CASE STUDY

American Heart Association fights against heart disease and stroke

Digital strategy includes personalizing content experiences
Project brief

Unifying the brand experience

The American Heart Association (AHA) sees its digital presence as a key tool in every aspect of its mission. However, the organization was limited by a content management system that had not been redesigned in a decade. In addition to the AHA website having grown visually out of date, it also did not offer content in a way today’s audiences wish to consume it. Content had grown cumbersome to update and the AHA was also seeking a new way to leverage analytics to personalize communication.

About

American Heart Association

Nonprofit

Products

XP

CHALLENGE

Leverage the website to drive volunteerism, donations, and advocacy

  • Bring disparate digital properties under one platform
  • Streamline marketing efforts
  • Move from on-premise to cloud environment
SOLUTION

Solutions used

  • Sitecore® Experience Platform™ (XP 9.0)
    • Path Analyzer
  • Sitecore® Experience Analytics Tools (xAnalytics)
  • Sitecore® Experience Database (xDB)
  • Microsoft Azure (PaaS)
  • Integrations
    • Luminate
    • AP iATOM
    • Salesforce Marketing Cloud (ExactTarget)
    • Coveo
    • Google Analytics
OUTCOME

Improved constituent engagement through a responsive, mobile-optimized website

  • Maintained AHA brand integrity while collaborating with affiliates
  • Empowered marketing teams to update the website without IT intervention
  • Cloud platform increased speed, scalability for peak traffic demands, and geo-redundancy
  • Created personalization options such as geo-location and custom journey paths

Streamlined processes improve user experience

The new site’s modular design uses templates to enable content editors — including those at AHA affiliates sponsoring specific programs — to compose pages and establish personalization that leverages data from Sitecore Analytics.
WHAT THEY SAID
Sitecore gives us the power to create content based on what we learn our users actually need. We can build customer profiles to tailor the experience of each user.

Jacque Sebany

Vice President, Digital Content

AHA

Xcentium

Xcentium

Turning Visions into Real Experiences