Yes. Another iteration. The Guild is struggling with customer engagement and brand awareness in its 6th year. It’s time to take a strategic pause to revisit our mission & vision statement, figure out who we are marketing to, segment our audience, and personalize the content on the site accordingly so that our members feel seen.
Until now, we didn’t have the technology baked in to allow for the delivery of personalized content based on topic interest. We’ve also been all over the place when it comes to customer engagement. The first quarter of 2021 is being spent on segmentation and customer engagement. Below is a comparison of v2 to v3.
To align to our more focused strategic vision, the home page will become more personalized based on user preference. It will aim to engage our users much more than the current site does through conversation starters, the ability to earn badges, personalized content, and advocacy awareness.
Create anticipation for next event
display badges users have earned
Allow user choose the type of content they want to see.
encourange conversation on weekly topics
show that we’re working for our industry and members, encourage volunteerism