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SITUATION
American Camp Association (ACA) website was outdated and non-responsive, losing younger audiences to competitors or left out of the camping industry. The current structure did not allow the staff to execute strategies or innovative ideas. Content is buried and the information architecture is currently confusing to staff and public.
VISION AND STRATEGY
ACA’s vision for the future is to enhance the quality, value, and reach of the camp experience. Specifically, to double the number of children and youth who have a quality camp experience by the year 2020. The two focus areas will be to Rebrand the Camp Experience and redefine what Camp means and provide ACA staff a foundation to work on.
How can we do this: We must create a website that is a current, engaging, topic-based content. It is recommended that ACA first work to make all of its existing content action-focused by:
1. Using direct, user-friendly and succinct language
2. Incorporating visuals to help the audience’s complete tasks and consume content
3. Following web writing best practices to create compelling, easy to scan text
Completed tasks including but not limited to - Audience Analysis, focus groups, surveys and in-person interviews, keywords and SEO, website actions and content review, etc.
Amongst several issues with the old site (as seen below), the old site was not ADA compliant and used scanned text and image downloads which are not industry standard and poor user experience design. Branding colors were not translated to the proper RGB or HEX values and did not provide the proper brand exposure to the viewer. Images were not curated and several team members were making changes without a communication plan or structure in place.
RELAUNCH
Upon completion of surveys, focus groups, testing, staff training a process was created for all future updates and control methods. The site was broken up into two facets: one for families or parents and one for the camp community. This allowed the site to be tailored to two very different audiences and their needs by separating the information served.
To see the updated site, please visit acacamps.org
The complete strategy will be provided upon request.
Team Included: Tom Schenk, Paul Bidwell, and Balance Interactive.
SITUATION
Needed to create new marketing material for admissions to use to gain the attention of undergraduate, domestic students.
VISION AND STRATEGY
Engage rising high school seniors (who are prospective undergrad students) and prospective transfer students—giving them compelling reasons to apply to NYIT.
Target Audiences
Primary: First-year (local teens/ young adults), ages 18-24
Secondary: Transfer prospects
Tertiary: Parents of prospective undergraduate students, guidance/transfer counselors, and agents
Objectives
Create a modular printed recruitment piece for NYIT undergraduate programs to be mailed to rising high school seniors in the United States.
- Tell NYIT’s story in visually engaging ways with minimal text
- Drive readers to the web for more info and to apply
- Suite should be usable for at least two years
- Shell/container: should have content that is “evergreen” (accurate for several years).
- Inserts: one or more of the inserts may be designed to be updated more frequently
- As one of our first recruitment touch points, messaging must be consistent with the rest of recruitment materials in the cycle.
Messages
Copy should be compelling, concise, and integrate seamlessly with the visuals.
LAUNCH
As Creative Director and lead (project manager), the team consisted of several key players and included new initiatives such as a behind the scene video during the photo shoot session to capture the students, in their own words as to why they chose to attend NYIT.
To live the experience please visit NYIT FIND OUT "behind the scene video"
The entire modular piece can be viewed here
Driven by a storytelling approach.
Trained in LEAN Six Sigma processes with an efficient and analytical mindset.
Implementing the latest marketing trends
with a strategic and measured approach.
A hands-on, strategic, creative and innovative leader, utilizing the newest technologies and design thinking tactics.
My passion is to influence people through design and having the integrity to implement revolutionary ideas
with form and function. Consistency, listen, observe, teach and always seek measurable outcomes.
Angela is a pro who brings a great design eye and expertise to web, mobile, or print. Angela is hard working, unflappable under pressure.
I worked with Angela on multiple interactive initiatives at Time Inc. She has an acute attention to detail, vast experience and abundant talent for design.
Angela is dedicating to cultivating and developing the teams she leads, and her management style fosters collaboration among individuals.
Angela is a reliable, creative and always delightful to work with -- I am impressed with the diversity and innovation of her ideas.
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