Case Study

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Challenge

The City of Greenville has emerged as a dynamic, culturally sophisticated destination that attracts hundreds of thousands of visitors each year to its award-winning Main Street district and surrounding foothills of the Blue Ridge Mountains. The Greenville area has also become a breeding ground for advanced manufacturing, attracting a number of international businesses and major OEMs, such as BMW, Michelin, Fluor Corporation, GE Power, and more. The City of Greenville came to FUEL and tasked us with creating a custom website that was multifaceted, immersive, and informative. The goal was to give site selectors and relocation officers the relevant information they needed to present Greenville as a valid corporate headquarters destination for national and international businesses.

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Strategy

Our goal was not just to build awareness, but to give site selectors and relocation officers advanced interactive tools to help them present Greenville as an optimal destination to C-Level decision makers and Board Members. So in addition to creating a dynamic, responsive (e.g. adaptive) website that presented the City of Greenville in all its diversity, we built in a customizable feature that was, at the time, without precedent in the industry. Our design now makes it possible for site selectors to create their own unique, customized digital brochure that could be shared online or downloaded into a printable PDF format.

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Results

The FUEL team came up with a solution that not only worked but was above and beyond what the client expected. A site selector can now search the new City of Greenville website for pertinent information and then hand-pick specific information that is a high priority for the selection process—again, to share with the C-Level or Board Members—and present the custom piece in a professionally dynamic way. Not only was this initiative a huge success, but it has also changed the way the industry is designing websites and reimagining the way information that can be served up to prospects and decision makers. Other cities have actually copied our model.

It was a pleasure to work with the FUEL team. Not only do they have great knowledge of interactive media and digital marketing, but they understand business and are able to create solutions that enable us to better meet our objectives.

— Tracy Ramseur, City of Greenville

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