I had the opportunity to do several projects for CRC. My first projects were all print materials. I created door hangers, flyers, postcards, and newsletter templates. They were all carefully crafted with future marketing in mind. I made sure that they were easily adaptable, updatable and that they matched the visual identity of CRC. The newsletter images below don’t look very impressive because they are stripped of content, but the actual templates had everything in place for the client. They were created with Adobe InDesign, so that all the client had to do was add article text and images in the designated areas. The formatting and text wrapping would all be taken care of by the template.
Use the arrows on either side of the image above to cycle through the seasonal newsletter templates I created.
The largest project that I worked on with CRC was their website. They had a website before I came along, but it wasn’t directed at the right audience. It was directed at doctors rather than potential study participants and it wasn’t serving them very well. It was a very simple B2B website and they required a much different B2C approach. I completely redesigned and refocused their website with their target audience in mind. This clearly paid off: we saw an immediate improvement to their homepage bounce rate in Google Analytics. (A bounce rate shows how many visitors stick around to explore your website)
Bounce Rate Reduction
The website overhaul included some powerful productivity benefits for CRC. I was able to integrate the website with the software that they used to manage their clinical trials. This involved a number of unique technical hurdles, but I was able to overcome them through research and communication with the developer of the software. We even got them to tweak some of their code for us. The redesign and software integration was a big success! It saved the company countless hours of employee labor by allowing people to sign up for clinical research trials online. (This was previously handled through phone and email)
- Web Design 60%
- Graphic Design 30%
- Web Optimization 15%
- Email Marketing 5%
I also expanded and streamlined the sign-up process for their study notification emails. I made the opting into emails extremely easy and included opportunities to sign up all over the website. We used cutting-edge software to integrate sign-up forms on contact forms, in blog posts, on sidebars, in the footer, and in subtle pop-ups that appeared right before you left the website. (these were not common at the time) We basically put sign up opportunities everywhere we could without being obnoxious. They all dumped into one database that was used for marketing future studies via email. The strategy worked extremely well and CRC saw a huge surge in email subscribers. I also had the opportunity to create some of the content that was sent to these subscribers. I created several templates in mailchimp and consulted on their email marketing campaigns.
Finally, I continued to offer ongoing support for their website via software updates and data-driven design updates. I monitored website traffic in Google Analytics and tweaked the design to more effectively direct visitors towards signing up for studies. (the conversion goal) This included AB testing various versions of the site to discover which designs were more effective. (The data can be surprising sometimes) The result was one of the most streamlined websites I’ve ever made. The grand irony is that I don’t even have a copy of the website I made with them. CRC joined a group of similar businesses that all use the same website template. If I’m being completely honest, it looks much worse than the one that I made… and it might even be worse than the one that I replaced. Who says newer is better?
You can find a semi-functional version of the website I made on the web archive, but in my experience it is pretty buggy. The design doesn’t quite look the same and a lot of the features are missing.