P’unk Avenue

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Published

Fri, Nov 18 2016

View All Work » 01.A

The GREEN Program

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The Client Need

“Working with P'unk Ave was really that step up that we needed as a small company headed into growth stages. The P'unk Ave team really worked with us to make sure the project was financially possible for us and delivered on a new website that finally portrayed the high quality of our programs abroad.” — Melissa Lee, ‎Founder & CEO at The GREEN Program

The GREEN Program offers immersive, short-term experiential education for our world’s most pressing issues in sustainable development. Started by former college students who created their own travel abroad opportunity, The GREEN Program has become one of the top short-term study abroad programs available to college students today. The website needed to not only reflect the high quality of the programs offered, but the emotional and life-changing experience they provide. 

When they came to P’unk Ave, they were looking for our team to help:
  • Create a website that reflects their brand, caliber of work and programs, and growth as an organization (the “grown up GREEN”).
  • Better connect and communicate how their mission and programming addresses real global initiatives.
  • Increase applications from new audiences while ensuring the right students are applying.
  • Position The GREEN Program as thought-leaders and do’ers in experiential learning and sustainability initiatives.
  • Communicate with a range of stakeholders with different needs — students seeking opportunities, the parents who are likely paying for it, and the educators and school administrators giving credits.
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Our Work

“Their team understood our sales, branding, and marketing pain points and addressed them with creative solutions, and designed a website that was set up for growth. My team really enjoyed their workshops as well - those were meetings our creatively-minded team looked forward to every time.” — Melissa Lee, ‎Founder & CEO at The GREEN Program

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Working with the highly collaborative, engaged, and creative team at The GREEN Program made for an exceptionally painless and delightful experience. Here’s a look at some of what we did with their team:

  • Interviews
    We spoke to GREEN alum, ambassadors, program partners, and their internal team to gain an in-depth understanding of the organization's goals, programs offerings, and the educational and emotional journey they provide our next generation of sustainability leaders.

  • Workshop
    Through a collaborative workshop with their internal team we had a chance to roll up our sleeves and dig into their content needs while focusing on how to visually convey their brand and program experience.
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  • Brand refresh
    Due to their rapid growth we learned that they had largely been “building the car as they drove it” — which lead to a brand that lacked cohesion. We took this opportunity to refresh and update their logo to better reflect their brand and new website.

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  • Website redesign
    The redesign process was truly collaborative and iterative. The GREEN team’s interest and commitment to thinking big and adjusting small meant we could reach the perfect vision as partners. It was a pleasure to co-create with such an engaged team and the end result is a true testament to the power of a strong partnership.

  • Coworking during development
    We spent several days coworking at their space and ours during the content entry phase of the website. This meant we could answer questions, make adjustments, and squash bugs in real time — making the launch of the new site collaborative and stress-free.
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The Outcome

“Our stakeholders, mentors, friends and family of TGP only had positive feedback for the end result of the website. In general, everyone was very impressed. There has been less hesitancy with our students to secure their spot on our programs, which indicates that the new website has a stronger brand presence and sense of legitimacy. Our analytics have increased with page views, time spent on our website, bounce rates dropped, and we had 200 applications come in our first month with the website launch which is a record breaker in TGP history." — Melissa Lee, ‎Founder & CEO at The GREEN Program

  • Dynamic design and templates that help tell their story
    The most impactful stories about The GREEN Program come from the students and alumni themselves. The new website showcases these transformational individual and educational experiences. We designed flexible program pages where the GREEN team could tout the benefits and outcomes of participating in the program and connect the location of the program, the where, to the why.
  • Designed for growth
    As a successful and growing organization, it was key that their website be designed and engineered to grow with them. As their story will continue to evolve, so will their impact. Flexible templates and content structure enables their team to build beyond their current offerings and add to the site as they expand over time.
  • Increased interest and applications
    Since launching, The GREEN Program has seen a measurable increase in applications and a jump in the number of students reaching out to the team for more information.
  • CMS that enables their team to quickly, frequently and easily update content
    The GREEN Program team is active on social media and always producing new content. Apostrophe has given their team a tool to easily publish and share this content on their website.
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The GREEN Program’s new website enables their team to showcase the high quality of programs they offer, share the emotional and life-changing experiences of students, and effectively reflect their brand and impact on global initiatives.