Revitalizing a scholastic service to provide Hispanic students access to college
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The Brief
HACU aimed to elevate its status and expand its reach as the foremost national organization for Hispanic-Serving Institutions (HSIs). With plans to build a new headquarters and establish eight innovative educational institutes, HACU needed to boost its brand awareness and attract new funding and support. The challenge was to engage a diverse audience including Hispanic students, professionals, corporations, government representatives and community organizations while gaining recognition from community leaders and elected officials.
The Execution
We conducted a thorough redesign of HACU’s website and member portal to better serve its diverse audiences. The project included extensive User Experience (UX) research and User Interface (UI) design, incorporating stakeholder feedback, landscape analysis, sitemaps, mood boards, wireframes, and user testing. Our objective was to build a dynamic platform that showcases student success, institutional achievements, advocacy efforts, and donation opportunities. We developed a content strategy in collaboration with HACU’s departments, placements with engaging press releases supported by our research data, and created adaptable content for social media and digital channels.
The Result
The revamped HACU website greatly enhanced user experience and clarified the various user journeys, leading to a 34% uplift in on-page visits. The relaunch campaign drove a media relations campaign, with coverage designed to validate the recency of the brand and attract a significant growth in stakeholder inquiries. By showcasing the achievements and contributions of Hispanic students and institutions, HACU’s digital presence was modernized, structured, cohesive, amplified its advocacy efforts, and solidifying its influence within the educational and nonprofit sectors.
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