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10 best trade association websites

10 Best Trade Association Websites

What makes a good website? About a hundred different things. But what’s a good start? Good organization, good design, good content.

Brick Factory is based in D.C., where you can’t go a block without passing half-a-dozen trade associations, so we were curious: which ones have the best websites?

What did we find? Very good examples of organization, design, and content.

We started with 50 of the largest trade associations, but narrowed it down to 10.

Who rose to the top? Take a look.

 

10. The Endocrine Society

The Endocrine Society has a good website overall, but they made this list because of how user-friendly the site is. We like that you can browse content by “who you are.” This option is right at the top, right in the middle: you can’t miss it.

Endocrine Society Website

 

 

9. Mortgage Bankers Association

It’s organized, it’s attractive, it’s easy to navigate. Overall – a job well done. Notice how all the content on the homepage is spaced perfectly and fits into a grid; the standardized height and width for each block makes this website design clean and effective.

Mortgage Bankers Association

 

 

8. American Association for the Advancement of Science

Great calls-to-action! “Become a Member” stands out clearly without being over-the-top. AAAS uses red to draw your eye to the most important things on the page. But why does this really work? Because it’s the same red they use in their logo.

American Association for the Advancement of Science

 

 

7. American Chemical Society

ACS has an attractive and well organized website, but what sets them apart is their content. It’s original, it’s engaging, it’s fun. Cool Science? Molecule of the Week? Chemistry Quiz? We’re in!

American Chemical Society

 

 

6. National Rifle Association

The NRA is another trade association that is making a large investment in the production of original content, particularly video. Their website features video series targeted at diverse audiences, like women and urban youth, that will keep visitors coming back.

National Rifle Association

 

 

5. The Optical Society

OSA does a great job with subtlety – the header provides just the right amount of depth. Also, the scrolling updates could have come across as cheesy, but it actually works! It’s small enough and the animation is slow enough that doesn’t take over the page. Oh – and check out the image gallery, great content.

The Optical Society

 
 

4. Aerospace Industries Association

This website is just beautiful. Every time you refresh you get a new, huge image of a plane or helicopter. A very unique approach for a trade association.

Aerospace Industries Association

 
 

3. National School Boards Association

NSBA has done everything right. A smooth, larger-than-average slider makes the visual content the focus of the page. A clear headline tells you who they are right away. And using icons for their primary initiatives was a good, attention-getting touch.

National School Boards Association

 
 

2. InfoComm International

What do we really love about InfoComm International? Look how much is on their homepage… not that much, right? InfoComm has a great content strategy – keeping it simple.

InfoComm International

 
 

1. American Diabetes Association

This is one of the only websites on our list that doesn’t have a slider. The American Diabetes Association has an attractive, modern website that uses visuals and icons very well. Also, their original content is outstanding: relevant, entertaining, and tailored to their audience. We love the featured recipes!

American Diabetes Association

3RD_ROUND

Our New Website

We quietly launched our new Brick Factory website last week.  I’m really proud of it.  I think it is a true reflection of who we are and what we do, which is tough to pull off.

When web development firms build sites for themselves, the instinct is to show off.  To overdesign.  To throw in every bell and whistle.  “Let’s implement all the ideas!”  The resulting sites often look like they are designed for other web designers/developers, as opposed to the actual audience, prospective clients.

As a firm that preaches simplicity and talks a lot of audiences and conversions, it was important that our own site reflect the work we do for our clients.  It is a real tribute to the talent of our staff that we were able to create a site that is simultaneously simple, completely unique and beautiful.

The launch of the new site also represents the Brick Factory entering its next phase.

As a group, we’ve focused the last year on getting better at what we do a little bit every day.

We’ve embraced new processes and technologies.  We’ve fixed some structural issues we were having.    We’ve invested heavily in the development of some new products we will announce soon.  All while doing some incredible work for our clients.

So please take a look at the new site and let me know what you think.  Also be sure to check back in on us, as we have some great things in store for the rest of the year.

Summer Internship at Brick Factory

We are looking for an intern to join our team this Summer. The job description is below as well as instructions for how to apply. We’d love to hear from you!

Summer Internship at Brick Factory

The Brick Factory plans and executes world-class digital campaigns for non-profits, trade associations, advocacy groups and brands. We believe in simple solutions, setting clear goals and objectives, and providing great service to our clients. We believe a good website or campaign is never done and the launch of a website is the beginning, not the end.

