Food Processing Suppliers Association (FPSA) Website Redesign

About the Project

The Food Processing Suppliers Association (FPSA) needed a fresh new look and feel for its website sites in order engage key audiences and communicate the association’s value. At the same time, FPSA staff members wanted to update the site content and gather meaningful metrics on site visitors. Another goal was to adopt an easy to use content management system (CMS) that would enable multiple staff members to maintain content across both sites. The PROCESSEXPO site also needed to integrate with their tradeshow mapping solution, Map Your Show.

The Balance Interactive solution included:

Website Strategy that Unifies Association and Trade Show Websites

After researching competitor sites, analyzing audiences and current content, and researching site statistics, Balance Interactive developed a custom website strategy for FPSA for both their association and the My Process Expo websites. The strategy centered on three key recommendations:

• Getting the best ROI out of the new website from a strong focus on streamlined navigation, solid and updated content, and professional design.
• Using site metrics as a building block and roadmap for future development
• Establishing a strong foundation before adding the bells and whistles.

Design that Engages

Balance Interactive created and implemented a design that brings to mind the values of "industry, integrity, stability and value." Updated imagery across the entire site created a greater association between the mission of FPSA and its activities.

For FPSA’s separate site that focuses on their yearly PROCESSEXPO, Balance Interactive created a separate look that is geared towards Expo visitors. The result is a website that reflects PROCESSEXPO branding and materials and also allows FPSA to drive traffic to both the main site and the Expo site.

Bi-Lingual Drupal CMS Implementation

The FPSA websites leverage the Drupal content management system to streamline site maintenance. All of the site content is managed through Drupal. Optional page components can be added and removed with the click of a mouse. Many content pieces are dynamically added to areas of the site as soon as they are created. The PROCESSEXPO site makes use of Drupal’s multi-language support and allows FPSA to enter key pieces of content in both English and Spanish. Site visitors can switch between English and Spanish content with the click of a button. The Expo site also iFrames key pages of FPSA’s Map Your Show information, allowing exhibitors and attendees to register and search the show directly from the Expo site. Both sites are completely scalable to allow for and seamlessly manage additional content. FPSA can easily add accounts for all staff members that will contribute to site maintenance.

Streamline Content

The set up for both sites allows the client to input content once and have it used in several locations within the website. For example, to add a member press release, the administrator is prompted to complete a series of fields. When the press release is saved, the information is automatically added to a news page and a member press release page. There is also a page created for the news release. On PROCESSEXPO, when adding content that has been translated, the site administrator clicks on a translate tab and enters the translated content in Spanish.

Evaluation & Results

Since the launch of the www.fpsa.org website:

• Pages per visit to the FPSA site increased 12.92%
• Average time on site increased by 6.94%
• New visits increased by 6.25%
• Referral traffic to www.myprocessexpo11.org increased from the following sources:
  • Facebook: up by 223.08%
  • LinkedIn: increased by 100%
  • Google: up by 500%