Located in Newport Kentucky, Reser Bicycle Outfitters (RBO) is more than just a bike shop. Jason Reser takes an active role in helping his customers use and enjoy their bicycles by providing maintenance, training, as well as organizing group rides and being an advocate for bicyclists in government.

The Problem
Jason is an accomplished computer user and had created and maintained his own website for years. While a commendable effort, the site was missing some "professional polish" and didn't convey some of the stand-out aspects of RBO from a marketing perspective. On the web, RBO faces competition not just from other local bike shops but from giant online/catalog retailers.

The goal of the project was to give RBO a unique and professional look, convey the RBO's local bike stewardship and advocacy (to differentiate RBO from the catalogs) and provide as much control as possible to RBO in maintaining/updating the site given their technical abilities.

The Solution
In a discussion with Jason, I asked him about the origins RBO logo which features a soaring bird. Jason told me that the bird is a barn swallow. While growing up, he and his brother would watch the birds as they maneuvered to catch insects in mid-air. As a long-range migratory bird, they spend enormous amounts of time in flight. The swallow became a symbol of grace and endurance to Jason.

The classical image of the barn swallow inspired Eclectic Studios to take a look at the history of cycling. We settled on a look for the site that was based on elements derived from vintage cycling posters from Europe during the 1920's and 1930's.

To showcase RBO's dedication to the cycling community, we leveraged a tool that the shop had just begun to tinker with: a Google calendar. Integrated into the website, the Google calendar provides a way to showcase the shop's commitment to the local cycling community. We also came up with a unique solution to allow the RBO staff to easily update site content. RBO would maintain 3 blogs: one reviewing new bikes and products, one providing bike maintenance instructions and tips, and one as a general shop journal. Each of these is powered by Google's Blogger.com. These blogs generate RSS feeds. The website captures the latest entries in these blogs and displays them in the website. Using this method, all the RBO staff has to do is log onto Blogger.com and post a new article about a shop event, photos of group ride, or a quick review of a new product and the information is instantly placed into the appropriate area of the site.

The site has been an enormous success. The entire shop staff has been able to contribute to the site and keep it current without relying exclusively on Jason's technical talents. Jason has been freed to focus on his business which was named Business of the Year by the Newport Business Association four months after the new site was launched. We hope we were able to contribute!

Radiology Associates of Northern Kentucky (RANK) is the largest private-practice Radiology group in greater Cincinnati providing care to patients on a 24-hour basis at Northern Kentucky’s leading hospitals and imaging centers. Using the latest state-of-the-art tools for diagnostic procedures and minimally invasive treatments, Radiology Associates of Northern Kentucky pioneered the use of many of today’s common procedures for diagnosing and treating disease.

The Problem
Radiology Associates of Northern Kentucky was managing 2 separate websites split along the division of the services they provide: Diagnostic Imaging and Interventional Procedures. This had the effect of splitting the RANK Brand into two separate, smaller entities. The design of the sites had also become extremely dated. Adding to the confusion, the content of the site had been obtained from several different sources. This may information and was inconsistent in organization and often redundant. Some pages offered almost no content and other pages which covered many topics in a single long page.

Yet another issue was determining the target audience. The current site communicated to both patients as well as members of the health care community, including other doctors and medical institutions. This led to a conflict of interest in the site that kept it from succeeding.

The Solution
To prevent dilution of the RANK Brand, the two sites were abandoned and a new site was created with a single customer-facing brand. Having a single moniker provides focus and improves name recognition. It also gives the growing company a simpler, stronger platform from which to communicate.

A modern look for the site was created using a new color pallet based on the existing blue used in the Radiology Associates logo.

The content of the site was completely re-organized. Content from the previous 2 sites was broken into 3 categories: Information (Condition/ Disease), Diagnosis (Diagnostic Imaging), and Treatments (Interventional Procedures). Concepts were then broken down so that each page has a clear purpose. This keeps the site from having duplicate data (which makes updating content more difficult) and improves search engine relevance as each page covers a specific topic.

A secondary site has been created to specifically address the questions and concerns of other physicians, hospitals and other medical groups. This sub-site is separated from the customer facing site by a specific click-path designed to minimize the number of patients who would get to this area, yet make it accessible to medical professionals who are seeking this information.

