Arizona Office of Tourism

Restructured the state’s enormous consumer-facing tourism website, www.arizonaguide.com, turning it from an outdated collection of listings and static content into a dynamic, user-centered guide to all things Arizona.

Developed a sitewide content model that related disparate databases using content criteria and business rules to display contextually relevant city information, itineraries, feature articles, and business listings to users.

Trained staff on content management and workflow, developing blog practices, metadata requirements, and editorial guides.

Launched the initial website and corresponding content strategy in 2009, then led ongoing strategy for enhancements, including:

• Leading research and developing audience-appropriate content strategy for international microsites in French, German, Spanish, and Japanese
• Using site search data to inform homepage content and improve the search logic
• Overhauling the site structure to link related information about landmarks, things to do, places to stay, and feature articles based on city metadata
• Launching an ePostcard application to drive users to share Arizona imagery with others via email and social media
• Developing a more experiential approach to site content by incorporating blogs, photography contests, and social media tie-ins into related content