Ziegler Companies, Inc. »
Ziegler Companies, Inc. is a financial services firm providing investment banking, financial advisory, investment advisory, asset management and other related financial services to institutional, business and individual clients. Their website reflects their dedication to advancing their clients' health, wealth and well-being through tailored financial solutions.
Goals
The goals for developing the site included:
- Align the look and feel of the various sites representing their business units.
- Update website design to reflect their branding
- Develop a Content Management System (CMS) that would allow the marketing staff for various business units the autonomy to manage their content.
- Improve navigation and content organization in a way conducive to client use and lead generation.
- Expand site functionality to facilitate future additions to the website, allowing it to evolve with changing Internet standards and client needs.
- Encourage repeat visitors by including useful tools and current information.
Results
Duo provided Ziegler with an updated design that matched their existing brand, and utilized the Ektron content management system to contain and organize the material scattered throughout past sites. These improvements benefitted both clients and Ziegler's marketing team, and included:
- Brand consistency: Each business unit included its own color, one of a spectrum of Ziegler colors. Duo was able to incorporate that color into the design to provide for a subtle transition from site-to-site, while also allowing each unit to maintain their existing brand materials.
- Coordinated infrastructure: Ziegler's marketing materials were located in various areas throughout their past sites. Through the Ektron CMS these were consolidated into one domain, with multiple landing pages specific to Ziegler's various target audiences. This allowed users to easily cross-reference topics, encouraging more business across service areas.
- Marketing management: The marketing representatives at Ziegler were trained to use the Ektron CMS and to write and populate keyword-rich meta information to optimize the site for search engines. They were also shown how to access and interpret their sites' performance through Google Analytics. These tools were not previously available to the marketing team.
During the initial strategy phase, Duo team members performed key stakeholder interviews and collected questionnaires from each business unit in order to find a solution that worked for each of Ziegler's target audiences. Duo Consulting is launching two more Ziegler sites: the Alternative Investments/Private Equity site and the Asset Management site and bring all sites under a common domain. Duo Consulting will continue to work with Ziegler to enhance the site and focus on search engine marketing and organic search.
The site was organized using Ektron, a CMS web content management system that provides authoring solutions and integration methods designed to grow with businesses' online needs.
B.C. Ziegler is the recipients of the 2008 Web Marketing Associations WebAward for Financial Services - Outstanding Website.
