Areas of Focus
With competing internal concerns about content presentation and messaging, NSBA had been unable to develop a compelling communications strategy or online presence to reach its target audience. Because of this, NSBA's digital approach was fragmented across its various business units, preventing it from achieving its three key goals of increasing advocacy capabilities, delivering greater value to members, and driving revenue through current and prospective business partners.
agencyQ audited NSBA's digital properties, led stakeholder interviews with NSBA staff, board members and state school board communications staff, and conducted a brand audit and competitive analysis through social listening/monitoring. This analysis found that shifting priorities were compromising the efficacy of NSBA’s message and brand and that users were looking for stronger messaging. agencyQ helped craft more effective messaging that could be implemented through engaging site design.
For the UX and design phases, agencyQ needed to consolidate different business units under one cohesive brand. agencyQ created a visual style guide that was more modern and matched the tone of the NBSA brand and messaging, including new typography, color palettes and logo suggestions. agencyQ resolved content findability issues with new navigation and built and migrated the new site on Sitecore allowing NSBA the ability to scale its digital presence.
With the launch of the newly redesigned site, NSBA is now able to provide the content and resources its members find valuable while delivering redeveloped messaging and thought leadership that engages members. Using Sitecore’s powerful customer experience abilities also enables NSBA to create personalized campaigns that drive impact towards its advocacy and development goals on a stable, scalable platform.