Clockwork Design Group recently teamed up with Nitsch Engineering to help them create a new corporate image. The marketing objectives were to more accurately reflect Nitsch Engineering’s culture and capabilities of the firm, as well as solidify brand definition through colors, style, and messaging. We planned to announce the website launch in conjunction with direct mail/email campaign to drive audience to our new website and build recognition. We choose specific target audiences to aim our marketing toward including clients, industry colleagues, referral sources, employees, organizations in the A/E/C community, industry publications, and local/national press.
Nitsch Engineering was planning an office move, and decided to continue working with CDGI in refreshing and updating the brand with the design of an announcement mailer and redesign of the website. The new website was intended to launch simultaneously with the announcement of the move. The old web
site did not accurately reflect the personality and people of the firm or showcase the unique aspects of our capabilities and culture. We extensively researched A/E/C industry websites, award-winning sites, and collections of various publications “best of” websites. We came up with a list of the functionality we wanted our new website to have:
• Better organization
• Sleek, clean, sophisticated but not boring
• Streamlined user interface
• Enhanced user experience
• Access to Nitsch staff and resources/who to contact
• Social media integration
• Improved navigation
• More visual, many more graphics/video
In addition to showcasing our services and staff capabilities, our key message goals were to continue to communicate that Nitsch Engineering is “not your average” engineering company with fresh, cheerful colors and content tone. To communicate our commitment to sustainability, not only in our projects, but in our culture and with our new office designed to achieve LEED-CI Gold certification. Finally, we wanted to reflect the innovation and problem solving we bring to our projects.
Nitsch Engineering managed an integrated campaign to make sure that the audiences learned of the move and new website through email and by direct mail piece, and timed the delivery of the mailer for after the holidays. The print mailer was designed to stand out from the ever-increasing email overload everyone is experiencing – and the colorful design and messaging of the piece inspired curiosity so recipients would pick it up and read it, and visit our website.
The results were outstanding. We are very pleased with the new website and got a great reaction from their staff when we previewed it for them before the launch. In spite of the early launch and announcement, we got fantastic results driving visitors to the site, even though the delivery timing was not ideal, falling during the holidays:
• Website Visits (average per business day visits before email/mailer = 58)
– December 20 = 48% increase in visits
– December 21 = 66% increase
– January 2 = 33% increase
• Website visits following January 10 reminder email:
– January 10 = 70% increase in visits
– January 11 = 31% increase
– January 14 = 38% increase
• Website visits (month after launch – 12/20/12 – 1/20/13 = average of 86 per day)
About The Author
