Case Study: Boys & Girls Clubs of the Big Bend
“The inspired professionals at Taproot Creative offer more than boundless ingenuity. They understand the art and science of communication and develop strategies that drive results.” -Valerie Wickboldt, Former Communications Director, Boys & Girls Clubs of the Big Bend
Situation:
In 2008, the Boys & Girls Clubs of the Big Bend (BGCBB) learned through an online survey that its website did not meet the needs of key stakeholders. The failure of the site to offer relevant, clear and organized information generated a slew of unnecessary calls, emails and visits to the administrative office from frustrated parents and prospective volunteers and employees asking questions that could be easily answered online. Tending to these inquiries resulted in the loss of thousands of dollars per year in staff time that could be redirected toward more productive activities, such as fundraising. Survey data also showed that the poor design of the site negatively affected users’ overall perception of the organization and created a lack of perceived credibility, thereby jeopardizing BGCBB’s well-respected brand and limiting online donations.
Solution:
Taproot Creative analyzed the survey data and reviewed suggestions offered through responses. We also conducted focus groups with internal and external audiences to gain a better understanding of user needs. With this information in hand, we designed the look and feel of the new website to better reflect the mission of the youth-serving agency by featuring vibrant colors, smooth lines and rotating photos of members at the clubs. The site map and navigation embraced simplicity and featured a logical flow of categories and sub-categories, with consideration for user requests. New content gave special attention to brevity, clarity and relevance. In addition, we integrated a more effective donation processing system and built a custom content management system that enabled BGCBB staff to update the site regularly and eliminated the need to outsource site maintenance. We also changed the URL from bgcbb.org to ThePositivePlaceForKids.org to make it more memorable and better-aligned with the organization’s brand.
Results:
Within six months of launching and promoting the new site, the number of unnecessary visits and emails to the BGCBB administrative office decreased by 80% each, and unnecessary phone calls decreased by 58%. A post-survey found that user satisfaction increased from 70% to 96%. Ninety-seven percent of users rated “organization of information” as “excellent” or “good,” up 31% from the original survey, and satisfaction with overall design and appearance improved from 73% to 97%. Open-ended comments praised the site’s ease of navigation, relevance of information, simple explanations, variety of photos and overall design. Due to the new website’s positive effect on users’ perception of the organization, BGCBB now receives more online donations than ever before. In 2009, the Florida Public Relations Association recognized the website as an outstanding public relations campaign component, presenting Taproot Creative and the Boys & Girls Clubs of the Big Bend with a statewide Golden Image Award and a Judges Award.
