While AFA has grown to be a connected military community for airmen, their families and civilians, it needed to modernize its membership. The first step was to create a new website experience to act as the central hub for all AFA communications. The Air Force is very technical in nature. However, AFA’s website did not reflect a transformative technical presence.
AFA turned to Bates Creative for its experience working with military branches and associations along with its expertise in digital design and development, particularly Adobe Experience Manager (AEM). Understanding that AFA is rich with content and member resources, Bates Creative rebuilt AFA’s digital structure with member-first experiences.
Several of AFA’s website redesign goals included:
- driving growth and revenue to its membership
- promoting professional development
- generating more ad sales
- increasing awareness for AFA’s contribution to the community it serves