The Brick Factory interns will be responsible for supporting our Strategists in conception, implementation and analysis of many digital initiatives. This includes website, social media, email, mobile and other digital marketing efforts that support new business, our products and client campaigns. This position calls for an individual with strong communication skills, analytic skills and creative thinking ability. This position requires a highly resourceful individual who can think on their feet and can focus under pressure.

What you’ll do:

  • Help us launch new tools. We’re in the midst of building some great new platforms for our clients. You’ll be right in the thick of it as we launch them to the public.
  • Assist in running our clients’ digital programs. This involves an active engagement that is beyond management, ensuring that our projects ship on time, goals are set, tracked and met, and our clients are provided with clear, high level recommendations that help them succeed in the digital space.
  • Work in a small team environment. You’ll wear multiple hats, provide input and solutions, and work on multiple projects at one time.
  • Contribute to our blog. Brick by Brick is our soapbox to spread the thoughts and opinions of The Brick Factory. Once settled, you’ll be expected to develop new post ideas and contribute innovative content regularly.
  • Aid in new business and marketing efforts. At The Brick Factory everyone is involved in selling new work. Our interns have a large role in managing advertising and marketing campaigns. You will also be constantly looking to expand the work in our existing client portfolio while reaching out to new business prospects.
  • Make yourself and the company better. Meaning that you aren’t ever satisfied with the status quo and are constantly looking to improve yourself, the company and our clients.
  • Something you are interested in. We encourage our interns to tackle a self-driven project from conceptualization to launch during their time with us.

What you bring to the table:

  • You’re a fun person to be around.
  • You have a passion for work in the digital industry and are excited to learn new things.
  • You’re a problem solver. You would rather figure out the best solution than be told how to do it.
  • You’re organized. You can manage multiple projects at once and are dedicated to hitting deadlines.
  • You have some experience with HTML, marketing and sales research, and analytics tools. A big plus if you have experience with CSS and JavaScript as well.
  • You have a strong writing background. Your communication skills are exceptional and you have experience creating and editing content for clients.
  • Have used or are willing to learn Adobe products such as InDesign, Dreamweaver and Photoshop.

What you can expect from us:

  • A metro accessible office in downtown Washington, DC.
  • A great work environment, with plenty of opportunity to learn.
  • Training and professional development opportunities.
  • Compensation during the extent of your internship.
  • A fun team of enthusiastic and talented people.
  • Occasional work activities, lunches, and happy hours.
  • Additional random perks and benefits.

The Details:

Dates: May 2014 through August 2014 (can be flexible for the right candidate)
20-25 hours a week in the office

Sound interesting? Take a look around our website, blog, Facebook and Twitter. If you think we’d be a good fit please send a resume and cover letter to jobs@thebrickfactory.com. The deadline to apply is April 18th.

Email Rates

Five political emails that look nothing like political emails

As someone who works in digital public affairs, I paid close attention to the emails that were sent out by the Obama campaign during the 2008 and 2012 election cycles and am now closely watching what is being sent out by  Organizing for Action.  The reason I’m paying attention is simple: the Obama folks know what works.  Years of research is behind every email that gets sent.

Since the election, emails from Organizing for America seem to have followed two general templates:

  1. Emails sent from individuals (Barack Obama, Michele Obama, David Axelrod, Lindsay Siler, etc.) are almost always text-based and extremely simple in their design.  Images are rarely included.  Very straightforward formatting.  They are made to look like the emails you receive from your friends and family.  You can see an example here
  2. In contrast, emails sent generically from Organizing for Action are extremely visual and viral in nature.  They include pop culture references, infographics and animated gifs, and usually only minimal text.  You can view examples of these types of emails below.

I’ve been particularly interested in the increased frequency and complexity of the visual-based emails.  They have much more in common with product marketing emails than traditional political ones.  I think the rise of these emails is a good indication of how competitive the battle for email opens and clicks has become. 

When you send an advocacy email today you are fighting for attention.  You aren’t just competing against the opposing political party or issue group.  Your are fighting companies like Groupon, Amazon and Gilt for the attention of your supporters. 

In the case of Organizing for Action they are also fighting fatigue.  Many have been on the Obama email list for six or seven years and have gotten thousands of email from the various versions of the campaign.  Even is they don’t subscribe, you have to think many are tuning out the emails. 

