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Case Study: West Virginia University Parkersburg Web Site

The Situation:

West Virginia University Parkersburg (WVUP) struggled with an outdated website for years and it became  unmanageable.  The website lacked a Content Management System (CMS), which contributed to the stale and outdated information. The institution could not deal with the problem directly.

The Challenge:

 Replacing the entire installation with a modern database driven solution on a solid and reliable hosting platform.

The Solution:

August 16, 2013, West Virginia University Parkersburg (WVUP) launched their new website produced by Image Associates. Built on WordPress, the site represented a vast improvement over what they had before.

  • A fully responsive design that allows the site to display properly on all mobile devices.   
  • Content control that includes role-based editing permission.
  • Multiple page templates for customization and differentiation between different areas of the site.
  • A complete Events Management feature with visual calendar.
  • A categorized FAQ management system.
  • A Staff Directory.
  • A Downloads manager for all files needed by students, faculty and administrators.
  • A Custom code that can be implemented by other web services, such as the campus emergency notification system.
  • Automated Site Maps.
  • Custom forms that can be created for any purpose and submitted via email to any chosen email address.
  • An improved page management system featuring an easy to follow tree view which allows admins to track the site’s 250+ pages.

 (more…)

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Case Study: New River Rocks

The Situation:

New River was an institution without an identity. Created from four freestanding colleges located in four different cities, New River faced an uphill battle to establish a brand identity with a limited marketing budget. The college had no name recognition in its service area and the local communities that had previously been home to the four individual colleges that make up New River resisted consolidation. Enrollment was stagnant and morale was low.

The Challenge:

Develop brand awareness across four distinct markets, increase enrollment, and create a unified brand culture across all four campuses.

The Solution:

Image Associates immediately went to work to develop a brand and create a spring enrollment campaign.

Spring Enrollment Campaign:

Image Associates identified New River’s target audience and value proposition, created a branding strategy, logo and other collateral materials and an integrated marketing plan and enrollment campaign. Working in the school’s four markets and using three TV stations, a half-dozen radio stations, regional and local newspapers, the school’s Web site and many free media opportunities, Image Associates circulated the broadcast, print and online media it had created for the Spring “Push.”

The Outcome:

The campaign generated hundreds of calls and introduced the school’s brand to a diverse and geographically segmented population. New River’s enrollment rose almost 33% in just a few short weeks and the campaign was pronounced a definitive success.

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Case Study: CompareCareWV Web Site

The Situation

The Governor of West Virginia put forth a mandate that all West Virginians should be able to compare health care costs across all health care providers in the state.

The Challenge

The West Virginia Health Care Authority pulled together a team of experts in database development and Web design, which included Image Associates, to produce the CompareCareWV Web site, where West Virginians could search through a massive database of medical procedures cross-referenced against the hospitals and other providers who performed them. The users could search by procedure or by distance from their location.

The Solution

CompareCareWV represented a massive collaboration between Image Associates, the IT Department of the West Virginia Health Care Authority and a third party database administration firm tasked with bringing vast amounts of information in to play. The site was built on a .Net framework and relies heavily on CSS for the look and feel. Image Associates served, in part, as a bridge between the highly technical minds of IT and the less technically inclined West Virginia Health Care Authority administrators to translate needs and wants between those two disparate worlds. The site’s front end, including the user interface, and the graphical look and feel were coded by Image Associates. The server code for pulling the information from the back end database into usable tables of data for users on the front end was also provided by Image Associates.

The Result

The CompareCareWV Web site has received positive notices and press and continues to provide empowerment to the people of West Virginia by way of increased knowledge of health care costs.

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Case Study: Home Delivery

The Situation

In 2002, the West Virginia Housing Development Fund expanded its home mortgage program.  The new program was not restricted to first-time buyers and had no income restrictions. Prior to this program the WVHDF guaranteed loans to first time buyers only and income restrictions and other factors limited eligibility strictly to low-income clients.

The Challenge

The WVHDF found themselves challenged to serve a much broader demographic than ever before; thus a new advertising program targeting a mid to high income audience was needed. Since the program was new and represented an unprecedented opportunity for homebuyers, the task of responding to the great volumes of requests for information (generated by the advertising) in a timely and courteous manner was expected to overwhelm the internal response systems of the WVHDF.

The Solution

Image Associates named the new program “Home Delivery” and produced television,  radio and print ads designed to target homebuyers aged 18 – 54 with incomes above $60,000.  This targeted approach and key visual and audio cues contained in the TV spots were intended to overcome existing perceptions that the WVHDF serves only low-income clients. IA developed a video information packet to answer the most commonly asked customer questions and secured a toll-free telephone number and the services of an Inbound Telemarketing firm to respond to the anticipated call volume. The methodology was seamless to the respondent and ensured timely and courteous call response with no busy signals or hold time.

The Outcome

Over the initial 8-week advertising effort, total requests for information reached 337 per week. Requests continued for 11 weeks after advertising had ceased — averaging 15 requests per week, then response rates dropped to pre-campaign levels of 4 to 5 requests per week. At the suggestion of the WVHDF, Image Associates met with housing fund representatives in Kentucky and Virginia who agreed to form a cooperative advertising group.  The first “multistate” campaign worked so well, all three states agreed to participate in a second cooperative TV spot air flight.

