When the Blood & Tissue Center approached me to help with their website, I was excited. They had gathered all the technical information they needed to deliver, but were looking for a way to make it more engaging.

They had some testimonials they were hoping to use on an inside page of the site. But one of the photos grabbed me. It was a bright-eyed little girl who had been saved by a blood transfusion. I floated the idea of bringing her story - along with a few others - to the most prominent spot on the homepage.

This approach seemed to resonate - and eventually became the pattern for much of their marketing strategy.

• Website
• Marketing