Four providers of student tours – Educational Tours, National Events, Travel Adventures and New Horizons Tour and Travel were brought together to form Brightspark, a new full-service student tour operator. Brightspark develops, plans, and manages educational and performance related trips for student and youth groups.
Leisure, Travel, & Tourism
Brightspark came to Digital Bridge Solutions with the challenge of launching their new brand and wanted a compelling website to match the personality, spirit and core values of this new identity. When preparing for the launch, they faced the challenge of communicating this brand to customers in a way that maintained the brand loyalty from existing customers while generating excitement from new ones. Previously, Brightspark’s IT team supported and updated the various company websites using 4 outdated versions of a Web Content Management System (WCMS) which lead to efficiency and scalability issues.
After launching a microsite to begin communicating the brand transition, Brightspark engaged Digital Bridge to create a new website that would showcase the entire trip catalog while allowing the marketing team to manage the website content themselves and alleviate the maintenance stress placed on the IT team. The Digital Bridge team utilized the Drupal 6 WCMS platform with an integration to Microsoft Dynamics CRM to meet this objective. Digital Bridge Solutions conducted customer interviews to identify key user segments and ensure that the new site would address the motivations and needs of a user population that includes schoolteachers, band instructors, and parents. Digital Bridge Solutions designed, developed, and created content for the new site as part of a comprehensive effort to breathe life into the brand. Digital Bridge also worked with the Brightspark IT team to develop a roadmap for retiring the existing legacy brand sites and decommissioning the outdated WCMS platform, and worked with the Marketing group to create an integrated marketing calendar (web, print, email, social media).
The new site allowed Brightspark’s marketing team to easily manage and update the website content, imagery, promotions, and trip catalog on demand. The site featured an integrated discussion forum and blog which has created an ongoing dialogue between the brand, teachers and parents as well as links to complementary social media outlets (FaceBook, Twitter, YouTube) which were activated as part of the project.