Understanding Growth Driven Design & Its Methodology

Your website design is arguably the most important element of a successful inbound marketing strategy. The website is the foundation of all your online marketing efforts, after all. When it comes to designing your website, there are two main ways to go about it. You can implement a traditional website design, in which you employ the best practices of website design into the creation of your site, or you can use a growth driven design.

What Is A Growth Driven Design?website redesign process

The big difference between a growth driven design and a traditional design is that a growth driven design focuses on the creation of a systematic and interactive website that can adapt to changing technology as well as to the changing needs of your audience over the years. This allows you to make informed improvements to your site based on continuous learning, visitor research, and regular testing.

While traditional website designs can be just as successful, they require complete redesigns in order to implement any major changes that you might want to make in the future.

The Three Phases of Growth Driven Design

The growth driven design process is all about constantly measuring the performance of your site and making changes based on what you’ve learned to improve that performance. The following are the three phases of a growth driven design:

1. Strategymarketing-make-or-break

The first step is to create a strategy by performing an audit of your current website, allowing you to see what works and what doesn’t. An audit will not only help guide your design, it will also help provide you with benchmarks that you can compare your new design to moving forward. Part of your audit should include user testing, interviews, and surveys to get a better understanding of how visitors interact with your site. Once your audit is complete, set measurable goals that will help define the results you’re looking for. Finally, revisit your buyer personas and buyer journeys to help guide your content strategy.

Growth-Driven Web Design – Is It Right For Your Company?

2. Launch Pad

Once your strategy is in place, create a launch pad. This is a site built using your strategy and wishlist. It’s not a finished product even though it’s completely functional for the end user. Essentially, it’s a working base that you can build on over time and allows you to track user behavior and begin the process of ongoing optimization.

3. Continuous Improvement

Using the information you’ve gathered from your audit and launch pad, you’ll continuously improve your website over monthly sprint cycles within an 11-month period. This last phase is made up of four stages:

1. Plan

Take note of how effective your site is and what changes have the best impact on your long-term goals.

2. Develop

Take the plan you’ve developed and implement it.

3. Learn

Review past changes to determine what worked and what didn’t so that you have a better idea of how to improve your site for the next spring cycle.

4. Transfer

Take everything that you’ve learned and share it with the different departments in your company, from marketing and sales to service and more.

Many brands are choosing to implement a growth driven design due to the ability to adapt to changing customer needs as well as a constantly changing online environment. However, this isn’t to say that a growth driven design is superior to a traditional design. Much depends on what your brand is trying to accomplish and what your specific marketing needs are. In some cases, a traditional web design may work just as well.

  25 Website Must Haves For Driving Traffic, Leads & Sales

Understanding The Importance Of Brand Soul In Digital Engagement And How To Leverage It

One of the biggest challenges facing any business is losing the image of a corporate entity and creating an image of a brand that’s more personable and engaging. This is called having a brand soul. Without a brand soul, your audience will have trouble connecting with your brand on a personal level.

The following are 9 ways that digital engagement can help you to develop your brand soul:

1. Own your cultural landscape

Instead of considering yourself as a supplier of products or services, begin looking at yourself as part of the cultural landscape. You should believe that your product or service is adding something to the culture and you should treat your marketing efforts in this manner. You can leverage this idea through digital engagement by emphasizing the cultural components of your audience through social media. For example, posting pictures of your products being used in daily activities.

2. Stand for a social cause

Trying to stay neutral is an attempt to appeal to everyone, and that never works. Don’t be afraid to stand up for social causes that are important to your company. Doing so shows your audience that you stand for more than just profit. Take Nike as a recent example. While their social cause involved some controversy, they have taken a stand and it has certainly made them seem much less like a company that only cares about profits. The social cause they’ve stood up for may have lost them a few customers, but it’s greatly strengthened brand loyalty as a result as well.

3. Curate content

Digital engagement isn’t just about posting content that you’ve created. While your content may be relevant, it can seem a little like you’re just fishing for likes or shares. It’s important that you curate some of your content as well, meaning that you post links to relevant content on other websites. Doing so not only helps provide your audience with high-quality content, it shows them that you care about being helpful and it’s not all just about you. This, in turn, helps build trust in your brand.

