Web Strategies, Video & Broadcast Media
As an integrated marketing organization we offer a variety of
communications options to our clientsincluding highly specialized
services such as robust, content-rich and e-commerce-enabled websites.
Among the resources we offer are website design and content development,
e-commerce and survey capabilities, online newsrooms and site
metrics. Notably, our approach to Web design is based first on
established principles of direct marketing.
This is because our website work is usually done in the context
of a larger campaign in which direct response, broadcast media,
special events, publications and advertising are brought to bear
on the overall task of achieving organizational development or
product marketing goals.
An example of this kind of integration
can be found in our work on behalf of the Charles River Conservancy,
an advocacy group dedicated to renewing the Charles River Parklands.
In that instance, the website that we constructed for the organization
became a means to producing an important event as well as a means
to leveraging the event.
Among the pre- and post-event content we created were
- An event-related book promotion
- Event information and ticketing
- Related membership appeal and donor opportunities
- Online pressroom
- Event-related awards
- Full-scale video coverage of the event
- Collateral streaming video on a linked website
- Post-event content posted to the website
For a better understanding of the website and its features, including
- Press room with graphics resources
- Online membership and donor section
- Online calendar
- Rich content
please click on www.CharlesRiverConservancy.org.
Another example of our website strategy capabilities
can be seen at www.SupplementQuality.com,
a Web portal we built from the ground up for the Dietary Supplement
Quality Initiative. DSQI is the only organization in the world
dedicated exclusively to supplement quality.
The site, which was launched in 1999, draws over 20,000 unique
visitors in a typical month, with interests ranging from "What's
in the bottle vs. what's on the label" to safety, efficacy and
The website is extremely content rich, featuring timely reportage
and comment developed by The Golden Group on behalf of the client.
Periodically, we leverage site presence by means of search engine
submissions and news releases (covering important new content)
distributed via the PR Newswire and news-related online search
engines. A unique feature of the website is a sophisticated online
survey which we developed internally in Structured Query Language
(SQL). Site content features
- Headline and breaking news
- Cautions & potential hazards
as well as
- Health benefits
- Reading labels
- Supplier questions
- Standards and regulations
If imitation is the sincerest form of flattery, then SupplementQuality.com
is an innovation in the field. In 2001 the supplement industry
launched a website of its own which in large part mirrors SupplementQuality.com.
is a new website being created on behalf of a manufacturer/distributor
of precision fireworks firing systems and fusing devises. These
computer-controlled products offer the most sophisticated triggering
options in the world, including the capacity to precisely synchronize
fireworks with live and recorded music or theatrical cues.
The design objectives of the MagicFire site (www.magicfire.com)
were intentionally limited to ensure a level of presentation familiar
to the pyrotechnics industry. The result is a low-cost, high impact
presentation of technical and ordering information designed to
appeal to mid-size fireworks display organizations.
Barkan Management Company
With four operating entities, among which is the largest provider
of homeowner association management services in New England, Barkan
needs to maintain an active dialog with its 13,000+ clients.
All the markets in which the company does business are highly
competitive, so differentiating Barkan's value added is a primary
requirement of the Barkan website.
To achieve this goal we designed a simple, yet forthright presentation
format featuring easy access to Barkan's various operating divisions
and their unique service offerings.
A long-observed characteristic of the real estate management
industry is the labor-intensive aspects of delivering client services.
To invite and facilitate a more inviting and efficient service
dialog between Barkan and its clients, we created a highly refined
service-request function on the site.
To do so we wrote CGI scripts in Perl incorporating a wide range
of special cases. Both Barkan clients and company associates benefit
from this function. Now clients are able to specify and order
a wide range of services and reports at will, while Barkan associates
are able to process requests based on pre-formatted email.
Overall, Barkan's new website makes the organization more accessible,
responsive and efficient, three valuable qualities for any service-oriented
Video and audio
On request we script and/or produce video and audio, having created
a number of theatrical, symposium and spoken word presentations
over the years. These have included
- a national seminar series for computer resellers, which we
wrote, produced and presented in a dozen major US markets, including
Houston, Detroit, Pittsburgh and Philadelphia, on behalf of
the Interface Group, the producers of COMDEX. The series was
based on a published "How To" booklet, for which we developed
the content outline
- appearances on CNN and local news broadcasts on behalf of
a technology industry client
- numerous events and presentations, which we regularly produce
on video on behalf of clients
- a short play featuring a seminal figure in the history of
the environmental movement
- an audio "business card," which we scripted and produced in-studio
- a series of radio ads and television editorials which we produced
on behalf of a political candidate and a ballot initiative
How might we best meet your communications needs through the
use of coordinated Web, video and other media strategies?
The Golden Group
inspiring the imagination,
stirring the soul!
Copyright 2002, 2014 The Golden Group.
The Golden Group is a marketing, creative and Web services firm
located in the Metrowest area of Greater Boston, Massachusetts.