Confusion message leads to poor engagement
My goal was to overhaul Sub:Culture Inc.'s online presence to better showcase its mission and impact. Through detailed research, I gained insights into the organization's efforts in supporting Black college students, which allowed me to shape their organization narrative. This work aimed to align the website with the organization's real-world achievements, making it easier for donors and students to understand Sub:Culture Inc.'s core values and offerings.
problem
bridging the gap between digital perceptions and the programs Sub:Culture Inc. offered
Despite Sub:Culture Inc.'s amazing programs and support for Black college students, their digital presence did not adequately reflect their programs' breadth or impact. Their organization was not effectively resonating with their target demographic, leading to suboptimal engagement and conversion rates.
old website Homepage
research
UNDERSTANDING THE WHY BEHIND THE ORGANIZATION
To grasp what sets Sub:Culture Inc. apart, I started on a comprehensive research journey. My goal was to explore the organization's unique value proposition, uncovering the "why" behind its mission and how it stands out compared to other nonprofits. This research aimed not only to articulate Sub:Culture Inc.'s distinctiveness but also to establish a foundation for strategic initiatives that deeply align with the needs of Black college students.
1) Market Analysis
Conducting a thorough analysis of the competitive landscape to identify gaps and opportunities. There are so many other organizations with similar missions, I sought to understand what distinct benefits and approaches Sub:Culture Inc. offered.
2) understand the need
I gathered external data to highlight the critical need for Sub:Culture Inc.'s support and services. This data underscored the challenges Black college students encounter daily, emphasizing the vital role of the organization in addressing these issues.
3) Brand Perception
By evaluating current brand perception with stakeholders like their board members and target audience, I identify any disconnects between the organization's messaging and the public's expectations.
APPROACH
Crafting a Digital Narrative
I embarked on a strategic journey to refine Sub:Culture Inc.'s digital narrative. In reviewing their content, recurring themes emerged, guiding me to organize it in a way that spotlighted how their programs address specific challenges faced by Black college students. This process was critical to ensure the organization's unique value proposition was both clear and accessible. The tangible impact of Sub:Culture Inc.'s work on its students became evident, underscoring the power of these narratives to resonate emotionally. This not only fosters a comprehensive understanding of the organization's efforts but also encourages ongoing commitment to supporting the success of Black college students.
site map
I created a site map that clearly outlined the organization's programs, goals, and success stories to ensure the digital narrative was both engaging and informative.
Digital Storytelling
Utilizing compelling narratives and testimonials to highlight the real-world impact of Sub:Culture Inc.'s work on Black college students, thereby bridging the gap between digital perceptions and actual experiences.
Solution
concise yet powerful
VALUE proposition
Clearing the Path for Black College Students
MISSION statement
Remove the barriers impeding Black college students from holistic well-being, academic success, and social flourishing.
IMPACT statement
SUB:CULTURE IS dismantling barriers facing Black college students
I developed clear statement providing a concise yet powerful overview of Sub:Culture Inc.'s core objectives and achievements. These statements encapsulate the organization's commitment to supporting Black college students, highlighting its role in promoting equity in education and enabling students to achieve their full potential. This foundational messaging serves as a cornerstone for all communication and marketing efforts, ensuring that Sub:Culture Inc.'s mission, value proposition, and impact.
New website Homepage
1) Language Consistency
By adopting "pathway" terminology to describe Sub:Culture Inc.'s offerings, the narrative emphasizes the journey towards empowerment and success for Black college students.
2) Visual Affirmation
I utilized impactful imagery to reflect the vibrancy and resilience of the student community that Sub:Culture Inc. supports, serving as a powerful testament to the organization's impact.
3) Clear next steps
Using “explore programs” guides visitors towards engaging in learning more while not pressuring them to commit fully.
Results
A website that speaks to the needs of a community
Increase
in program involvement
The organization experienced a record number of applications to their fellowship program this year.
ImprovE
Grant opportunities
The clarity and effectiveness of the narrative have also facilitated the establishment of new partnerships with institutions.
posItive
feedback
Feedback from students, supporters, and the broader community has been overwhelmingly positive.