Areas of Focus
Having expanded beyond its initial mission of assisting the HST, STScI’s brand and messaging never were developed into a cohesive narrative to reach its multiple audiences. Now a thriving multi-mission organization with expertise in astronomy, scientific research, and public outreach, STScI needed to revamp its digital presence to enable its mission and build a brand that communicated its purpose. The Institute partnered with agencyQ to overhaul its digital strategy, redesign its website, and develop a supporting social media strategy and implementation plan.
To focus STScI’s brand and strategy towards its target audiences, agencyQ reviewed its many user groups and developed personas and created a refreshed visual identity highlighting the modern capabilities of the Institute and showcased STScI’s mission and vision.
With STScI’s personas in mind, agencyQ developed page templates to meet audience needs. The streamlined front-end user interface ensured search engine optimization, functionality, 508 compliance and security. agencyQ collaborated with STScI’s in-house team to integrate the new front-end code with the Institute's template builds and migrated the site to a stable CMS platform, enabling more efficient content updates.
To enhance STScI’s outreach in conjunction with its newly refreshed website, agencyQ performed a comprehensive social media audit, reviewing STScI’s social presence for tone, consistency, brand match, and best practices. From this audit, agencyQ developed a social media strategy to guide social media efforts, build followings, and improve engagement.
By providing a modernized user experience and focused social media strategy, STScI can engage its target audiences more effectively. The improved page templates and branding showcase STScI’s vision and purpose clearly, and CMS upgrades enable a better understanding of its capabilities as subject matter experts update content easily and accurately.