NPM Site Redesign

  • National Public Media
  • Challenge

    Help National Public Media better communicate the value of public media sponsorship on their site and improve usability for current and prospective clients.

  • Solution

    Articulate the brand strategy of NPM, the sales subsidiary of NPR, through the messaging, visual design, and architecture of the site.

  • Results

    A new website with a compelling value proposition for sponsorship and a clear path to information, resulting in a 15% increase in MQLs and an 8% decrease in unqualified leads.

'Support for NPR comes from...’ It’s likely that anyone reading this can list their favorite public media shows: NPR’s “Fresh Air,” the podcast “Planet Money,” or the Saturday classic “Wait Wait...Don’t Tell Me!”. Public media programs from NPR, PBS, and member stations nation-wide engage millions of listeners weekly, which makes sponsoring them extremely valuable for brands. But in a competitive media landscape, NPM needed to better distinguish their unique value proposition of a cross-platform sponsorship. NPM partnered with Viget to improve their site’s usability and effectiveness, centering its architecture, visual design, and messaging around the insight that a brand’s reputation is impacted by the media partners they choose to support.


We worked with National Public Media to create a new strategy for the design, messaging, and architecture of their site. The new website distinguishes public media sponsorship from its competitors and helps users find the information they’re looking for.