Engaging The User Journey With Innovative Storytelling

Case Study

NuPath

Overview

NuPath, an innovative leader in the Human Services industry, has a long-standing commitment to supporting the disability community. With a compelling mission and a bold vision to smash their fundraising goals, they needed the right partner to tell their brand story.

Stirling Brandworks provided brand development support, leading to the development and launch of a modern website that incorporates animation, visual transitions, video elements, and user-friendly navigation with full WCAG 2.1 accessibility. An interactive timeline guides viewers through NuPath’s story, elevating their digital presence and standing out amongst their counterparts.

Key Services

Video Production
Website Design + Dev
ADA + WCAG Accessibility
Visual Design
Digital Marketing
Traditional Advertising

Our Approach

Our process began with an evaluation of the diverse website userbase - from prospective clients and their guardians to potential benefactors. We then leveraged user journey mapping to determine how best to lay out the site. Stirling curated a comprehensive list of assets and visuals and a storyboard required for video production.

The result is a state-of-the-art, user-focused experience with an easily navigated timeline as a primary, unifying feature.

25%

Coversion Rate

26%

Increase In Returning Visitors

UX/UI

Video And Animation-Driven Design That Moves People

To tell emotionally richer stories, we leveraged creative UX design and narrative video elements.

Captivating animations and impactful visuals engage users to connect better with NuPath. The featured innovative timeline guides viewers on a journey through the organization’s history, working to showcase that long-standing commitment to the disability community.

Creative

Their Mission. In Their Words.

Holistically positioned videos of NuPath’s community filmed in different styles (short and long-form, documentary, and direct-to-camera commentary) add context and perspective to the organization’s key innovation areas: recruitment, culture, technology, and programs.

The website empowered staff and clients to tell their stories directly to users, improving the connection to the brand through authentic communication.

ADA + WCAG

Accessibility For Everyone

NuPath believes technology is a human right, and the commitment to supporting the disability community had to be reflected. A best-in-class “accessibility widget” was evaluated and added across the website, allowing users to shift their experience based on their needs. The tool includes the ability to pause the animations, turn on-screen reading and add closed captions, along with other ADA and WCAG-compliant features.

Mockup of th code audit screens of Nupath inc website

Marketing

Getting To Market And Proving Value

Stirling developed a launch strategy and go-to-market (GTM) plan to complement the new website. The plan included a campaign to promote the revamped digital presence to internal and external stakeholders across email marketing and branded social channels

Six months later, we deployed a second phase release of the website, including new functionality, additional custom pages, and video-powered components to ensure ongoing user experience improvements.

Marketing

Rolling Out A Structured Communication Plan

To continue to engage stakeholders, we developed a twelve-month communication plan outlining all campaigns for the year, complete with critical dates, measurables, and deliverables.

This marketing plan ensured that each audience got the appropriate touchpoints and consistent updates from NuPath. These efforts paved the way for increased brand equity and record-breaking fundraising.

Marketing

Meeting Candidates Where They Are

Due to constraints in the labor market and a shortage of key staff members, NuPath needed a better way to source quality candidates.

Stirling rolled out a direct mail campaign that targeted key zip codes adjacent to corporate campuses. A digital marketing campaign supported this across branded social channels.

To convert candidates, a complementary landing page connected prospective employees directly with human resources (HR) to schedule phone interviews.

Clients Review

"Not only do we now have a site of which we can be proud, we have a website that makes clear our commitment to technology and demonstrates our focus on the future."

— Dan Harrison, President & CEO of NuPath, Inc.

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