4. Encourage Conversation Through Feedback

Encouraging feedback from your audience is a great way to learn about your audience, thereby giving you the chance to more effectively tailor your content to their needs. By encouraging feedback and responding positively (no matter how negative the feedback might be) you show your audience that what they think is important to you, thereby making them more willing to reach out and engage with your brand.

5. Reinvent service and support

Be proactive when it comes to customer service and support. In addition to providing a phone number, email, and social media channel through which your audience can contact you, consider adding a chatbot that can answer questions in real time or send customers questionnaires asking about the quality of the products or services they bought.

6. Guide your customers’ journeys

Make use of all of your customer data so that you can create content for every step of the buyer’s journey, no matter where they are, be it on your website, on mobile, or on one of your social channels. Use automation to trigger the best content, offers, or messages at the right time for each platform you’re on.

Using The Right Media Mix During Each Stage Of The Buyer’s Journeys

7. Personalize your marketing

Use the information you gather from your audience to personalize your marketing. This allows you to deliver content that’s more relevant to each individual reader, thereby allowing you to build stronger relationships with your leads.

8. Provide an immersive experience

One of the traps a lot of brands fall into is creating a non-memorable experience in which visitors read their content and move. Create content using a story format to make it more memorable. Don’t hesitate to use visual content as well, such as graphics, videos, and even gifs. This helps to create more of an immersive experience for the reader.

9. Be truthful

Always verify your facts, especially if you are using statistics. In the age of fake news, the last thing you want is to be labeled as dishonest due to inaccuracies in your content creation.

Digital engagement is an important part of establishing your brand soul and showing your audience that you are much more than just another lifeless corporate entity. These are just a few digital engagement strategies you should consider implementing to help build your brand soul.

 

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Traditional Marketing vs. Digital Marketing

No matter how big your business might be, whether it’s a small mom and pop store tucked away in a small town or a large corporation, advertising is an absolutely vital component of your success. If you do not invest in marketing your business, you’re unlikely to be able to spread any brand awareness. Not only will this make it difficult to grow your business, it will make it extremely difficult to keep it alive. When it comes to marketing your brand, you’re going to find that you have two main options–traditional marketing and digital marketing. The following is a breakdown of traditional marketing vs digital marketing.

Traditional Marketing vs. Digital Marketing

Before getting into the pros and cons of traditional marketing vs digital marketing, it’s important to understand how they differ in terms of strategy. Traditional marketing is about placing advertisements in places where your audience will have no chance of missing it. For example, TV ads, radio ads, magazine ads, newspaper ads, and billboards are all forms of traditional marketing. The idea is to put your brand at the top of mind of whoever sees your ad. Digital marketing is a bit different. It refers to the use of digital channels to market to consumers. For example, both online marketing and mobile marketing are forms of digital marketing. The following is a comparison of traditional marketing vs digital marketing to give you a better understanding of how both strategies work:

The marketing costs

Traditional advertising methods, such as creating videos and running them on TV or running print ads in the newspaper, tend to be relatively expensive. It’s going to be even more expensive when taking into account where you run it and when you run it. For example, a commercial that runs during prime time hours during a popular show is going to be more expensive than being shown on a local channel after midnight.

Digital marketing can get expensive as well. For example, posting video content on YouTube still requires that you produce that content–and while you can continuously run the same commercial for a while on TV, video content tends to have a shorter lifespan in the digital realm due to the need to continuously produce new content to keep drawing more traffic. One advantage that digital marketing does have is that it allows you to target more specific audiences, which means that if you’re targeting a specific niche, it could potentially be more cost-effective.

What Every Creative Advertising Agency Needs To Know To Endure The Digital Transformation

Reaching your audience

While traditional marketing allows you to reach a general audience, digital marketing makes it easier to reach your specific buyer persona. For example, you can use PPC advertising to specifically target potential customers who are searching for specific products that they want to buy. Due to the way PPC ads work in conjunction with keywords, the people that see your ad are all likely to be part of your target audience. With traditional marketing, it’s a bit more of a shot in the dark. While some consumers who are part of your target audience may be watching a certain channel when you run your commercial, many of those viewers may not be–and even if they are, they may not have a need or interest in your product.

