This project, Project Phoenix – Website, Marketing and Community Resource Enhancement, led by Dairyland Sports expanded access to adaptive sport, fitness and recreation opportunities by launching an accessible website and searchable resource directory. The project also strengthened the organization’s marketing, community outreach and revenue-generating capacity, helping connect more athletes with disabilities and their families to resources across Wisconsin.
People living with disabilities face a higher risk of developing chronic and comorbid health conditions, including heart disease, diabetes, cancer and pain. However, access to community-based health, sport and fitness programs is often limited by a lack of awareness, available programming and referrals from health professionals. As a small, primarily volunteer-led nonprofit with a $75,000 operating budget, Dairyland Sports also lacked the financial capacity to enhance its website, expand its online presence and develop a centralized resource connecting people with disabilities to accessible opportunities across Wisconsin.
Through Project Phoenix, Dairyland Sports sought to improve access to health, sport, fitness and recreation opportunities for people with disabilities by repairing its website to improve accessibility, mobile usability, content organization and operational efficiency through integrated applications and forms. Ultimately, the project aimed to give people with disabilities greater knowledge, autonomy and control in locating community-based programs that support physical activity and improve health and well-being.
Dairyland Sports hired a qualified web developer and launched the Interactive Resource Finder, a searchable online directory connecting athletes and families with high-quality sport, fitness, recreation and disability resources across Wisconsin. The tool also created opportunities for disability service providers and local businesses to advertise their services and for Dairyland Sports to generate revenue through enhanced listings.
The organization also refreshed its website to meet the American Disabilities Act and Web Content Accessibility Guidelines requirements, improving access to information about its parasports programs and competitions. Partnerships with local marketing and social media agencies resulted in a new general brochure and educational inserts for distribution in hospitals, schools, social worker offices and disability resource centers. Expanded social media outreach also increased engagement, with one athlete highlight post receiving more than 13,000 views and 2,000 engagements – the organization’s best-performing post to date. Overall, the award significantly expanded Dairyland Sports’ marketing, outreach and revenue-generating capacity while strengthening its ability to connect athletes with accessible opportunities across Wisconsin.
This project was awarded as part of WPP’s 20th anniversary grant program.
