Case Study: AAUW

How do you demonstrate leadership in gender equity?

The Challenge

In 1881, few women were able to get a college education or a job outside of a limited number of fields. A small group of women banded together to break these barriers, which led to the founding of the American Association of University Women (AAUW). Nearly 140 years later, this storied organization came to us asking for a website that embodied that same maverick spirit. We collaborated on a digital transformation to reach a new generation of women, re-introducing AAUW as a trailblazer in advancing gender equity.

Markets & Services

Strategy

Change the conversation

AAUW was pivoting their business model to support new leadership goals, including a massive effort to expand their signature Equity Network community, as well as their Work Smart and Start Smart salary negotiation workshops—free trainings to help close the wage gap. Our client needed a diverse, inclusive website that cultivated a community of activists spanning five generations. The site was able to weave key priority issues into the content strategy (education, workplace, and economic equity and leadership) to elevate the mission at hand: equity for all.

Rebrand

Perform a head-to-toe Makeover

By enhancing everything from the logo and imagery to colors and fonts, we set the foundation for a modernized brand. Bold, animated graphics add visual interest while driving audiences to specific calls-to-action and featured content. The new look marks a dramatic departure from the previous website, which constrained site administrators with limited options for displaying content and visuals.

Audiences

Embody the trailblazer

AAUW wanted to shift from an academic voice and tone to more like that in-the-know friend who’s going to be real with you when it comes to career advice. Creating more conversational content was important to realizing the new voice, as well as engaging with younger audiences. We worked closely together to map out a content strategy that includes helping AAUW consider their audiences’ emotional mindsets, so that they can address user needs at every turn. Writing/email workshops, CMS training and dedicated QA measures prepared AAUW’s editorial team to conquer their content brainstorming, creation and entry for an on-time launch.

Engagement

Get audiences to act

The new AAUW.org speaks to those ready to make a change through features including the Policy Center, a “Two-Minute Activist” tool and other opportunities, thanks to a new integration with the EveryAction platform. In addition, we created lead-generation tools that allow AAUW to create user journeys that start with issues and end with action.

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