National Association of Landscape Professionals

4/22/2019

ClientThe National Association of Landscape Professionals

Challenge: The large nonprofit needed to add help with select digital work in various departments to optimize their website, expand their digital advertising efforts, and create simple, consistent reporting for all online activities.

Solution: An ongoing consulting and support relationship consisting of...

  • Website analysis and consulting
  • Site QA and optimization recommendations
  • Ad server setup and management
  • Custom development across various platforms
  • Custom reporting for all digital efforts

The National Association of Landscape Professionals (NALP) is a national trade association that represents nearly 100,000 landscape industry professionals in the US, Canada, and internationally. NALP first reached out to us for technical support during the late stages of their website redesign. 

Their in-house team had built the new site, but were looking to add some bandwidth to ensure certain tasks were completed before and during launch. Before launching the new site, NALP wanted to:

  • Set up an ad server and ad space,
  • Get better control and functionality from their Google Analytics account,
  • Ensure all redirects were in place to keep the site and search engine indexing running smoothly,
  • Perform QA and cross device checking throughout the site,
  • Update their organization’s separate blog site and improve its integration with the new main site.

They also needed a partner to help with various technical concerns during the launch. With hundreds of pages on their site, these technical elements were especially crucial. We helped make their site launch a smooth process and since then have continued to serve as consultants in a host of different areas.

Google Analytics

NALP’s Google Analytics account is an essential tool for measuring the success of dozens of online initiatives. But with any large, long-standing account, it’s easy for Analytics to get cumbersome and complicated. By simplifying properties and views, as well as updating various rules and segments, we were able to make sure their tracking system remained a current and valuable asset for their team. 

Before the website launch, we helped to integrate NALP's different properties and improve tracking across the website. This gave a better view of their overall site health and marketing performance. Since then, we've continued to work to improve their Analytics and track their site’s health. We also regularly monitor both their Analytics and Search Console accounts for any issues. 

Website QA and consulting

Before the new site's launch, we worked with the NALP team to identify and resolve any technical, design, or UX issues on the site. Since then, we've continued to work with NALP to optimize the site for members, the general public, and their own organization.

Google DFP and AdSense

One major initiative for NALP’s new site was the ability to sell ad space to their corporate partners. We were able to set up the ad server from scratch and worked with them to consider various ad slot placements before the new site launched. We worked to ensure that the slots were functional, didn’t interfere with the user’s experience, and remained viable for advertisers. 

We also helped NALP get approved for and implement programmatic ads on their site. We work directly with their development and sales teams to keep their advertising efforts running properly. We assist with things like creating new ad orders, consulting on the ads themselves, reporting on campaigns, and providing technical support for the ad spaces on the site.

Custom site integrations development

As a large organization, NALP uses many online platforms to provide services to their members and to the public. Their online presence is split among multiple sites. We identified ways to integrate and simplify for better user experience.

We built custom integrations to help streamline these various efforts. One solution we developed pulls new posts created on their WordPress blog site into a stream on the homepage of their main site. We also worked to optimize the connections between these sites. This integration ensures that both function independently yet cohesively.

Data Studio reporting

Finally, to measure the success of their efforts on and offline, NALP needed to develop high-quality reporting. These reports needed to work internally, with board members, and with external partners. 

We worked with their team to set up and maintain a variety of interactive Data Studio reports. This reporting allows them to easily and effectively summarize their different initiatives. By taking a holistic approach and communicating with all their departments, we've been able to identify their needs and create valuable assets for the whole NALP team. 

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