ZemiTek is a rapidly-growing government support services contractor with employees all over the world. They deliver a broad array of technical and human resource solutions to federal government agencies to help them achieve their missions.
THE CHALLENGE:
ZemiTek was looking to reposition their firm, expand the public identity beyond their origins as IT specialists, and highlight their many other program management capabilities. Their old website was expanded organically as they added new lines, and did not reflect the evolution of the brand. The site needed updating to more fully reflect the personality and culture of the company and, very importantly, differentiate their firm from other government support services providers. Another key challenge with the website was structural: confusing navigation which had a huge impact on their website metrics. Their website needed to communicate more clearly to technical experts seeking to work with the federal government and assist with the acquisition of new talent. The Allyson Group partnered with them to address these website content and brand messaging challenges.
THE SOLUTION:
After an in-depth consultation with the client, we analyzed their closest competitors to better understand their positioning, messaging strategies, and demographic details. We considered the keywords they were targeting to inform our content development. We guided the client through a collaborative process with weekly management meetings. Separately, we interviewed key stakeholders inside the company, including program managers and corporate staff, to understand how insiders perceived their internal culture and top value propositions. Through the insights uncovered in these consultations, we crafted a comprehensive messaging strategy that aligns with who they are today and makes clear their differentiating assets and capabilities.
We consulted on a new site plan, helping simplify their information architecture for more seamless navigation and a better user experience. And, finally, we wrote new copy for the site that both highlights their years of experience and expertise and reflects their present culture, identity, and positioning.
Through our collaborative process, we helped ZemiTek to further strengthen their positioning and refine their message to align with their new vision.
SERVICES
Competitor Analysis
Stakeholder Interviews
Messaging Strategy
Information Architecture
Content Development
THE OUTCOME:
As a result of our work, we helped the client to enhance their website content in a way that highlights their key strengths, strategic positioning, and company culture. This helped to both clarify and strengthen their brand’s image. They are proud of the new direction that their website has taken because it aligns with their objectives, and it truly reflects the new vision for the company. They enjoyed working through our collaborative and reliable process which also allowed them to meet their deadlines, budget constraints, and KPIs.