Challenge
Herff Jones is a major supplier of high school graduation products, with annual sales of $500 million. The company charged Finelight with creating a compelling microsite experience that showcases the unique quality of its graduation products and builds excitement for the Class of 2010 graduation celebration.
Results
In order to appeal to a wide audience range, Finelight developed a balanced site design that is both fun and informative. Finelight created fun elements to engage students (secret sharing functionality, ring tones) and useful information (catalog, graduation etiquette, graduation checklist) to attract parents. Since its launch, 2010totheworld.com has had more than 5,300 unique visitors, exceeding the target goal. Visitors view an average of five different pages and spend about four minutes on the site (versus an average of around 27 seconds per page).
