Fusion 360 is a Northern California developer of agricultural products designed to help improve crop health and yields.
“With the creative efforts of the entire [Post Modern Marketing] team we were presented with a website that effectively showcases the vision of Fusion 360 and its founders.”
The Dangers of an Outdated Website
The team at Fusion 360 approached us because they knew that they needed a full overhaul of their real-life and Internet marketing campaign. But their biggest immediate concern was that their website was desperately out of date.
It’s common for business owners and consumers alike to think that the only real issue with an old website is that it may not be as flashy or attractive as a modern website. But in actuality, the greatest concerns are on the back end–stability, security, and so on. While the website did have issues with its design and age, our concern was that the old website had been built with proprietary software that utilized an outdated version of PHP.
This had created something of a catch-22 for Fusion 360, as the site’s PHP code couldn’t be updated, and the site couldn’t be moved to a more modern and secure server because the old PHP version wouldn’t be compatible. As a result, Fusion 360 had been locked into an old website that was vulnerable to hacking and a number of other issues.
Designing a new website for Fusion 360 in order to address these issues was a major priority for our team.
Goals for the New Website
Fusion 360 needed a new website that showcased their products in a modern and attractive manner. But more importantly they wanted a website that would dovetail nicely with the larger marketing plan that we would develop with them. The site would also feature their planned rebrand, which would help modernize the overall look of the company and its products.
On our end–based upon the issues that Fusion had faced in the past–our focus was to develop a website that would be functional and easy to use, but which could also be easily updated and secured. We never wanted them to face the issues with security and hacking that they had struggled with previously.
In addition, because the website would serve as a central piece of our ongoing marketing plan, it would benefit both the client and ourselves to have a website that could be easily updated as needed.
New Content, Photography, Streamlined Business Processes, and Much More!
We’re big believers in the idea that in order to create a truly effective business website, that you need a lot more than just a clean design. We sent photographers down to Fusion 360’s lab in Turlock multiple times to capture all new photography for the website. The website design we developed relies heavily on this original photography, as we know from experience that showing a business’s actual operations and personnel goes a long way towards developing trust with potential customers.
Meanwhile, our content writer worked side-by-side with Fusion’s staff to develop new content for the website, and to standardize the branding of all of the products featured on the site.
But we didn’t stop with the website. Chris Post, our CEO, worked with Fusion to implement a process that Chris calls “BASA,” for “Business Sales and Automation.” The guiding principle of BASA is to use free and low cost software to eliminate the need for employees and staff to spend time on low level administrative tasks and data entry. This allows businesses to focus on providing a better level of service to their customers, while eliminating the lost productivity, financial costs, and opportunity costs that arise due to human error.
Lastly, we are engaged in an ongoing marketing plan with Fusion 360 involving both online and real world efforts. Josh Rubin, our CMO, worked alongside Fusion 360’s marketing coordinator to put together the company’s booth for the Biocontrols 2017 Conference & Expo in Reno, which took place in March. In fact, Josh went up to Reno for the conference, and assisted with running the booth, which featured a miniature bar with local beers and proved to be quite a hit with conference attendees.
We are also providing ongoing support in the development of brochures and advertising for their products, and will assist with future events as well.
Challenges of the Project and the Final Results
One of the biggest challenges of the project was that it was necessary for many members of the Fusion 360 team to have input in the design and development of the website. We worked with them to accommodate their needs, while guiding them towards the creation of a site that focused on fulfilling customer needs, with a minimum of distractions or extraneous material.
Ultimately, the Fusion 360 team was very pleased with their new website. Melissa, their marketing coordinator, sent us the following email shortly after launch:
There are many factors that come into play when building a website and running a marketing campaign. If you are not an expert it can be overwhelming. In order to meet our needs we had to look outside our company, and fortunately were able to find Post Modern Marketing. With the creative efforts of the entire team we were presented with a website that effectively showcases the vision of Fusion 360 and its founders. The process was smooth, efficient and informative. Based upon the results of this project and other marketing projects in process with PMM, I trust in their expertise to lead us in the right direction.
It was a pleasure for us to work with Fusion 360 on their new website, and we are enjoying our ongoing collaboration on their marketing plan. It’s a great feeling to have the trust of a company like Fusion 360, which has a team of truly wonderful, enthusiastic people.