The National Association of Government Defined Contribution Administrators (NAGDCA) is the premier provider of education, information, training, and networking opportunities that support public sector plan sponsors and services providers for government-sponsored defined contribution retirement plans. As you can tell, the subject matter is complicated and quite niche so it was important to Association leadership that the new site provide greater narrative to was NAGDCA is and why professionals should join the organization. The site is also large, totaling more than 150 pages.
To meet the Association’s goals, we began with a key messaging initiative in which we narrowed their market audience to six major personas, completed data analysis to determine driving factors for those audiences, and used that key messaging as the basis for the navigation, structure, and style of the site. We created a custom color palette and used exciting and unexpected photo manipulation to add visual interest in and around custom copy. This site features single sign on services, a document management system, and a series of gated education pages for members. The resulting site was a major hit for both the Associate leadership and membership across the country.