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Portfolio

Developing a family of effective golf and travel websites

Client: Fred Mercaldo, Scottsdale.com
Services: Design, development, PPC marketing (AdWords)
Projects: scottsdale.com network (2004), Hospitality Tee Times & Troon Golf Vacations (2001-2007), Troon Golf Academy (2006-2007), PPC management (2007)

Stevens Media is proud to have worked with Fred Mercaldo on several different website projects over the past 6 years.

In 2004, Mercaldo—a leader in the Arizona golf and travel industry since 1997—acquired scottsdale.com. He then purchased the scottsdaletravel.com domain name from Stevens Media and hired Sam to produce four websites for his new Scottsdale network. The layout and four color variations were created by Scottsdale graphic designer Todd Reinsch, based on Sam's earlier designs for Hospitality Tee Times and Troon Golf Vacations (see below). Sam then coded the layouts and produced the 20-60 page websites: scottsdale.com, scottsdaletravel.com, scottsdalegolfing.com and scottsdalerelocation.com. The latter included a customized property management system. (In 2005, the focus of scottsdale.com shifted and the four websites were merged into one new website.)

Stevens Media's involvement with Fred Mercaldo's companies goes back to 2001 when Sam was hired to design and produce the websites for Hospitality Tee Times and Troon Golf Vacations, now associated companies of scottsdale.com. These both underwent a major redesign in 2004 that applied a "family look" for the sites to share, followed by a minor redesign in late 2006 that further refined the user experience. Stevens Media also developed intranet and extranet websites for Hospitality Tee Times, including customer relationship (CRM), document (DMS), content and user management modules. In December 2006, Stevens Media designed and produced the Troon Golf Academy website, the newest of Mercaldo's golf ventures.

Earlier this year, Stevens Media overhauled the sites' Google AdWords campaigns, drastically improving performance and lead quality while lowering the cost per click (CPC).