The Wisconsin Chapter of the American Academy of Pediatrics (WIAAP) is an organization made of pediatric professionals bound together by a mission to improve the health and wellbeing of all infants, toddlers, children, and adolescents in Wisconsin.
It was very important to the Chapter leadership that the new website provide more narrative around the benefits of chapter membership, enhance visibility of their advocacy and chapter efforts, and create clear pathways to resources for members.
To meet these goals, we wrote custom copy in tandem with Chapter leadership that emphasized the benefits of joining the state Chapter along with national membership. We also created a clean menu system, created a color palette that blended with their brand standards, and customized a document management system that effectively sorts resources for both pediatricians and parents.
The end result is not only beautiful and functional, it has also become a valuable resource hub for members and non-members alike. Our strategic information architecture and the addition of multiple pathways to help users sign up works to drive new membership for the organization. To enhance the overall experience and build on their existing marketing initiatives, we also created videos and embedded them throughout the site. To develop these videos in-house we implemented on-site event videography, conducted custom membership interviews, and handled all video production from start to finish.