The Work
TL;DR
-defined target audiences
-created voice & style guide
-targeted keywords for SEO
-benefit driven web copy
-clear CTAs
-consolidated UI copy
-organized CMS
The Result
An increase in yearly donations and class enrollment
Rogue Pack is a non-profit theater conservatory in Portland, OR. They provide tuition-based classes for teenagers, subsidizing community outreach programs for at-risk youth.
After six years of going strong, they decided to add a second program focused on tuition-based classes for teenagers looking to dive deeper into the theater arts. The tuition from these classes would flow directly into their community outreach program.
The two programs would be called The Pack and The Collective. The Pack acts as the community outreach program and The Collective as the tuition-based acting training.
Separating website navigation into two parts allowed for informative SEO-based web copy for each program while maintaining UX/UI design standards.
The language for each program needed to speak to two different audiences while staying in line with the overall brand voice.
The Pack needed to appeal to community outreach programs and donors. We needed to explain Rogue Pack's high-impact work and the benefits of storytelling for underserved youth.
The Collective needed to connect with parents looking to enroll their children in theater training. We needed to show how storytelling helps teenagers develop great work habits and communication skills. The parents also benefited from knowing that their tuition was directly helping an outreach program and influencing positive change in their community.
After establishing our separate audiences and addressing their needs, I worked with their founder to decide the overarching goal of the website. It became clear that she wanted it to do two things: increase donations and drive enrollment with an easy signup process.
For the first goal, I created clear CTA's that prompted donations on the header and footer of the website. We also showcased children who Rogue Pack positively impacted.
For the second goal, I organized a CMS that allowed Ann to create easy-to-update class descriptions, teacher bios, and tuition information, all with a simple, bright red button prompting enrollment.
The result is a beautiful website that has increased donations and spiked enrollment numbers.
