The VMC Group is a privately held corporation, celebrating over 50 years in business. Its mission is the application of advanced management science techniques and technological innovations to enhance the operations and reduce the costs of its private and public sector clients. In the past fifteen years, VMC has gradually narrowed its focus to the field of Transportation Management (Mobility Management) and this is the VMC Consultants, Inc. division. Within this market, VMC has specialized in managing transportation for local governments for a highly sensitive passenger population – mainly children with special needs.
Business Growth Challenge
VMC has grown organically over the years using traditional trade shows and individualized outreach to reach new clients. As such it has built a solid and impressive client base. However, like many private entrepreneurial entities, the founders did not have a vibrant online presence. The existing website did not speak to the current business focus, nor did it integrate the tools made readily available using a Content Management System. The site needed to be responsive, current, easy to navigate, and rich in content related to the impressive list of case studies. It also needed to be the cornerstone of an online marketing effort going forward.
Deliverables and Results
The endgame of the project entailed the design and mapping of the website, working with partner Steve Brettler from SmallFish Web Design. As there were no design specifications, the project actually began with a new logo and branding exercise. The logo and color designs were launched with the website and ported to all sales collateral.
The bigger challenge of designing the site, was to extract the key content (client case studies, areas of expertise, etc.) and prepare it in a way that made sense for the website. Much of this was done by in depth interviews and close collaboration with the company founder to identify the appropriate documentation and obtain permissions where necessary. Additionally, basic social media tools and a blog were put into place to be used over time.
The end result was a clear and concise presence that contains rich content around the full range of projects and expertise the company has undertaken in its 50+ year history. It’s a key marketing tool that can be used for external opportunities and internally as a reference center.