Engaging the audience

One of digital marketing’s biggest advantages is that you can engage more directly with your audience. Audiences can interact with your content through social sharing and commenting, and you can engage directly with your audience for valuable feedback. Traditional marketing is a one-way street. You provide your message and your audience has no way to respond or interact.

Long-term vs Short-term

Once you stop running a commercial or a print ad, it’s over. This makes traditional marketing a short-term strategy. With digital marketing, your marketing efforts will live forever online. The content you created years ago can still be relevant and help bring in leads. This makes digital marketing a more effective long-term strategy.

As you can see, when comparing traditional marketing vs digital marketing, digital marketing has its share of advantages. But that’s not to say traditional marketing doesn’t work. In fact, many brands will combine the use of traditional marketing and digital marketing to great success. This is known as an omnichannel approach, and it’s an approach you should consider implementing as well.

 

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Inside Adwords: Exploring The Differences Between Smart Display Campaigns & Custom Intent Campaigns

The use of PPC (pay per click) advertising can be beneficial for countless reasons. Not only are PPC ads a great way to bring in more traffic, they are incredibly cost-effective and are particularly useful for trying out new keywords or copy. It’s why Google AdWords continues to be popular with advertisers. Let’s take a closer look inside AdWords to discover some of their newer PPC options, including their smart display ads and their custom intent ads.

Inside AdWords’ Smart Display Ads

Smart display ads are ads that are automated by Google. This helps to make creating display ads much easier since all you’ll need to do is submit your creative assets (such as images, headlines, subheaders, and copy) along with your cost-per-acquisition (CPA) goal and Google will determine what the best possible combination of these elements are in order to meet your CPA. Google will also automatically find placements for your ad.

There are a number of advantages to creating your ads this way. For example, benefits include:

  • The ability to test out different ad elements for other ad campaigns.
  • Test ads that haven’t been working to see if any elements are salvageable.
  • Find new placements.
  • Spend less time optimizing and managing your own ads.

However, it’s worth noting that there are a few drawbacks. Namely, you’re giving up a lot of control over your ad. For example, you can’t bid down, you can’t exclude placements, and you don’t have control over the devices your ads are placed on.

What’s New With Google: How Your Web Page Speed Effects Your SEO and Adwords Performance

Even though you do give up some control, what makes smart display ads worth using is the fact that Google will automatically test out different elements of your ad to find the best possible combination.

Inside Adwords’ Custom Intent Campaigns

The custom intent audiences option now offered by Google AdWords provides a more accurate way to target consumers who are looking to make a purchase right now. It’s the equivalent of being able to walk up to a customer who is browsing items inside of a physical store and engaging with them. Using custom intent audiences, you’ll have a much better chance of closing a sale since the audiences your ad will be targeting will be looking to buy something that’s similar to your product or service.

For example, if you’re marketing an airline service and want to target customers who are going on vacation, you could set your customer intent to target people who are looking to go on vacation in Hawaii. Not only can you target potential customers searching for flights to Hawaii on Google using keywords like Hawaii vacation or flights to Hawaii, but you can also reach them on YouTube while they are watching Hawaii travel videos.

Adwords’ Custom Intent Makes Finding Your Audience A Breeze

Using the custom intent audience feature is easy. When creating a display ad, simply select “target” and choose “intent.” You can then choose either ‘DIY” which allows you to combine links and topics in order to pursue customers who are most likely looking to buy what you are selling, or you can choose “Auto-generated,” which leaves the work to Google’s machine learning technology in order to create audiences that are exclusive to the data of your brand based on inference.

When creating your new audience, you’ll name the audience, enter any keywords or URLs that are related to your target audience, and then create it. Based on the custom audience you’ve created, you’ll be provided with useful information like estimated reach, associated keywords, and potential audiences according to phrase.

