Objectives
Baseline Evaluations Corporation provides the benchmarking and evaluation tools and services essential for educational organizations to measure and enhance instructional skills. The company needed to redesign its Web site to build its brand and market its services effectively.
Our Strategy and Approach
We developed an overall marketing and Internet strategy to position Baseline Evaluations Corporation as the instructional effectiveness expert who can provide colleges and schools what they need to deliver on the promise of instructional excellence. We:
Pinpointed the value proposition and created messaging for the site’s target audiences.
Collaborated with the company to rebrand its name, developed benefit-oriented tag lines to support its new brand, and developed messaging to guide the design and development of the new Web site and marketing collateral.
Developed the information architecture and navigation, designed and edited content, white papers and case studies to effectively communicate the company’s methodology and persuade educators and administrators of the value.
Designed a direct mail campaign, developed the marketing collateral, and planned the implementation of the marketing plan.
Outcome
Baseline Evaluations Corporation now enjoys a strong brand identify, a Web site and collateral package that communicate compellingly its value to higher education, colleges, K-12 education, and instructors.
