The Client
The Michigan Education Association, a professional education organization representing over 150,000 teachers, school employees, faculty and staff with an operating budget of approximately $70 million.

The Opportunity

To create and develop MEAOnline brand strategy and tactics to promote MEA as a resource for education news, legislative updates and member benefits.

Redesign the association’s website and layout to incorporate multimedia capabilities, social media networking and to enhance content organization and design standards.

The Solution

Strategically planned, developed and implemented MEA online messaging and advanced member communications to encompass a variety of constituencies and interest groups. Executed electronic member marketing campaigns, utilizing blogs, e-newsletters, e-mail and social networks. Designed consistent brand for online communications.

Met with key MEA leaders and personnel, audited the Website and developed an information architecture for all departments to approve.  The site was developed with HTML and CSS stylesheets per best design and search engine optimization practices. Completed migration of approximately 500 pages to the new layout in two months.

The Website was promoted in the MEA Voice magazine, in e-newsletters, email, on all social media channels, in other print advertising and vendor booths at conferences. Analyzed and reported Web, blog and social site usage—utilizing Google Analytics, AWstats, Webilizer, Facebook Page Insights—to track return.

Key Results
• 23% more members became aware of Website

• 69.2% increase in visitors to MEA.org from prior year

• 47% increase in Search Engine traffic alone

• 520% increase in traffic from Facebook

• 892.8% increase in traffic from Facebook ad campaigns

• 3,922% increase in use of Capwiz Legislators contact form by membership

• A record high 9,848 website visitors in one day for political action