What was the scope of their involvement?
Along with our very talented digital marketer, who has been developing websites for quite a few years, Imarc’s job was to essentially recreate a Simba.com entity which tied to Magnitude.com, both in terms of discovery, planning, and preparation, and in the execution itself. Our digital marketer was also involved in all of those phases, and did quite a bit of execution and testing, but Imarc was ultimately responsible for the full smash.
They were responsible for teasing the result out for us. We had a document which stated our objectives, and we worked with Imarc to establish and help them understand tone of voice and character missions. They worked with us in a collaborative fashion in order to get to a design and wireframe structure.
The site was developed using the WordPress platform. There are different audiences for it. The original one, at the time of acquisition, was primarily oriented towards technical people. We have a couple of audiences for the purchase of connectivity capabilities (or drivers), who might purchase off-the-shelf ODBC [open database connectivity] or JDBC [Java database connectivity]-based solutions, or who might purchase our software development kit for creating their own versions when a ready-made one isn’t available.
We’ve been primarily talking to the more technical people, but have expanded the dialogue to the ones who need access to data, namely business users. These fall into 2 categories: independent software vendors who OEM [original equipment manufacture] our driver into the technology they deliver (BI [business intelligence] vendors, for example), and enterprises with users who might require the connectivity, or product managers, developers and IT people, who are building the connectivity into applications being created, or linking existing applications (from systems of action to BI systems, for example).
Imarc has digital marketing capabilities, but we have a fully-internal program in place with our own marketer. They collaborated with us to an extent, but their job was to essentially build in what we had already established, and not break anything.
How did you come to work with Imarc?
I had worked with Imarc in a previous company, for a fairly small, proof-of-concept website. I found them after searching for a number of vendors, and gaining a number of referrals. A former team member of mine had hired a firm for a website build. They weren’t very happy with the results, and turned to Imarc to fix the problem. With that story in my head, and having spoken with Imarc, I was very impressed with the caliber of the people, and their willingness to do what it takes for the experience to be beneficial, and the results to be what we were looking for.
What is the status of this engagement?
We started talking with Imarc in the middle of 2016. We thought that the project would be kicked off by November or December, but, as we got to the close of the fiscal year, many priorities started to pop. We didn’t officially start until the kick-off in mid-January 2017, and the site was delivered in early April.