Although the custom intent audience feature can be extremely useful in reaching customers who are looking to buy immediately, it’s worth noting that this feature is only valuable as a short-term strategy. If you’re looking to nurture leads over the long-term, using this feature is not the best option.

Choosing Between Smart Display Ads and Custom Intent Audiences

When looking inside AdWords to determine what the best PPC option is for you, you need to figure out exactly what you’re goal is. If you’re trying to boost sales short term, then using the custom intent audience feature can be quite valuable. When it comes to smart display ads, there’s much more that you can use them for, whether it’s attracting more long-term leads, finding new places to reach your target audience, or identifying what elements of your ads are the most effective to help with future ad campaigns.

 

Integrating Social Media & SEO Efforts For Enhanced Search Engine Results

What’s Trending in Marketing For October 2018

There’s a lot going on this October in the marketing world, from the waves Nike has made with its new advertising campaign to the addition of new features to social channels such as Twitter and LinkedIn. Read on to find out more about this month’s marketing trends.

Noteworthy Marketing News

Nike’s controversial Colin Kaepernick ad proves to be a smart strategy

Brands tend to shy away from taking controversial stances in fear of alienating part of their customer base. Nike showed no such fear when it ran its Kaepernick commercial with the tagline “Believe in something even if it means sacrificing everything.” Although Nike took a lot of heat for its stance, upon closer look it’s obvious that it was a very carefully thought out strategy. USA Today examines the strategy in which Nike targets the up and coming Generation Z, a generation who will soon make up the biggest part of Nike’s target audience.

Vidyard Integration Provides HubSpot With On-Board Video Capability

HubSpot, the popular inbound marketing and sales platform, has recently introduced the ability to add videos, add interactive layers, and create video messaging within their dashboard with their new Vidyard business video platform. Learn more about these new video capabilities in Martech Today’s rundown of the new features.

Twitter Unveils Audio-Only Broadcasting Feature

Responding to the demand for audio-only broadcasts as well as the general popularity of podcasts, Twitter recently introduced a new audio-only broadcast feature to its channel and to Periscope. Read more about Twitter’s new feature at Marketing Land.

Dynamic Ads Introduced to LinkedIn’s Campaign Manager Platform

LinkedIn’s new Dynamic Ad product provides businesses with the ability to create, manage, and track their campaigns and includes new features, such as pre-built templates and auto-translation capabilities. Check out what else you can do with LinkedIn’s Dynamic Ad campaigns by reading the write-up on the new feature at Marketing Land.

Video Marketing Ideas: Using Storytelling In Social Media

Improving Your Marketing Program

What To Expect From the Future Of Email

Email marketing has been around for a long time, but that doesn’t mean that there aren’t new ways to improve your email campaign. Learn about the new email marketing trends brands are employing to create innovative new email campaigns that will soon become the standard.

Taking An Omnichannel Approachomnichannel

In this day and age, there are countless ways to reach your target audience, whether it’sthrough TV commercials, blog posts, social media, or mobile, to name a few. By making sure that you establish a presence on multiple channels, you’ll have a much better chance at reaching your audience. This is known as an omnichannel approach. Be sure to learn about the best practices for taking an omnichannel approach in our article outlining the strategy.

How To Write For Search And For Brand

There’s a fine balance between writing content that’s effectively optimized to help bring in more organic traffic and writing for your brand. Find out how to strike this balance by reading our tips on writing for both search and brand.

Email Marketing Metrics You Should Keep In Mind & What They Mean

Recent Marketing Reports, Updates, and Trends

New Pew Survey Reveals Facebook User Engagement is Down

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A recent study by the Pew Research Center revealed that 42 percent of Facebook users have spent less time engaging on Facebook on a daily basis, while 26 percent have deleted the Facebook app from their phones. For more details about marketing trends relating to the decrease of Facebook user engagement, read the summary on Marketing Land.

 

Why Retailers Need To Invest In Better Service And Faster Checkouts

GroundTruth published a survey-based report on marketing trends that provides insight into how physical retail stores can continue to compete in an era where online shopping is growing significantly. Learn how you can improve your physical retail location by checking out the results of the report on Marketing Land.

