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&description=A content Managed Site for Global Information Security Company
The Berndt Group worked with SafeNet, Inc. to create a new corporate web site that involved implementation of the Ektron content management system. SafeNet is a global leader in the information security space and has grown via acquisitions to provide a large set of solutions to a broad and heterogeneous customer base. The Berndt Group worked with SafeNet through a comprehensive strategy, information architecture, graphic design, technical specification, and CMS implementation process. We focused on web and CMS implementation best practices, user experience, and Web Operations Management (WOM), for this direct-to-consumer, rapidly growing, internet technology company. Challenges of this growing technology firm, while operating within a newly defined market, included build out of the site during a period of multiple acquisitions by the company, and coming up with an aggressive marketing strategy in the context of a high content web site. Specific areas of focus for the project included: Creating centralized marketing messages that work with all of SafeNet's customers as well as creating a viable multi-market brand impression; Managing the parallel sales and customer service processes that run across diverse lines of business, often with different processes and customer expectations, based on the practices of previously acquired businesses; Moving the company to more "solutions-based" selling, allowing for greater sales and higher margins, and moving the company's target customer to higher level management within target organizations; Orienting potential customers, with varying levels of previous experience, to SafeNet's complex product offering; Managing large amounts of content effectively (determining governance policies); Gaining maximum traffic through search engine optimization; and Defining a strategy for and producing an efficient platform for development of future localized and multi-lingual sites. The site launched in October 2009. Highlights of the new site include: The use of the CMS to enable a larger number of site authors within the company, thereby allowing for more direct maintenance by content experts resulting in increased site accuracy and timely content; The use of automatically created lists of links, based on taxonomy categories, to create related links and featured content; Users are able to traverse the site quickly and easily locate their area of interest while also providing them with a higher level of services; Enhanced marketing on the homepage via content managed Flash, enabling SafeNet to promote key events and products; and Tie-ins to third party applications including CRM Salesforce.com. The Berndt Group previously worked with SafeNet on an eCommerce site to accommodate a growing need to sell their award-winning VPN software and hardware products online, as well as working with SafeNet on their brand identity. |
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