When new leadership came on board at Greater Rochester Chamber of Commerce (GRCC), one of their first goals was to increase membership, especially among the younger demographic, namely Millennials and Gen Z.
The team quickly realized they needed to create a new website to introduce this younger crowd to the benefits of belonging.
The current website was more than 10 years old and an audit revealed it was unwieldy and outdated. Weighing in at more than 900 pages, much of the content was hard to find or had lost its currency and relevance. Furthermore, the website was not mobile-friendly. Further exploration revealed a bigger issue: GRCC’s brand itself was outdated and needed an overhaul.
to revitalize the website
and develop a fresh brand.
Together, DS and GRCC determined the priority would be to audit, consolidate and prioritize the website’s existing content. Based on the needs of the primary target audiences, we next designed a new structure for the website content to streamline access to the most relevant information.
Once the information architecture was approved, we developed a clean and compelling design that fit the organization’s personality and expressed its mission—to serve, promote and advocate for its members in order to foster the region’s economic prosperity.
Our process included research, benchmarking other chamber websites and designing an optimization strategy to improve content search. The new site also fully integrated with GRCC’s new customer relationship management system and e-commerce platform.
Overall, we greatly simplified the website, trimming the pages from 900 to about 140. A responsive design and intuitive information architecture allowed for an easier, more seamless visitor experience. We streamlined event registration and purchase of GRCC publications and merchandise.
Finally, the new brand identity gave the chamber a consistent and more contemporary look across all platforms.
Since launching the new website and brand: