DECA prepares emerging leaders and entrepreneurs for careers in marketing, finance, hospitality and management in high schools and colleges around the globe.
DECA hired Fathom to refresh their website with a special emphasis on content management. The organization needed to focus an enormous amount of information catered to several user types in a meaningful way. Their existing content was difficult to manage and generating new content for sections and pages was equally as challenging.
Through our initial discovery and research process, we identified multiple key user profiles for high school students, college students, academic advisors, sponsors and, of course, parents. Those key user types became the focal point of our UX, design and content strategy. We helped DECA keep the messaging condensed and on-topic to the user type. Not only was the content organized to the user level, it was written to them as well. After all, high school, college, parents and sponsors all speak and respond in different ways. We knew we had to cater to our audiences.
We knew that WordPress’ flexibility, ease-of-use and search optimization capabilities would make it the perfect solution. Our team fully supported the DECA staff during and after the launch, but aside from an occasional phone call or question, they’ve found the site so easy to manage, there hasn’t been a need for a maintenance plan with us. Instead, we are mapping out additional requirements to implement later this year.
In the spring of 2015, DECA was awarded the only prestigious Gold Award in Web Design for the Gold Circle Awards program, an annual recognition of excellence in marketing, membership and communications programs produced by associations and non-profits. The awards are given by the American Society of Association Executives (ASAE). This is their highest honor and we couldn’t be prouder and happier for our partners at DECA!