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!