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The Challenge
Clearly define and document all requirements,
and orchestrate a multi-disciplinary team leading
to the launch of enhanced technology and innovative
design within an aggressive timeframe.
The Solutions
Brookstone
Homes is one of Southeastern Wisconsin's
largest home builders, and have reached that
status through progressive ideas and excellent
customer service.
CI
Design had established a beautiful and highly
effective campaign of marketing materials for
Brookstone. Recognizing the size and scope of
the website redesign project, Molstad Consulting
was called in to manage the entire process.
Working closely with Brookstone Homes, Molstad
Consulting advised on long-term content strategies
and defined and documented a new information
architecture and metrics for success, dividing
the project into manageable phases.
Next, information design was analyzed and wireframes
were created to gain consensus on key screen
layouts as well as serving as blueprints for
CI Design's creative team and Brookstone's developers.
These areas include a fully revamped community
and ready home search, a customer portal allowing
new home builders to track and view their home's
progress, customer service forms and many other
design-intensive layouts.
Once production began, Molstad Consulting tracked
all communication and decisions via a project
extranet, moderated discussions, evaluated progress
and performed quality assurance leading to launch.
Molstad Consulting's search
engine marketing team has set up a successful
pay per click ad campaign and continues to monitor
its performance, driving traffic after achieving
the top position for numerous competitive keywords.
An organic search engine optimization campaign
is currently underway.
In addition, our analytics system was set up
to monitor all site traffic and referrals giving
Brookstone a clear picture of site visitors,
the paths they take through the site and an
easy way to track desired actions.
The Response
“The development, design, and launch
of the new Brookstone Homes web site went smoothly
and efficiently thanks in large part to your
valuable contribution to the team. You played
a critical role in keeping the many moving parts
and pieces in order throughout the process.
It was due to your hard work, expertise, and
project management skills that we were able
to accomplish all that we did in such a short
period of time.”
- Dawn Wilson, Vice President & Director
of Marketing for Brookstone Homes
“You were a vital part of the project,
the glue that held it together, and we couldn’t
have done it without you. You kept us efficient
by managing all the details and delivering the
requirements and content we needed when we needed
them. Your wireframes and approval system eliminated
unpleasant surprises and kept all accountable,
including the client.”
- Jim Taugher, President of CI Design
Brookstone Homes, Inc. was honored with several
recognitions at the 2006 Metropolitan Builders
Assocation’s Standards of Excellence Awards.
The annual event recognizes innovative use of
sales and marketing techniques and practices.
In the marketing categories, Brookstone Homes
earned gold awards for Best Web Page Design.
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