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Award Winning Marketing: Website Redesign

March 4, 2014

The SMPS Boston Recognizing Outstanding Communications (ROC) Awards honor the best in marketing communications. Our Awards Committee is busy preparing for the start of the 2014 program, which will culminate in the annual ROC Awards Gala on June 5th at the Taj Hotel, hosted by Nitsch Engineering’s Judy Nitsch, PE, FSMPS! The call for entries is out now, and we look forward to seeing the talent and creativity your entries will inevitably display.

With that in mind, we wanted to showcase last year’s ROC Award winners. Are you wondering what distinguishes a winning ROC Awards entry? Looking for ways to improve your entry for this year’s awards? Or just looking for ideas for your own upcoming marketing project? Search no further. These firms were voted the best of the best in 2013, and we hope their success will inspire you. These blogs will run in a series.

To kick off our “Award Winning Marketing” series, we’re focusing on the winning submission from 2013’s Website Category: Nitsch Engineering’s “New Bricks, New Clicks” website redesign. As they revamped and renewed their web presence, Nitsch worked closely with designer Clockwork Design Group.

Website1-NitschMarketing Objective
Keeping their clients, industry colleagues, employees, and future employees’ impressions in the forefront of their thoughts, Nitsch sought to better reflect their firm’s culture and capabilities and solidify their brand definition through colors, style, and messaging on their new website.

Research, Planning & Implementation
The redesign coincided with Nitsch’s office relocation to 2 Center Plaza, making the timing perfect for a fresh start. As they prepared for a change of venue, Nitsch staff realized that their website did not accurately reflect the unique aspects of their capabilities and culture. They extensively researched other AEC websites, as well as many from other industries, to identify the visual and organizational styles they favored. In close collaboration with Clockwork Design, these styles were integrated into the new website, displaying a clearer and more accurate firm message to the public.

Message
Prior to the start of any design work, firm members brainstormed ideas that would mold their web “message,” including a commitment to sustainability, a focus on staff personality, and a culture of innovation and problem-solving. They wanted to communicate that Nitsch Engineering is “not your average” engineering company through the use of fresh, cheerful colors, content, and tone. They also sought to incorporate more graphic and video content on their site to further engage and interest their audience.

Website2-Nitsch

Distinction
To spread the word of their new website launch, Nitsch planned an integrated marketing campaign comprised of an email blast and a direct mail piece, timed to hit mailboxes immediately after their move. A bright, colorful design and enthusiastic message ensured that recipients would open the mail and read the message. Even a mail house snafu that led to an early mailing date prior to the move could not interfere with the campaign. Careful planning allowed a quick, overnight roll-out of the website, ten days prior to the anticipated launch, and Nitsch sent out an email announcement that declared, “Our mail is house is just as excited as we are about the move, so they mailed out the hard copy announcement early.”

Results
Both internal and external reactions to the new Nitsch website were overwhelmingly positive. The initial email and mailer campaign produced a 48% increase in visits to the site, with a 70% increase following a reminder email. Website visits the month after the launch held steady at an average 48%.

Judges’ Feedback
The 2013 judging panel was very impressed with Nitsch’s website refresh. One judge commented that the redesign accomplished an “…excellent ‘freshening’ of the website for under $20K!” Another remarked that the new site is “colorful, easy to navigate, and not cluttered, conveying a clear message.”

The Nitsch award entry clearly outlined the goals and results of their website redesign, making it easy for the judges to measure their success against other entries in the category.

We look forward to sharing more past winners with you in the coming weeks!

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