Downtown Detroit Partnership (DDP)
Website Redesign
Tree Parking
Downtown Detroit Partnership (DDP) is on a mission to make a difference in the heart of the Motor City.
Opportunity
The DDP is leading the charge with its strategic initiatives and programs that support and strengthen downtown Detroit. They bring together a coalition of business, philanthropic, and government partners to create a resilient urban core for Detroit and the surrounding region. DDP’s strategic initiatives include six parks and the Downtown Business Improvement Zone (BIZ) in Downtown Detroit. These initiatives are the cornerstone of DDP’s ongoing city vitality efforts, but the message wasn’t getting seen. They needed a new website that makes accessing information about Downtown Detroit businesses and parks an interactive and user-friendly experience.
Advocacy
CRIMSON’s role was to make sure that the DDP’s digital presence stood out from the crowd. Through both functionality and style, we created a modern, visually appealing, and intuitively designed website that speaks to the DDP brand and their target audience. We also crafted a custom content management system administrative interface that allows for easy content editing.
We integrated key DDP services into the website to increase usability and internal workflow efficiency. At CRIMSON, we’re all about making things easier and more efficient for our brands, just like we did for the DDP team and the metro Detroit community. Through positioning the DDP website as a “best in class” and “forward-thinking” go-to resource DDP’s digital presence is now stronger than ever.
Transformation
The new DDP website is built on a modern site architecture that’s sleek, sophisticated, and designed to showcase its purpose. Every aspect of the website is seamlessly integrated and easy to navigate for the wide range of DDP audiences.
Immediately after launch, every possible data metric increased dramatically:
- Users from Organic search – 541% increase
- Users from Social Media – 535% increase
- New users – 373% increase
- Pages per Session – 16% increase
- Average Session Duration – 42% increase
- Bounce Rate – 25% decrease
- Average Page load time – 30% decrease
The statistics are great, but It’s not just about the numbers. What’s more important is the impact that this web brand relaunch had on the DDP. We raised awareness and positioned the DDP as a differentiating resource in a sea of Detroit-based acronym organizations (DDP, DRP, DEGC, DMCVB, DRC, DWSD, etc.). The results speak for themselves. DDP is helping businesses, visitors, residents, and other downtown stakeholders easily navigate and understand what’s available for a meaningful downtown experience.
DowntownDetroit.org
