Health services group

Project 2 - Website optimisation

See also

Project 1 - Product launch

Background

The client was specialized in a specific health discipline in Australia. Some years ago, we had launched a major publication by the company, taking it to best seller status in 6 weeks. Since then, the company had gained recognition as a global authority, and had published multiple books, CDs, DVDs and videos. However, the company had:

• a website which was complicated, lacked branding or clarity and was difficult to use
• a national team of practitioners trained in its methods
• a complex technical message which was hard to understand and compare
• sales tools created by multiple people in varying styles
• a loose affiliation with several industry associations
• a series of national workshops scheduled which had not been promoted and was under-subscribed.

Challenge

To reposition the company and leverage relationships with industry associations to elevate its profile, and to promote and fill the workshop series.

Solution

We analysed the company’s offering and:

• repositioned it strongly, clearly and competitively
• selected images to clearly support the new positioning
• rewrote website content for primary and all inked pages (52 pages)
• rewrote all promotional tools and workshop materials (45 tools)
• used these tools to prospect industry associations for promotional opportunities
• created the program and support tools for the company’s national training conference.

Results

Within 6 weeks the company had gained:

• a completely new image, market position and website
• accreditation with 9 industry associations
• advertising booked with each of these associations
• a successful first national conference with highly positive delegate feedback.

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