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        To view this site properly you need Read the Whole Story Challenge ~ Shawmut Design and Construction, a $600+ million Construction company, is known for their ultra-high quality work for some of the most prestigious firms on the planet. Chanel, Louis Vuitton and Apple Computer are typical of Shawmut's client base. Many of Shawmut's customers and prospects use the web as a tool in which to evaluate firms to build their facilities. Shawmut's web site was not up to the task and did not reflect an organization of its size and stature. They needed a sophisticated, scalable and easily navigable site to support the business development process as well as represent the unique corporate culture and commitment to excellence. Solution ~ RainCastle created a user experience that achieved the right balance of beauty images for successfully completed projects and the Shawmut teams that make the building process seamless for the client. The balance of high quality work and resourceful, passionate people is embodied in the corporate tagline we developed, "Experience to Build Upon." Important features include, an easy-to-use information architecture making the 7 vertical market areas apparent, a deep portfolio offering and a private client extranet. A Content Management System (CMS) allows non-technical Shawmut marketing personnel to easily maintain and update the web site. The look and feel of the web site has also become the brand anchor upon which other communications are based. Email campaigns, Trade show programs, Flash-based presentations and marketing materials have all utilized elements from the web site design. Results ~ Shawmut's business has grown 20% since the new web site went live. Additionally, the research phase of the web site redesign produced something unexpected. Shawmut had always focused on three business markets. But our research uncovered that there were seven distinct areas, each requiring their own external marketing program. The unexpected result of the new Shawmut web site was that it changed how the firm markets themselves. RainCastle subsequently recommended to Shawmut that they could improve their target marketing by creating microsites for each business area. Through the targeted messaging and content provided in these microsites, prospects feel that Shawmut is the vertical market expert of choice. Awards ~ The Shawmut web site was awarded "Best Web Site of the Year (2005) by The Society for Marketing Professionals (SMPS) Boston Chapter. |
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