Reinvigorating Downtown Boston: Leveraging Digital to Promote a Bustling Beantown

Multiple Stakeholders Find What They Need with New Web Design

Bluehouse Group is the trusted web partner for the Downtown Boston Business Improvement District (BID). Boston BID chose to work with Bluehouse in 2012 when they were looking to create an online experience to reinvigorate interest in the area. The Boston BID district encompasses the financial district and office buildings full of workers, but it was less successful as a destination for shopping, dining, tourist activity, etc. 

Boston BID needed a website that would paint a new picture for visitors, business owners, residents, real estate developers, and organizations located in that area. The goal was to create a digital presence that would elevate the downtown’s brand and reputation, act as a catalyst for economic development, and attract more visitors.  

As part of the initial strategy development phase, Bluehouse Group interviewed community members and convened BID stakeholders to help provide critical insights. In addition, Bluehouse Group delved into Google analytics data to understand user behavior, referral traffic, key content pages and other metrics to inform the new site. We also did a review of Boston’s social media channels to assess which channels to promote on the new website, and in what priority.

The content strategy has worked well for Boston, emphasizing places and events in a map-driven dynamic layout that is run by an intelligent relational database that's wicked easy to use.

Services: consulting and strategy, customized workflow for submitting events into CMS, information architecture, user experience design, Google Maps integration, and website design.

Events

By promoting upcoming events— their own as well as community members’ events— there is continuous energy conveying downtown as a “happening place.”

Places

Businesses, restaurants, shopping, attractions are easily discovered. Maps make it easy for people to see where a place is located, and add handy filters for parking, ATMs, and historical landmarks. Featured places are selected on a rotating basis.

Itineraries

Users can create their own custom itinerary or follow one of the curated experiences. Itineraries cane easily be shared with friends via social media tools or email - no registration required. Learn more.