fuse
Issue 2
Electrifying the Web for Kenwood With customers increasingly using the Internet to research and compare products in the consumer electronics category, Kenwood had an immediate need to establish a marketing web site that showcased their extensive product range.
Which Product? In the extremely competitive electronics marketplace, easy access to comprehensive product information is critical to specification conscious buyers. In the project definition phase, we identified that the goal was to deliver in-depth product information that makes it easy to decide which Kenwood system or combination of components are right for the job. The entry page of the web site is structured into the three categories of Home Audio, Car Audio and Communications. While reviewing product details, you are prompted to which components are compatible with each item.
Dynamic Content Management Kenwood, with its prolific output of new and exciting products, required a facility to manage all content for the web site in-house. The web site incorporates a database and secure ‘service site’ using Fusion’s content management system that allows easy updating of all product and category information from a browser based interface. Consistency in the format of content delivery on the web site is maintained through style sheet technologies in combination with image processing templates that Fusion developed for Kenwood. As well as providing low cost and timely maintenance of the web site, the ‘service site’ allows Kenwood to gain market research into which products are most searched for.
Platform for Growth Kenwood has effectively enhanced its business and Internet communications, leveraging information technology to coordinate a strong brand presence for its three product divisions. Future additions to the Kenwood web site will quickly move the companies online offer up the ‘Internet maturity scale’ from a defensive and tactical position of establishing an Internet presence to a solution that is fully integrated with all customer segments and sales channels. Technology Used Kenwood.com.au uses the Microsoft Internet Framework. • ASP, CSS, Javascript • SQL Server 7 • Internet Information Server 4.5
Solutions FastTrac Australia Streamlining the booking process
Secure socket layer technology provides safe and secure online transactions.
FastTrac is a national company that provides a comprehensive range of business development programs to equip entrepreneurs with the skills to develop, manage and grow successful business ventures.
FastTrac approached Fusion with two questions: • What services can we provide to make it easier for clients to do business with us? • How can we improve the bottom-line and operational efficiencies using the Internet?
As very satisfied clients who have participated in FastTrac programs, we were delighted when they approached us to revitalize and upgrade their corporate web site.
A series of strategic workshops quickly isolated FastTrac.com.au’s key stakeholders and which web-services were required to satisfy their needs. The list of services was organised into groups titled ‘must have’, ‘nice to have’ and ‘in the future’, helping prioritise the approach to development and investment.
Their brochure-ware web site had served them well, but aggressive expansion plans for FastTrac across Australia encouraged a rethink of the company’s Internet strategy.
www.fasttrac.com.au
The ‘must have’ services fell into the four distinct categories: • Market the Programs • Deliver Program Schedules • Book and Process Registrations • Build the FastTrac community
Making the Invisible Visible The challenge of marketing the programs, services that you cannot see or touch, is solved by making the training courses tangible through offering deep information about the courses, well designed diagrams and engaging video footage. Credibility is developed further with the prominent display of business success stories on the front page of the web site and a substantial client testimonial section. Keeping Clients Informed The online program calendar keeps clients up-to-date about which programs are being run in their area. The calendar maintained by the FastTrac team, using a web browser, helps reduce the number of telephone enquiries regarding program details and schedules.
Prophecy International Re-Brand Website for global marketing push
Reserve Me A Seat Ease of use is the driving principal behind the online program booking facility. A simple five step checkout process provides secure and convenient ticket purchasing of all active programs. A voucher system allows entry of program discount codes distributed in marketing materials. FastTrac uses this facility to offer promotional deals to existing clients as well as tracking the success of media placements. A Phased Approach The new FastTrac corporate web site reflects Fusion’s structured approach to Internet solutions and how to harness the business opportunities of the medium. In rapid time, we brought together strategic thinking, intelligent design, technical architecture, and a focus on user experience, developing the solution in under one month. The launch of the web site, coinciding with the marketing of a new National tour, proved extremely successful with online bookings surpassing target sales. Development of FastTrac.com.au will continue with more services being added on a regular basis. Technology Used FastTrac.com.au uses the Microsoft Internet Framework. • ASP, CSS, Javascript • SQL Server 7 • Internet Information Server 2 • XML data brokering • Secure Socket Layer (SSL) Verisign
Prophecy is a global leader in object oriented infrastructure software for web based applications. The Company is listed on the Australian Stock Exchange and has offices in all major regions of the world.
media and employee candidates. Web site content that is updated most frequently is delivered on the highest level pages, making it easy for repeat visitors to keep informed about Prophecy’s latest news and products.
Prophecy approached Fusion to re-brand its existing corporate web site, and create a new navigation and information architecture structure.
Fusion, who has been engaged by many of Australia’s public companies to provide strategic advice, design and development services, delivered Prophecy with templates for in-house deployment. The rebranding program was finalised with the supply of onsite training and a detailed style guide to Prophecy’s communications division.
Fusion responded to the brief with a solution that focused on satisfying the needs of the key target audiences of potential and existing customers, shareholders, the investment community,
www.prophecy-open.com.au
Independent Test Services
Emotional Branding
Australian Central
Seal of Approval
Fusion Book Review
Online Footy Tipping
Independent Test Services (ITS), a newly established South Australian company, engaged Fusion to design an identity for the launch of their new business. ITS specialises in third party test services for organisations developing and deploying business critical internet based information technology solutions.
Branding is probably the most misused and abused term in business today.
Fusion recently completed the Brand development and Integration of AFL licensed software for Australian Central Credit Union’s footy tipping competition ‘Aussie Central Rules’.
The ultimate goal of any test procedure is the final tick of approval. This idea appears in the new logotype composed of squares - reminiscent of the screen pixels, a common artifact of IT technologies. Dotting the “i” provided the logotype with the unity and distinctiveness of an effective corporate identity.
Fortunately “Emotional Branding” cuts through the hype, providing a clear definition of what successful branding is and how organisations of all sizes can intelligently build their brands by stimulating customers senses and emotions. Written by an International practitioner who has helped build some of the world’s best known brands, you are lead through a persuasive thesis supported by the authors own high profile case studies.
The solution, developed for Australian Central’s customers and employees, has quickly grown into a strong community of footy tippers, competing for monthly cash prizes. You can share in the fun at: www.australiancentral.com.au
This is a refreshing approach, compared with most branding books which deliver grand strategies with little validation that the concepts actually work.
New Appointments
Fusion was founded in 1995 and has built a reputation as one of Australia’s leading providers of Internet and Interactive media services. Fusion’s clients include multinational corporations and institutions which have utilised the Company’s competitive skills in providers of: > Strategic Consulting > Web site Development & Management > Intranet / Extranet Application Development > e-Commerce Solutions > Design & Branding > Interactive Media Development including CD-ROM & DVD
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