A fully reimagined website supports a rebranding and a strategic plan
The American Association of Colleges of Pharmacy engaged NJI Media to rethink its website, including an extensive collection of digital content, in concert with a rebranding and the launch of a multiyear strategic plan. Consistent with these milestones, we saw this project as an opportunity to facilitate a digital transformation for AACP.
We began with a full site inventory and a detailed exploration of AACP’s diverse stakeholders. Valuable content had become disorganized and inaccessible over the years, significantly limiting its value to staff and members. Our goal was to optimize engagement with key audiences via a thoughtful, forward-looking online presence.
Optimizing Engagement and Improving the User Experience
Our site audit informed a compact information architecture built on primary and secondary taxonomies. A modular home page and landing page design complemented this structure, allowing AACP to easily highlight content, update selections via the content management system, and provide user-friendly navigation.
Member services, many delivered through the website, are an important and robust part of AACP’s mission. Accordingly, we established a new members-only structure intended to improve access and ease of use for these valuable resources. We also integrated digital advertising tools into the site’s back-end, allowing AACP to monetize the new architecture.
The new site significantly enhanced the user experience, improving engagement for thousands of individual and institutional members. Strategic SEO raised AACP’s profile; a well-planned architecture made site navigation intuitive and efficient; and a clean, crisp appearance reflects AACP’s stature in pharmacy education. Together, these updates provide a stronger platform for AACP’s pursuit of strategic initiatives.
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