Business Communication Group - Strategic Marketing Solutions

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Indiana Downs

Situation
Indiana's newest horse racing facility was due to open in December 2002. With a new facility, developing a presence in cyberspace and using Internet marketing to attract existing and new horse racing fans was imperative.

Solution
BCG members developed an interim site to provide information while concentrating on the final web site that matched the track's logo colors and focused on the key goals the client identified. Launched on December 6, 2002, the day the track opened, the site was developed to primarily support standardbred horse owners and fans, and created the beginnings of Internet marketing efforts with an opt-in news e-gram.

Success
Over the first month of activity, the site received more than 1,000 visitors a day and nearly 150,000 page views. The opt-in list started with approximately 300 members and grew to more than 800 by the end of the first month. The site was updated daily to reflect new results, entries and condition sheets.