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Solution
Online brand positioning for a local & national audience
As with all relationships, we kicked off with Brand Discovery to grasp the brand values & vision to ensure these attributes were woven through this new online presence.
For PMR, the established brand values centred on: ‘risk taking & bold’, ‘radical and challenging’, ‘democratic & open’, ‘socially sustainable’, ‘relevant & unique’.
With PMR’s brand identity already in place, our designers grasped the positioning & meaning to ensure that the striking red and black from the cinquefoils of Paisley’s crest and circular motif, representative pf traditional weaving patterns flow naturally through the user interface designs.
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Knowing PMR’s most important users & how to convert them to funders
Our visitor persona brand & archetype exercise guarantees a human-focused UX approach and confirmed the following groupings:
- General interpretative audience: families with children, early year’s children, formal learning, young people & sensory impaired groups - looking for a learning experience, which is engaging, inspiring & accessible
- High Net worth individuals: who do not make large financial investments without thorough due diligence
- Trusts & Foundations: who collaboratively decided whether to approve a funding application
All user groups were recognised through the ‘Everyman’ archetype with their sense of belonging & connection to others. A further common thread was the need for all to feel complete confidence that their donation has gone to a charity who will use their money to deliver something of tangible benefit.
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Key selling messages to resonate & inspire
With the online value proposition and visitor archetypes down, our usability experts could get to work on key selling messaging to capture the attention & imagination of potential donors –
- We developed a series of rallying calls to those with a love of culture, art, learning & community engagement - to help PMR Breathe new life into Paisley Museum, allowing it to showcase its extraordinary world class collection in new & exciting ways
- Set the connection between funders’ ability to help redevelop the tired underperforming building, the creation of an innovative community hub, which will reinvigorate Paisley’s town centre for local buddies & visitors
- Underpinning this is an assurance to audiences that PMR will allocate all funds transparently & effectively
User-focused UX & journeys
- During the design and UX phases, it was recognised as central to conversions to take users on a journey: from the town’s past to its future, enabling users to buy into the project and ultimately make a donation to the campaign as well as offering the opportunity to show many amazing pieces of art to promote the story of the town and the importance of the museum
- We worked collaboratively with PMR’s 8-strong stakeholder group on a visually impactful website which present Paisley’s past, present and future and serving as a platform for the Museum planning and redevelopment updates
WordPress website management - driving engagement & donations
- Renfrewshire Council who manage the Museum and funding project stipulated that the site was to be built on the WordPress Open Source platform, in line with their other sites -
- WordPress allows our team complete flexibility from a design, UX and build perspective - meaning we could work collaboratively with PMR on a rich, image-led design aligned to their striking branding - as well as plan and implement the custom integration with their Donation CRM platform: eTapestry
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Third party integration to process online donations
- With donations a key conversion driver, our WordPress experts had to factor in integration with PMR’s chosen CRM system, eTapestry from the start to handle one-off and regular donations as well as streamlining communications, and donor data into one fundraising and CRM solution
- Our team developed a custom integration which meant information was supplied directly from the website to the CRM platform, supporting a seamless user journey, maximising donation conversions and reducing admin overheads
- eTapestry also helps PMR cultivate lifelong relationships and raise more money with analytics-driven insight into supporters’ financial, demographic, behavioural, and lifestyle characteristics
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“It was a pleasure to work with the team at Radiator on this project and we’re very happy with the finished product. It’s highly-attractive visually, but also a very accessible and functional website to navigate, which was important to us – we must ‘sell the story’ but also make it as simple as possible for donors to engage with us. The design-and-build process was truly collaborative and the enthusiasm for the project from everyone at Radiator really shone through – again, this is reflected in the quality of the website and results.”
Graeme McLatchie, Senior Marketing Officer, Renfrewshire Council, Aug 2021