Case Study: Revamping ABA’s Digital Road Map

Overview

Our longstanding partnership with ABA has been marked by collaborative efforts across various fronts, including producing their flagship magazine Destinations, newsletters, the Marketplace event microsite, as well as creating numerous non-dues revenue opportunities.

Recently, ABA identified the need for a comprehensive digital overhaul, particularly focusing on their primary website and introducing a separate news center to enhance industry insights and association thought leadership.

Challenge

ABA faced challenges with their existing website, including integration complexities with multiple microsites and applications. Recognizing the importance of timely updates and thought leadership, they opted for a strategic decision to deliver a standalone news center. This approach aimed to streamline content management and ensure agility in publishing critical industry updates without being hindered by the main website’s infrastructure.

Results

In response to these challenges, our team embarked on redesigning ABA’s primary website while developing a dedicated news center. The redesigned website now provides enhanced user experience and streamlined navigation, integrated with existing applications crucial to ABA’s operations. Meanwhile, the separate news center offers a dynamic platform for showcasing industry insights and association news independently.

Key achievements include the successful migration of extensive content from disparate sources into a unified, user-centric interface for the main website. Simultaneously, the standalone news center allows for agile content management and real-time updates, reinforcing ABA’s authoritative position in the bus and motorcoach industry.

The strategic separation of the news center from the main website not only mitigates integration and update complexities but also enhances ABA’s capability to deliver timely and relevant content to its diverse audience. This initiative underscores ABA’s commitment to leveraging digital solutions for effective member engagement and industry leadership.

Moving forward, our partnership with ABA remains focused on innovation and continuous improvement in digital communication strategies. We are committed to supporting ABA in further advancing their digital presence and maintaining their leadership role in the transportation sector.

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