Content tools and strategies that drive growth.
Government restructuring drove the need to consolidate information, resources, and services on community development, technical, and financial assistance programs from three websites – michiganbusiness.org, MIplace.org, and michiganmainstreetcenter.org – down to one. Existing content needed to be parsed and revised, with guidelines put in place around the creation of new content and case studies to support the MIplace.org mission.
Originally built on the Ektron content management system, which was acquired by Episerver in 2015, MIplace.org required a modern CMS that enabled easier marketing content creation while providing more robust support options and digital marketing capabilities. The design needed to consider the needs of a multi-brand, government-affiliated organization, with respect to the MEDC’s primary website (michiganbusiness.org) and the Pure Michigan brand family.
A Gartner- and Forrester-recognized web publishing and digital marketing platform, Episerver presented the best toolset and migration path forward. As a longtime Ektron and Episerver partner, C2’s deep platform experience and command over Ektron-to-Episerver migration delivered design and development of the new MIplace.org within four months.
The site features include integration with social media and enabling user-generated content to augment the MIplace.org team’s internal efforts. An interactive “Live and Play” map allows site visitors to explore the way of life and recreational opportunities for Michigan residents across the state’s 10 regions. Leveraging its extensive partner network, C2 enlisted a content strategist to create guidelines around site content that ensures brand style, tone, and consistency in support of the MIplace.org mission and vision. An appealing, mobile-friendly design, simple navigation, and well-organized content and functionality make MIplace.org is a complete toolbox offering information on state-sponsored tools and incentives for community development professionals and real estate developers.