Institute for Practitioners in Advertising (IPA)

Website design from Senior Internet
Website design from Senior Internet
Website design from Senior Internet

The IPA is the professional body representing advertising, media and marketing communications agencies. Monetisation of content was key in their website development with thousands of fully searchable documents, indexed and integrated with a bespoke CRM system. In addition, the site boasts a CPD zone with an integrated CPD diary. 

www.ipa.co.uk

Our Goals

The IPA required a new website that would provide fresh thinking for navigation and content publication. They wanted a highly innovative website that puts the 70,000+ members at the forefront of all deliverables. The goal was to produce a method for members to easily locate relevant information from a website that has more than 30,000 items of content.

 

Due to the IPA's media-savvy audience, we made it a priority for the branding to be accurately targeted at the media industry

The Senior Transformation

We carried out a complete overhaul of the website. This looked at where the previous web site had failed and identified the members' needs precisely.

Following our analysis, we presented:

  • The idea of a centralised publishing engine that could publish content of various types to multiple websites.
  • The concept of personalising the web experience on an individual member basis. 
  • The use of 'drag and drop' page flakes and internal web feeds.

 

A stunning agency gallery was introduced. The feature was full of extraordinary images and packed with information on a host of marketing campaigns. To make it easier to find information, an agency search function was launched. The feature made it simple for visitors to locate agencies by selecting criteria through drop-down boxes. 

How We Became Award Winners!

The system was designed to publish a wide variety of content types including text, images, videos and audio clips. Thousands of pieces of content were included in the system. We removed the need for standard navigation and replaced it with a variety of methods of discovering content. These included a powerful internal website search facility, tag clouds and user profiling. Personalised homepages and content categorisation were also introduced to make resources easily accessible.

 

Other features of the website include content monetisation, membership information integration and social bookmarking. Comprehensive visitor analytics, RSS and much more were also included. The system supports multiple contributors and editors. Various security permissions and restrictions were introduced and these depended on the type of administrator.

 

The result was met with acclaim from the client and the industry in the shape of a WEBBY award!