Cases
Overtime: from consulting to advertising launch
Overtime: from consulting to advertising launch
2023
Address:
www.over-time.ru/the site
Sports camp Overtime
A young project in the field of children's and sports recreation. The project team combines active recreation and sports training in its programs. The team has developed an effective training methodology that in a short time helps to develop team and personal skills of players. Together with it, the team The project has a lot of excitement and enthusiasm, which is necessary to launch any new business.
The camp has unusual pricing
The cost is divided into two payments. A fixed payment that includes room and board, and an additional payment after the shift that includes team compensation.
Task assigned
by the customer:
Make a website, advertise and start selling children's basketball camp services
Project Summary
Starting work:
June 2023
Complete work:
September 2023
What problems did we solve:
What tools did we use:
Yougile
CSS
Word
Vue.js
Excel
Nuxt.js
Figma
Node.js
HTML
Head and hands
Designed the structure and wrote the text of the page
We set ourselves the task: to make a normative website and fit it on one page. For such a project, it is important to be able to place content - a lot of content - and the site should help the user navigate through it.
In addition, the website publishes important information for clients: dates, necessary documents, where you can book and pay for a shift.
Created corporate identity
The corporate identity is based on colors that are associated with basketball: orange, yellow, black.
To emphasize the age of the project's audience, we used an additional italic font in some blocks, which resembles handwriting, in several colors.
Sites
Developed prototype and design of the site
The text and all user scenarios were designed in the form of an interactive prototype. We held a focus group among the team and close friends: it showed 3 bottlenecks in our scenario. After fixing the UX, we handed it over designers to draw the layout.
In the layout we use three different fonts, instead of the standard pair. Some of the elements are an imitation of careless drawings. They successfully complement photographs and rounded fonts. The main form of the layout is basketball.
On the first screen we made an interesting solution from stock photos: the key visualization - a girl with a ball - is complemented by 2 other photos, black and white and with transparency. The composition looks dynamic and conveys the mood of a basketball game.
Launched short version of the page
For tests on a live audience, we launched a short version of the site, which consisted of 4 elements:
- First screen. It contained an offer and a video filmed on one of the shifts.
- A screen with shifts and check-in dates. It described in detail the upcoming dates and their composition.
- Daily routine. This is important information for parents; according to our research, it ranks 2-3 in importance when making decisions .
- How to get to the camp. A simple diagram describing the steps “How to register a child”
We came up with a quiz form
The form contains 4 steps:
- On the first step we ask the user to fill in the child’s data: name, gender , level of sports training and expected dates.
- The second step suggests choosing sports activities that the child likes.
- On the third step non-sports activities are presented: board or communicative games, quests.
- On the fourth we ask indicate important details, notes and wishes, as well as fill out contact information and a convenient time for contact. The number is verified using an SMS message: this is how we weed out bots and clicking targets in Yandex.Direct.
We laid out the page and made a static Vue application
The page is statically rendered on vue.js + nuxt.js and generated using a node server.
Layout in accordance with the latest (as of August 2023) search engine requirements. Page loading speed before installing counters - 0.8 seconds.
We launched the website, we set up and launched advertising
The site is compiled as a static HTML document using node.js
1.5
minutescompilation time
1
secondspeed loading page
Together with the launch of the site, we launched a full-fledged advertising campaign. The launch of the campaign coincided with a seasonal drop in demand: from September to December, the demand for summer sports camps is minimal.
In advertising we use both direct queries and related and informational queries.
Features of the project
- When working on the project, we used a neural network to generate images. Images for the quiz were generated with its help.
- In one of the concepts it was planned to use a teddy bear-trainer as a key visualization of the hero, but he had to be abandoned due to the controversial whistle in his pocket.
- Since the events are taking place in different places, in the application form we display the location and dates of the event.
- The activities of the second and third steps of the quiz form that received the most votes are included in the shift schedule - therefore, each shift is unique.
Developed SMM strategy and content plan
To work on social networks, we created a Telegram group and a VK group. We developed a content plan for their management.
We suggested using a large number of popular vertical video formats, with short clips of basketball games. Entertainment content 2-3 times a day. We developed several online activities and competitions: they are related to community content and take place over several weeks.
Some numbers
1
neural network
helped us with pictures for the quiz and website
3
hours
elapsed from the moment the advertisement was launched until the first application was received
7
person
as part of the team that worked on the project
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