First, we listened to the client to find out what their most critical needs were and what they wanted from the website. We took a good look at the website both front and back end, identifying the issues we felt were important.
This website served these primary functions: Assuring their client’s customers that they were a real entity, providing easily found information for their staff to access, attracting and maintaining staff, and informing their existing and potential clients of their business function.
The technical faults were extensive, and at a couple of points prior the site was offline entirely. We literally arrived on the scene in the nick of time.
Addressing the visual issues required a review of the brand. We conducted a two hour interview with a group of their highest performing front line staff to discuss their experience of the website.
They were a sharp, diverse, engaging group who felt that the website didn’t represent them as they were. They wanted to see themselves in the website. At that time the site had only a few images, and the look was decidedly unhip.
We listened to, transcribed, and reviewed the interview. We combined the understanding gleaned through that meeting with notes from executive discussions and a review of the Affinity Global 5 year plan. Using insights derived from these, we wrote a marketing plan into which the website fit.
The Plan
