The Brand and Challenge
Woodstock Institute is an advocacy nonprofit that works to create economic justice and racial equity in the U.S. The previous website was copy heavy and did not represent the stature and work of this 50+ year old organization. It was also difficult for visitors to understand Woodstock’s areas of work and find their research resources which are used by others working for the same cause.
What We Did
Verve Marketing Group designed a new site with refreshed branding that captures the mission and vision of the organization through heavy use of imagery capturing the work and people that the organization serves. The project included migration and organization of over 3,000 blog articles going back over four decades. In the new information architecture and page designs, visitors can now easily find the content they need accessed topically as well as by type to serve its distinct audiences. The client was an amazing partner in the content categorization. It also made sense to hide a significant number of articles for a better user experience. These are “archived” in the backend and accessible only to the client. See the website.
Results
More time spent on the website
Visitors have 29% higher engagement on the new website.
More PDF resources downloaded
7% of users downloaded PDFs after the site launch vs. 3.7% before.
“We have seen 29% higher engagement, a higher rate of users downloading PDFs, and an uptick in newsletter sign-ups with the new site.”
— Rob Mayo
Communications Associate
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