24/7 Real Media is a leading Web marketing agency that helps create the tools that allow its clients to offer targeted interactive marketing and advertising. But like the fable of the cobbler’s children without shoes, the agency’s own Web site wasn’t nearly as sophisticated as the products and services that it provided to its clients.
Like many other companies in highly technical fields, 24/7 Real Media was not adequately translating its expertise into benefits that clients could understand. The complicated, internally focused approach was also hampering the agency’s appeal to potential recruits. In short, 24/7’s own site did not truly reflect the talent-filled, agile organization that the agency had worked hard to become.
After interviewing key stakeholders in management, marketing, sales, recruiting, and IT, we devised a new approach that put 24/7 Real Media’s offerings and underlying technology in the context of benefit-oriented stories.
We developed an architecture that allowed key audiences—from executive decision-makers to expert technicians to entry-level recruits—to find what they needed quickly and at the proper level of detail.
We recommended new types of content and provided content creation guidelines that gave the site a distinctive personality appropriate for 24/7 Real Media’s culture—and in a format that would be easy to update and maintain.
Knowing that many Web marketing agencies’ communications get bogged down in describing technology, we set 24/7 Real Media apart with a vibrant, engaging design that showcases the agency’s sophistication and enthusiasm for harnessing data and helps it realize new opportunity and value. The site was featured as one of STEP Magazine’s “Best of the Web” winners for 2007.