Award-Winning Custom Website for Roanoke Parks and Recreation

Project Overview

The City of Roanoke, Virginia’s Department of Parks and Recreation hosts 2,000 public activities each year and manages 14,000 acres of public land, including 65 parks and plazas, seven recreation centers, seven greenways, two swimming pools, and more than 90 miles of trails. In the fall of 2016, they issued an RFP for a website redesign. Their marketing coordinator sought a website that was user-friendly, accessible, mobile-responsive, and designed to drive lead conversions and activity registrations.

Gold PRSA Award-Winning Website



Award-Winning Website for the City of Roanoke Developed by 434 Marketing

Our Solution

434 submitted a bid to the RFP and was awarded the contract. We began working with the City of Roanoke in December 2016 and launched their website three months later. Our process began with data collection and feedback from leadership. The client also sought input from community members and City personnel. Their collective feedback guided the development. After reviewing user heatmap and behavioral analytics data with the client, we built a custom, mobile-responsive, and ADA-compliant website for the Roanoke Department of Parks and Recreation developed on the WordPress CMS.

Service Overview:

Design and UX Strategy
Mobile-friendly and Fluid Responsive Design
Full Event Calendar System for 2,000 Annual Events
Custom Parks and Facilities Search Map
Custom Pages for Park Information
Parallax Video Call-to-Action Sections
ADA Compliant Design
Backward Compatibility for Browsers
Ongoing Maintenance, Hosting, and Technical Support
Embedded Language Translation Options for Accessibility

Project Outcomes

The City’s investments in improved website navigation, usability, ADA compliance, and the integration of interactive elements paid off within months. The new Play Roanoke website was launched in March, and within six months the City of Roanoke observed a 30% uptick in community recreation program registrations. The new website generated an average of 100 new leads per month, caused a substantial increase in inbound traffic, and was awarded a 2017 Gold Summit Award from the Public Relations Society of America.


Increase in activity registrations within six months of launch


Average monthly leads generated within six months of launch

Gold PRSA Award

Web design earned a 2017 Gold Summit Award from the Public Relations Society of America

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