Jardine Lloyd Thompson selects Crafted Media for new contract.
17/03/08
Despite talk of a global recession, Ipswich based creative agency, Crafted Media, is going from strength to strength, with a string of recent business contracts and a rapidly growing team to service them.
The company is used to competing with large London based agencies. It recently beat stiff competition from advertising giant, McCann Erikson, to win a contract to develop a new business website for leading insurance company, Jardine Lloyd Thompson (JLT).
The site, which is designed to provide the business sector with a “Plain English” approach to understanding insurance requirements, launched earlier this month.
In order to meet JLT’s strict requirements, Crafted Media needed to incorporate several specific features into the design and build of the site, including access to a full audit trail of all versions of the site, together with information on all products and associated information. The site also needed to be fully accessible to everyone, and adhere to the highest AAA level of web accessibility guidelines in relation to the 1999 Disability Discrimination Act.
This meant ensuring that the site was accessible on standard internet browsers as well as alternative browsers such as screen readers, mobile platforms and enable content resizing for visually impaired users.
The website was created in two stages. Initially, Crafted Media’s creative team produced a range of sample visuals, drawing on the company’s brand guidelines, target audience & functional requirements. The team then devised a simple navigation system to enable the potential customer discover which products are right for them.
Following agreement of the site framework and designs, the technical team produced all functional code and on-site tools. This included a search system that suggests which types of insurance a customer requires, based on their profession or trade.
In order to provide JLT’s marketing team with the ability to manage the content and look & feel of the website, a comprehensive content management system (CMS) is now being implemented. In addition to being able to update the website easily, it will also provide the JLT team with ability to launch new websites for their commercial partners without any direct involvement from the Crafted Media developers.
As part of JLT’s plan to promote the website to the widest possible audience, Crafted Media is providing expertise in search engine optimisation and marketing to ensure the new site is found by potential customers when they search for related phrases such as “business insurance” in Google or any other search engine.
JLT’s divisional managing director, Mike Langton, commented on the success of the project:
“We have been impressed from the start by Crafted Media’s work ethos and understanding of what we needed to achieve with the new website. As a leading international provider of risk solutions and insurance services, we needed an agency that could deliver a website that not only looks right, but which also works effectively.
“The design and functionality of the website is exactly what we were looking for and I am looking forward to implementing the optimisation strategy and directing as many customers as possible to the site.”