Case Study

The Morris family’s commitment to animal health started with an idea in 1928 that would change the way we look at the role of nutrition in the lives of all animals. The idea was revolutionary but very simple, and has been passed down through three generations: treat ailing animals by changing their diets.

Through vision and innovation, the company had expanded the original family of ZuPreem products to include a complete line of life-stage diets for companion birds and adult maintenance diets for ferrets and small animals, while continuing to manufacture trusted zoological diets for birds, exotic felines, omnivores, primates and reptiles.

ZuPreem needed an innovative, compelling, and clear presentation of a long line of products and information, geared towards seven distinct audiences: retailers, distributors, zoos, breeders, veterinarians, pet clubs, and pet owners. And ZuPreem needed to make it easy for visitors from any source to find relevant, practical information quickly.  ZuPreem turned to emfluence™ to redesign and reorganize ZuPreem’s corporate web site.

“emfluence is focused on my business objectives and getting results,
not just on what’s cool or what everyone else is doing.
They listen and focus on client business goals.”
  Stephanie Ayers, ZuPreem, Sales & Marketing Group Supervisor

emfluence organized parallel web, SEO and email strategy and design tracks for the marketing business unit at ZuPreem, who wished to empower existing customers with engaging email campaigns, as well as grow the customer base by encouraging site visitors to become part of the ZuPreem team.

The Challenge

• Relaunch ZuPreem’s existing website to one that supports rapid retrieval of relevant information.
• Build a site that maintains corporate brand standards while allowing ZuPreem staff to update the site.
• Use the website to turn strangers into leads – driving traffic and then capturing and holding interest.

The Solution

web development services

• emfluence web strategists reorganized the web content in logical groups, providing clear audience pathways that supported a strong information hierarchy, while maintaining a comfortable, intuitive interface.
• emfluence Search Engine Marketing (SEM) consultants guided the content development during the redesign and continue to deliver specific recommendations and examples of SEM best practices.
• emfluence developed a modular, expandable design with flexibility for both media and content, with room to grow and forward compatiblity.
• emfluence supported the budget and timeline with regular milestone deliverables, while adapting to small changes in tactics.