City Parks Alliance

WEBSITE REDESIGN TO SUPPORT AND INSPIRE CITY PARK LEADERS ACROSS THE NATION

Challenge

Social Driver partnered with City Parks Alliance, the only independent, nationwide membership organization solely dedicated to urban parks, to redesign its website. Its former website was very difficult to navigate, did not convey its inspiring mission, and members had trouble accessing content. Also, the new Association Management System, powered by Salesforce, was not fully integrated into the website.

Solution

Social Driver followed a phased approach to user experience, content strategy, and technology integration. Through collaboration with City Parks Alliance, Social Driver developed a modern, fresh face for the brand, improved access to research and resources, highlighted and promoted membership, and empowered staff to easily update the website through training and documentation.

Result

The website launched with an improved design, user experience, and content strategy. The Salesforce AMS is now fully integrated into the website. The website is now mobile responsive and meets accessibility standards. Two months after launching, website sessions increased by about 10%, page views increased by about 27%, and bounce rate decreased by about 26%. Pages viewed per session also increased by 15%. City Parks Alliance also issued a press release detailing more about the project.

How do you improve the digital experience for members and better connect them to research and resources?

You focus integration and accessibility.

Social Driver was honored to contribute to more vibrant and equitable cities through its work with City Parks Alliance. When City Parks Alliance came to Social Driver, they needed a complete web strategy. Their existing website was extremely difficult to navigate. Members couldn’t find the right content because of the outdated design. Also, the new Association Management System (AMS), powered by Salesforce, was not fully integrated into the website, which made it difficult to manage..

Social Driver followed a phased approach to user experience, content strategy, and technology integration throughout the redesign. The new website presents a modern, fresh face for the brand, improves access to research and resources and promotes membership. Salesforce AMS is also now fully integrated into the website.

The new website was built with accessibility in mind and it looks great on desktop, tablet, and mobile. City Parks Alliance staff were also trained to maintain their site content in a way that aligns with these standards.

Since its launch, website traffic has grown substantially and the bounce rate has decreased. Read City Parks Alliance’s press release to learn more about the project.


The new website improved search, including search features: Autocomplete keyword search, Arrange by relevance, Filtering by topic, Indexed PDFs, Gated membership content

Social Driver created a refreshed look and feel that conveys the open and accessible nature of the parks they promote and support. Clean typography, playful illustrations and candid photography harmonize to capture a balance between approachable energy and authoritative thought leadership, both of which honestly express the City Parks Alliance brand.

Social Driver integrated the Association Management System (AMS), powered by Salesforce, into the website

"The Social Driver team handled our compressed timeline, scope of the project, and extensive integrations, delivering the site on time and on budget. Their professionalism, clear communication, proactive thinking, and project management helped us meet the shared goal of digitally reintroducing ourselves at our Greater & Greener conference," Tom McCann, Director of Communications and Marketing, City Parks Alliance

Project Overview