Connected TV Impressions Increase By 106 Percent Since 2016

Innovid recently published a new marketing trends report on the growth of Connected TV in a world where the audience for video content is as big and fragmented as its ever been. Find out how Connected TV could benefit your video content strategy by reading more about the study.

How Creativity and Data Driven Marketing Help Develop Marketing Campaigns

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What Experiential Marketing Companies Can Gain By Blending Experiential Marketing With Digital Works

Experiential marketing is becoming a popular tactic among companies who realize that audiences connect with brands more successfully if they are able to participate or engage directly with the brand. A great example of experiential marketing is Samsung’s efforts at the 2012 Olympics to introduce consumers to their new Galaxy S3. They set up booths throughout London where they allowed consumers to play with the phone or to have pictures of themselves taken with the phone that were then turned into personalized badges.

While experiential marketing is a very effective tactic in itself, experiential marketing companies should be sure to incorporate digital marketing to help increase the impact that it can have. The following are a few ways that experiential marketing companies can use digital technology to improve their experiential marketing efforts.

Promote Your Events

Using experiential marketing to engage your audience isn’t going to be very effective if you don’t have much of an audience in the first place. You should use digital marketing to promote whatever events you’re holding. For example, if your company is putting up booths in multiple locations during a specific event (such as the Samsung example during the London Olympics), then you’ll want to not only promote when you’re doing it, but the exact locations and times that you will be there.

You can do this by promoting the event on social media where it will get the most exposure. Make it possible to RSVP to the event so that you can track the number of attendants that you’re expecting. You could even promote the event, but not reveal the time and place unless someone RSVPs to create a more exclusive feeling. You can also use your email list to notify people of your event and what they can expect there.

What is Digital Storytelling? Click to learn more.

Create Real-Time Content

Creating content during the event can be helpful for a number of reasons. First of all, it gives audiences who weren’t able to attend a chance to see the effort you’ve put into creating an experience. While they won’t have the full experience of attending, they’ll get a general idea of what it was like and will be able to learn about whatever your event was about. For example, you could live stream parts of the event.

Besides providing more exposure for your event this way, it can also help convince audience members who didn’t attend to show up to your next event (or if your event is being held over multiple days, it could convince people to show up at the next scheduled event).

Encourage User-Generated Content

Use the content that your audience creates at the event to promote it. This can be especially effective for demonstrations of new products. Simply have a hashtag available that everyone can use to tag the content they create, such as pictures or videos recorded on their phones. There are other ways to encourage users to create content as well. For example, one food company had a professional photographer at their event to teach audience members techniques for taking pictures of food. They would then post the pictures they took on Instagram using the official hashtag that the company created.

Experiential marketing is a fantastic way to engage consumers, but you should be sure to leverage digital technology to get the most out of your experiential marketing efforts. These are a number of ways that experiential marketing companies can use digital technology to help increase the overall impact of their experiential marketing efforts.

 

DOWNLOAD OUR GUIDE TO SUCCESSFUL TRADE SHOW MARKETING
omnichannel

Understanding Consumer Expectations Around Omnichannel Approach

There are many ways to engage with potential customers these days, from social media to mobile and more. While it’s important that you establish a presence on different channels so that you can reach your target audience, it’s also important that you create a seamless experience. This is known as an omnichannel approach. An omnichannel approach allows customers to engage with a brand no matter what platform they’re on or what device they’re using, whether it’s online or in store.

What Is An Omnichannel Approach?

The idea of the omnichannel approach is that consumers are no longer on a buyer’s journey that is strictly linear. For example, they may begin their journey by searching for a product and reading up on it by checking out your blog. But then they may check out some customer reviews by taking a look at your social media pages. Then, they may sign up to your email newsletter, where you may continue to nurture them. They may read these newsletters on their smartphone even though they had been engaging with your brand on their computer.

Finally, they may choose to go to your physical location in order to make a purchase instead of buying online. This is an example of how a customer can make use of multiple platforms and devices to go through their buyer’s journey.

Types of Advertisement Opportunities For Popular Streaming Services

What Does It Mean To Take An Omnichannel Approach?

