Interactive: Gateways

More appropriately called "Content Rich Doorways," these special web pages serve a very important (and legal) purpose for companies. Basically, they are normal web pages that usually (but not always) include informational content, but always include a submittal form. They can be as simple as one page with one contact form, or as complex as a microsite. Ultimately, the purpose of these pages are to generate leads for the company, to clean their current database of contacts, or to provide users the opportunity to receive more information.

I have created hundreds of these mini-online campaigns, and through experience and research, I've been able to develop gateways that have generated amazing response rates for my clients. I couldn't possibly list all the types of gateways I've created these past few years, so below you'll find a small representation of some variations good gateway pages can take.

Thumbnails expand to full snapshots, as well as details on the particular project.

CrossCom Microsite

Originally, this project was only intended to be a simple gateway to supplement the printed direct mail piece. However, there was just too much information — important information — the client wanted to put on the gateway. I red-flagged the project before it got to the concepting stage, and as a result we were able to easily adjust the scope, client expectations, and budget on the project to expand to a microsite version of a gateway. The end-product resonated very well with the client and received a great response rate.
An example of the gateway form.

Zellmark Gateway

An example of a gateway tied to a direct mail piece. The DM, designed by another artist, had a very distinct look from the company's web site. I designed the gateway to reflect both the style of the printed piece as well as the site. The user would be able to access the gateway by entering their assigned ID Code from their DM piece.
A detail of the gateway page the user lands on after entering their ID Code on the first page. Not only did this gateway include a submittal form to request more information, but it offered helpful tips on printing and a sales pitch for the company.

Vesta, Inc. Gateway

The accompanying direct mail piece had no branding characteristings, so I was given creative freedom when designing this gateway. Thus, I designed the gateway around the giveaway offer: a GPS navigation device. The navigation theme also played well upon the actual purpose of the gateway: to determine which location the user planned on attending to one of three tradeshows.
After selecting their particular tradeshow, the gateway form (which would be pre-filled with their contact information from the direct mail piece — not shown) also would show a map of their location depending on the user's selection.

Thomas C. Wilson Gateway

This gateway was tied to the eNewsletter, but modified to incorporate the look of the advertisements and e-mail blasts that promoted this product.

MarketSense gateway

This gateway was tied to an e-mail that was sent out. The e-mail itself had no specific branding characteristics, so I designed it to incorporate the look of MarketSense's web site.

TMI Research microsite

This gateway/microsite was an online version a printed survey that was mailed to a list. The printed piece, designed by another artist, was printed in 1-color and had limited design, so I was free to reinterpret the design in any way I felt appropriate. By repurposing the typography and coffee imagery, the microsite related very strongly to the printed piece, while expanding upon its spirit and adding more visual interest.