NECA | A laptop sitting on a desk being used by a man who is viewing the NECA website homepage | Devotion

44% increase in engaged sessions.

30% increase in new users.

18% increase in engagement time.

A scalable, user-centric platform for NECA built on Kentico Xperience.

NECA

The National Electrical and Communications Association (NECA) is the leading membership organisation for the electrical and communications sectors in Australia. NECA provides its members vital support, advocacy, and training, while offering a range of commercial services.

NECA's group site and state-specific websites faced significant challenges, including outdated design, fragmented user journeys, and a lack of an intuitive content structure. The websites were not delivering a seamless experience for current and potential members, hindering member engagement and missing opportunities for growth.

The challenge.

NECA required a new website, or rather a series of sites (Group and State-based to handle state-specific complexities), to better promote its brand, showcase services, and support current and prospective members. Additionally, NECA required an overhaul of their extensive Member Knowledge Base (MKB).

The previous platforms lacked flexibility in content presentation and failed to integrate effectively with other business systems, including Microsoft Dynamics and Microsoft NAV.

The websites also had a poorly defined user flow, especially across group and state-specific activities, and fragmented sales funnel, leading to low conversion rates and missed revenue opportunities. Basic content management was also inefficient, often requiring external development efforts, which added unnecessary complexity and cost.

NECA | An Apple iPad and iPhone showing the NECA website homepage | Devotion

The solution.

Devotion partnered with NECA to build a modern, scalable website using Kentico Xperience 13, integrating the CMS with Microsoft Dynamics and Microsoft NAV. The new platform consolidates multiple systems and services, streamlining NECA’s digital ecosystem.

Key features of the new platform include:

User-centric design: A fresh, modern design with an intuitive navigation hierarchy ensures that members and prospects can easily find the information they need at a Group or State level.
Scalable and flexible architecture: The site is designed to grow with NECA, supporting future iterations of services and systems integration without unnecessary duplication or waste.
CRM integration: The new platform syncs with Microsoft Dynamics CRM to track engagement data, enabling NECA to personalise communication and improve member relationships.
Improved sales and marketing funnel: With a clear call-to-action and strategic user journeys, the site promotes cross-sell and upsell opportunities, helping NECA increase revenue and drive membership acquisition.
Automated business processes: By automating content administration and digital marketing, NECA can improve operational efficiency and reduce dependence on external agencies.
Single-sourcing and content reuse: Enhanced marketing capabilities across the CMS, social media, events, and email campaigns, allows NECA to deliver consistent messaging across all touchpoints.

A subsequent phase will focus on rebuilding the eCommerce store using Kentico's commerce capabilities. It will deliver real-time inventory and financial integration with ERP systems, ensuring that members can access up-to-date product offerings with seamless transactions.