Case Study: The Great Tours: Washington, D.C.

About This Project

“In 2018, The Great Courses launched their ‘The Great Tours’ series, showing off must-see spots around the world. When the focus shifted to Washington D.C., that’s where I came in.

Partnering up with The Smithsonian Institution, I aimed higher than just the usual marketing playbook. My goal? Turn this video series into a full-blown, interactive multimedia experience, reaching out to a whole new crowd of potential tourists and ‘armchair travelers.'”

The promotional trailer for the 24 episode series, Great Tours: Washington, D.C.

The Challenge

The primary challenge was pioneering a strategy to transform a linear video series into an engaging multimedia web experience—a project of this nature had never been undertaken at the company before.

This required:

Crafting a comprehensive strategy that extended beyond the website to include email and social media channels.
Overcoming technical limitations of the existing CMS, which required extensive research to identify and implement the right tools for hosting interactive elements.

The Results

The transformation of a linear video series into an immersive multimedia web experience stood as a testament to my strategic vision and seamless collaboration with The Smithsonian Institution.

At the time, The Great Courses boasted a comprehensive marketing ecosystem brimming with interactive content that not only engaged but also educated its audience.

This groundbreaking strategy had fortified the brand’s position as a leader in educational tourism and travel content, delivering information that was not just high-quality but revolutionary for the brand.

When we first started filming 'The Great Tours,' we envisioned it as a comprehensive video guide to Washington D.C. The interactive features we added later were a total game-changer. They transformed our series from a armchair 'watch-only' experience to an 'engage-at-will' adventure. It was truly amazing to see the traditional filming we did so dynamically complemented. It's like we've given our audience the keys to the city, not just a map.

Alisha R.Senior Producer, The Great Tours: Washington, D.C.

The Numbers

0 %

Direct Sales Impact:
Content site CTAs delivered.

0 %

User Participation
On-page interactive elements.

0 %

CTA Click-through:
Special offer engagement.

Top 0

Google Rank:
“Washington D.C. tours” keywords

The Process

Research & Analysis

Conducted a comprehensive audit of existing content and user engagement metrics to inform the new strategy.

Content Strategy & Planning

Developed unique landing pages for each episode, featuring interactive polls, quizzes, downloadable tour maps, and additional resources.

Promotion

Leveraged both The Great Courses and Smithsonian branded channels for social media and email campaigns

SEO & Analytics

Optimized on-page elements and utilized analytics tools to guide organic traffic to the new content.

Monitoring & Adjustment

Regularly reviewed engagement metrics to fine-tune the strategy and make necessary adjustments.

The Tools and Software

Wordpress

Served as the primary content management system for creating and maintaining landing pages.

WP Plugins

Eight custom plugins provided additional interactivity for special features and services.

Google Analytics

Provided real-time metrics on site performance, user behavior, and conversion, driving strategy adjustments.

SEMRUSH

Tracked SEO rankings and informed keyword strategy adjustments

The Conclusion

The strategic transformation of “The Great Tours, Washington D.C.” into a multimedia interactive experience was a resounding success. Not only did it meet the high expectations of stakeholders, but it also led to a significant increase in sales and user engagement. The project serves as a compelling example of how a well-executed content strategy can drive meaningful engagement while seamlessly integrating with broader business objectives.

Learning Paths for Customer Retention

The objective here was to create a “first step” strategy aimed at guiding subscribers to relevant content within an expansive video library.

Content Marketing Site Development

I turned a vast video library into a top-of-funnel asset, boosting organic traffic and integrating seamlessly with existing marketing.

Rebranding Wondrium Daily

Revamping a high-traffic educational hub, I bolstered direct and organic engagement while seamlessly transitioning to a new brand identity