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Challenge

The American Red Cross mobilizes the power of volunteers and the generosity of donors to prevent and alleviate human suffering in the face of emergencies. To continue successfully fulfilling its mission, they needed a first-class CMS that would support multiple users working in a collaborative environment.

Solution

Our software engineering team worked to transition the two websites to Adobe Experience Manager. By moving the sites to AEM, the American Red Cross can now create and leverage content across two different properties—all from within one platform.

Our UI/UX teams conducted in-depth donor interviews to best understand the online experience. By recognizing user frustrations, we successfully created a branding style guide kit to be used across the two sites in order to give donors a more consistent, user-friendly, and unified experience.

To help create a better online experience, we built a visually-compelling, responsive site that included content migration and incorporated much-needed elements of Search Engine Optimization.

Results

Our technology team implemented Adobe Analytics and Adobe Target in addition to creating three different web app variations where users can register for blood drives, make online donations, and send thank you cards. Now the two websites utilize a full suite of marketing applications that harness Adobe’s best-of-class tools and features.

“Since 1881, The American Red Cross has set the standard in emergency response. Now we have a One Red Cross environment that sets the standard in unification.”
- Matt Cascio, Executive Director, American Red Cross (Marketing Technology)

Merkle

Merkle is a global data-driven performance marketing agency that specialises in the delivery of unique, personalised digital customer experiences. Its strengths in performance media, customer experience, customer relationship management, loyalty and enterprise marketing technology drive improved people-based marketing results and competitive advantage. Top clients include Dell, Target, Visa, Sanofi, AT&T, Warner Bros., HBO and GEICO.

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