Case Studies
Writing for the Web
by Janelle Agius, contributing author
The following case studies, selected from past Gold Quill Award winners, demonstrate excellence in this month's topic.
Note: All case studies are in PDF format.
Whirlpool Career Site—Phase I
PartnerComm Inc. and Whirlpool Corp.
Whirlpool asked PartnerComm Inc. to develop a world-class career site that provided comprehensive information for potential candidates and reinforced Whirlpool's status as a high-performing organization. The web site included a "job search and apply" function as well as a blend of traditional navigation for easy reference and dynamic content to provide a customized user experience.
Inside.HarlandClarke.com
Harland Clarke
Nine months after John H. Harland Co. and Clarke American Corp. merged, the communication team introduced a new employee intranet called Inside.HarlandClarke.com. The purpose of the site was to create a centralized communication tool for employees to access time-sensitive, integrated and up-to-date information about the company. Traffic to the new intranet site increased by 50 percent compared to the old one.
McDonald's AccessMCD Global Intranet Portal
McDonald's Corp.
In 2008 driven by user input and feedback, McDonald's made substantial improvements to AccessMCD, its global intranet. To organize content, the web communication team introduced a top navigation toolbar with drop-down menus categorized for each user group. After improving the search function and navigation, and completing a content clean-up, the team created a new, fresher, more focused design of the home page. Search statistics nearly doubled after the introduction of the new design.
"Better Here" Recruitment Web Site
Communication Solutions Inc.
Interior Health developed a physician-focused recruitment web site that effectively promoted the advantages of living and working in the Southern Interior of British Columbia. The "Better Here" web site featured unique lifestyle images, peer testimonials, and tools for easy navigation, including intuitive links, easy-to-find contact information, and two home page portals that provided direct access to work (vacancies) and life (community) options.
Awards were presented to the winners of the 2010 Gold Quill Awards at IABC's World Conference, 6-9 June in Toronto. View the 2010 winners.
The collection of all case studies from the 2009 Gold Quill Awards program, titled Best Practices in Communication Planning and Implementation 2009, is available for purchase. This softcover book features 100 case studies of the best and most innovative organizations in communication right now. Order your book.
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