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P.O. Box 1421 |
Case Study – Web Site Consulting & Writing
| Background | SSgA is one of the top international investment management firms. The company manages pension plans and 401(k) plans for corporations and organizations and provides trust and investment services for high net worth individuals. |
| Issue | SSgA had decided to use a big name Web firm to design their Web site. After meeting with candidates and reading their proposals, the marketing folks realized they needed the help of someone who understood both marketing and Web development to help them make sure they were asking the right questions and getting answers that made sense. |
| Solution | Reid consulted with them on those issues, the site architecture, and the site design. |
| Home Page |  |
| Issue | While the company functioned very much in separate business units, they needed to be able to talk about the company as a whole on the Web site. What was needed was a general overview of the company and its services without using all the industry jargon the business units were used to using when talking with their professional clients. This is always a challenge. |
Solution |
Reid Neubert + Friends was chosen to write the site content. We developed an umbrella positioning strategy to guide the content development for the site. We then worked with marketing and the business unit managers to determine key differentiators, benefits and communication points, then created the jargon-free copy for the site.
The Web site copy both satisfied the business unit managers and provided information about the company that was widely understandable. This initial Web site for the company was intended to have a short life, and they have since redesigned the site as planned.
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