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How Do You Reach Three Audiences With One Website?
Fairtrade America celebrates products that are sourced ethically. Their website needs to accomplish a lot: explain how Fairtrade works and why it’s important, entice new brands to get Fairtrade certified, and help existing clients tell their own story. During the strategy phase, Interactive Strategies identified Fairtrade America’s primary audiences: prospective brands, existing brands, consumers. They built separate areas of the site for each audience and varied the voice to meet their needs—professional for businesses, a bit more casual for consumers. But they knew they’d all be browsing the entire site, so we cross-promoted sections with content and messaging that appealed to everyone. Credits: Agency: Interactive Strategies https://www.interactivestrategies.com/
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