Trout Unlimited


Looking for the definition of partnership? Look no further than this relationship. Members of our team have been working with TU since 2006. Together our folks with TU’s dedicated team have moved the organization light years ahead in terms of the role the site and ecommunications plays – and returns – for the organization.

TU entrusted Hodges Consulting to develop an overall strategy for redeveloping its flagship website at Armed with a real brand challenge – and provided with an opportunity to greatly expand the online engagement for the targeted audiences – we embarked upon a path to develop a clear strategy for the new site that would fundamentally change how the organization presented itself online.

As an extension of the strategy work, we were then asked to manifest that strategic vision into a clear user experience – one that would inspire both loyal conservationists as well as sport anglers – each coming from a very unique perspective and with unique needs. We developed a deep information architecture and corresponding wireframes, as well as helped the organization reengineer their formerly program-centric presentation of content into one that was more project and location based. We produced an extensive creative brief and worked with Free Range Studios who developed the design skin for the experience.

We’ve been working with TU over the years to optimize their initial Google Grant and worked tirelessly to gain approval for an increased grant from Google. We have structured distinct campaigns around clear conversion goals, and leverage the Google Grant, a paid Adword budget, and ongoing organic optimization. In addition, we provide counsel on landing page strategies to optimize conversions from offsite activity. We offer daily and weekly monitoring and optimization coupled with monthly reports and quarterly strategic reviews to continually optimize the site, the Google grant spend, and paid keywords.

As an evolution of members of our team having led the requirements gathering and selection process for TU’s new eCRM solution through Abila (nee Avectra), Hodges Consulting served as the strategic implementation counsel, providing guidance and leadership for both the technical implementation partner Free Flow Digital, the internal TU team, and as strategic liaison with Abila leadership. This ensured that the client had a true advocate in the process to play between all parties.

We have provided process and project management services as part of many engagements with TU. From the Abila implementation example to developing a methodology for content creation and editing for the launch of the new website, we have been a trusted partner in helping create order out of potential chaos and ensure the job gets done.

As a trusted partner, TU turned to us when their director of Online stepped away for maternity leave. For several months, we stepped in not just at an execution management level but as a strategic player in the dialogue with key internal TU stakeholders across teams of communications, development, and online to keep the organization moving forward.

  • Trout Unlimted
  • Ongoing
  • strategy
  • planning
  • executive management
  • organizational development
  • content audit
  • content strategy
  • user experience
  • wireframes
  • solution evaluation
  • RFP development
  • vendor evaluation
  • requirements development
  • partnerships

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