Work
Client
5th Year was created to address a serious need. Each year, countless high school graduates struggle with their decision to pursue a job, college education or military career. And they’re often forced to make that choice with little information about the short and long-term implications.
During the 9-month program, 5th Year participants explore a variety of career opportunities through internships and company visits. They also receive business, communication and life skills training, all while navigating post-high school life in a safe campus environment.
The goal: each participant will leave the program with a better understanding of their educational and professional options. From there, they can make informed decisions about their future.
TouchStone Digital started working with 5th Year in the fall of 2023.
Our client wanted to create a brand strategy to address their three target audiences: participants, parents and business partners. They needed a robust website to inform recent graduates about their program and alert business partners to the benefits of serving as mentors.
Instead of gap year and students, the client wanted us to use search terms like 5th Year and trailblazers. Those are words the target audience doesn’t typically use in their search queries.
We developed a headless CMS website to serve as the client’s information hub. The site’s responsive design makes for a great experience whether users access it on desktops, tablets or smartphones. We separated the content based on the target audience and used different colors throughout the site to designate categories.
We crafted the web copy based on the client’s input, press releases and video testimonials collected at community events. Our content developer wrote separate sets of copy to cater to the interests and needs of each of the three target audiences, while maintaining a cohesive tone.
Our team implemented SEO strategies to drive search traffic to a website that was centered around uncommon keywords. We found ways to incorporate more frequently used terms such as “gap year” and “college prep” while differentiating 5th Year from other career readiness programs.
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