Case Study for Agency
03-1033152-159

Situation: The Ann Arbor District Library (AADL) asked our studio to
update their outdated website design and navigation and make it
functional for all levels of computer proficiency. We were asked to
establish aadl.org as a distinct identity that compliments the Ann
Arbor District Library brand and create simple
administrative tools, which would allow AADL staff to update the
website.

Marketing Challenge/Application of Solutions: The primary task was to
define the AADL’s site goals and audience. With those goals outlining
the process, we conducted a usability study which tracked user
patterns in navigating the website. An aadl.org logo was then developed
to coordinate with elements of the existing AADL logo while serving as
its own separate entity. Finally, designers and interactive programmers
collaborated to develop and implement a design concept for the website
structure tailored to fit existing users.

Result: The project’s objectives, which were measured by client
feedback as well as statistic comparison, were clearly met. A 216%
increase in pages per visit, up to 17.7 pages from 5.6 and a 40%
increase in average visits per day, exhibit the improvement the new web
design made from February 2005 to February 2006. Additionally, aadl.org
saw an 18% increase in unique visitors and average visits per visitor.
The library also reports that material highlighted only on the website
generally receives 30-40 more requests for holds than most “in-demand”
items and events listed only on aadl.org blogs have acquired record
turnouts, the most recent being 81 teenagers for a Friday night video
game tournament.

Case History 2 - Quicken Loans

Situation: Quicken Loans (QL), the nation’s number one online home
lender, set a goal to increase college hires from 4% in 2004 to 15% in
2005. Prior to this campaign, college recruitment materials were
created ad hoc with no consistent look and feel and QL recognized they
were missing out on the opportunity to
develop a recognized brand for this audience.

Marketing Challenge/Application of Solutions: Focus groups, which were
held to solicit feedback about what motivates recent graduates to join
a company revealed credibility, income level, testimonials and job
enjoyment as top priorities. In order to meet their goal, QL rolled out
an aggressive college recruitment plan, which included an advertising
campaign, participating in and sponsoring campus career fairs that
targeted juniors and seniors at 28 Midwest colleges and universities.
Skidmore developed an event display, a corresponding brochure and a
targeted print advertising campaign communicating their key messages in
a hip, engaging way that employed the use of interjected testimonials
from recent college grads.

Results: The new materials are attracting new candidates. Students have
told recruiters that they hadn’t heard of Quicken Loans, but were
attracted by the display or the brochure and wanted to learn more about
the company. This market makes up 15% of Quicken Loans overall hiring
goal.