“The overarching goal is to provide a single source of information at pork.org for all pork website users and to give them an outstanding user experience.”
– Kevin Waetke, Pork Checkoff
Finding information about all things pork recently got easier. In early December, the National Pork Board launched its new website, consolidating more than 20 individual sites under the domain of pork.org.
The launch topped off work throughout 2017 by the Pork Checkoff’s digital strategy team on the consolidation project. The result? For the first time, pork.org now serves as a single online resource for pork producers and all of the Pork Checkoff’s key audiences.
“The overarching goal is to provide a single source of information at pork.org for all pork website users and to give them an outstanding user experience,” said Kevin Waetke, vice president of strategic communications for the Pork Checkoff and co-leader of the digital strategy team.
“That can be challenging since pork.org users range from producers to supply-chain partners to consumers,” Waetke said. “Each visitor to pork.org has unique interests.”
“Maintaining 20-plus websites previously was challenging, especially in efficiently developing and distributing content,” said Amy Busch, web strategist for the Pork Checkoff. “The consolidation allows us to reduce duplication by aligning Pork Checkoff information.”
She added, “With an improved search feature, visitors also can locate information they need in as few clicks as possible.”
Site Reflects We CareSM
The site architecture is guided by the pork industry’s six We CareSM ethical principles. The homepage is search-driven and easy to navigate so users – from producers to consumers –
can quickly access the information they seek.
“With multiple sites, the Pork Checkoff was competing with itself for users’ attention,” Busch said. “The newly designed pork.org is separated into distinct audience tabs and landing pages. Whether a visitor is a pig farmer, retailer, foodservice operator or consumer, they can quickly find the information they need.”
The website supports the recent change in pork marketing with a focus on business-to-business engagement, Waetke noted.
“Throughout 2018, content will be updated based on how visitors use the website,” he said. “The digital strategy team also will review the Checkoff’s email newsletters and social media efforts.”