As a Junior Digital Strategist, Emma has a background in ad sales and a desire to create strong brand identities.
Stronger member engagement. Increased traffic. Connecting with Millennials.
If I just listed everything on your association’s wish list, then gamification has a lot to offer you.
Gamification is all about motivation. It plays on people’s competitive nature and love of recognition to encourage them to accomplish goals. And gamification works wonders. Studies show that gamification can lead to a 150% boost in engagement, which is why more than 70% of the Global 2000 have at least one gamified app.
How can you start taking advantage of gamification’s benefits? We’ve created a quick walkthrough to help you power up member engagement.
1. Add a profile progress bar.
Users want goals and they want to feel like they’ve accomplished something. More than 75% responded to a survey saying that they want an indication of progress.
LinkedIn has mastered this technique to get members to build out their profiles: rewards for completing a profile, clues that offer direction, and tapping into users’ competitive nature to see who is looking at their profile.
2. Include provocative language in the profile form.
Asana challenged its users by asking them to describe themselves in seven words. When they made that switch, their response rate increased 98%. With just a simple form change, you can get your members to be more engaged right from the start.
3. Use points to incentivize members to come back.
Learning a new language can seem daunting, unless you use Duolingo. The popular language education app grew to 110 million users in just three years, and it keeps those members coming back by giving them experience points for each completed task.
4. Award badges for participation.
It can be difficult to get off the couch, but Fitbit encourages users to push harder by awarding badges for milestones. And the awards aren’t just for running a marathon, they start with tasks that the user can actually achieve and build from there.
At Sandstorm®, we can design new and exciting ways to engage your members through gamification.
Watch the video below for more ideas, or contact us to talk about what we can do for you.
If your website was a physical location, would you build it without access for people with disabilities?
Of course not. You’re not a heartless monster.
But a surprising number of websites forget about the needs of people with disabilities. Inclusive design seeks to change that.
The principle behind inclusive design is creating products and services that everyone can use. Not only does that provide accessibility to your website for people with disabilities, it creates a better experience for all of your users.
Color contrast is a big part of inclusive design and web accessibility. As one of the most important tools in our utility belt, color choice is a big part of a designer’s work. We use it for emotive and illustrative purposes. Red, for example, can be a great color to highlight importance and urgency. Contrasting it with white type can help draw the eye, and that color combination is great for getting users to address alerts.
So what happens when a user has difficulty seeing the color red?
Well, it turns out that white text on a red background is completely invisible to people with color blindness—something we discovered during one of our usability studies. In fact, there are a number of color combinations that cause problems for the visually impaired.
Luckily, there are organizations like World Wide Web Consortium (W3C) to create standards for accessibility issues like color contrast. In fact, W3C went so far as to establish extensive Web Content Accessibility Guidelines, and the web community responded by developing tools that help designers create more inclusive sites.
Some of those tools, like WebAIM and Colorable, focus specifically on color contrast. To meet WCAG, normal, non-bolded text should have a contrast ratio of at least 4.5:1; for large text it should be at least 3:1.
What else can you do to start making sure your website is more accessible and inclusive?
1. Add Alternative Text to Images
“Alt text” is essential to web accessibility. Assistive technology, such as screen readers, relies on alt text to turn images into braille or speech for the impaired.
Most content management systems, like Drupal or Kentico, include an alt tag field for images. Start with your company logo, then add descriptive alt text for each image on your site.
2. Use the Right Heading Structure
Correctly ordering the HTML headings on each page makes it much easier for screen readers and the visually impaired to navigate your site. While design considerations might require this order to shift, try to follow it where you can. At the very least, make your page title and h1 consistent—it’ll help the people using screen readers to make sense of the content.
3. Stop Using “Click Here”
For many reasons, please stop using “click here” as link text. Not only does it make content seem outdated, “click here” is a vague and confusing link description for people who use screen readers. Instead, use strong verbs that tell users what you want them to do and what they get in return:
- Register for the event
- Request more information
- Download this report
4. Utilize Free Web Evaluation Tools
In addition to color contrast tools, enterprising developers have created lots of free tools that evaluate your website’s accessibility.
WAVE, for example, provides a breakdown of errors, alerts, and features in a list form and a visual overlay so you can identify opportunities to improve your site.
Web accessibility isn’t a cut-and-dried, check-it-off-the-list process. But when you design with all of your users in mind, you make your website a more inclusive place to be. And who doesn’t want to be a part of that?
As the newest Junior Digital Strategist at Sandstorm®, I’m basically living my dream of being a Jedi: we do good work for good people, constantly set off on new adventures, and take on every challenge with our warrior spirit. The 10-year-old Bridget would be thrilled.
I grew up in a small town and left to study public relations at Illinois State University. I’ve always loved big cities, so being part of the agency life in Chicago felt like the perfect fit for me. I was a part of some amazing branding projects and communication efforts at my previous position, and I look forward to helping Sandstorm’s clients create amazing brand experiences.
