PMI Educational Foundation

Durable has worked with the PMI Educational Foundation (PMIEF) since 2012 on a long-term program of digital transformation. We recently led a significant refresh of to support PMIEF’s continued strategic evolution. The new Sitecore website is hosted on Azure and integrated with MS Dynamics, Kimbia, and CommunityForce. Sitecore EXM is used for email campaign management.

Business Case

PMIEF is a rapidly evolving organisation. Over the past five years, their efforts to provide project management curriculum worldwide have expanded significantly—including a grassroots campaign to teachers and parents as well as grantmaking to nonprofit institutions across three strategic themes.

As PMIEF’s programs have increased in scale and breadth, so has their content strategy. PMIEF needed greater flexibility for staff to efficiently make significant changes to their site’s content and design, as well as personalise messaging for specific audiences.

At the same time, the percentage of mobile users visiting the site continues to grow, and we identified a number of opportunities for the website to do a better job of serving them. desktop view

Our solution

Durable worked with PMIEF to optimise their digital presence, leveraging the organisation’s technology investments in CRM and email.

Building a solid strategic framework

We worked closely with PMIEF to realise a comprehensive strategic underpinning for their digital presence.

First, we created strategy maps to draw through-lines connecting PMIEF’s broadest strategic aims to marketing objectives, down to specific digital goals for users. We also developed detailed personas to guide content creation and prepare for personalisation on the new site. One or more relevant personas were then associated with each of the digital goals.

This work helped clarify and prioritize requirements for the web refresh project, and will also be used long-term as a roadmap to guide future activities.

example persona document
strategy maps

Detailed strategy maps connect four high-level strategic themes to digital goals. Documentation of PMIEF's personas was created in Google slides to allow regular updates as additional research is conducted.

Improving the user experience

  • The overall information architecture of the website was refined based on the improved understanding of personas and digital goals.
  • The scholarship application process was improved based on better understanding of user journeys resulting from research and user feedback.
  • A cleaner, less youth-oriented visual design was implemented to appeal to a wider range of audiences.

A foundation for growth

  • The highly flexible component-based CMS design supports an evolving content program as well as context marketing.
  • All pages were profiled by content type interest and persona to better understand user behavior and enable implicit personalisation.
  • Staff training included ongoing one-on-one sessions during development and content migration. Post-launch, Durable created a 21-part video series to provide training for future content editors.
  • Email marketing activities were consolidated into Sitecore EXM, enabling robust cross-channel campaign personalisation on a platform already familiar to PMIEF staff.
screen capture of professional development scholarships web page

“My Resources” functionality was introduced to allow mobile users to save resources for future download on desktop devices.


Within six weeks of launch, significant improvements were seen across many key traffic metrics versus the same period the previous year:

  • 29% increase in pageviews

  • 21% increase in first-time visitors

  • 143% increase in visits on mobile devices

Want to learn more?

We welcome the opportunity to share our perspectives on digital strategy and execution.

Contact Peter Gassiraro at +1 646 397 4940