Writer for Rent
[SLOGAN]
Centre for Family Business
Creative Services supplied by W4R: Marketing consulting, website information architecture, usability standards, creative direction, content, redesign of logo, marketing material and copywriting.
When the Centre for Family Business called W4R they needed professional writing for their website that was undergoing a complete redesign, as well as some strategic help on the information architecture of the website itself. As it so often happens in small business and associations, there was not any one in-house with experience in website design, e-communications or marketing expertise, so they were in dire straits.
During the consultation, it was clear to W4R that the new website had gotten out of hand – the information architecture was faulty and the usability poor, and it was not the CFFB's fault. For the Centre for Family Business it was imperative that their new site be extremely simple to navigate and provide detailed information at a click to ensure that anyone from a regular member to a prospective member could find out all the information they could possibly need, as well as sign up for seminars and breakfast meetings.
It's ALL about the information
Websites exist to provide the user with information and rarely do business people have time or the desire to view fancy flash sites or "marketing jargon." The CFFB opted to scrap the site and start anew with Writer for Rent providing industry standard usability and information website architecture, home page design as well as all the content. In addition, Writer for Rent assembled a team of graphic designers (The Idea Box) and web programmers (Market Directors). Working as team, the new website was launched in record time.
In addition to the all-important website, the W4R and The Idea Box rebranded the CFFB with new logo and look - as well as all new content - for their marketing material. Now the CFFB could be proud of their professional and eye catching material that would transform the look and feel of the organization. Over the next couple of years, W4R assisted the CFFB with fine-tuning their marketing including adding a Professional Services directory and advertising to their annual program that became profit centres in their own right.
Today the Centre for Family Business has several years of their new look and feel, and have had wild success with their website and annual "toolkit". This was definitely a case of the ugly duckling turning into a swan!