Air Force Association

Case Study


Air Force Association


Content Strategy, Copywriting, Digital, Digital Discovery & Strategy, Strategy, Website Design & Development

Awards Won

EXCEL Awards: Bronze, Website Excellence

Rebuilding the Connected Air Force Community on Digital Grounds

Beyond Definition redesigned the Air Force Association’s website as a member-first hub for all communications using Adobe Experience Manager (AEM).

The Air Force Association has grown to be a connected military community for airmen, their families, and civilians, but was challenged with modernizing its diverse membership.

AFA partnered with our team to transform its website presence. Understanding that AFA is rich with content and member resources, Beyond Definition re-positioned AFA’s website as a member-first hub for all communications using Adobe Experience Manager (AEM).


Unresponsive, stale and dated, AFA wanted to reposition its website as a member-acquisition tool for the next generation of Airmen. At the time, AFA’s average member was 70 years old. And while AFA still welcomes these older members, it was challenged with combating the common misperception that AFA is exclusive to senior officers and pilots.


Beyond Definition embarked on a full-scale digital journey with AFA: research, content strategy, design, and development. Working hand-in-hand, we aided AFA in its exploration of how AEM’s content management system can be scaled to align with the association’s goals. AEM’s power to personalize, integrate, and customize content met AFA’s drive to attract a younger demographic while engaging its current membership.

At the core of  AFA’s member acquisition strategy was content–content that would speak to the challenges, goals, behaviors, and necessities of AFA’s multi-generational members. We transitioned AFA from an organization-first to a member-first content strategy to further share its commitment to its community. This strategy served as the benchmark for the new design.

The final visual experience is a hybrid of sophistication and edge to satisfy AFA’s expansive membership range.


Airmen, their families, and civilians are the heartbeat of AFA and its purpose for delivering a new website they can connect on. Following the completion of, regional chapters leveraged AEM to create their own chapter websites. Now empowered with AEM, website visitors are spending more time on web pages engaging with the content.

The new AFA website is keeping reader’s attention longer, a testament to the strong content strategy that drove this redesign. Over time, AFA’s website will continuously evolve and grow with the association.


In one year, the average website session increased by 20.3 percent.


The average time spent on each page jumped from 45 seconds in 2018 to over 90 seconds in 2019. That’s a 106 percent increase.

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