American Ethanol Fall 2017 - Page 12

Accessible. Mobile. Powerful. New Growth Energy Website Raises the Bar Officially launched at the 2017 Biofuels Summit, the new Growth Energy website—— sports a bold look plus a host of powerful features, and this is only the beginning. “When we began the audit of our digital properties in December of last year, our intent was to take a critical look at the content we were presenting to ensure it truly represented Growth Energy, our mission, and our industry,” explained Growth Energy Creative Director Houston Ruck. “We worked to reshape existing content and add additional data, reports, and resources.” Ensuring that the new site was mobile friendly was a top priority. Mission accomplished. “We sent text messages to everyone in the room at the Biofuels Summit announcing that the site was launched and inviting them to visit,” Ruck said. “I was in the back of the room gauging response, and everyone immediately pulled it up and were interacting with the site for a good, long time. A lot of people came up to us at the break and said it was great that the design was responsive. To ensure the site looked good and worked well on every screen, everywhere, was critical to us.” Of course, that’s not all it has to offer. “We have a tremendous amount of information on the site,” Ruck noted. “When we organized our content, we considered all our audiences—our membership, general consumers, the Hill staff and people in policy areas, and the media. We thought about what information is most useful for each of those audiences, then tried to present it the easiest way for each audience to access.” “We also spent a lot of time thinking about what we wanted the site to look like,” added Jenni Roberson, Growth Energy director of communications and public “We wanted it to be very compelling— to grab you from the first click.” 12 AMERICAN ETHANOL ETHANOL THE THE MAGAZINE MAGAZINE AMERICAN