Project Details

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Project Brief

FineLine has been working with Visit Muskegon, formerly the Muskegon County Convention & Visitors Bureau, since 2006. In addition to overseeing their brand, we continue to manage creative strategy and campaign elements to promote Muskegon County tourism. Their re-tooled website is the hub of information on events, attractions, and tools for planning a trip. Other efforts such as email news, social media, magazine ads, media, and billboards drive users to the website to begin their adventure.

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More Details

Visit Muskegon challenged us to improve their website to better serve tourists and residents. We transitioned their website to a responsive designed, mobile-friendly website. With tourists in mind, we developed a community directory to make finding attractions, parks and services easy.

We helped Visit Muskegon transition to a new calendar module that not only allowed for event submission but also added social media sharing. Both the Visit Muskegon website’s sitemap and visual appearance were updated, clearly directing visitors to the information they are seeking.

  • Assisted in content organization
  • Provided technical support on domain/hosting accounts
  • Front-end website design based on client branding
  • Developed a community directory
  • Transitioned current calendar to new calendar solution that allowed submissions, multiple viewing options and social sharing
  • Customize website CSS
  • Integrated email marketing account opt-in
  • Social media integration
  • Provided content management system (CMS) training and guide
  • Ongoing support through web maintenance

FineLine assists Visit Muskegon in numerous print efforts including billboards, ads and trade show materials. The marquis project is the annual Visit Muskegon Guide and the Meet Muskegon Planning Guide.

Both guides were strategically planned and designed to target specific demographics while highlighting the features that are most attractive to Muskegon County - beach, restaurants, lodging, entertainment and more.

As part of the overall strategy, FineLine works closely with Visit Muskegon to develop bi-monthly emails promoting upcoming events, attractions and updates specific to Visit Muskegon. All emails compliment the website's event calendar as well as in-house social media management.