Case Study:

ASCE

How do you get the right content

in front of the right audience?

The Challenge

The American Society of Civil Engineers (ASCE) represents more than 150,000 civil engineers in 177 countries. As the world’s largest publisher of civil engineering content, ASCE struggled to quickly connect users with relevant content across their vast array of publications—in the face of a fast-approaching deadline for their website technology.

Markets & Services

Strategy

Branding

Web Design

Content

Web Development

Marketing & Fundraising

Know your audiences

ASCE knew they needed to better serve specific audiences, such as engineering students and international members, but were seeking data insights to guide their strategy. We conducted extensive research on their users’ needs and website behavior, which we turned into detailed personas and user journeys to underpin the website strategy. These tools helped put our client in their users’ shoes, shaping key decisions throughout the project.

Market Research

Consolidation of Websites

Integrate
multiple domains

Our research made a strong case for integrating several ASCE websites, many of which had inconsistent content strategies, CMS platforms, and branding. Analytics insights revealed that some weren’t drawing much traffic and were even competing with each other for Google rankings. We integrated several of the sites and developed a single search destination to unify ASCE’s universe of content, which includes more than 200,000 publications and journals.

Align site architecture
with user needs

We developed a new architecture that puts users first—organizing content based on why users come to the site, rather than by the ASCE org chart. Our research found that many users want content relevant to their career stage, so we made relevant content easy to find for different career phases.

Market Research

Bring content to the user

ASCE is the world’s largest publisher of civil engineering content, offering a wealth of relevant content that wasn’t easy to find. We created topic pages that collect content from across their network of professional journals, practice resources, email newsletters, and a robust news and information hub—all driven by a new, consistent taxonomy. So now a civil engineer looking for content about sustainability can find it all in one place.

Content Strategy

Brand & Content Governance

Empower content creators

Because content was written by so many ASCE teams, it lacked a consistent voice. We took cues from ASCE’s most effective marketing campaigns to create a single, unified voice, emphasizing optimism and engagement. As part of the new content strategy, we also met with stakeholders and content creators to inform a detailed governance plan that identified roles, created accountability, and outlined a clear CMS workflow. Content creators can now bring a consistent experience to life through a CMS that eases their administrative burden.

Technology

Build a seamless, personalized experience

Because content was written by so many ASCE teams, it lacked a consistent voice. We took cues from ASCE’s most effective marketing campaigns to create a single, unified voice, emphasizing optimism and engagement. As part of the new content strategy, we also met with stakeholders and content creators to inform a detailed governance plan that identified roles, created accountability, and outlined a clear CMS workflow. Content creators can now bring a consistent experience to life through a CMS that eases their administrative burden.

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Interactive Strategies is an award-winning web design agency and digital marketing firm serving Washington DC, VA, and MD
Facebook Twitter Youtube
All content © 2024 Interactive Strategies

Privacy Policy

Do Not Sell/Share My Data

Sitemap