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Promoting your brand on the web
Case Study:Harvard Clinical Research Institute
Nils Menten, iMarc
Dane Vannatter, HCRI
Introduction
Client: Harvard Clinical Research Institute Web site: http://www.hcri.harvard.edu
HCRI is a not-for-profit 501(c)3 corporation that works with physicians and industry sponsors to advance patient care through world-class clinical research.
HCRI is a joint venture of Harvard Medical School and Partners Healthcare
iMarc is a full service web agency, providing strategy, planning, branding, design, programming, hosting and support.
HCRI Overview
History
Evolution of business
Harvard tie-in
Branding
Web Site: Before
Process
Strategy & Planning Deliverable: Site architecture and specifications document
Design Deliverable: User interface designs
Program and Build Deliverable: Completed web site with content management tools
Launch & Support Allow time for post-launch updates
Strategy & Research
Needs analysis and interviews
Web traffic analysis
Competitive benchmarking
Presentation of findings
Architecture & Planning
Information architecture
Key web page wireframes
Content development plan
Schedule
Development site for collaboration
HCRI Strategic Objectives
Business development
Recruitment
Content management
Strengthen branding with great design
Web Site Architecture
Wireframe: Homepage
Wireframe: Services
Branding
Considerations
Harvard tie-in and style pick-up
Evolving the brand presentation
Deliverables
Collaboration: Dev Site
Collaboration: Wiki
Design
Before
Summary
Process Recap
Strategy & planning
Design
Program & Build
Launch and Support
Success Factors:
Clear roles
Defined objectives
Empowered client team
Schedule & milestones
Photos and quality content,
including content strategy
Result:Evolved branding and online presentation
support growth and recruitment
Q&A
www.imarc.net
www.hcri.harvard.edu
Thank you!