The American Advertising Federation

The American Advertising Federation (AAF) is the oldest national advertising trade association, representing over 50,000 advertising industry professionals.

Design Strategy Outline

  • Introduce a new online presence that would be forward thinking, but fit comfortably witin a fairly conservative organization
  • Develop a Content Management System (CMS) based site that will allow site administators to focus their strengths on developing content, not learning how to implement code
  • Develop site templates that will adhere to XHTML 1 web standards and best practices to ensure a consistent user experience for the AAF's global audience using a myriad of software and hardware platforms
  • Restructure and consolidate site-wide navigation into more clearly defined categories that would greatly reduce the number of top-level sections, while increasing a visitor's ability to find relevant content more easily and quickly
  • Design top-level section entry pages to feel more like individual home pages to allow for more personalized content and structure flexibility to meet the needs of the intended audiences
  • Integrate rich-media solutions into CMS that would not require additional specialized staffing for content integration

implementation2007 vs. 2000 Primary Site Objectives

2007

  • Increase Program and Services Awareness
  • Broadband Access Focus
  • Provide Rich Media Experience
  • Content Management System (CMS) site framework to better manage content and be adaptable and nimble to changing online initiatives
  • Increase Membership Sign-up

2000

  • Introduce and Educate the online community to the American Advertising Federation
  • Site Optimized for Dial-up Access
  • Minimal Graphics
  • Scalable for 12” - 17” displays

Project Highlights

  • 71% Increase in Home Page Traffic*
  • 40% Increase in Returning Visitor Traffic*
  • 22% Decrease in Site Departures*
  • Content Management System (CMS) Driven Site
  • HTML-Updatable/Configurable Flash Player
  • W3C Web Standards Compliant Design Templates

* Based on site analysis reports for 7/23/07 - 9/8/07

implementation2007 vs. 2000 Primary Site Objectives

2007

  • Increase Program and Services Awareness
  • Broadband Access Focus
  • Provide Rich Media Experience
  • Content Management System (CMS) site framework to better manage content and be adaptable and nimble to changing online initiatives
  • Increase Membership Sign-up

2000

  • Introduce and Educate the online community to the American Advertising Federation
  • Site Optimized for Dial-up Access
  • Minimal Graphics
  • Scalable for 12” - 17” displays

View Screen Samples

Screen Sample 1 Screen Sample 2 Screen Sample 3 Screen Sample 4

Link

http://www.aaf.org