Streamlined Navigation Plus New Visual Direction that Reflects Thought Leadership

American Camp Association

Client Info

The American Camp Association (ACA) serves as the national leader for over 15,000 camps attended by more than 26 million campers. As the only independent national accrediting body for camps, they needed their website to reflect their role as industry leaders while better serving their diverse audience of camp professionals, parents, and seasonal staff.

Industry

Association

Top challenge

• Absence of structured and organized taxonomy impeded search functionality.

• The fact that updating content was not easy resulted in the site not always being up to date.

• The site lacked a customer connection beyond “Contact Us,” and there was no call to action on the home page or header to “Join.”

• The ACA’s business and profitability goals were not prioritized in the architecture and design.

• The design was viewed by stakeholders as stale and in need of a refresh.

Top solution

• Faceted search along with the build out of proper taxonomy, served as the foundation for more robust search functionality.

• Provus®—Promet’s flexible, component-based design system—was implemented to enable non-technical content editors to easily update pages and switch up layouts.

• Primary and secondary CTAs were implemented through the site with a focus on user journeys and highlighting the full scope of what the ACA has to offer.

• More prominent highlighting of events, online learning opportunities, and the bookstore, served to help drive profit goals.

• The design of the site was modernized to convey the ACA as approachable, yet modern and fun.

I have nothing but good things to say about the discovery, design, and development team. They really took the time to understand our complex business model, and that was incredibly beneficial.

Kelley Freridge

Chief Marketing Officer, American Camp Association

What We Did

Through a detailed two-day discovery process, we rebuilt their platform on Drupal 9, creating separate navigation paths for Parents & Families and Camp Professionals. We implemented Provus®, our component-based design system, and developed a robust search function with proper taxonomy.

A Smarter Way to Search

We rebuilt the site's taxonomy from the ground up, creating a faceted search system that helps users quickly find exactly what they need. Whether someone's looking for summer camp options or professional resources, the new structure makes navigation intuitive and effective.

Revenue-Focused Design

The new site puts business goals front and center with strategically placed calls-to-action throughout. Events, online learning, and the bookstore are now prominently featured, making it easier for ACA to monetize their valuable content and services.

Easy Updates, Better Content

Content editors can now quickly update pages and adjust layouts without technical help, thanks to our Provus® design system. This means the site stays current with fresh content, maintaining ACA's position as an industry thought leader.

The Result

The redesigned platform successfully balances ACA's professional authority with an approachable, modern feel. The dual navigation system better serves their diverse audience, while improved search functionality and strategic calls-to-action have enhanced both user experience and business outcomes.

The redesign won a Web Excellence Award for "Mission-Driven User Experience."

Discovery & Strategy

Stakeholder workshops
Business model analysis
User journey mapping

Design & UX

Dual navigation paths
Modern visual refresh
Accessibility compliance
Component library

Technical Development

Drupal 9 migration
Provus® implementation
Search optimization
Taxonomy building

Content & Integration

Content migration
Editor training
Payment integration
Performance testing

Let’s start your project

Whether you're juggling multiple audience needs or looking to better monetize your content, we can help build a platform that serves both your members and your bottom line.