VGroup Interactive are passionate about great information architecture when it comes to websites, and this is a key part of our methodology. So when planning a new suite of websites as part of the recent Archer-Hoblin Group rebrand, we enjoyed the similarities between both the architecture that we do, and the architecture that Archer-Hoblin do.
A major part of the rebrand was a big shift in brand architecture, with the Archer-Hoblin Group being divided into six divisions, reflecting the areas of specialisation that Archer-Hoblin has evolved into in recent years. Accordingly, the new websites each needed to work as stand alone entities, such as archerhoblinprojects.com, and as part of the group suite of sites as users approach the Group online from archerhoblin.com.
Launch campaign
The new brand and the websites were launched via an integrated marketing campaign involved direct mail and email shots to Archer-Hoblin’s clients, prospects and suppliers. Different segments of the database received printed brochures, invitations to download online brochures, or a pack of printed cards representing each section, which invited the recipient to get architectural and put them together in whichever way they fancied.
The website launch and email campaign was all tracked via our email broadcast tool linked in with Google Analytics, so we were able to provide the client with feedback on traffic to the websites as a result of the campaign, and stats on how many brochures from each division were downloaded.
New technologies
The website also launched a live web cam feed of one of their community housing projects in progress. By exposing the inner workings of their construction sites to the world, web cam is part of Archer-Hoblin’s commitment to transparency – Archer-Hoblin’s faith in their Health and Safety practises.
VGroup facilitated the installation of a web camera, wireless connection and dedicated ADSL phone line on the Ealing site, and integrated this camera feed into the Archer-Hoblin Community website.
The camera feed will also allow Archer-Hoblin to build time lapse videos of the development being completed, as well as extra security for the site.
I just stopped by your blog and thought I would say hello. I like your site design. Looking forward to reading more down the road.
Interesting work!