PPF develops community from two perspectives through programs, events, and year round promotion: Need and Contribution
The primary target audience for the Foundation is regional youth. The Foundation provides cause-based connection to communities that grows “fan hood” and delivers continuity through the peaks and troughs of hockey season to deliver enthusiasts and fans to the Pens.
The redesign of the site worked to make content more approachable, appropriate, and device responsive to the audiences it served so it could be an efficient, flexible, and measurable conversion tool for the marketing team.
With over 50 events and initiatives per year, the site redesign focused on organizing the initiatives into three main categories (play, grow, and help) and creating patterned, addressable pages for each initiative that could be easily referenced in social promotion.
At launch and today, the new website has enjoyed a 2x increase in unique visitors, page views, and sessions. The Foundation also benefited from a 3x increase in number of pages visited per session.
Ask me about the Pittsburgh Penguins Foundation site redesign process.