AIDA-Salt Lake County Parks & Rec
- Dec 1, 2016
- 3 min read
So what is AIDA?
AIDA stands for attention, interest, desire, and action. It is an acronym used in marketing and advertising, which helps marketing managers develop effective communication strategies and communicate with customers in a way that better responds to their needs and desires.
Attention/Awareness: The "A" represents attention or awareness, and the ability to attract the attention of the consumers.
Interest: The "I" is interest and points to the ability to raise the interest of consumers by focusing on and demonstrating advantages and benefits (instead of focusing on features, as in traditional advertising).
Desire: The "D" represents desire. The advertisement convinces consumers that they want and desire the product or service because it will satisfy their needs.
Action: The "A" is action, which leads consumers toward taking action by purchasing the product or service.
As a newly acclaimed resident of Salt Lake City, I wanted to explore a little more about my community. So I Google searched about parks and recreation in my area. Salt Lake County's Parks and Recreation website showed up high on the list so I decided to investigate a little bit. I discovered that this website displays a few good examples that relate to the AIDA Marketing Model.
Attention and Awareness: aesthetic enhancements can be used to get the audience's attention.
The Salt Lake County's website is grabbing my attention through strong imagery and typography.
The page's use of simple headings, bright colors and a healthy amount of whitespace maximizes their attention grabbing effect.
What mostly got my attention was how colorful, inviting and clean their homepage looked.
The different colored buttons make it easier for the audience to find what their looking for.
Because there is a healthy amount of whitespace, their mission statement is displayed clearly in the upper third of their home page.
The SLCO Parks and Recreation home page, shown above, makes effective use of strong typography, color and imagery, using a very friendly phrase to grab the user’s attention. The sentence “…Improving lives through people, parks and play” expresses something important about the organization's view of recreation, doing so distinctly and beautifully.
Interest: how will this service help the audience?
Parks and Rec uses Interest through practical benefits.
The home page had a link to their newest "Proposition A"- In November 2016, Salt Lake County residents voted to approve the Parks & Recreation Bond, which will authorize the county to issue $90 million in bonds to build new parks, trails, recreational amenities and a recreation center, as well as renovate and improve existing facilities. The Parks & Recreation Bond will provide $59 million to build 11 new projects in Salt Lake County, and $31 million for maintenance and improvement funding for existing projects. Each project fills current and future recreational needs of the citizens*.
I was very interested in learning more about Proposition A and its effects so I continued to read about it.
The site containing more info about the Parks and Recreation Bond lists how these changes and improvements will benefit them and the community.
Desire: a natural extension of interest.
Creating desire through organization of content.
The navigational menu on the left-hand side makes gives the user a chance to keep looking around and offers them specific titles of the page that they're transitioning to.
The home page gives even more options for the user on it's navigation menu. So if the user goes back to the Parks and Recreation Home page they have plenty of opportunities to really keep searching for everything parks and rec related.
Action: provide ways the user can take action.
Now that I have done some research I am very motivated to possibly attend a public meeting about the Proposition A or maybe a different Recreation Event.
Especially since I work for Salt Lake County and that my major is PRT it drives me to help out as much as I can.
The website also offers a chance to link up through social media by providing links to their Facebook and Twitter on their home page.
Offering links to get involved truly helps the user take action.
This website is a very organized website and does a great job informing the public about their department as well as the county in general. I felt like the navigations were very simple and straight forward and I was able to find everything I needed very easily. I think this website fulfills the AIDA concepts exceptionally well because they use the Attention and Awareness tool to grab their audience's attention and then they put content that the public cares about on their website so it leads to more action being taken by the public.
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