Ontario College of Homeopathic Medicine
http://www.ochm.caProblem
The original OCHM website was designed and maintained by student volunteers, but had become difficult to maintain and lacked a cohesive look and feel. Meanwhile, OCHM itself became a more sophisticated institution, and thus needed a website that reflects its superior quality of education. NewPath Consulting worked with the OCHM staff to identify the main problem -- differentiate the school by featuring success stories and engage more visitors to request an application package.
Strategy
A high quality small business website must offer visitors:
- a clear idea of the what the business offers, to whom and at what value
- well written, plain-language content and a navigational structure that invites them to learn about the business and take the next step to engage in a relationship, and
- a pleasing, simple yet inviting look and feel.
Together, these create a compelling online experience of the business that is consistent with the in-person experience.
Implementation
Between July 2009 and December 2009, NewPath Consulting collected a variety of content from OCHM, including forms, marketing material and a new set of graduate student testimonials. NewPath Consulting worked with Dean Plotkin and several senior OCHM staff to redesign all content and build the new site around it. We also developed easy-to-use documentation so that OCHM staff can maintain the new site themselves.
Outcome
OCHM is on track to increase application package requests by potential students by 20% in 2010, and Dean Plotkin now receives monthly reports by email that detail how the site is performing.
"Our new website looks professional, sophisticated and, most importantly, has boosted our visibility and image in the marketplace. NewPath was able to customize according to our special needs as well as analyze our marketing profile with the goal to increase our enquiries by 20%."Luba Plotkin MD DHMS
Dean, Ontario College of Homeopathic Medicine
