Role: Creative Direction, Content/Journey Strategy, Design (core designers: Jennifer Glasgow & Paige Siebold)
The Boy Scouts were looking for an onboarding journey that could be adapted into a template for scouts of all tiers, while simultaneously re-branding their website (no vetted style guide available). Scouting has a long history of local (in-person) interaction and growth, so investing in email to guide member families through the process of becoming a scout digitally had been challenging for them in the past.
The additional challenge here for the creative work, was that there was little data and thus no comprehensive analysis on what content would really resonate with the audience, and when. My team worked off a spreadsheet of links that were of relevance, but in no particular order. My role was largely seated in translating that spreadsheet into a program that made sense for both the audience and client.
With the added need for dynamic (local) modules, I created a content and visual strategy that started simply and accounted for users to drop off after email 1, but kept the space for continued engagers to stay engaged through the rest of the following three emails.
Note: Due to the completion of the engagement, I don’t have post-deployment performance metrics to include here, but this template was successfully rolled out for each segment.