Let’s Eat Healthy

Maureen Bligh, Program Director of Marketing and Communications at Dairy Council of California, recognized from her extensive experience in website development the many challenges in the current website. “When we previously combined two websites into one, were trying to achieve too many objectives, had too many pages, and we had really just outgrown our space,” she said. When Mindstream Interactive was selected as a partner to build a new website after a national search, the needs were clear: create an intuitive, streamlined experience with an emphasis on optimization. For Bligh, there was an additional component needed to be addressed: “The refreshed site needed to have our organization's cause, values, and the Let's Eat Healthy movement front and center in the design."  

At the start of the project, Mindstream completed multiple audits—gathering valuable insights through comprehensive means on metrics, search, category knowledge, and competitors. We also reviewed all of Dairy Council of California’s existing documentation, from internal resources to current programming.

In the spirit of partnership and perspective, our team visited Dairy Council of California on its home turf several times for work sessions and stakeholder interviews. It was important to us that before moving any further, we had alignment on the Council’s current needs and vision for the future. “We had a great brainstorm session where we focused on establishing clear KPIs—having those to share with our Board of Directors was beyond helpful.”

Then came the time for our strategy and creative teams to reimagine Dairy Council of California’s entire site experience. Multiple concepts were presented, with the final result making use of a bright color palette, family friendly imagery and illustrative elements. A new voice and tone shined through too, infusing education with positivity and encouragement.

Crucial to the modernized site was its effectiveness as a resource hub—which we sought to make as organized and immediate as possible. This helped drive the site’s e-commerce component, which introduced a refined cart system based on the council’s new ordering philosophy.

Not only did we carry the project through to completion, but we set Dairy Council of California up for success after development. “The technical specs were amazing,” said Bligh. “The clear and concise document you provided us with was unbelievable in how it translated the technical for our teams.”