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Strategic
Research Institute
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Making
A New Brand Image Work Online
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Client
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Strategic
Research Institute (SRI), a producer and manager of industry specific
conferences that cover business-to-business topics. |
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Challenges
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SRI had recently reworked its branding strategy, and the Web site's
existing look and feel was contrary to the new image the company was
trying to project. |
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Visitors and SRI employees found navigating the site difficult, and
not efficient for conducting business online. |
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Strategies
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Redesign
the site to reflect SRI's new marketing collateral.
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Enhance
overall usability of SRI's Web site, facilitating easier access
to desired or appropriate information for the user.
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Create
functionalities that provide more interaction between customers
and employees.
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Solutions
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Aligned
the site's creative strategy with SRI's new brand and message.
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Designed
and implemented the new interface to match SRI's new functionality
requirements.
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Reorganized
navigation tools and site functions for proper segmentation and
ease of use. Key issues addressed were:
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Ability for users to find subjects and conferences easily. |
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Simplicity and efficiency of the conference registration process. |
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Managing and selling event sponsorships. |
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Greater ability for SRI to track and gain information on site users. |
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Improving and maintaining consistency of online event information. |
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Results
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Sengen
created a Web site for SRI that was consistent with their new brand,
increased functionality, and eased the transfer of information for
both SRI employees and customers.
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