HMA Digital Marketing: Yorkshire based agency for website design and development, online branding, online digital PR, email marketing and SEO

Problem

Bionow was formerly part of the North West Development Agency. Due to the Government’s decision to disband the Regional Development Agencies, Bionow has needed to transition into a private business. With key personnel staying on to take it forward, it has now become a Limited Company and has a new business model.

Approach

HMA ensured that it had a very good understanding of Bionow’s requirements, through discussions with the team and attending several Bionow events. We undertook a thorough review of the old digital marketing material and the team’s future requirements to inform the new strategy - for the website, email marketing and use of social media. For example, the website needed to showcase the new Bionow and promote the benefits of joining as a member. It is now an interactive portal for the biomedical community, providing members with the opportunity to post news and events, job vacancies and partnering information.

Result

Partnering with HMA has supported Bionow in moving rapidly from a government-funded organisation to a standalone business. Due to the ability of the website and email marketing system to automate member services, this will increase business efficiencies within Bionow, allowing the team to spend more time in growing the business and supporting member companies.

Problem

One of the requirements of the funding received by the University was that their research should be explained to others in the scientific community, clinicians, patients and to the public. The University wanted to use a visual tool to help get across their work in an appealing way.

Approach

We met with the research group to carefully understand the science and how we could display it graphically. One of our team has a biomedical background which gave us a good appreciation of what was required. We prepared a storyboard prior to working on each stage which allowed us to confirm with the client that the science would be represented correctly. Following production of every 1-2 minutes of animation, we would ask the client to review progress, again ensuring we achieved an accurate representation. On completion of the animations, we have added audio tracks and uploaded them on to YouTube.

Result

The 3D animations, and illustrations derived from them, have proved to be useful to the University in multiple ways: in the lead researcher’s international presentations, conference displays, discussing the research with other scientists and public outreach work. In particular they featured in last year’s National Science Week.

Biomedical Animation 1
Biomedical Animation 2
Biomedical Animation 3
Biomedical Animation 4

Problem

Following the rebrand of ‘Spacia’ to ‘Network Rail Property’, the company’s digital presence needed to be brought in line with the existing Network Rail website following strict brand guidelines. The ultimate objective was to house the Network Rail Property information and functionality within the main Network Rail website (managed in-house).

Approach

Network Rail requested that the property search functionality developed by HMA was retained so that they could maximise on our digital expertise to develop this functionality going forward.

HMA worked with the marketing, IT and corporate affairs departments within Network Rail to provide a hosted solution which seamlessly integrates with the existing Network Rail website.

In addition to this, a Javascript property search widget was also developed for use on other areas of the Network Rail website.

http://property.networkrail.co.uk  

Result

In the 6 months following the re-brand and subsequent integration of the property information into the Network Rail website, website visitors have increased 33% whilst maintaining a bounce rate of below 30%. Website enquiries have also increased by 50% in the same period.

Problem

Each MEPC Estate operates independently within their regional location. It is essential however that the Board can review the transactional performance across the portfolio easily and accurately. MEPC found that ‘off-the-shelf’ systems did not provide the bespoke reporting functionality required to review transactional trends as well as review transactional predictions.

Approach

HMA created a bespoke CRM (Customer Relationship Management) tool to provide a central store of information – FARM.

FARM provides the ability to store information on companies, contacts and enquiries. The system is linked to HMA’s email marketing system, so it can provide automatic marketing reports on email activity (such as opens and clicks). FARM also provides reports on the timescales for Enquiry to Letting conversions and their ratios to enable MEPC to analyse their processes in more detail.

The major challenge of this project was the design of an intuitive user interface to enhance the user experience.

Result

By reviewing the transactional trends and performance reports provided by FARM, MEPC has been able to effectively analyse the costs of voids and create more accurate business plans.