Testimonial
"On behalf of the Physicians of Radiology Associates of Northern Kentucky, we thank Dan, Curt and the entire Eclectic Studios team for their zealous approach in providing solutions for our web design needs. Their tireless support in resolving complex and unique process problems through application development has allowed the practice to achieve both greater efficiency for our Physicians and better outcomes for our patients."

C. Chad Wiggins
CEO
Radiology Associates of Northern Kentucky

Finn Corporation is the leading producer of large-scale land-reclamation equipment. Since 1935 Finn has earned a reputation of quality and innovation. Their undisputed quality has made their machinery the benchmark of the industry. As the top producer of erosion control and landscaping machinery, Finn is justifiably proud of its history and reputation for quality. The Finn brand is the company’s strongest asset.

The Problem
The existing website was becoming very dated and was extremely awkward to update. Any updates to the site had to be made by the original deign company. Because of the complexity of the site design, these updates were often costly as well. Finn needed a new design for their website that protected their brand and reflected their dedication to quality.

The site also needed to providing product specifications, a dealer locator for the North American market, and have the flexibility to be updated by the in-house staff.

The Solution
During our strategy sessions we discovered that Finn is a very recognized name in the marketplace. In fact, Finn equipment is both admired and sought after. We made it our mission to add to the desirability of the brand while meeting all of the other goals of the project. We suggested that Finn leverage their market position by creating an exclusive club for Finn owners. The program, called FUEL (Finn User Exclusive License), has been introduced to existing customers on the Finn website and during product demonstrations. The program has strengthened customer loyalty and further elevated the status of the Finn brand.

The site incorporates an ASP program that delivers the sales representative or dealer that is assigned to the visitor’s geographic region based on their zip code. The entire function is managed by a database with an administrative interface. Once given access, the administrative functions allow even novice users to update, edit, add and remove dealers from the online dealer locator.

The design embraces the classic red and beige colors that have been the hallmark of Finn products for the bulk of the company’s history. With the addition of black and grey gradients, we have been able to add an energetic and quite simply contemporary twist to the company. The contents of the site were drastically reorganized to get all types of visitors to the information that they need as quickly as possible.

Madison Park Productions (MPP) is a full service digital audio production facility catering to the advertising, commercial and industrial markets. Madison Park Productions and owner Rob Currens are well known in the Cincinnati audio and marketing communities for creating original and often whimsical radio spots and corporate communications. Rob's dynamic personality and creativity have made him the go-to-guy for quality audio work that entertains as it informs.

"Audio Wizardry" is more than a catch phrase at Madison Park Productions. Rob and the crew at MPP use their wealth of talent to create original musical composition in styles ranging from classical to urban. Their technical mastery of all things audio spans the gamut from vintage analog recording to the most advanced digital mastering. Madison Park Productions’ Wizards bring fidelity to the soundtrack of your operation.

The Problem
Madison Park Productions had only dipped its toe into the Internet. They had created a site in-house that used lots of Flash animation. While there were some nice features, their simple tools and lack of experience led to site that had problems in navigation, color accuracy and search engines exposure. Having been left stagnate for almost 4 years, the site had become extremely outdated and didn’t provide examples of the talented work done at MPP.

The Solution
The first step was to update the MPP logo and make it consistent. This wasn’t a change in branding, just a refinement. The logo was a playful jumble, popular in the late 1980’s. Now it seemed dated and confusing. Wanting to stay with the original playful feel, only a few elements were changed. The logo was cleaned up improving legibility by removing the most awkward parts, reducing the number of fonts and making elements consistent. Further, the colors were assigned specific pantone values to keep logo use consistent in the future.

For the website, search engine performance was a high priority as the old Flash site had virtually none. The new site uses traditional HTML and CSS construction rather than Flash. The text content of the site was created by MPP and optimized with a little guidance from Eclectic Studios. While still lean, there is more than quadruple the text of the old site. The new site also features a Blog so site content will continue to increase.

The next issue was to make sure there were samples of the great audio work being done by MPP. Using a small Flash button, MP3s of relevant work are available on every page of the site. The design of the site is clean and features photographs taken by owner Rob Currens.

One of the most interesting features of the new site is the online file management system. The file management application created by Eclectic Studios is an easy to use, branded file manager that allows the MPP staff to create folders for client companies and individual users. This system allows MPP to deliver large files (hundreds of megabytes in size) to clients easily without the need for special software.