St. Croix Crossing Featured Image - macbook

St. Croix Crossing

Overcoming political roadblocks

stcroixcrossing.org

Challenge:

To create a website that acted as a resource and advocate for the construction of a new bridge over the St. Croix River.  The Coalition for the St. Croix River Crossing (St. Croix Crossing) wanted to gather news and other resources into an online resource center to have accurate, up-to-date information on the status of construction and the related debates in congress.   Additionally, they needed a way to provide targeted information for specific parties; for example, people in Wisconsin may not be interested in the same news and resources as those in Minnesota, or those interested in the bike path, or in historic preservation for the town of Stillwater.    All of this, they needed in a very short amount of time, including a landing site until the full site was ready.

Approach:

In a few short days, the landing site was up and running, and A&D worked closely with our PR partner, Goff Public, to put together a strategy for the full site.  We utilized a 3rd party system called GovDelivery to manage RSS feeds with varied categories, giving site visitors the opportunity to subscribe only to the categories which interested them the most.   The home page features an expandable interactive map, with javascript rollovers for each interest area related to the new bridge.  As always, we utilized clear, focused information and a strong call to action—in this case, “Join Us,” leading to the GovDelivery managed RSS categories.

Outcome:

The St. Croix Crossing site launched May 23rd, 2011.  Interested parties can now come to one online location for updates on the building of the bridge.  By providing their email address, they can receive relevant information and blogs on whichever topics that they choose.  With enough interest, the goal is to overcome the political roadblocks in place against building a new bridge.   Stay tuned!