Building a Platform to Connect People with National Parks

National Park Foundation

How do you distinguish yourself from organizations with a similar mission? The National Park Foundation (NPF) found themselves asking that very question. An award winning new website helped NPF stand out and better connect with their audience, rally measurable financial support, and boost user engagement.

Services

  • Advisory & Support Services
  • Branding
  • Integrated Marketing
  • User Experience
  • Website Design

Awards & Recognition

  • American Advertising Awards
    Gold: Responsive Design
  • AIGA 50 Competition
    Winner
  • Horizon Interactive Awards
    Best in Category: Nonprofit Website
  • Webby Awards
    Honoree: Best Use of Photography
  • MarCom Awards
    Honorable Mention

Challenge

As the National Park Service’s (NPS) official charitable partner, NPF often gets confused with their government counterpart. NPF, though deeply connected to NPS, needed to differentiate themselves to better achieve their goal of driving donations that help support our national parks. U.Group knew that could only be accomplished by communicating NPF’s value more clearly and strengthening the personal connections people have with national parks.

Solution

We designed a powerful website that showcases the beauty of these historic landmarks and guides visitors with a streamlined information architecture and clear calls-to-action. Thanks to an SEO-first approach to content development, users searching for relevant keywords are directed to NPF to learn more about park programs, share their own park photos and stories, and support the upkeep of our nation’s great outdoors.

Result

Within six months of launch, pageviews for NPF’s  “Our Work” content increased by 78% and pageviews to “Programs” saw an increase of 297%. After expanding our engagement to include SEO, marketing strategy, and brand support, NPF has reported a 25% increase in the website’s findability within search engines, 20% improvement in revenue, and a 21% hike in the number of on-site transactions.

We really appreciate all of U.Group’s hard work making the site a success. We couldn’t ask for a better team. U.Group was the best at understanding who we were, our goals and where we wanted to take the brand and organization. They ‘Got it.’

— Kirsten Ogren, Director of Marketing, National Park Foundation