CMHC in China.
Challenge:
Working with community organizations, the private sector and all levels of government in Canada, the Canada Mortgage and Housing Corporation has been assisting China in providing innovative solutions to high-rise building developments and construction standards. It's a project that has improved quality of life, safety standards, and environmental practices for millions of Chinese citizens.
The Secret Sauce Factory was charged with the task of creating an easy to manage, interactive brochure website to be the hub of an online search engine marketing strategy directed towards industry professionals in mainland China.
Solution:
The website was updated with an easy to use interface for providing information regarding the benefits of Canadian high-rise building standards, for directing visitors to register for events and seminars and for making contact requests for more information.
In addition to providing many methods for making contact, the website also provides many methods for entry. An easy to use content management system was created to allow CMHC to quickly update website information and easily create and manage multiple landing pages. These landing pages provide search engines multiple points for entry to the website, which increases CMHC's brand awareness and traffic. They also reduced the costs of CMHC's search engine marketing campaign.
Since CMHC has to reach an audience half way around the world, the correct approach to language and communication is an important factor to the success of their strategy. Drawing from The Secret Sauce Factory's experience in dealing with China and its background in information architecture, the content of the website was written to ensure it is search engine friendly and search engine optimized for Baidu, Yahoo!, and Google.
As well, The Secret Sauce Factory provided professional advice about effectively marketing online in China. The Secret Sauce Factory created a website in Simplified Chinese Text, which allows CMHC to overcome the language barrier.
Results:
Three weeks of production, and five months in the market later, CMHC has been overwhelmed with contact requests due to the success of the website and search engine marketing campaign. Clearly, The Secret Sauce Factory provided a world class brochure website that enables CMHC to improve the quality of life, safety standards, and environmental practices for millions of Chinese citizens.