"We said, 'We're going to make a better product that addresses election issues from the beginning,'" says Diana Arney, Hart InterCivic's corporate marketing manager.
"We weren't doing it because someone told us we had to; we were doing it because it needed to be done."
It's no surprise, then, that when Hart InterCivic
faced the challenge of developing a better company Web site, Arney's
thought process worked in a similar forward-thinking manner.
first joined Hart InterCivic several years ago, she
says, the company Web site was outdated and difficult to navigate.She
focused on what the company needed from its Web site: a clear and concise communication tool that would brand the company and renew its image.
"I thought, 'We've got to define better what it is we do and how we do it,'" Arney
"I think a lot of companies have the problem with internal jargon getting onto the Web site, and that doesn't help you or your customers, because they don't know what all that jargon means.And then, before you know it, your Web site can become a black hole of money."
Arney's first step was to gather a nontraditional internal team, that even included warehouse workers, to discuss what Hart InterCivic
needed in a Web site.
"We came up with a look and feel that says in simple English what we do: elections," Arney