(l-r) Benjamin Sawa, president of SMPS Boston; Jennifer Shelby, CPSM, Rhino PR; Vanessa Schaefer, Clockwork Design Group / © Frank Monkiewicz Photography
Boston – Rhino Public Relations, a specialty public relations and marketing agency, and Clockwork Design Group (CDGI), a boutique web and graphic design firm, announced that their joint efforts on the Hobbs Brook Management website were acknowledged by SMPS Boston in its annual marketing communications awards program in Boston.
Rhino PR provided content development, overall project management, and owner’s representation. Clockwork Design Group provided website design and art direction.
The SMPS Boston awards program honors firms and individuals who have aspired to push the envelope in professional services marketing.
The Hobbs Brook website received an honorable mention in the website category. Juror comments include “copy is short and well written,” “large photos are very compelling,” and “the approach was impressively concise and easy to navigate.”
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Example of hobbsbrook.com’s responsive design on multiple digital platforms. Home page images cycle between photos of people and buildings within the HBM portfolio.
The Hobbs Brook website enjoyed the following results after its launch in September, 2014:
- A 100% increase in website sessions, from 6,000 in October 2014 to 12,000 in March 2015
- Increased average page views resulting in 300-500 unique hits per day
- A 290% increase in visits to the property pages over the course of seven months
- A rise in dining menu visits, from 2,800 visits in the first month to 13,000 visits per month within first seven months
- A dramatic increase of 915% in page visits to the property management page within the first seven months
Hobbs Brook’s tagline ‘The most valuable thing we develop isn’t a building, it’s a relationship’ was the motivation behind design direction and content development for the new website.
Recognizing that without the high caliber of tenants and hardworking staff Hobbs Brook would not sustain its current level of success, Rhino and Clockwork endeavored to create a website that focused on the people who work within the buildings, in addition to the portfolio of buildings themselves.
The site is heavily reliant upon large, close-up images of smiling employees from various executive, property management and catering departments, as well as tenants and community stakeholders. This shift from the former website focused 100% on buildings differentiates Hobbs Brook from its competitors and reinforces its relationship-focused mission, while still highlighting the high quality and sustainable Class A work-spaces it provides in Massachusetts, Rhode Island, Illinois and Georgia.
“This is the second website we’ve entrusted to Rhino PR,” said Jeff Gilmore, chief technology officer with Hobbs Brook. “We relied upon them to not only drive our project forward on a daily basis, but also to guide us on best practices, help us make strategic decisions, and keep us organized and on track.”
Rhino PR wrote the RFP, solicited and collated responses, participated in the interview and selection process, wrote the content, managed the process, and coordinated a pre-launch unveiling with the executive team and the launch date and web host relocation with CDGI.
Gilmore adds: “Rhino helped us select Clockwork, who’s bright, friendly and engaging design, current technology applications, and encouragement of making this a people-oriented site greatly contributed to its success. The site was always a winner in our book, and we’re glad SMPS Boston thinks so too.”
Clockwork Design Group analyzed the existing website; defined a new site map and information architecture for improved navigation, user interface, and experience; presented multiple homepage design options for Hobbs Brook’s review and feedback; and created an e-blast template to coordinate with the accepted brand. CDGI also art directed several photo-shoots featuring Hobbs Brook employees and tenants who represent the wide variety of specialty departments within Hobbs Brook Management.
