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The Boston
Redevelopment
Authority www.bostonredevelopmentauthority.org
Industry Government Partner Boston Interactive 529 Main Street Suite 210 Charlestown, MA 02129 USA www.bostoninteractive.com Contact Chuck Murphy [email protected] 617-241-7977
Background The Boston Redevelopment Authority (BRA) is the City’s urban planning and economic
development agency that works in partnership with the community to plan Boston’s
future while respecting its past. Goals The BRA partnered with Boston Interactive to revamp their entire digital strategy
through the development of a new website that would reflect their values of
accessibility and transparency. It was important that the new online presence
accurately portray the organization’s positive impact in the Boston community and
successfully showcase their commitment to residents.
Challenges A major challenge of the project was to provide BRA constituents with accurate,
relevant, and timely information. To accomplish this, the website needed to enable
numerous members of the BRA staff with the ability to edit their respective
departmental pages documents and events. Boston Interactive was tasked with
developing a dynamic workflow to support this while ultimately delivering a positive
user experience for all website visitors.
Solution The new BRA website strives to boost public involvement by providing visitors with
increased access to project and agency
information. The homepage features an
interactive map of Boston’s
neighborhoods that users can click on to
access “At a Glance” landing pages with
development news and information
specific to each area. It was important
that the new website empower users
with direct access to documents and
information that previously required a
phone call or a trip to the BRA’s offices.
With this in mind, Boston Interactive
created online Document Center and Calendar sections that maximize the
transparency of the organization through quick access to relevant content and the
ability to refine results through dynamic filtering options.
The website also includes the following features:
1. MailChimp and Kentico Integration: When users enter their email address,
they’re automatically subscribed to the mailing list that’s custom-catered for
their specific neighborhood.
2. Projects: Integration with the BRA’s database (separate to Kentico) enables
information regarding individual projects to be automatically pulled in to the
new site.
3. Blog Consolidation: Boston Interactive migrated previous news stories from a
disparate blog so all BRA news is now housed within the main site.
4. Workflow: The site now utilizes Kentico’s workflow capabilities to make for
timely, efficient updates according to the BRA’s internal resource responsibilities.
5. Document Center: This area features elaborate filtering and refining
capabilities to allow website visitors to more quickly and easily find the content
they seek.
6. Content Distribution: A dynamic tagging systems allows news items to be
related to specific neighborhoods, business initiatives, or events so that content
is shared across multiple URLs throughout the site according to topic or
relevance. For example, an event taking place in Allston is not only featured in
the Events section, but in the Allston Events section as well.
Results The new website has drastically improved the BRA’s digital presence by presenting a
more unified, transparent and accessible brand. The website has received much
positive feedback among the Boston community as a result of its dynamic database
integrations resulting in the ability to provide users with increased information and
resources that were previously only available at the BRA offices.
Four months after launch, the new Boston Redevelopment Authority website yielded
significant improvements including:
20% increase in website visits
33% increase in average visit duration
18.6% increase in mobile user growth
29% decrease in bounce rate
Statistics via Boston Redevelopment Authority.
Testimonial “The challenge of this project was to create an engaging user experience that would showcase BRA projects and build trust with each user.We are thoroughly pleased with the result and are confident that this new marketing tool successfully highlights the BRA’s positive impact on the city of Boston.”
Chuck Murphy Founder and CEO Boston Interactive