The Water Council

A Digital Epicenter For The Global Water Community

Milwaukee is far more than a city on the lake. It is at the epicenter of the vibrant global water community, and The Water Council is leading the way. To keep up with the remarkable growth of this first-of-its-kind organization, we needed an engaging digital hub to educate and connect members across the world. The award-winning website is packed with storytelling and features focused on making the user experience engaging and informative, serving as a hub for the world’s brightest and most energetic water professionals.

Discover

The Water Council (TWC) is a dynamic, first-of-its-kind global organization dedicated to discovering innovative solutions to critical water concerns around the world. The public-private partnership links together hundreds of global water technology companies, entrepreneurs, government agencies, non-governmental organizations (NGOs), academic research programs, and some of the world’s brightest and most energetic water professionals.

Established in Milwaukee in 2009, the organization is growing at an exponential rate. To meet demand and continue its growth trajectory, TWC needed an engaging digital hub that clearly communicated the depth and impact of TWC’s work across the globe and could grow and evolve with the organization.

With this in mind, the team set out to overhaul the existing website to better position TWC as the global epicenter for freshwater research, innovation, education and business development. The updated website would serve as a destination hub for all things water, including research, economic development and education.

Formulate

To demonstrate TWC’s visionary, bold, collaborative and dynamic brand with this top-tier global audience, we needed a website that would keep up with the organization’s exponential growth and evolve as they grow and change; it also needed to clearly communicate the depth and impact of TWC’s work across the globe.

To achieve this we needed to deliver a high-response and engaging customer experience that positioned TWC as a leader while aligning with brand guidelines and values. In doing so, we wanted our audience to feel:

  • Captivated, excited, engaged, connected and informed, with no question about who TWC is and what they do, i.e. “Wow, they are making an impact!”
  • “I need to be a part of The Water Council” (for someone looking to become a member)
  • “They have the solutions I need” (for someone looking for assistance)

Execute

The new site was designed to be packed with features that improve the user experience and provide the most up-to-date information about The Water Council’s robust member and partner network.

Specifically, we combined storytelling and impactful statistics to capture the audience attention and serve as a call-to-action. For example, the addition of a Global Directory, positioned prominently on the homepage, would help connect the various audiences visiting the site while driving TWC membership. The “Why Water?” story was crafted to provide clarity on the mission and value of the organization, and how it is leading a global movement to increase awareness of the importance of water to the economic prosperity. The addition of a newsroom would serve as a hub for visitors to stay up-to-date on industry news, and a revamped blog would serve to share updates and information about TWC and its business.

Measure

The Water Council website revamp has been a hit! The work has already taken home trophies in two industry award competitions, including a “best in category” win for video at the Business Marketing Association’s Bell Awards. The website has also resonated well with TWC members and stakeholders, and is considered the go-to hub for networking and information about the global water community. And with features like an active blog, participation in events like the White House Water Summit are amplified and allow TWC to extend their message to the broader community.

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