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How We Do It SECTION - About Us

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Bill Hogan

Managing Member

Sharon Harms

Partner, Art Director

Carl Varney

Technical Director

Brooke Lewis

Office Manager/Producer
Image Associates, LLC is a full-service communications company created in 1996.  We are West Virginia’s only marketing/public relations firm with complete in-house, high-definition media production capabilities. We can see your concept through from beginning to end. Our award-winning work has garnered scores of TELLY awards and numerous ADDY awards since our creation.
Unlike other agencies who must subcontract television and radio production, we can produce the concepts we develop, thus controlling costs by eliminating subcontractor mark-ups. Our goal is to provide communications that not only support our client’s public relations and marketing efforts, but is also creative, targeted, cost-efficient and effective.

Creative Services

Creative services is one of our greatest strengths. We bring the full force of our firm to bear when a client needs a creative concept or solution to a marketing problem.  (more…)

Strategy

Strategic planning services are an integral part of our expertise. Strategy separates a mediocre campaign from an effective campaign.  (more…)

Video Production

Our in-house video production company allows us to go from concept to edit, all in 4K, without subcontracting.  We can distribute your video on the web, on physical disc or deliver for broadcast. (more…)

Internet & Web

Clients constantly remark on the effectiveness and ease of use that Image Associates brings to their Web sites. Our designs range from simple small business sites to enterprise class sites. (more…)

Media Buying

Over a million dollars in media buys each year has positioned Image Associates as a powerful player in our region’s media market. (more…)

Direct Response

We have the necessary manpower, corporate relationships, experience and vision to develop, initiate, execute and track an effective direct response effort.  (more…)

Research

Image Associates has worked with a number of research firms for both quantitative survey research and qualitative research services for a variety of clients.  (more…)

Public Relations

Image Associates has the experience and relationships with media outlets across the Mid-Atlantic region to see a PR campaign through to its successful conclusion.  (more…)

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The team at Image Associates works quickly, efficiently and demands the highest quality work from themselves and their contracted workers. Image Associates has been a tremendous business association for Contemporary Galleries for over 30 years. I know you can expect the same productivity, effeciency and friendship that we have experienced.

Mary Anne Crickard, Manager, Comtemporary Galleries of West Virginia, Inc.

They have consistently produced quality work and contributed to many successful campaigns. The staff at Image Associates is always available, very creative, and extremely pleasant to work with.

Bryan Shaw, Sr. Marketing Specialist, South East Region, Frontier Communications

They took our heavily outdated web site and delivered a final product that is a dynamic and user-friendly. We’ve received nothing but positive feedback and I would be glad to work with Image Associates on future projects.

Katie Wootton, Director of Marketing and Communications, West Virginia University at Parkersburg

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iA Director Featured in Markee Magazine

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iA Director William F. Hogan will be featured in an upcoming issue of Markee magazine, a trade publication aimed at reaching executives in the film industry.

“I am honored to be chosen as one of the subjects for an issue of Markee,” said Hogan. “Opportunities to show the nation what we can do in the West Virginia film industry are rare, and when one arises, we have to take advantage.”

Hogan’s decades of experience in the film industry and his wide array of both shooting projects and clients are the focus of the piece, according to writers at Markee.

New River Community and Technical College Selects Image Associates

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When Beckley-based New River Community and Technical College decided that the school needed professional help to help it raise its public profile, West Virginias newest independently accredited higher education institution selected Image Associates to develop a marketing strategy.

The West Virginia Legislature created New River Community and Technical College in 2003 by combing one community and technical college component of Bluefield State with another from Glenville State. New River currently operates campuses in Beckley, Bluefield, Lewisburg and Summersville but suffered from an identity crisis because those four-year baccalaureate institutions previously operated its campuses.

Image Associates was asked by the college to provide immediate help in several key areas. During the first 45 days after signing an agency of record contract, Image Associates worked closely with New River officials to develop a short-term marketing plan which included launching the colleges first advertising campaign geared toward recruiting students, redesigning the college logo and corporate identity package, publishing an Annual Report, creating a multi-purpose descriptive brochure, staging press conferences, writing press releases, planning media tours and providing ongoing public relations counsel.

We couldnt be more pleased with our relationship with Image Associates, said Libby Belcher, assistant to New River President Ted. D. Spring. They were able to assess our needs quickly, meet impossible deadlines and deliver products and services in an enthusiastic and professional manner. We are looking forward to a long and rewarding relationship.

Image Associates Helps Design new CompareCareWV Web Site

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Comparecare 1Image Associates was part of a special creative team assembled by health consultant Mary Angel to develop a new website for the West Virginia Health Care Authority (WVHCA). The new website, www.comparecarewv.gov, provides a central source where consumers can compare services and the comparable costs for those services at all West Virginia hospitals.

Users can search the website by procedure or location and receive a chart that lists all relevant facilities that offer specific treatments within a specifically chosen distance from a consumers home zip code.

Angel noted that consumers without health insurance now have a resource available that could help them find the most cost effective treatment available. The site also contains resources for discovering other general health care information.

The project, a collaborative effort between the WVHCA IT department and Image Associates, began in October and went live on January 31, 2007.

The site is a .NET site on Microsoft Servers and is hosted by the WVHCA. Image Associates interpreted Angels designs and coded them for browser display using xhtml and css. Image Associates also assisted WVHCA with back end programming in the .NET environment by providing a link between the front-end design and the database used to drive the content.

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