Result: Leadership Development International (LDI), a network of Western-style schools in China, today boasts a Web site that is attractive, cohesive and simple to keep updated.
The client’s need: LDI is a network of six schools serving more than 1,000 students in cities throughout China. Each school had created its own Web presence. As often happens when different parts of an organization create sites independently, the Web sites for the six schools had completely different designs and messages. To build credibility, LDI needed to bring unity to its disjointed site.
How we did it:First, we dug through the existing Web content, reviewed LDI’s brand strategy materials, and interviewed LDI staff. With this understanding of the LDI brand, we created a Web design for the umbrella organization. We then translated the same design for the sites for each of the six LDI schools, so that all the schools’ pages feel like part of the larger site.
Writing for the new site had an unusual twist. “We have target audiences as diverse as young Chinese professionals, to Korean families with kids in international schools, to potential donors in the West,” says LDI director of marketing Dan Kennedy. To craft a message that would appeal to all – and offend none – we brought in a writer with global experience.
We wanted to be sure that LDI could update the site as needed without detracting from its polished appearance. So we provided a customized content management system. Now anyone in the organization can post new information to the site without any technical knowledge.
Finally, we built a multi-layered, online employment application for people interested in working with LDI. The hiring process is complex and requires approval at several stages, so our custom solution uses multiple passwords that an applicant receives as he or she completes each application phase.
In the client's words: “For the first time in a very long while, we are excited to give out our website address! My only regret was not meeting Point of Vision sooner and asking them to revamp our entire brand identity!”