The city of Austin was in desperate need of a website that reflected its status as a high-tech hub. The design needed to make over 80,000 pages of information easily accessible to both internal departments and the citizens of Austin. Steel Branding researched and categorized key user groups, analyzed their needs and the delivery gap, and went to work to close it. As part of our inclusive process, we put our design out for public opinion using “Bang the Table.” After everyone had weighed in, the results were overwhelmingly positive! After launch, MuniNetGuide.com stated that the site would “set the standard for other city websites,” and Government Technology News awarded it “Best in Nation.” Both were proud accomplishments for Austin and Steel.
The Texas Education Agency chose Steel Branding to launch its major new initiative, the Texas Student Data System (TSDS). Projects of this magnitude require more than great web design so we created a statewide communications plan complete with press conferences, case studies, and media relations. The plan allowed stakeholders and users to get on board and get aligned before the rollout ensuring the launch campaign went off without a hitch. The new TSDS site won a “Best of Texas” award from the Center for Digital Government.
Steel took on the task of increasing San Jacinto College’s enrollments in a highly competitive Houston landscape. Beginning with an opportunity analysis, we devised a campaign that targeted specific areas of study that aligned with jobs in high demand in the Houston area. With media placement in traditional and digital ads the campaign showed prospective students a direct path to success. The result of the campaign, a 30% increase in 2014 applications, was a huge success for San Jacinto College.
Over the past five years, Steel Branding has grown San Jacinto College digital presence and continued to develop the college by launching new initiatives such as the website redesign and testing new media channels. Steel has delivered an increase in applications from its digital advertising campaigns year over year, with a 50% increase from 2012-2013 to 2013-2014.
When CHRISTUS Health Plan needed to raise awareness and drive enrollments in their new health care coverage product for low-income resident and CHIP and Medicaid recipients they turned to Steel Branding. We created the “To Families, with Love” campaign which focused on giving back to the community rather than asking for enrollments. Cuddles the Bear, our big purple mascot, spread the word, spread the love, and warmed the hearts of reluctant locals. That year, CHRISTUS Health Plan was voted “Best of the Best” by Corpus Christi Caller Times readers and grew their market share over threefold from 4% to 14%.