Ektron

New Look & Web Strategy for CMS Partner

  • working in the photo studio
  • person in photo studio
  • Ektron
  • Ektron
  • Ektron

TBG & Ektron

Being national experts in Content Management Systems (CMS) means that TBG (The Berndt Group) not only has a lot of great partnerships, but also that it is barraged by the good, the bad, and the ugly of CMS marketing materials. So we were extremely happy to get the chance to develop a new look-and-feel and Web strategy in collaboration with Ektron CMS, one of our CMS partners. The site we produced with Ektron, is a state-of-the-art marketing vehicle for the organization and contains a number of cool and interesting features.

First and foremost, the design was driven by the need to convey the range of Ektron's value proposition—its greatest asset—quickly and efficiently from the homepage. This also meant orienting the user to the concept that Ektron is not "just a CMS," but also a platform for a wide-range of common company needs, including Social Media, eCommerce, and more. At the same time, this strong need to position the company couldn't conflict with the needs of returning users and existing customers to quickly and easily get to the information they need.

Live Site

What We Did

Technology Partners

Solving Complex Brand & Time-to-Market Issues

Solving Complex Brand & Time-to-Market Issues

Despite being a total eye catcher and centerpiece, the homepage movie was only part of the puzzle. The rest of our collaboration with Ektron involved working through complex brand and approach-to-market issues, conversion optimization, and complex user segmentation, to make sure that the right user made it to the right content in a minimum of clicks. Often this involved using design to support usability, and using "Web 2.0" interface techniques to reduce the number of steps needed to see content. In order to address this challenge, TBG designed and implemented a fully content managed movie on the homepage, using highly stylized silhouette animations and a highly creative fantasy environment to convey the power that Ektron gives its users to control their websites. Creating this piece involved story boarding, graphic design, shooting multiple takes of precisely controlled video with a green screen, and then compositing and animating elements. The final presentation was then hooked into Ektron CMS, to give the company the ability to change the priority and emphasis in its primary messages over time, as new capabilities of the CMS come online.


Making a Complex Value Proposition Simple

Making a Complex Value Proposition Simple

In the course of our work, we employed analysts, information architects, graphic designers, and programmers on our staff to develop a complete plan and the deliverables that Ektron could use to quickly and efficiently integrate into their CMS platform; in time for their annual Synergy trade show.

All in all, a great example of technology marketing, making a complex value proposition simple to understand and pleasurable in the process. We enjoyed working with Ektron on this, and continue to take our technology marketing practice to the next level with other projects of this kind.