CLIENTMcMinnville Economic Development Partnership (MEDP)
MARKETBusiness in McMinnville seeking resources; National site selectors searching for a good fit
PROGRAMWebsite development and identity redesign
In the world of economic development there is a need for detailed information—from grant resources to population and employment statistics to available properties. Many B2B websites promoting economic development are boxy, cluttered and difficult to navigate. Our goal was to create a site to show McMinnville's character at first glance and deliver needed information in an accessible and inviting layout.
MEDP provides resources to help businesses locate to McMinnville, start or expand their business, or recruit and hire. MEDP’s is the one call for any business interested in the “exceptional performance and enviable lifestyle” offered by Mac (the insider’s name for McMinnville).
Creative Company had already led the organization through a messaging process to identify ideas critical to the target audiences. This messaging architecture became the foundation for planning content, navigation and information flow.
In collaboration with the client team, we agreed on content and roles. MEDP had already collected a library of top quality photos—essential to the visual story.
The site’s layout follows the content outline, defining a top level “category” page for each of the central call to action tiles on the home page: LOCATE, START, EXPAND, HIRE.
The category pages compile links—in a series of easy to read and use tiles—to all of the website’s resources relevant to that topic. Rather than forcing visitors to scroll through multiple menus, we created a quick, visual connection to specific information in just a few clicks.
Large text, easy to see topic tiles, linked photos and speech bubbles highlight content from testimonials to case studies to specific facts and figures.
Layered navigation also keeps the focus on the four main categories. It provides quick access to an information-rich site. The tone of copy is engaging and conversational while building on the messaging: Exceptional performance. Enviable lifestyle. All here.
The site is built on a local programmer’s system to provide ready support, ease of use by MEDP staff, and continuous security.
We knew this website would have long-term impact and be a critical point of choice for the brand and organization. However, the existing identity system was out of date and didn’t fit the messaging.
As part of the web development we built in a new logo design using a simple type treatment chosen to distinguish “McMinnville” and emphasize “Partnership”—the essential focus of the organization.
Launched in January, 2015, the new website quickly gained buzz and recognition.
Regional economic development groups and city leadership contacted Jody Christensen, MEDP’s Executive Director, with comments such as: “Great economic development website that just went live. Excellent work!! You set the bar pretty high.”
Jody noted she no longer needs to create PowerPoint presentations—she just uses the website to tell the MEDP story and present their resources. And she recently commented, “we continue to get rave reviews.”
We say this B2B website has been a resounding success.