You’re no longer in charge of laying out the journey for your buyers. Consumers demand control over their own buyer’s journey, which means that you have to take an omnichannel approach in order to give them this freedom. There are several ways to do this:

  • Have an omnichannel presence – Don’t just focus on one marketing channel. Set up a website with a regularly updated blog. Establish a presence on several social media platforms that you know your target audience uses. Engage in email marketing. Ensure your online efforts are mobile-friendly. Use pay per click advertising. Don’t ignore traditional marketing methods, such as TV or newspaper ads. Make it easy to be found no matter what channel your audience is using.
  • Make sure your branding is consistent – It’s extremely important that your branding is consistent on all channels. This means that you need to have the same message, the same tone, and even the same style. Otherwise, your audience may get confused about who you are and what you represent.
  • Be easy to contact – Present several options for contacting you where ever your audience is. For example, respond to comments left on your social media pages, provide an email address and phone number on your website, allow mobile users to just click on your phone number on your site, submit your NAP (name, address, and phone number) to local online inventories, and more. You might even want to implement a live chat into your website.
  • Meet consumers at every stage of their journey – Make sure that consumers can advance through their buyer’s journey no matter what platform they’re on. This means having content that’s suitable for every stage of the buyer’s journey on all of your channels so that you can meet their needs and nurture them through their current stage in no matter where they are.

Consumers have more options than ever before, which means that they have much higher expectations when it comes to their buying experiences. As a result, you should take an omnichannel approach in order to establish a seamless experience over multiple channels, making it easy for them to engage with your brand no matter where they are on their buyer’s journey.

Inbound marketing will help you grow your business by attracting website visitors, converting them into leads and closing leads into customers

What Every Creative Advertising Agency Needs To Know To Endure The Digital Transformation

Let’s face it: the transformations that are taking place in the digital world have altered the definition of being a creative. Understanding the impact these changes have on creatives and figuring out how to navigate them can be an overwhelming task. Here is what every creative advertising agency needs to know in order to endure the digital transformation today:

Big Ideas Can Arise From Anyone Or Anywhere

Everyone from creative technologists to consultants are constantly challenging themselves to think of new ways to stay innovative in the rapidly changing digital world. Because of this, we have to recognize that people all around us, regardless of title or industry, are pitching ideas that could be the next big thing. To avoid missing out on those big ideas, I encourage you to keep your door and your mind open when conversing with co-workers.

Learn Through Collaborationcreative advertising agency

Technology alone is no longer the single center of digital transformation—it’s people. I learn new things, and processes in the digital scape, by discussing projects and goals with others. Can you remember a time you were working with someone and they showed you something new in a program you have been using for years? It’s easy to think that because you have been around a technology, you are familiar with every aspect of it, but you might be surprised by what you learn from the people around you. Acknowledging the wide range of abilities our fellow creative partners possess can inspire us to go further and elevate what we are capable of.

Make Learning A Constant

If you are seeking to improve your craft and entice your clients, continue to expand your field of knowledge and gain perspective on the world around you. There are several different ways to do this. For example, I have an Alexa in my home and I like to develop skills for it, as well as listen to podcasts and audio books in the car. Learning can feel like a chore, so do it where you are most comfortable and really dial in to how you learn best. For me, it’s audio and visual.

You should even Consider using down time to learn. Yeah, we all like to recoup during less busier times, but why not take advantage of your free time to bolster your skills? Remember when you used to love to create? It could have been when you were a kid coloring in a coloring book, or when you were in college creating projects where you had all the authority and made all the creative decisions. Think of digital the same way.

Read our article: 4 Questions To Ask Yourself When Looking For Creative Marketing Solutions

Work Backwards If You Have To

Discover what else you can learn from a familiar program or subject by working backwards. I recently re-upped certification by Google in Analytics and filled in some of the holes in my knowledge base. I use Google Analytics just about every day, but never knew all the things it could do. Just because you do something all the time OR because you are supposed to be a professional, doesn’t mean you can’t keep working on your skills.

