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 In addition to the AHA website having grown visually out of date, it also did not offer content in a way today’s audiences wish to consume it.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.