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www.firstpro.com
First Professional Management
Inc. handles planning, development,
leasing and management of their national
retail properties for such merchants as
Wal-Mart, Canadian Tire and Home
Depot.
Challenge
The company sought to re-brand itself as
First Pro Shopping Centres, an active and
positive member of the communities in
which it had properties. Greater
importance was placed on conveying
information to its target audience,
namely tenants and customers. There was
also a desire to update the overall image
of the company and improve communication
between the various offices and
departments.
Strategy
An extensive plan was devised that
involved devising a new corporate
identity for the firm that linked to the
past, yet radically moved forward. The
process began with a basic website, which
was used as a testing ground to solicit
feedback and solidify the new brand. From
there, a new logo, stationary, print
material and website was produced to
reflect the new direction. The website
consists of an Extranet for key accounts,
Intranet for centralized employee
communication, a corporate information
section, and a FLASH-based site
presentation component.
Results
Today, the website boasts an innovative,
industry-leading format with a dynamic
interface of in-depth information and
images. Through the back-end content
management system, select First Pro staff
maintains the data to ensure it is
relevant to users. The site has enjoyed
widespread praise for its efforts to
improve communication amongst its clients
and the creative means by which to
present the information. Most
importantly, the company continued to be
the fastest growing developer in Canada
today.
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