AAA Northampton

AAA Northampton County needed to upgrade their website without a complete design overhaul or any disruption to the digital experience members rely on. Their existing Kentico Xperience 13 platform was approaching end-of-support. To maintain security, an easy-to-use content editing interface, and reliable email marketing capabilities; the club needed to migrate to a new platform. 

Aside from end-of-support concerns, some elements of the site had begun to feel outdated and needed a refresh without completely changing the design members were familiar with. As part of that refresh, they wanted to shift their visual palette from more red to more blue throughout. On the content side, the marketing team had grown increasingly limited by how difficult it was to quickly build email campaigns, a pain point that an up-to-date editing interface could easily solve. 

An upgrade to Xperience by Kentico was determined to be their best option, ensuring the AAA team would get access to all the digital marketing and content editing tools they need. 

Citro Digital worked closely with the AAA team to migrate their existing content into Xperience by Kentico while strategically identifying where a design refresh would have the greatest impact. Rather than proposing a full rebuild, Citro Digital pinpointed the components most tied to usability and experience, updated those, and kept the site's navigation unchanged to avoid introducing friction for returning members. 

Favorite new site features: 

• A visual refresh, featuring more blue, applied to the components with the greatest impact on usability without disrupting the layout members already know 

• Reusable, flexible content components that make sitewide updates faster and easier to maintain 

• Strengthened content workflows that simplify day-to-day editing for the AAA team 

• A significantly faster interface for building and launching email campaigns 

To support the club's team long-term, Citro Digital also improved the underlying content structure; implementing reusable content components and strengthening workflows so AAA's team could update content more efficiently going forward. 

Citro Digital brought years of experience working in the Kentico platform to the project, and with the existing site already hosted on Kentico Xperience 13, staying within the Kentico ecosystem was a natural fit. The team chose to upgrade to Xperience by Kentico for the flexibility, scalability, and marketing capabilities needed to support a continuously growing organization with diverse services and multiple audiences requiring regionalized content. 

Out-of-the-box and platform features used: 

• Content modeling and reusable page components 

• Regionalized content management 

• Analytics and engagement reporting for email marketing 

• Email marketing campaigns and contact groups 

• Third-party integrations supporting member services and digital experiences 

Custom-developed features include: 

• Zip code authentication built to validate zip codes across national access 

• Lucene search integration 

The upgrade gave AAA Northhampton the content management experience their team needed to effectively reach their members, complete with flexible content modeling, streamlined email marketing, analytics for ongoing engagement monitoring, and a platform built for growth.

The upgrade delivered significant operational improvements across the board for developers and marketers.  

Results included: 

• More efficient website content management and publishing workflows 

• Improved support for email campaigns 

• Better visibility into email campaign performance and audience engagement 

• A more modern, consistent user experience across key areas of the website 

• Greater flexibility for future enhancements without requiring large-scale redevelopment 

AAA Northampton has plans to continue building on their Xperience by Kentico investment; focusing on more updates to their web content. They plan on creating more engaging email marketing campaigns now that they have access to Xperience by Kentico's email tools. They look forward to exploring everything the platform has to offer and introducing additional website enhancements over time.