The increasingly visual and share-hungry emails sent out by Organizing for Action are an attempt to win this battle for attention.  They can’t just inform, they have to entertain a bit too.

Having gotten through the throat clearing, here are five examples of visual and viral emails sent by Organizing for Action the last few months.  Click on the title or image to see the full email.


1. Fist Bump

Not a lot of explanation required here.  This simple, e-card style email was sent out as part of a list building campaign around the President’s birthday.

fist-bump

 

2. Infographic Email

This infographic email was sent out by Organizing for Action to celebrate their one year anniversary.  The 2012 Obama campaign has used this style a few times.  I love it. 

infographic

 

3. Cats

As a way of connecting the Affordable Care Act with Valentine’s Day, Organizing for Action sent out an email asking friends to share kitten photos with their Facebook friends that include health care-related messages.  The actual email template is actually pretty text-based, but I included this one due to the clear attempt to leverage the Internet’s love of cats for political gain.

cats 

 

4. Breakfast Club Gif

In-mid February Organizing for Action sent out an email asking visitors to take a pledge that they will help spread the word about the March 31 health care coverage deadline.  If you took the pledge, you are automatically entered into a contest that would give you the chance to meet president Obama.   Organizing for Action sent out this email featuring the Breakfast Club gif below.  The email is about a contest deadline, so, presumably, the animated gif is telling you to stop what you are doing right away and enter.

breakfast-club 

5. Prince Animated Gif Email

As a way of promoting the same contest as the Breakfast Club gif, this email included not one, but two, animated gifs of Prince presumably judging you for not having taken the pledge yet.  I actually felt a bit tricked here, as upon receiving the email I had assumed President Obama and Prince would be doing some sort of joint appearance.

prince

Why to people share?

Explaining the Upworthy Phenomenon with Science

The last few months I’ve been a bit stumped by how popular Upworthy has become.  The site attracted 90,000,000 unique visitors in November 2013, which seems completely crazy to me.

I get that the site is really good at writing headlines that beg to be clicked and shared.  I’ve clicked on a lot of them.  The problem is that 90% of the time the best part of the story is the headline.  The actual content is usually disappointing.

This purse isn’t the “single greatest gift for a woman.”  This isn’t “the greatest anti-smoking video on the Internet.”  Neither is this. And I’m all for marriage equality, but this ad isn’t one of the greatest love stories I’ve ever seen.

For me at least, Upworthy fails to deliver on what it promises.  As a result I basically tolerate it at this point.  The headlines show up in my feed, but I rarely click and never share or like Upworthy content.  I’ve been burned too many times.  I would just block it altogether, but reading Upworthy headlines is like taking a Master class in click baiting.

I’m clearly in the minority though.  While the site has experienced some traffic loss recently, it is still doing quite well and its content is shared at a much higher rate than any other publisher.

I recently came across a New York Times study, The Psychology of Sharing, that went a long way towards explaining Upworthy to me.  The whole study is worth reviewing, but I found these stats on why people share particularly relevant:

  • 68% share to give people a better sense of who they are and what they care about.
  • 84% share because it is a way to support causes or issues they care about.
  • 73% share information because it helps them connect with others who share their interests.
  • 69% share information because it allows them to feel more involved in the world.

If you look at a typical Upworthy headline you will see it checks off nearly all of these boxes.  Take this headline from today, “Dear Advertisers: Please Stop Portraying Women Like This In Adverts. Regards, Women.”  By sharing this headline, I am:

  • Saying I’m the type of person that doesn’t approve of the way advertisers portray women.
  • Showing my support for equality for women.
  • Connecting with others who support equality for women.
  • Engaging in a dialogue and feeling connected to the world.

That’s a lot to accomplish in just a few clicks.  The fact that the video isn’t that interesting or funny really doesn’t matter.

I think the other thing that is brilliant about Upworthy is that there usually isn’t any downside to sharing their content.  While there are exceptions, Upworthy allows you to take stands on topics that generally aren’t actually controversial.  By sharing the above article,  I am taking an extremely non-controversial stand (women shouldn’t be portrayed as morons in ads!) against a nameless, faceless entity no one is going to defend (advertisers).

I’m being political without the nasty business of actually getting into politics.  It is like taking a stand against cancer.

For Upworthy the message sent by the content is so great that it doesn’t matter that the content itself rarely is.