Eckerd Kids
Eckerd Kids recognized a plateau in donor relations and new business contracts that threatened the organization’s ability to achieve its intended mission.
After conducting in-depth interviews and administering surveys tailored to Eckerd’s key stakeholder groups, we identified significant functional and emotional disconnects between the organization and its target audiences.
People simply did not realize Eckerd’s tangible impact on at-risk youth and families.
How we delivered
A materials review and website audit revealed notable opportunities for Eckerd to improve external communication, especially by overhauling its online presence.
To help minimize brand confusion, we consolidated Eckerd’s five programmatic websites into a single, well-branded website that accurately described and depicted the organization’s mission.
The new mega menu significantly improved website navigation and allowed users to access third-level pages in fewer clicks.
With the addition of our professional photography, we were able to better position the beneficiaries of Eckerd’s services front-and-center, while refined key messages and repurposed page content more concisely described the organization’s services and impacts while speaking directly to its need for ongoing stakeholder support.
The bottom line
In addition to setting Eckerd apart as a clear leader in its industry, our research-based web design and development efforts enhanced front-end usability and significantly reduced brand confusion, while clearly conveying Eckerd’s purpose and value.
Streamlined backend administration resulted in increased employee productivity and reduced internal frustration. A modernized aesthetic elevated Eckerd’s brand into a league of its own, thereby positioning it as a credible thought-leader and the obvious choice for addressing the challenges associated with at-risk youth and families throughout the country.
Most importantly, the new website opened doors for new and renewed donor relationships and enhanced Eckerd’s ability to secure new business contracts with government entities, thereby significantly impacting its bottom line.