Equality Ohio was founded in 2005 by a group of 65 dedicated LGBTQ activists and allies. It was founded in response to the passing of a constitutional amendment prohibiting same sex marriage and civil unions in Ohio. But as the organization evolved, the leadership recognized that their work had broadened. To achieve their vision of creating an Ohio where everyone feels at home, they had to focus on multiple issues affecting the LGBTQ community – including discrimination laws, health rights, civil rights and marriage rights.
Origo was excited by the opportunity to help advance the mission of Equality Ohio. We partnered with them to develop a new web experience that would advocate their mission, boost awareness and improve the positive impacts that they have on the community.
RESEARCH & CONSULTATION:
The project was kicked off with a comprehensive research process. Origo conducted working meetings and audits of the existing website with the leadership team of Equality Ohio. This helped to identify strategic goals for the upcoming web strategy by identifying:
- Key User Profiles and User Goals
- Page and Content Inventory
- Messaging and Content Strategy
- Service Segmentation
CREATING A NEW EXPERIENCE:
Using insights gained from the research phase, Origo developed a new site architecture and wireframes – designed to offer an intuitive, easy-to-navigate web experience. New conceptual design and messaging elements were created to support Equality Ohio’s vision of equal opportunity and fairness for all Ohioans. The new website, EqualityOhio.org, was developed in content management system of WordPress – allowing Equality Ohio’s staff to quickly and easily update and support content.
In developing the new site, we were able to implement new online practices to help communicate Equality Ohio’s services and value. They included:
- A Twitter Social Media Feed on the homepage, providing new channel for stakeholders to connect.
- A Blog & Blog Feed featuring news and updates in the field of LGBTQ advocacy.
- A Newsletter Signup Form that helps collect important information on site users.
- A Legislation Tracker where Equality Ohio can post news on important legislation and government activities
As a purpose-driven marketing agency, we take great pride in creating impactful strategies for organizations that serve the greater good. We look forward to supporting the continued impact that Equality Ohio will have on our community for years to come.