When I’m not working hard for our clients, I’m traveling the world, hopefully scuba diving, and crossing off another country from my checklist. As far as my personal philosophy goes: clowns freak me out, cheese is delicious, and I don’t think anyone confidently knows how to adult.
Sometimes it feels like there are never enough hours in the day to get everything done. Until we give back.
University of Pennsylvania’s Wharton School recently conducted a study that says, “Giving your time to others can make you feel more ‘time affluent’ and less time-constrained than spending your time otherwise.”
In a rapidly moving, technology-driven, deadline-oriented work environment, it’s easy to feel time deficient. Think about it: Not only do we find ourselves heads down in our day-to-day work, we seldom make time to relish our colleagues and get to know them on a deeper, personal level outside the office.
Cue the volunteer work. Over the past 2 summers, Sandstorm® has been supporting Ravenswood Community Services (RCS) by volunteering at their pantry and distributing food to over 250 families on the north side of Chicago. But the reality is that this opportunity provides us with a much-needed pause and sense of awareness—while giving us a chance to accomplish our mission of doing good work for good people.
The same Wharton School research shows that thinking about the present moment, instead of the future, can make you feel less hurried or rushed because it slows the perceived passage of time. During our volunteer windows, not only are we focused on our tasks and ensuring that the local residents are being assisted properly, we also find ourselves in a relaxed yet spirited environment. In other words, we’re living in the moment.
Through these volunteer experiences, it’s not surprising that the time to bond and serve others has other advantages. According to the Huffington Post, volunteering through the workplace can actually boost employees’ productivity, pride, gratitude, and ethics.
So the next time you or your team get caught up in a hectic work week, live in the moment, polish your sense of purpose, and positively impact others around you by volunteering. You’ll feel like a million bucks.
After a three-year hiatus, the Guac Off has finally, and gloriously, returned to Sandstorm®!
We were a much smaller company when the Guac Off was created; we held the first one at my house on a Saturday and everyone attended with their families. As Sandstorm grew bigger and bigger, it became harder to find a day and time when everyone could attend. Eventually, the event dropped off the calendar, but it was never forgotten.
I really wanted to bring back this fun event, but knew that we had to change it up to make it happen. Every month we have a “You Rock” meeting where the whole company gathers to celebrate our awesomeness, have lunch together, and talk about our growth. Usually we have pizza, but this time we had Chipotle and all of our secret guacamole recipes.
Ten Sandstormers brought their guacamole to the table. Many were delicious, and a few boozy options raised some eyebrows, but in the end, there was one clear winner. Congratulations to Megan Culligan, who was crowned our new “el Champion” on Tuesday! She won in a landslide with her very tasty mango guacamole.
In true Sandstorm fashion, we’ve posted pictures and a quick victory speech from our champion on our Facebook page.
The revival of the Guac Off proves that it’s never too late to come back to a good idea and refresh it. If you need help bringing your ideas back to glory, let us know.
Personalization is the best way to engage your users in a conversation, and it’s increasingly something that they expect from your website. Almost 75% of users prefer to do business with organizations that use personalization to make their experience more relevant; the same percentage of users get frustrated with websites when content has nothing to do with their interests.
I recently partnered with .orgCommunity to help associations better understand how to leverage website personalization. In the webinar Spectrum of Personalization, you’ll see 5 examples of personalization in action, from simple to complex, and take away some tips to help you get started today.
Get inspired! Watch our webinar below.
I just got back from a fun conversation with Kristi Ross and Tony Battista at Tastytrade for their show Bootstrapping in America. It was an honor to be asked to share my experience as an entrepreneur with a CEO I admire.
And it’s that passion for new ideas and perspectives that’s helped us find inspiration in the unexpected for our clients. Just one example that came to mind during my talk with Kristi and Tony was how we found inspiration for a community bank in 1871, the Chicago incubator.
Hear more about Sandstorm’s beginnings, how our culture helped differentiate us, and how we differentiate our clients. Check out our episode of Bootstrapping in America.
At Sandstorm®, we thrive on designing and developing exciting new websites. But we also know how important a great event can be. That’s why we couldn’t have asked for a better opportunity in creating a site for ACG.
The Association for Corporate Growth (ACG) is the global community for business leaders focused on driving middle market growth through mergers and acquisitions. As a chapter-led organization, ACG is heavily focused on events, holding over 1,200 around the world each year for industry professionals and the association’s 14,500 members to network.
