Design -- Website

Situation

In 1996, c21 created www.got-milk.com on behalf of the Southeast Dairy Association. The site is an educational resource for kids ages six to 11 and is designed to promote the importance of including three servings a day of milk and dairy foods in a healthy eating plan to grow strong bones that will last a lifetime.

Challenge

communications 21 was charged with redesigning the Web site to keep it educational but also to differentiate it from the national gotmilk.com site, which is geared towards an adult audience.

c21 Solution

c21 developed a plan to make the Web site more interesting for kids, as well as easier to navigate and less commercial-looking than the national site. c21 used dairy images to further promote milk and dairy foods to kids by creating sections like mmm...Milk, Better Bones, Kids in the Kitchen and Fun and Games. The firm created a dynamic site where kids would want to spend time surfing for information, looking at recipes, playing trivia, reading "cow" jokes, and creating their own colorful art, while learning about the benefits of including tasty dairy products in their diets.

Refreshing new content on the site is now more youth-oriented, and the Southeast Dairy Association is able to get its messages across more effectively. To capture kids' interest, the number of images on the site has increased and the colors have been changed to more vibrant primary colors, including yellow, red and purple.

To drive traffic to the site, c21 created a flyer of the home page, and provided it to more than 300 schools in the Southeast region.

Results

The revised Web site went live in 2005, and the updated design has been successful in reaching the target audience. Throughout the past year, the site has averaged approximately 1,800 hits a day. Once they've logged on to got-milk.com, viewers visit approximately 3 ½ pages and stay on for several minutes, enjoying the educational and fun facts.