Inspiring People

With creativity finding new platforms for expression, our renewed focus on humanity has played the most important role in digital transformation. Having a variety of options that work to improve our lives has never been easier due to the merging of creativity, data, and technology. Although mixing all of those elements into a stew of color, light and imagination can certainly hurt our heads, it is all worth it when something incredible arises from it that inspires people.

We Are Currently In The Second (And Maybe Third) Chapter Of Digital Innovation

Major companies like Amazon, Kickstarter, Uber, and Netflix have altered what we thought was possible in today’s world. Thanks to their innovation, we have become accustomed to a life of convenience and have higher everyday expectations. Advertising agencies play a massive role in inspiring people, so the way we use technology matters significantly for the next chapter of digital innovation.

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Kovler Website Home Page

Stevens & Tate Revamps Healthcare Website For The University Of Chicago Medicine Kovler Diabetes Center

For information, contact:
Debbie Szwast
dszwast@stevens-tate.com

Lombard, Ill.—Stevens & Tate Marketing has launched a new and improved healthcare website for The University Of Chicago Medicine Kovler Diabetes Center.

The website refresh was implemented to modernize the site to accommodate today’s audiences with a responsive design that renders well on mobile devices. At the same time, the look of the new site needed to better reflect the overall University of Chicago Medicine brand while maintaining its own identity.

“The mission of the University of Chicago Medicine Kovler Diabetes Center is to help alleviate fear and confusion through education, clinical care, community connections, and research,” said Rachel Barter, the organization’s communications and events specialist. “Our website needed to convey those four pillars in an informative and user-friendly manner.”

Stevens & Tate has a history of working with the University of Chicago Medicine Kovler Diabetes Center. The web team had previously created a website and online tools for the organization, including an exclusive app that patients and their families could use to learn more about diabetes. They also developed a comprehensive campaign that pushed the message out via email, social media and printed materials. The team also promoted the Kovler Diabetes Center’s annual Monogenic Diabetes Conference through a separate app, direct mail and marketing efforts. Because of its familiarity with the brand, Stevens & Tate was able to translate it into a strong web presence.

“Certain functions are crucial for healthcare and non-profit marketing, such as the drive for donations,” said Dan Gartlan, Stevens & Tate president. “It has to be easy for someone to donate directly from their phone.”

On the University of Chicago Medicine Kovler Diabetes Center’s website, a call to action for giving as well as the ability to request an appointment engage both donors and potential patients. The site also incorporated the My Chart function to allow patients to access their electronic health records. Plus, a sign up form makes it convenient to receive more information, regardless of if a patient or professional.

“The challenge of an educational healthcare website such as this is that it needs to resonate with multiple audiences: patients and potential patients, their family members, medical professionals, donors, researchers, and anyone looking for more information on the topic of diabetes,” said Gartlan.

The Kovler Diabetes Center website provides a great detail of statistical data, research, news, and events in a clear and concise manner. The home page guides the viewer to pertinent information both through vivid photography and search engine friendly copy points.

Furthermore, touch points are interspersed throughout the page to make it simple for readers to take the next step in their journey—whether looking for research findings, statistics, programs, clinical care, events, or to connect with the Kovler Diabetes Center brand.

A new feature on the healthcare website is social sharing, which allows readers to forward content and create more brand awareness.

“The new website achieves all of our goals,” said Barter. “Thanks to the expertise of Stevens & Tate’s design and development team, the entire project was done quickly—coming in on time and on budget.”

Working on the refresh of the University of Chicago Medicine Kovler Diabetes Center website was a natural fit for Stevens & Tate, which has been in the online space since 1995. In addition to website design, the agency offers award-winning, on-strategy creative; integrated message and brand development; Internet and digital advertising; and cost-effective media planning and execution.

Stevens & Tate creates focused, targeted solutions for clients in the hospitality and travel/tourism industries, food/grocery, real estate, senior living, retail, healthcare, business-to-business, and non-profit sectors, as well.

To learn more about Stevens & Tate’s capabilities and view the firm’s work, visit www.stevens-tate.com or call (630) 627-5200.

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SUMMARY: Chicago advertising agency Stevens & Tate Marketing has launched a new website for the University of Chicago Medicine Kovler Diabetes Center.