In order to drive their own growth, ACG turned to us to design and develop a website platform that provided individual sites for the global organization as well as its 58 chapters. Each site not only needed to be mobile friendly and visually appealing, it needed to be user friendly and easy to manage for each chapter, an objective we were able to achieve as a result of several efforts:
- Attending ACG’s annual event and conducting stakeholder interviews to hear directly from leaders and members what they needed from the new website
- By integrating the Drupal 8 content management system (CMS) with the netFORUM association management system (AMS)
- Conducting a usability study on the new design to ensure it was intuitive and easy to use
- Building a collaborative space for chapters and committees to digitally communicate and share essential documentation
We’re honored to help ACG continue driving middle market growth around the world. Check out the new ACG website for yourself.
Hello! I’m Emma, the new Junior Digital Strategist here at Sandstorm®, and I’m thrilled to be working alongside such a dynamic and intelligent team!
My first job out of college, and my first foray into the advertising world, was Condé Nast. Before joining Sandstorm, I worked in the advertising sales department for Vanity Fair and The New Yorker. Working for these publishing giants showed me the importance of creating strong brand identities and taught me how to market to different audiences. I am so excited to continue honing my knowledge while using my unique expertise to benefit Sandstorm’s clients.
On any given weekend, you can find me at home making bagels and binging on episodes of 30 Rock, or out exploring Chicago’s many hidden gems. If you ever need restaurant recommendations, feel free to reach out as I’m also a ravenous foodie and cook.
It’s hard to create remarkable brand experiences without an inspiring insight into the user. I’ve always considered user insights to be the single most important component of a creative brief, and it’s no surprise that it’s also the most challenging component to develop.
The process of uncovering a meaningful insight starts with understanding the user. You need to know your audience well beyond the demographics. How does he think? What does she feel? Not just about your product or service, but about the category?
It’s critical to understand the difference between an observation (a demonstrable fact about your product/service and your user—the “what”) and an insight (recognizing what motivates them—the “why”). It takes time and effort to sort through the more obvious observations to reveal the insight.
But it’s time and effort well spent. Properly developed and crafted, an insight serves as the inspirational launch pad for creative development, providing the illuminating Aha! that makes the message resonant and meaningful.
The best insights address the solution, not the product/service. As the old saying goes, people don’t want eighth-inch drill bits; they want eighth-inch holes.
What are other elements of a great user insight?
- It illuminates the user more than the product or service
- It applies to the category more than the brand
- It’s single-minded and can be simply stated
- It’s about the universal and eternal, rather than the trendy
Let’s look at a handful of acclaimed campaigns and the insights that spawned them.
Dove: “Real Beauty”
The insight: Women—who come in all shapes and sizes—had become increasingly exasperated with the narrow portrayal of female beauty in the media.
The research that revealed this insight led to the creation of a breakthrough marketing strategy: “To make women feel comfortable in the skin they are in, to create a world where beauty is a source of confidence and not anxiety.” The campaign built on this strategy looked like nothing the industry had seen before. The launch of the campaign received substantial media coverage from mainstream news broadcasts and publications, as well as talk shows and women’s magazines. Parent company Unilever has estimated the media coverage to be worth more than 30 times the purchased media.
California Milk Processor Board: “Got Milk?”
The insight: People wait until they’re out of milk to realize that they should buy more.
During a consumer focus group on milk held 25 years ago, someone said, “The only time I even think about milk is when I run out of it." The insight revealed by that remark became the foundation for a campaign that entertainingly presented what might happen if you allowed yourself to run out of milk. The “Got Milk?” campaign achieved over 90 percent awareness in the U.S., and the tagline has been licensed to dairy boards across the nation.
Old Spice: “The Man Your Man Could Smell Like”
The insight: Wives and girlfriends are more likely to buy men’s body wash than men are.
Consumer research revealed that for years Old Spice had aimed messaging for its body wash and hair care products at the wrong audience. The first commercial, featuring actor Isaiah Mustafa, was an overnight sensation and became a cultural phenomenon. Sales surpassed expectations and today Old Spice is the number one selling brand of body wash for men in the U.S.
At Sandstorm, our thoughtful, scientific approach to user research reveals illuminating insights on which effective brand strategies are built. For example:
Ensono: “Operate for Today. Optimize for Tomorrow”
The insight: Chief information officers are looking for resources to help them not just keep the data center running, but deliver strategic innovations that drive revenue.
Extensive primary and secondary research revealed how the role of our user, the CIO, was evolving. CIOs were increasingly being expected to make strategic contributions in the boardroom, moving from a traditional “build-and-feed” model to a construct that could be described as “dream and direct.” We developed a brand campaign for our client Ensono (which provides IT infrastructure management outsourcing) that positioned Ensono as “the company that dreams,” helping CIOs address their current needs and deliver on tomorrow’s objectives.
We developed the new name and brand identity for Ensono, designed and developed its new website and created an expansive portfolio of marketing materials. In one year, the site saw a 703 percent increase in total page views, an 859 percent hike in unique visitors and a 955 percent increase in lead form submissions!
We’d be delighted to help you find the unexpected user insights that deliver an enhanced brand experience. Contact us today to get started.