Higher Ed Website Rebrand for Member Benefit Management
Edvance
Overview
To address Edvance’s need for a significant higher ed website rebrand, as they transitioned from the Student Resource Center to Edvance, Atlantic BT became a crucial partner in this transformation. Recognizing the need for a more cohesive online presence, we tackled the challenge of managing over 50 disparate websites and landing pages created for various member organizations. We implemented a multisite experience, providing Edvance with a centralized platform to consolidate and efficiently manage their digital assets, while also streamlining the application process to effectively support multiple member organizations.
Company Overview
Edvance focuses exclusively on higher education, delivering member benefits. They collaborate with member-based organizations to engage and inspire members and their families to utilize these benefits. Additionally, Edvance offers a scalable and cost-effective student acquisition model, providing high-intent student prospects ready for admissions. They also guide students through the program selection, application, and enrollment process, and provide ongoing support throughout each student’s education and career journey.
The Ask
Edvance approached Atlantic BT with a multifaceted request centered on their critical transition from the “Student Resource Center” to “Edvance.” Their primary ask was for a complete higher ed website rebrand of their online presence, requiring not just a new logo and color palette, but a unified brand identity across all digital touchpoints. Crucially, Edvance needed Atlantic BT to consolidate and manage over 50 disparate websites and landing pages created for their various member organizations, seeking a centralized, multisite platform as part of this rebrand. This consolidation aimed to streamline the application process and efficiently manage member benefits for numerous organizations. Ultimately, Edvance sought a solution that would not only provide a cohesive digital experience through the higher ed website rebrand but also support their goal of developing a scalable and cost-effective student acquisition model, enhancing their ability to engage and guide students through their educational journey.
Our Higher Ed Website Rebrand Process
Discovery
During the discovery process for Edvance, we undertook several key initiatives to lay a solid foundation for their higher ed website rebrand. To begin, we ran a content inventory to make sure that all blocks are accounted for throughout the different websites, providing a comprehensive understanding of their existing digital assets. Simultaneously, we conducted a thorough Union College benefit form audit for Accessibility and user experience, ensuring their critical forms were both user-friendly and compliant with accessibility standards. Finally, our team performed a technical audit to investigate their platform for configuration needs, plugins & features, allowing us to understand the underlying infrastructure and identify opportunities for optimization and integration within the new multisite experience.
Development
During the development phase of Edvance’s higher ed website rebrand, a key aspect was establishing seamless data flow and a consistent yet customizable user experience. To achieve this, we implemented Gravity Form integration to connect all data to HubSpot, ensuring efficient lead capture and management. We also implemented mechanisms to capture form abandonment user data, providing valuable insights into user behavior and potential areas for form optimization. Furthermore, we developed a global template with overrides for logo, site name, and internal text labels per member organization website, allowing for brand consistency across the multisite while still providing a tailored experience for each member organization.
Design
For Edvance’s higher ed website rebrand, we began by establishing the logo and color palette, informed by a comprehensive analysis of both direct competitors and companies with a similar tone. This analysis guided several iterations of logo and color options to achieve the optimal visual identity. Subsequently, we developed a complete brand identity, encompassing marketing materials, promotional items, and a detailed brand guide. Leveraging user research and an accessibility form audit, we then designed a new landing page to launch the rebranded Edvance. Finally, we created wireframes and mockups for the entire Edvance website, including key pages like About Us, Member Organizations, Academic Institutions, FAQ, and Blog, to visualize the complete brand experience.
Delight
The Delight phase is where Atlantic BT ensures the long-term success and continued evolution of Edvance’s new higher ed website. To maintain optimal performance, relevance, and user satisfaction, we engage in quarterly update cycles for both Edvance and their parent company, Union College Benefits. These regular updates encompass technical maintenance, content refreshes, and performance optimizations to ensure the platform remains secure, fast, and engaging. Furthermore, this ongoing partnership includes the continuous implementation of new features, proactively enhancing the user experience and introducing functionalities that align with Edvance’s evolving goals and the dynamic needs of higher education, solidifying the platform’s value for all member organizations.
EDV full page
EdV home page full
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Edvance logos
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