Client Profile: NICB is the nation’s leading not-for-profit organization dedicated exclusively to preventing, detecting and defeating insurance fraud and vehicle theft through information analysis, investigations, training and public awareness.

Business Challenge: Website was not meeting the various needs of customers or internal staff.

Willow Marketing Solution: Willow Marketing worked to redesign the look of the website while creating administration tools, increasing usage, sustaining high volumes of traffic and managing documents. The site, www.nicb.org, needed to educate, inform, entertain and stimulate visitors.

We began by listening to NICB and identifying ways to make the new site better. We held meetings and discussions with the client to meet their requirements and expectations.

Taking what we learned, we then created and outlined the visual and technical specifications of the website. We designed it to be attractive, updated and easily navigated. While most of the site was to be public, there was to be a section accessible to members only, which allowed member client companies to manage their own users’ access rights, create individual profiles and add additional members.

The site also contained a complex administration structure that allowed for new content to be approved before going live. Additionally, we created a tool called VinCheck, which was a vehicle flood database, particularly useful after Hurricane Katrina. Further enhancements to the site included comprehensive searching abilities, ability to stream video clips, capability to process online orders, greater website stability and easy administrative updates to refresh content. The site also contained a web tool capable of managing a large volume of documents.

Willow helped to grow web presence by continually refining the site based on user behavior and feedback, developing strategies for attracting and retaining visitors and members, increasing market share through on- and off-line marketing programs and seeking out or reacting to new market opportunities. The greatest success factor was that more members than ever before were using the site. High volume traffic was easily sustained and during national media campaigns, the website supported over 100,000 unique hits per hour for time periods over a week.