Work: Senior Ride Nashville
Connecting to serve.
The early days of the pandemic were a challenge for Senior Ride Nashville. Without clarity on how to stay safe, both volunteers and the seniors they served struggled to navigate ridesharing. Once things became safer, Senior Ride Nashville looked to reengage all their stakeholders: volunteers, members and donors. We worked with them to develop a phased marketing plan and supported it with new messaging and an updated online presence.
Marketing plan
Working in collaboration with Bright Blue Consulting, we developed a phased marketing plan that helped create priorities around tactics and clarity around internal goals.
We developed multiple Brandscripts for individual donors, volunteers and members, working through each of the 7 parts to discern the barriers and goals of each audience. This work served as the foundation for all future content developed for the website and other marketing collateral.
StoryBrand Brandscript
We started this work by prioritizing the goals of the site and developed a clearer hierarchy for the content. Using the Brandscript and existing content, we created new copy for the entire website, with special focus on simplifying the options to donate and steps to volunteer.
Website copywriting
Website design & wireframes
Using StoryBrand design principles, we developed new page layouts and created wireframes that included imagery, colors and a new icon library. Layouts were designed to align with their existing website template.
We implemented the full website redesign, applying all styles and layouts from the wireframes. We also updated the sitemap and navigation to create a more intuitive user experience. To make it simple and easy for the team to continue to manage the site in-house, we kept the website on the existing platform and even used the existing template.
Website update implementation
Based on Senior Ride Nashville’s Brandscripts and multiple audiences, we curated a small library of images that reflected a diversity of stakeholders and types of engagement and complimented their existing images of real volunteers and members. We also developed a library of icons for web use and future collateral for visual consistency.
Design & image curation
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