The brief
MIRA commissioned Ridgeway to undertake all of the online and digital marketing work required to support a company rebrand, including the complete replacement of an existing web site.
The solution not only needed to reflect MIRA’s new visual identity, but also present more than 100 services being offered to multiple market sectors, be easy to update and support future business expansion.
What we did
Ridgeway worked closely with respected branding agency, Design Religion, to deliver an online brand that was in keeping with the offline collateral. We gathered opinion and undertook card-sorting exercises to draw up an innovative information architecture plan for the web site and then delivered a content managed web site based on the Kentico CMS platform. Further web sites and supporting email marketing collateral were also created to support other business activities.
MIRA’s marketing team were then trained in how to enter and maintain the web site content before the web site and a sister web site promoting their Technology Park project were made public as part of the brand relaunch.
The results
MIRA’s online brand has been completely refreshed, their web site content rewritten and restructured such that it reflects the key industry areas in which they operate.
The web site is now maintained entirely by MIRA’s in-house marketing team and PR agency who, through Kentico CMS, can update any of the text, photography or video content. Significant effort has also been put into improving search rank, user experience and improving calls to action.
A sister web site supporting the MIRA Technology Park initiative, a government-backed Enterprise Zone, was also launched to support a planning application and feedback process.
The MIRA web site was a Kentico site of the year finalist for 2011.