2014-03-07: IMPACT Marketing & Public Relations won the Public Relations Society of America’s ‘Best in Maryland’ Website Award for its design and content work at http://kbebuilding.com/. The newly designed site has experienced a threefold traffic increase since its launch.
The new website was the cornerstone of a comprehensive marketing campaign IMPACT developed with KBE Building Corporation, a $300 million commercial construction company with offices in Maryland and Connecticut.
For the content and navigation/usability of the site, IMPACT used the results of extensive research into what KBE’s clients, employees, subcontractors, and design partners thought about their working relationship with KBE.
“Surveys and roundtable discussions showed us that there were some misconceptions about what KBE is and does. We needed to correct that with fresh content and better navigation,” said Duane Carey, IMPACT President.
IMPACT’s first challenge was to convey the full range of KBE’s construction expertise, which now spans a multitude of industries. “KBE started as retail construction specialists, but they’ve expanded to other markets, including medical, senior living, and educational facilities. In fact, higher education is now their largest market. The new website had to reflect this range,” said Carey.
IMPACT also needed to highlight KBE’s new ownership and corresponding initiatives. Since 2007, KBE’s three new owners have improved the company culture by challenging their 130 employees to participate in leadership training and volunteer work.
“KBE is a prodigiously philanthropic company, so we had to put its charitable program, 50 Ways to Make a Difference, front and center,” said Carey.
Design-wise, the new website stands out for simple primary navigation juxtaposed with engaging visual content. Rotating banners showcase completed construction jobs, and embedded videos give an interactive glimpse into KBE’s people and projects.
Though there are just four main tabs, each one contains effective visual and written content to teach visitors about the “new” KBE. Image-filled case studies demonstrate how KBE works with each industry, and written content addresses common misconceptions about the company while highlighting staff strengths.
Making sure KBE’s website visitors have access to the latest updates, IMPACT uses a Content Management System (CMS) to post weekly blog posts, news releases, and project and awards announcements.
PRSA wasn’t the only group to notice the website’s effective design. The site was also honored in KBE’s home state of Connecticut by The Society for Marketing Professional Services (Best Website Award winner).