, allowing them to keep visitors up to date with the television and radio show's topics during the season, and respond to their visitor and community needs.