Williams Randall provides strategy for revamped IndyCar Series website

10.19.2011

Indianapolis, Ind. - The IndyCar Series wanted to know how it could revamp its website, INDYCAR.com, to better serve its fan base. They hired Williams Randall Marketing to conduct extensive research and planning to improve the online experience for the site's visitors.

The two-month research and strategy project involved a number of steps. First, the agency met with IndyCar personnel to set specific goals for the site. Next, Williams Randall took several measures to assess IndyCar's online audience, including on-site surveys during racing events and personal usability interviews with several levels of racing fans, from avid enthusiasts to more casual newcomers. From that information, Williams Randall was able to create profiles of typical web visitors so the redesigned site would relate better to them.

Williams Randall also assessed the needs of organizations that advertise on or sponsor the IndyCar Series website. This research enables IndyCar to better address advertisers' needs so they get the maximum benefit out of their investment.

The results of all of these projects will lead to a more beneficial organization and design, plus some potential new features, for IndyCar's redesigned website.

About Williams Randall Marketing

Williams Randall is a full-service market-communications agency focused on delivering creatively fresh, strategically sound, measurable marketing programs for its clients. With offices in Indianapolis and Terre Haute, Ind., Williams Randall works primarily with Midwest clients in a variety of industries: tourism, education, entertainment, consumer goods, health care and financial services. Find out more at williamsrandall.com.

CONTACT: Gerry Randall, 317-972-1234 ext 205 or 317-416-9101