100 Years Young: How a historic brand stays digitally relevant #DMAWDigitalDay
Who we are S P E A K E R S Caitlin Rulien TJ Peeler C O M M U N I C A T I O N S L E A D U X D E S I G N E R M A N A G E R T O D A Y ’ S @ BeaconfireRED @lwv @ tjpeelerUX @sayscaitlin
About the League of Women Voters EMPOWERING FEMALE ACTIVISTS TO BECOMES CIVIC CHANGEMAKERS ON A N ATIONAL, STATE, AND LOCAL LEVEL 100 Years 700+ 10 Million Since 1920 State & Local Leagues Voters reached in 2018 Educating voters about Empowering people through Engaging and building a proactive engagement with more representative candidates running for local, state, and national offices. Legislators. electorate.
About Beaconfire RED 47 SMART ANALYTICS, MARKETING, UX, DESIGN, AND TECH EXPERTS SUPP ORTING YOUR CAUSE Digital Engagement & Marketing UX & Visual Design Web & Mobile Development • Content Strategy • CMS Integration & Implementation • Digital advocacy • Optimization & A/B Testing • Messaging Strategy • CMS Maintenance & Support • Display & Social Advertising • Information Architecture • Front End / JavaScript Dev • Email Marketing & Engagement • Usability Testing • Mobile App Development • Marketing Automation • Visual & Graphic Design • Technology Evaluations • Web Design • AMS & CRM System Integrations • Search Engine Marketing (SEM) • Search Engine Optimization (SEO) • Responsive Design • SMS & Mobile Marketing • Data Visualization & Infographic Design • Web Analytics & Data Analysis
THE PROBLEM The League’s audience was stagnant and aging
THE GOAL Grow audience and build lasting relationships with next generation
THE SOLUTION How evolved their brand Crafted a new design dir irection to appeal more to new audiences • Created a unified, powerful voice through brand and messaging changes • Met people where they are re using timely, relevant rapid-response-esque content. •
THE SOLUTION Goals IMPACT RELEVANCE VISIBILITY Register voters Engage new targ rget Reach individuals • • • audience members through mult ltiple Educate voters • channels and methods Move target audience • Contact voters • members to action Celebrated as a thought • leader in our field Protect Voters •
2018 Election Impact HOW THE LEAGUE OF WOMEN VOTERS SERVED AMERICAN VOTERS IN 2018 250,000 1.9 Million 10 Million 15,000 People registered Voters protected Voters educated Election events through registration events, online through varied advocacy, through forums, debates, and including forums, voting campaigns, and voter engagement litigation and education efforts the League’s premiere website rallies, and panel discussions activities VOTE411.o .org DATA COLLECTED FROM OVER 500 LEAGUES IN AN INTERNAL SURVEY CONDU CTED AFTER 2018 ELECTION
A NEW DESIGN DIRECTION
NEW DESIGN DIRECTION Imagery Used images that audience id identif ifies • wit ith AND align with brand Pushed our comfort zone • Staff took new photos on a lo low budget • Made bra rand design consistent across • channels
NEW DESIGN DIRECTION Old website
NEW DESIGN DIRECTION New website Click icon to add picture
UNIFIED, POWERFUL VOICE
UNIFIED, POWERFUL VOICE Finding ’s unique value proposition 100 years of history • Nonpartisan • Predominantly driven by volunteers • passionate about making our r democracy work.
UNIFIED, POWERFUL VOICE made some big choices Identified LWV’s uniq ique valu lue and voic ice Did SEO keyword re research • • Changed messaging fro rom me to you Tested, , tested, , tested • •
UNIFIED, POWERFUL VOICE Created consistent design approach FACEBOOK AD DONATION FORM TWITTER Click icon to add picture
UNIFIED, POWERFUL VOICE moved from “me” to “you” DONATE TO THE LEAGUE STAND WITH THE LEAGUE READ ABOUT THE LEAGUE LOOK AT A PICTURE OF THE LEAGUE 2016 2019 Click icon to add picture
UNIFIED, POWERFUL VOICE Advocacy CTA 2016 2019 Click icon to add picture
UNIFIED, POWERFUL VOICE Promoting ’s work 2016 2019 Click icon to add picture
UNIFIED, POWERFUL VOICE Keyword Research KEYWORD MONTHLY SEARCH VOLUME LEAGUE OF WOMEN VOTERS RANK Voter rights - 14 Voting rights 5400 15 Educating voters - 1 Protecting voters - 1 Click icon to add picture
MEET PEOPLE WHERE THEY ARE
MEET PEOPLE WHERE THEY ARE Tested messaging in ad campaign Easier to push the envelo lope here • than on the Web Tested everything! Channels, issues • and messages, tone and imagery Targeted new audiences •
MEET PEOPLE WHERE THEY ARE 20% 27% of supporters of leads from under 45 diverse audiences
MEET PEOPLE WHERE THEY ARE Successful ad messages Identify a problem in • democracy Easily identified • Nonpartisan problems •
MEET PEOPLE WHERE THEY ARE Successful ad messages Rapid Response ads • Adversarial vs • aspirational in tone MOST LEADS
MEET PEOPLE WHERE THEY ARE 30% more 30% less cost for audience members more new audiences members than our goal CPA acquired than our goal
If you don't like something, change it. If you can't change it, change your attitude. Maya Angelou
OVERALL RESULTS
OVERALL RESULTS Surpassed organizational goals Educate Voters Engage New Audiences Increase in online donations +392% +120% +78%
OVERALL RESULTS Got more engaged visitors online +37% +78% +26% More page views More visitors More pages per session
So, what did we learn?
It was time for a change
We needed to reinvigorate our brand
Unified the cross-channel experience
Test. Learn. Repeat.
Contact us Caitlin Rulien TJ Peeler C O M M U N I C A T I O N S L E A D U X D E S I G N E R M A N A G E R crulien@lwv.org tj.peeler@beaconfire-red.com @ BeaconfireRED @lwv @sayscaitlin @ tjpeelerUX
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