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WebTrax provided Arcadia with website design services. Arcadia Investment Management is a Kalamazoo, Michigan, based asset management firm, specializing in working with both institutional investors and high net worth individuals. Their challenge in redeveloping their website was to ensure their message was effectively articulated to both of these core audiences.
While all investors want to grow the value of their investment portfolio, institutions and individuals typically go about doing so differently. As such, their messaging and website design required a distinctly different approach in order to be effective.
Working closely with Arcadia’s portfolio management and client services teams, WebTrax and communications consultant, Daniel Quinn Communications (DQComm), developed a new message around which the rest of the content strategy and subsequent technical build-out of the website would be based: “Wall Street expertise. Main Street perspective”.
DQComm created what were in essence, two separate content strategies tailored to each of Arcadia’s core constituents. While DQComm finalized the content strategy and composed the writing for Arcadia’s new website, Webtrax designers worked in tandem to select images and graphics consistent with the new message while WebTrax developers constructed Arcadia’s new mobile responsive website in the Joomla! CMS.