Ehrenberg-Bass had outgrown their old website. The limited CMS was not mobile responsive, with a huge library of information hidden in PDF format. They needed a flexible, modern replacement that had the ability to grow and adapt with them, while providing an intuitive interface for their sponsors and members. Ehrenberg-Bass needed their vast store of valuable information and rich multimedia content to become easily available and accessible.
The most important elements to consider were making the website mobile responsive, simplicity of use for new visitors, members, and sponsors, and using an open-source platform. Open-source allows the Ehrenberg-Bass website to stay up-to-date and relevant longer. We wire-framed the key components and worked heavily with Ehrenberg-Bass on design and conversion optimisation. To increase the usage of their highly valuable corporate sponsors portal (baseline corporate sponsorship for a single company is worth over $45 000 p.a.), we completely overhauled it to create a more intuitive, informative and useful user experience.
With very specific requirements and a large amount of content, this collaboration plus regular communication throughout the project lifecycle ensured we could deliver a website that achieved Ehrenberg-Bass’ expectations within the timeframe.
It was important to make the website engaging and easy to use for all of Ehrenberg-Bass’ stakeholders. The homepage is designed in a long ‘virtual tour’ style in panel format, with the panels focused on Ehrenberg’s key areas of business. We’ve also used a plugin to shows related content to visitors while they’re browsing the blog or news sites. It provides value by linking people to other information that they might find useful and encourages hem to learn more about what Ehrenberg-Bass offer.
Some of the tools we used to develop the website in line with Ehrenberg’s status as a modern agency included CSS3 animations, AJAX search results and filtering, jQuery sliders, and sticky navigation. Social feeds are embedded throughout their content pages to encourage visitors to share interesting information with their networks. The membership area has been specifically designed to provide members with what they need when they need it. It’s optimised for searching and displaying marketing reports as simply as possible. It’s also mobile responsive to make sure that no matter what device a visitor uses to view the website, they have an optimised experience.
We used a flexible custom-built WordPress CMS that allows for regular changes and updates in-house. Ehrenberg-Bass staff are able to easily create new pages and layouts using set templates and a user-friendly system.
The new website is now a true representation of Ehrenberg-Bass as a heavyweight industry leader, taking their digital presence to the next level. With an easy to update CMS, password-locked members’ areas, and highly searchable content, Ehrenberg-Bass can provide the world’s biggest brands with top marketing insights and training with ease.
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